The green consumption among individuals can be an effective way to minimize the negative impact of consumption on the environment. The research related to green consumption behavior in developing ...nations such as India is few and far between. Considering this, researchers in the present study have attempted to understand the consumer behavior to buy green products in context of a developing nation; India. The study has used the Theory of Planned Behavior (TPB) and further extended the TPB including additional constructs namely; perceived value and willingness to pay premium (WPP) and measured its appropriateness in determining consumer green purchase intention and behavior. A total of 620 usable responses were collected with the help of a questionnaire survey using the convenience sampling approach. Structural Equation Modeling (SEM) was used to evaluate the strength of relationships among constructs. The findings reported that TPB fully supported the consumers' intention to buy green products which in turn influences their green purchase behavior. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. At the end, discussion and implications have been discussed.
•TPB supported the consumer's green purchase intention and behavior.•Additional constructs (perceived value, willingness to pay a premium) were included in TPB.•Finding supported the inclusion of additional constructs in the TPB.•Attitude towards behavior emerged as most significant determinant of purchase intention.
With increased emphasis being placed on entrepreneurial thinking and acting in today's careers, we have witnessed growing research on entrepreneurial self-efficacy (ESE) over the last two decades. ...The present study provides a systematic review of the literature on the theoretical foundations, measurement, antecedents, and outcomes of ESE, and work which treats ESE as a moderator. Based on the review, an agenda for future research is developed and implications for entrepreneurship education and training highlighted. In doing so, the need to consider alternative theoretical perspectives to improve understanding of how ESE influences outcomes at different levels of analysis is highlighted. In addition, the review identifies a need to a) examine the factors which drive short-term fluctuations and long-term changes in ESE, b) examine the developmental precursors of ese in childhood, adolescence and early adulthood, c) examine the negative/curvilinear effects of ESE, d) investigate whether ESE can be treated as a collective level phenomenon, e) look at the effects of ESE on outcomes outside of entrepreneurial contexts, and f) improve measurement and research design.
•We conduct a systematic review of the literature on entrepreneurial self-efficacy.•Prior work has adopted social cognitive theory to explain its development.•Researchers should consider new theoretical perspectives to examine its effects.•Opportunities for empirical advancement are also highlighted.
Green purchase can have an impact on organization bottom line. It also helps to build a positive public image, brand, and goodwill in the marketplace. The purchasing intention for the green products ...varies across culture, gender and individual behavior of a person.
This paper examines the impact of individual behavior on green purchase intention by applying constructs from Theory of Planned Behavior (TPB). A conceptual model is developed in this research by linking cultural values from Hofstede dimensions and value orientation model by Kluchhohn and Strodtbeck (1961) to determinants of green purchase intention. The paper also examines the role played by gender on purchase intention through culture and behavior. Collectivism and Long-term orientation (LTO) dimensions are included from Hofstede and Man-nature orientation is included from Kluchhohn and Strodtbeck (1961) model.
The findings of the study suggest that collectivism is significantly related to all three predictors (attitude, subjective norms and Internal PBC) of green purchase intention in TPB whereas LTO is insignificantly related to attitude towards green products while examining the direct effects. Green purchase intention is also significantly related to Man-nature orientation.
The research shows the path to translate cultural values, norms, and beliefs of an individual into purchase intention. Therefore, the research provides an insight to practitioners and policy-makers on how to increase intention towards green products.
The study concludes that the awareness level regarding green products among individuals in India is still a matter of concern and therefore, practitioners and policymakers need to take efforts to make them knowledgeable about the same.
Purpose
Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of ...planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand. Further, the influence of brand love on brand forgiveness is proven. Additionally, this research investigates the influence of involvement with the product category on the proposed relationship.
Design/methodology/approach
A survey (N = 274) was used to test the model in the context of fashion industry with the help of a convenience sample. Exploratory factor analysis, confirmatory factor analysis and (multi-group) structural equation modelling techniques assessed the proposed model.
Findings
Results show that the proposed model gives valuable insights to brand love, where involvement serves as a moderator. While the attitude towards loving a brand has a strong influence on brand love for both high and low involved consumers, affordability only plays a minor role for experiencing brand love. Subjective norm is found to facilitate brand love for high-involved consumers, while propensity to anthropomorphise leads to higher brand love for low involved consumers.
Originality/value
This paper demonstrates the applicability of the theory of planned behaviour to a consumer–brand relationship context. This adds to a deeper theoretical understanding of the managerially relevant construct of brand love. Further, the study demonstrates that brand lovers are more forgiving in times of disappointment. Introducing involvement into the research model provides valuable insights into the processes underlying brand love.
It is increasingly obvious that for safeguarding environmental sustainability, eco-efficiency measures will need to be complemented by sufficiency, in particular by strong sustainable consumption. ...The Theory of Planned Behaviour TPB and Social Practice Theory SPT offer different views on consumer behaviour, and on ways to change it. This paper briefly describes the challenges, discusses the applicability of both theories and their meaningfulness for policy recommendations.
We suggest an approach combining results of both bodies of theory, complemented by ideas from political economy, to substantiate the Prism of Sustainable Consumption we introduce as a heuristic sufficiency policy tool. It is useful to identify affordability criteria for change in each dimension, as the basis for deriving suggestions for effective policy interventions. We conclude that (i) effective interventions are possible, (ii) they have to address several dimensions of affordability simultaneously, and (iii) the sufficiency policy space prism can be a useful tool in structuring planned interventions.
•Reducing energy consumption to limit climate change is a policy imperative.•Different bodies of theory make different suggestions how to achieve that.•Comparing them, we suggest not merging but combining complementary results.•The Prism of Sustainable Consumption offers a heuristic tool for doing so.•It allows defining four kinds of affordability as conditions for change.
Despite their ethical intentions, ethically minded consumers rarely purchase ethical products (Auger and Devinney: 2007, Journal of Business Ethics 76, 361-383). This intentions-behaviour gap is ...important to researchers and industry, yet poorly understood (Belk et al.: 2005, Consumption, Markets and Culture 8(3), 275-289). In order to push the understanding of ethical consumption forward, we draw on what is known about the intention— behaviour gap from the social psychology and consumer behaviour literatures and apply these insights to ethical consumerism. We bring together three separate insights — implementation intentions (Gollwitzer: 1999, American Psychologist 54(7), 493-503), actual behavioural control (ABC) (Ajzen and Madden: 1986, Journal of Experimental Social Psychology 22, 453-474; Sheeran et al.: 2003, Journal of Social Psychology, 42, 393-410) and situational context (SC) (Belk: 1975, Journal of Consumer Research 2, 157— 164) — to construct an integrated, holistic conceptual model of the intention— behaviour gap of ethically minded consumers. This holistic conceptual model addresses significant limitations within the ethical consumerism literature, and moves the understanding of ethical consumer behaviour forward. Further, the operationalisation of this model offers insight and strategic direction for marketing managers attempting to bridge the intention-behaviour gap of the ethically minded consumer.
Climate change issues have become significant challenges in China’s sustainable growth due to the excessive use of fossil fuels. Though, the Chinese government has successfully utilized solar energy ...resources to overcome these issues. However, studies focusing on assessing consumers’ willingness to utilize solar energy are scarce in the country. This study aims to address this research gap by analyzing the influence of factors on consumers’ willingness to utilize solar energy for household purposes. Combined with the existing consumers’ intention factors, the study has also contributed by augmenting the theoretical mechanism of the Theory of Planned Behavior by including three novel factors (perception about self-effectiveness, belief of solar energy benefits, and perception of neighbors’ participation) to comprehensively analyze the willingness of Chinese consumers. Analysis is performed on questionnaire data of 355 households in the four largest cities of Hunan province, such as Changsha, Hengyang, Yueyang, and Zhuzhou, by accompanying an inclusive survey. Structural Equation Modeling has been employed to evaluate and scrutinize the formulated suppositions. The findings disclose that the intention factors, i.e., perception about self-effectiveness, environmental concern, awareness of solar energy, and belief of solar energy benefits impart positive effects on consumers’ willingness to utilize solar energy, while, cost of solar energy has a negative effect. Notably, perception of neighbors’ participation has an insignificant effect. Research outcomes emphasize transforming social norms, raise consumers’ awareness, redesign policy frameworks, and highlight the paybacks that solar energy offers by integrative and consistent efforts.
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•Cost of solar energy has a negative effect on consumers’ willingness to utilize solar energy.•Perception about self-effectiveness and environmental concern have positive effects.•Awareness of solar energy and belief of solar energy benefits also have positive effects.•Perception about neighbors’ participation is found to has an insignificant effect.
China is a major energy-consuming country and is under great pressure to improve its energy efficiency as well as reduce its carbon emissions. Hybrid electric vehicles (HEVs), as an energy-efficient ...transport innovation, have the potential to reduce gasoline consumption, carbon emissions and alleviate environmental problems. Diffusion of HEVs’ adoption is a significant initiative. A sample of 433 respondents has been collected in China to predict the customers’ intention to adopt HEVs, using an extended model of the theory of planned behavior (TPB). The empirical results show that the attitude toward HEVs, subjective norm, perceived behavioral control (the three primary elements of the TPB model) and personal moral norm partially mediate the effect of consumers’ environmental concern on their intention to adopt HEVs. Consumers’ environmental concern affects the adoption intention indirectly and is significantly positively related to the attitude toward HEVs, subjective norm, perceived behavioral control and personal moral norm, which in turn influence the adoption intention positively. The results confirm the appropriateness of the TPB model and verify that the extended TPB model has good explanatory power in predicting consumers’ intention to adopt HEVs. Based on the empirical results, we discuss the implications for promoting the adoption of HEVs and provide suggestions for future study.
Decoding behavioural responses of green hotel guests Olya, Hossein G.T.; Bagheri, Pourya; Tümer, Mustafa
International journal of contemporary hospitality management,
09/2019, Volume:
31, Issue:
6
Journal Article
Peer reviewed
Open access
Purpose
This study aims to present a unique perspective on the application of the theory of planned behaviour (TPB) in the context of the green lodging industry via configurational modelling of three ...TPB dimensions in formulating hotel visitors’ behavioural responses. Attitude towards behaviour, subjective norms and perceived behavioural control are the three indicators of TPB used to predict guests’ continued intention to use and recommend green hotels on Cyprus, a Mediterranean island with a fragile ecological system.
Design/methodology/approach
A questionnaire-based survey is used to evaluate the study’s objectives. A total of 320 guests of green hotels were approached between June and July 2017 and invited to participate. Among them, 260 valid cases were obtained and used for data analysis. The structural model was tested using structural equation modelling (SEM), the configurational model was assessed using the fuzzy-set qualitative comparative analysis (fsQCA) and the necessary predictor was evaluated using the necessary condition analysis (NCA).
Findings
The SEM results revealed that attitudes regarding behaviour increased the continued intention to visit and recommend green hotels. Similarly, subjective norms enhanced the guests’ desired behavioural responses. Perceived behavioural control boosted their continued intention to visit, but this was insufficient for predicting green hotel guests’ intention to recommend. The fsQCA results indicated that two causal models explained the conditions of both high and low levels of behavioural responses. The NCA results showed that attitude towards behaviour was the only necessary condition of the two expected behavioural responses.
Originality/value
Several previous studies have tried to modify, decompose or merge the TPB to provide theoretical support for proposed conceptual models indicating visitors’ behaviours. Beyond such attempts, pragmatic analytical approaches (e.g. set-theoretic method) should be applied to present a comprehensive perspective on the association of TPB indicators in decoding the complexity of customers’ behaviours. To the best of the authors’ knowledge, this study is among the first in hospitality research to use three TPB indicators and three analytical approaches to extend the knowledge of guests’ behaviours related to green hotels.
One of the greatest threats to widespread diffusion of closed-loop supply chain (CLSC) practices in support of consumer goods is the lack of consumer acceptance of remanufactured products. Although ...the preponderance of extant CLSC research historically focused on product reclamation and remanufacturing practices, consumer acceptance of remanufactured products is now receiving more attention. However, significant gaps in the literature remain to include examining actual consumer behaviour in the presence of alternative offerings. Using theory of planned behaviour and data gathered from Malaysia, this research addresses these gaps by examining how consumer attitude, subjective norms and perceived behavioural control with regard to purchasing remanufactured products affect consumer intention to purchase remanufactured consumer electronic products. Then, actual purchase behaviour is compared with purchase intentions to determine if consumers followed through with their intentions. Findings suggest that consumers are most apt to purchase energy-efficient offerings regardless of their original intentions.
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