As a novel approach in green advertising, the autonomous sensory meridian response (ASMR), which induces relaxation and pleasure, is expected to relieve the excessive negativity caused by a negative ...environmental message. Drawing from the fear-relief theory, mating attraction strategy, and rational choice theory, this experimental study investigated the effectiveness of embedding ASMR within a negative green ad in controlling viewers' fear. It also explored the effects of ASMR on buying intention between two different perceived-difficulty eco-friendly products. The study involved 240 young adults. The findings reveal that, compared to non-ASMR exposures, interplaying negative appeal with ASMR could significantly decrease young adults' fear. Young male adults experienced lower fear than females when seeing a female ASMR-tist. In contrast, male and female adults' fears were relatively equal when seeing male ASMR-tist in a negative green message. Yet, no direct and indirect effects of lower fear on green buying intention mediated by attitude toward the ad were observed. Findings are discussed in terms of theoretical and practical contributions.
•Young adults' excessive fears decline after exposure to ASMR stimuli embedded within negative environmental messages.•The opposite-sex impact between ASMR-tists and participants works more effectively on male participants than on females.•No direct and indirect effects of lower fear on green buying intention mediated by attitude toward the ad were observed.
Leveraging on the theoretical integration of stimulus-organism-response (S-O-R) theory, stakeholder theory, and self-consistency theory, an investigation is undertaken to explore the effectiveness of ...environmental corporate social responsibility (ECSR) in shaping green buying intentions using the world’s largest economy of new energy vehicles (NEVs), China, as a case. An analysis of data from 306 NEV owners in four Chinese cities demonstrated that ECSR directly and indirectly, via green trust and green brand image, shapes green purchasing intentions positively. However, green self-concept consistency was found to weaken the connections ECSR, green trust, and green brand image. From a theoretical perspective, this exploration enhances our understanding of environmentally-driven micro-CSR (individual-level CSR) by shedding light on the factors influencing consumers' intentions to engage in green consumption (new energy) of high involvement products (vehicles). Noteworthily, this examination uncovers the social-psychological mechanisms that drive these intentions and underscores the significance of maintaining consistency in self-concept, particularly within collectivist societies. From a practical standpoint, this research offers valuable guidance for marketing approaches, particularly in the NEV sector, thereby contributing to SDG7 on clean energy and SDG12 on responsible consumption and production.
The current study presents a research model that elucidates the mechanism through which self-image influences green buying intentions among university students. Little is known about these mechanisms ...as well as the circumstances under which any such effects are strengthened or weakened. This study attempted to fill this void by investigating how environmental concern serves as an explanatory mechanism for the relationship between self-image and green buying intention, with social influence moderating this relationship. Based on survey data from 384 university students, environmental concern mediated the impact of self-image on green buying intention, and social influence had a conditional effect on self-image, environmental concern, and green buying intention. The findings also indicate that social influence moderated the indirect effect of self-image on green buying intention through environmental concern, with the indirect effect being stronger when social influence was low versus when it was high. These results add to the body of knowledge and provide new insights into theory and practice. The practical implications and future research directions are also discussed.
In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and ...overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross‐sectional study was carried out. Responses were gathered through a self‐administered questionnaire‐based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41–50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products. Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.
Purpose
This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and ...youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB.
Design/methodology/approach
The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months.
Findings
The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB.
Originality/value
The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.
Consumer’s green buying behavior has a significant effect on achieving global sustainable development. Based on this condition, the present study aimed to explore the effects of individual’s ...personality traits on consumer’s attitude toward green buying and intention to buy green products. Questionnaires survey method was employed to collect data, from Chinese consumers, and the data were analyzed by using SPSS software and Smart-PLS 2.0. The results indicated that the personality traits of extraversion, agreeableness, openness to experience and conscientiousness positively affect consumer’s attitude toward green buying. Consumer’s attitude, conscientiousness, openness to experience and extraversion affect consumer’s intention to buy green products positively and significantly. Furthermore, a multi-group SEM (structural equation model) analysis was conducted to explore the impacts of several demographic variables (such as age, gender and birthplace) on the relationships between personality traits, attitude and intention. The results indicated that the effects of agreeableness and conscientiousness on attitude and the effects of agreeableness, conscientiousness and attitude on intention to buy green products are stronger in Gen Y, female and southern region subgroups. The effects of extraversion and openness to experience on attitude and intention to buy green products are stronger in non-Gen Y, male and northern region subgroups. Finally, this research discussed the implications and pointed out the suggestions for future research.
Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers' green attitudes and behavioral intentions. However, the effects of ordering or sequencing the ...appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings' theoretical and practical implications also are discussed.
Purpose: This research concentrates on the technological factors (perceived ease of use, perceived usefulness, and subjective social norms) that are influenced by adolescent green purchasing ...intention (GBI), as well as the dimensions of green environmental awareness, environmental knowledge, and green product trust. Design/Methodology/Approach: a survey was administered to 405 students from various Punjabi universities PLS Sem approach is used to analysis the data. Findings: The green intentions of young consumers are substantially and positively influenced by technological factors (perceived utility, perceived ease of use, and subjective social norms), green environmental awareness, and green environmental knowledge, as indicated by the results. The green intentions of young consumers are significantly influenced by the trust they have in green products and their green purchasing behaviour. Implications/Originality/Value: This study contributes to the existing corpus of knowledge regarding the intentions and actual consumption behaviours of younger consumers by employing a novel methodology to evaluate the impact of technological advancements and relational factors. The study has garnered the attention of researchers, decision-makers, CEOs, and specialists in both theory and practice, resulting in a substantial advancement in the field.
Given the current levels of pollution and global warming concerns, consumers started to be more and more involved with environmental issues, becoming more anxious regarding the state of natural ...resource depletion. Thus, this research aims to examine the concept of eco‐anxiety among consumers who are aware of the repercussions of the current environmental complexities, analysing how or to what extent it affects them, bearing in mind that individuals may tend to escape from stressful environmental issues. A conceptual model will be tested using data from consumers of two countries representing very different regions and socioeconomic contexts: India and Italy. An online self‐administered questionnaire was distributed in India and Italy between February and March 2022. Employing partial least squares structural equation modelling (PLS‐SEM), a sample of 557 individuals was collected (316 from India; 241 from Italy). The study examined the measurement model to assess validity and reliability, as well as the structural model to test the hypotheses. The results indicate that consumers of India and Italy tend to avoid thinking about environmental crises trying to normalise their plight. As observed, eco‐anxiety positively influences emotional dissonance, and escapism is positively related to this construct, but intentions to buy green products are found to be insignificant. Practical implications were drawn for policymakers and practitioners, indicating different orientations according to the region.
