Environmental sustainability is the key factor for the future development of the tourism industry, particularly in sensitive rural tourism destinations. Green tourism and green marketing are ...alternative practices that ensure the environmental sustainability of tourism destinations. However, green marketing has received little attention in the context of rural destinations. This is the first known study undertaken with the purpose of understanding the relationship between green marketing tools (eco-brand, eco-label, and environmental advertisement) and green purchasing behavior in rural tourism destinations from the perception of tourists. A sample of 252 respondents was selected to complete the questionnaires. To assess the developed model, SmartPLS (version 3.2.6) was applied based on path modeling, followed by bootstrapping. The results revealed that the three-dimensional constructs of green marketing tools were significantly and positively correlated with green purchasing behavior of rural tourism destinations from tourists' perspectives. Several implications, limitations, and directions for future research were further discussed.
The goal of this study is to examine the Green Purchasing Behavior factor in customers' bottled mineral water purchases. Data were collected from 192 respondents who consume bottled mineral water in ...Jakarta. In this study, quantitative research methods are used to analyze the validity, reliability, descriptive statistics, and Fit Model with Structural Equation Modeling (SEM). The results show that Environmental Advertisement has a significant effect on Environmental Knowledge, Environmental Advertisement has a significant effect on Eco Brand, Environmental Advertisement has a significant effect on Green Purchasing Behavior, Eco Brand has a significant effect on Green Purchasing Behavior Customer's bottled mineral water, and Environmental Knowledge has a significant effect on Eco Brand Customer's bottled mineral water. The managerial implication of this research is important for the community to choose bottled drinking water products that are low in pollution or environmentally friendly in order to increase the go green program in Jakarta.
Research on green purchasing behavior (GPB) has demonstrated significant progress in the past few years. However, there are still several influential factors in various contextual settings that ...demand further research. Additionally, the bulk of research in this area focused on developed countries, while there has been a dearth of research conducted on the context of GPB to determine its antecedents in the developing nations. This study aims to bridge this gap in the literature by investigating the determinants of GPB in Qatar through the development of an integrated model by assimilating various theories, like the Theory of Planned Behavior (TPB), Stern’s Value-Belief-Norm (VBN) and Cognition-Affection-Behavioral (CAB). This study employed a survey questionnaire to collect the data from 251 university students in Qatar and was analyzed using the Partial Least Squares Structural Equations Modeling (PLS-SEM) approach. The findings unveiled that GPB is directly influenced by green attitudes, green social influence and green perceived behavioral control (PBC). In addition, variables such as perceived consumer effectiveness, knowledge about the green products, green initiatives by the government, significantly, though indirectly, influence GPB. Other variables such as green values, awareness of the environmental outcomes, ascription responsibility, perceived consumer effectiveness, knowledge of green products, government green initiatives, exert some influence on other variables in the model. Thus, the developed model offers crucial insights to the policymakers who are concerned with the design of green policies and strategies. It might be of great value to practitioners to align their production and service operations aimed at serving the trend of the potential consumers who are becoming more environmentally friendly in course of time.
This research was carried out to determine the mediating effect of certification in forestry on the relationship between green purchase intention and green purchasing behavior. Questionnaire ...technique was used to obtain the data. For this purpose, a survey was conducted with 319 consumers in Aydın. SPSS 22 and AMOS program were used to analyze the data. The methods used in the analysis are explanatory factor analysis, confirmatory factor analysis and mediation analysis. The fit values of the model obtained according to the research findings were SRMR; 0.0605 CFI; 0.851 NFI; 0.787 TLI; 0.827 PNFI; 0.679 PGFI; 0.689 and RMSEA; 0.0704. As a result, the fit values were within the acceptable range and the model was validated. Considering the findings, certification information in forestry appears as a distinctive element in the formation of green purchasing behavior of consumers. With the validation of the model, it was concluded that the certification variable was a partial mediator variable. Considering that the concept of green cannot be considered separately from certification studies in forestry, it is a remarkable finding in terms of forestry.
Irresponsible and imprudent usage of natural resources has presented a significant threat to the environment and its resources, contaminating them, and impeding their development. To mitigate this ...effect, responsible policies and practices must be adopted and implemented. One of the most successful strategies is to reduce our reliance on conventional items and replace them with green alternatives. However, insufficient information and expertise among consumers hamper their efforts to promote green products. Thus, it is critical to understand the factors influencing consumers' behavior and intentions toward green products to increase their acceptance. The purpose of the study is to learn more about how caring about the environment, having a desire to make a positive impact, and having a positive attitude towards the environment can help encourage people to buy ecofriendly products. 549 responses were collected using Google form from India, China, Sri Lanka, Bangladesh, and Pakistan. Structural Equation Modelling was used to test the forming assumptions. It was found that the study supports the hypotheses and the constructs of social issues, environmental conservation, and mindset, are significantly associated with the green buying behavior of the consumers. Additionally, it was found that environmental attitude should be further integrated to reinforce these relationships.
Previous studies have shown that transparent packaging can influence consumer behavior, but the impact on tourists' environmentally friendly purchase intentions is not well-understood. This study ...conducted four experiments with 1,513 participants to explore the role of transparent packaging in tourists' willingness to engage in green purchasing. Factors such as ecological concern, nature connectedness, and environmental consequences were also examined. The results showed that transparent packaging significantly enhanced tourists' purchase intentions and that ecological concern, nature connectedness, and environmental consequences had a significant influence on these intentions. These findings contribute to understanding the packaging paradox and its relationship with tourists' green purchasing behavior. The study has implications for the food retail industry and the promotion of sustainable development in scenic areas, suggesting that transparent packaging can effectively enhance tourists' purchase intentions for green products. Understanding factors like ecological concern and nature connectedness can also provide valuable insights for the industry to improve marketing strategies and promote environmentally friendly choices among tourists.
This research proposed a model based on the goal‐framing theory in an attempt to understand the effect of residents' egoistic and altruistic appeals on green purchasing behavior, with the hope to ...promote green purchasing behavior and close the green motivation‐behavior gap. A total of 504 usable samples were collected in China, and confirmatory factor analysis and multiple regression analysis were conducted. The results showed that media persuasion can affect residents' green purchasing behavior through simultaneously activating three‐dimensional goal frames. The mediation effect of normative goal frames was significantly greater than that of gain goal frames and hedonic goal frames. Moreover, perceived seriousness of environmental problems positively moderated the mediation effect of gain goal frames, while negatively moderated the mediation effect of hedonic goal frames, but it did not moderate the mediation effect of normative goal frames. Interesting findings suggest that media persuasion may have a persistent effect on green purchasing behavior by promoting the three types of motives that give consideration to the dual appeals together. Finally, this study provided important theoretical and practical implications for academic researchers and green practitioners.
Introduction: In recent years, environmental issues and their destructive effects on human health have become important concerns. These concerns about the environment have led to the emergence of a ...new type of consumers who express the concerns in their purchasing decisions. The pace of change in the world in terms of population and technology has changed the consumption patterns, which has led to unsustainable consumption and environmental problems. This issue has increased the attention of people to the preservation and sustainability of the environment, which has ultimately caused changes in consumer behavior. Studies show that consumers who are aware of environmental issues play an important role in reducing environmental problems. So, marketers around the world seek to educate people and develop green consumerism. Much research has been done to identify the determinants of consumer behavior, which shows that demand for green products is growing at a remarkable rate. Therefore, it can be safely concluded that green marketers should focus on consumers because of their positive attitude towards the environment. In order to fully understand the complexities of sustainable marketing, consumers are considered as decision makers. Highly educated consumers are at the forefront of innovation and transformation in the economy, and they are a potential force for environmental protection because they have a significant awareness of the environment. In addition, such consumers can act as a positive influence on others. Therefore, this study was conducted to identify the main factors affecting the environmental approaches which affect the green shopping behavior of consumers. Methodology: This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population consists of the students of Yazd University who were selected by the convenience sampling method. To determine the sample size, the structural equation modeling sampling formula (5q≤n≤15q) was used. According to the 16 questions in the questionnaire, a sample size of at least 80 and a maximum of 240 people were selected, and finally 233 questionnaires were collected. The data collection to gain environmental knowledge was based on the questionnaire devised by Ellen et al. (1991) and Suki (2013), the measurement of interpersonal impacts was based on the views of Bearden et al. (1989), and the measurements of the variables of green shopping behavior and environmental attitudes were based on the questionnaire of Lee (2009). Also, the questionnaire by Schwartz (1977) was used to measure altruistic variables. Structural equation modeling was done with the SPSS and Amos software programs to analyze the data and test the research hypotheses. Results and Discussion: The findings show that interpersonal relationships and altruism affect environmental attitudes but do not affect green shopping behavior. Also, interpersonal relationships do not affect green shopping behavior through the mediation of environmental attitudes, but altruism mediates environmental attitudes. It directly affects green buying behavior. The effect of environmental knowledge on environmental attitudes has been ruled out, but it has a partial effect on green purchasing behavior through the mediation of environmental attitudes. According to the research results, marketers and policymakers should seriously disseminate information on environmental issues, which can persuade buyers to purchase green products. Any advertising message to attract consumers should be based on idealism, altruism and values and help to reduce doubts about the consumption of green products. Conclusion: The results of the present study showed that consumers became environmentally aware and showed an altruistic and compassionate understanding of green shopping behavior. It is, however, difficult to implement knowledge transfer strategies among consumers. The present study provides key management implications and informs marketing professionals, managers and policy makers about the predictions made on green consumerism among consumers so that they can better understand the barriers to green buying behavior. This understanding may enable them to tailor their products and use marketing strategies that encourage green buying behavior. Government marketers and policymakers need to seriously disseminate information on environmental problems to drive buyers towards green products. Most importantly, it should be noted that the consumption of green products should be reasonable, cost-effective and appropriate so that consumers can have a positive attitude towards them and be encouraged to consume them. By enhancing the sense of altruism, various measures, such as holding cultural programs for people in the community, can be taken to develop green shopping behavior. By using the influence of the intellectual leaders of the society, people can be encouraged to engage in green shopping behavior. Marketing managers can also use different marketing methods such as promotions to influence different groups of buyers and create positive environmental attitude toward green consumption.
Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an ...economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers' environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers' doubts as a valuable element for global green advertising effectiveness.
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