Environment has become a major social problem for a greater number of people than ever before in recent years. As a consequence, in-depth research on green marketing and green purchasing has ...increased significantly. Although academic researchers have examined antecedents of green purchasing behavior, there still is room for further progress. One such area that needs further investigation is the role of generativity on green purchasing behavior because sustainability requires a long-term perspective that is embedded in the concept of generativity. This study examines the impact of generativity on consumer green purchasing behavior. Generativity refers to individuals’ beliefs that their current behaviors have consequences that extend into future generations. Moreover, the moderating roles of man-nature orientation and perceived behavioral control on generativity-green purchasing behavior link are also examined. Based on moral norm-activation theory, value-belief-norm theory, and theory of planned behavior, hypotheses were developed. Data were collected from a homogenous sample of 416 university students of four faculties through the non-probability sampling technique. Hierarchical regression analysis was used to test the hypotheses. Results show that generative consumers are more likely to show green purchasing behavior. Man-nature orientation and perceived behavioral control positively moderate the relationship between generativity and green purchasing behavior. Findings revealed that consumers who possess a greater concern for future generations, and high on man-nature orientation and perceived behavioral control constitute a segment that will be more likely to engage in green purchasing behavior, enabling effective targeting of marketing communications.
PurposeThe purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. ...This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap.Design/methodology/approachHypothetical deductive method is proposed for this concept paper under the positivism research paradigm.FindingsNot applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications.Research limitations/implicationsThis is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications.Practical implicationsThis paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come.Social implicationsAs to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices.Originality/valueOriginal thought developed based on research, theoretical and market gaps.
It is of great significance to remove barriers to green purchasing to improve the environmental governance efficiency of the green market. For this purpose, this paper takes the validity of the ...environmental “fear appeals” as the starting point and explores the formation mechanism of the “desensitization” to green consumption. Based on structural equation modeling and multiple regression model, we carried out an empirical study on a sample of 479 urban adult residents. The results show that media persuasion exerted a positive impact on green purchasing behavior through the perceived seriousness of environmental problems. The perceived seriousness of environmental problems positively impacted green purchasing behavior and played a partial mediated effect between media persuasion and green purchasing behavior. Meanwhile, the mediated effect of the perceived seriousness of environmental problems was negatively moderated by both perceived effectiveness of environmental behavior and switching costs. Moreover, the analysis of urban adults' “desensitization” to green consumption indicates that the formation mechanism of adults' “desensitization” was different from that of the minors. Our conclusions bear certain theoretical and practical significance for the media to correctly use green persuasion strategies and rectify bias in green attitudes and behaviors, as well as for enterprises to conduct green marketing, etc.
Frugality has often been associated with resource-saving behavior that contributes to sustainable consumption. The study presented here aims to investigate consumer frugality and its relationship ...with brand attitude, purchase intention and purchase behavior in ecological foodservice in an emerging market in Ecuador. A non-experimental quantitative study was conducted with a sample of 327 customers residing in Ecuador of an ecological cafeteria considered an icon brand in the country. The conceptual model proposed empirically demonstrates the negative effect on the relationship between frugality and green purchasing behavior and the mediating role of purchase intention and brand attitude in this relationship; it was also shown that the relationship between brand attitude and green purchasing behavior is mediated by purchase intention. The results suggest that green marketing strategies in emerging markets should take into account consumer beliefs and values as they have an impact on purchase behavior. The article includes a theoretical model that yields relevant implications for managers involved in green services and offers practical guidelines for understanding consumer behavior to aid effective green marketing management in foodservice operations.
Explaining Green Purchasing Behavior Chan, Ricky Y. K.; Lau, Lorett B. Y.
Journal of international consumer marketing,
04/2002, Letnik:
14, Številka:
2-3
Journal Article
Recenzirano
This study examines the applicability of the Theory of Planned Behavior to green purchasing behavior in the Chinese and American cultural settings. To this end, consumers in Shanghai and Los Angeles ...were surveyed and the relevant structural equation modeling analysis indicates the satisfactory external validity of the model in explaining eco-friendly purchases of the Chinese and American consumers. Despite the general universality of the model, the cross-group analysis highlights that both subjective norm and perceived behavioral control exert stronger influences on Chinese consumers' behavioral intention than on American consumers. Moreover, the translation of green purchasing intention to corresponding behavior is found to be more effective in the American sample. These cross-group variances are likely to be attributed to cultural differences and discrepancies in the environmental development of the two nations, and would provide policy makers and green marketers useful insights into fine-tuning their pervasive and intervening strategies.
The purpose of this study is to examine the moderating effect of gender on the relationship between environmental concern and attitude towards green purchasing behavior from a Lebanese consumer ...perspective. This study is based on socialization theory, which suggests that individual behavior is shaped by gender expectation in relation to the cultural context. An online questionnaire was used to collect data from Lebanese consumers with independent purchasing power. A total of 326 complete questionnaires were analyzed in this study. The moderating effect of gender was found to be significant and affect both environmental concern and attitude towards green purchasing behavior. The results of this study provide insights for both practitioners and scholars. The findings revealed that green marketers could benefit from increasing the level of environmental concern and attitude among both males and females. It is recommended that marketers, educators and policymakers understand the uniqueness of each market to promote green behavior. Future studies should examine the new social role of females and how it affects the green behavior.
This study aims to analyze the effects of inhibiting factors (i.e., habits, skepticism, and lack of availability) and green knowledge on the purchasing behavior of environmentally friendly products. ...This research also explains the moderating effect of green knowledge on the relationship between the inhibiting factors of green product purchasing behavior and green product purchasing behavior. Prior studies have not investigated the moderating effect of green knowledge on the relationships between the inhibiting factors and green product purchases. Data was generated through a cross-sectional survey of 743 residents throughout Indonesia and analyzed by Partial Least Squares (PLS) as a variance-based technique for Structural Equation Modeling (SEM). The results demonstrate that green knowledge is crucial in affecting eco-friendly product purchasing decisions and consumers’ habits inhibit their decisions to purchase eco-friendly products. However, when moderated by better green knowledge, consumers who are not accustomed to purchasing eco-friendly products are more likely to make actual green product purchases. Further, the lack of green product availability demotivates consumers with higher green knowledge to purchase green products. This study offers practical implications for business actors by highlighting the importance of educating consumers on the positive environmental impacts of consuming green products and providing environmentally friendly products.
At present, consumers in emerging economies are becoming more conscious about environmental well‐being. Therefore, organizations compete to make their products and practices more eco‐friendly. ...Several studies have tried to explain the relationship between green consumerism and an individual's buying behaviour using traditional theories. However, there is quite a challenge in understanding the influence of green self‐concept (GSC) and green self‐identity (GSI) in predicting the green purchase intention (GPI) of consumers. Therefore, the authors developed six hypotheses to assess the relation between self‐concept and the GPI. The survey was conducted, and the responses were evaluated through the partial least square (PLS) method. The authors analysed the measurement model results (n = 717) and the direct and indirect mediating effect of the latent variable contributing to GPI. The measurement model results show that a significant relationship exists in the proposed model, namely, GSCs → green purchasing intentions, product self‐concept (PSC) → green purchasing intentions and GSI → green purchasing intentions. Further, the GSI acted as a mediator for the measurement model. The implications of the study can be used to understand the green consumer behavior in developing new strategies and policies for the organizational practice in emerging economies.
PurposeIn the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their ...attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.Design/methodology/approachThe deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.FindingsThe results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.Research limitations/implicationsThe research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.Originality/valueThere is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.
This article analyses the effect of green procurement - the adoption of specific purchasing environmental policies along the supply chain - on firm's financial performance and the influence of ...tourists' green purchasing behaviour - measured in terms of long-term orientation, green perceived risk and cost-green quality inference - on this relationship. Past literature has scarcely considered the role of tourists' green purchasing behaviours as key factors that influence the performance implications of the adoption of environmental practices. Our sample focuses on the tourism industry and includes data on 122 firms over a seven-year period creating an unbalanced panel with 479 observations. We apply random-effects generalized least squares regressions to test the proposed relationships. We do not find a positive relationship between green procurement and financial performance. We find that the positive relationship only holds when the moderating effects of tourists' green purchasing behaviour are added. By using panel data, this research contributes to the literature on sustainable tourism because it offers an insight on the nature of the relationship between environmental practices and financial performance over a long period of time. Moreover, it highlights under which conditions tourists enable firms to accrue financial benefits from the adoption of environmental practices.
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