This study investigates the effects of consumers' media exposure and attention to corporate sustainability communication on their environmental protection behavior intentions and green purchasing ...behavior intentions as well as the moderating effects of consumers' perceptions of media credibility. Based on an online survey of 503 participants, the results indicate that media exposure and attention had different effects on consumers' pro-environmental behavior intentions. The study also reveals that consumers' perceived media credibility enhanced the relationship between media exposure and environmental protection behavior intentions. Additionally, the results show that the moderating effects were varied depending on media type. The theoretical and practical implications of these findings are addressed.
There is a growing pressure from the stakeholders and regulatory bodies to promote green consumption. Heightened environmental consciousness is also contributing to greater adoption of green products ...and services. But still there exists a value–action gap in the way the consumers’ think and respond. This study explores the psychological factors which affect the green purchasing behaviour (GPB) of young consumers in India. Our primary question was ‘what are the factors which play a vital role in the adoption and curtailment of green purchasing behaviour of young Indian consumers?’ Exploratory factor analysis (EFA) revealed existence of five underlying variables namely environmental attitude (EA), environmental consciousness (EC), GPB, environmental involvement (EI) and perceived effectiveness of environmental behaviour (PEEB). Subsequently, regression analysis was performed to explain the role of EI of these young consumers in overall GPB. The study makes significant contribution to existing literature by providing valuable insights into the psyche of young consumers.
Purpose
Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also ...driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market.
Design/methodology/approach
The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects.
Findings
The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent.
Research limitations/implications
The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption.
Originality/value
The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.
Background: Green purchasing is an important aspect of sustainable consumption, which decreases society's environmental effect. Although numerous research has been conducted to investigate the ...determinants of green buying behaviour, there has been a lack of effort in comprehensively analysing these findings. The purpose of this study is to examine the available literature on the factors that influence green purchasing behaviour.
Methods: The review focused on empirical research published in peer-reviewed English-language publications between 2017 and 2021 in Web of Science and Scopus. The research took place from May to June 2021. Mixed Methods Appraisal Tool (MMAT) is used to assess the risk of bias in systematic literature reviews.
Results: 41 articles were included, with significant focus on the retailing sector. Most of these studies were centred in Asian countries, primarily China and India. The Theory of Planned Behaviour was the most prominent, appearing 15 times, followed by the Theory of Reasoned Action (seven times). Analysis identified five main themes and 15 sub-themes related to green purchase behaviour drivers. These themes were categorized by occurrence: People (34 papers), marketing (13), knowledge (12), environment (12), and influence (nine). The dominant driver was people (34 studies), encompassing sub-themes including motivation (three), perception (eight), behavioural (13), and psychographic characteristics (10).
Conclusions: This study has given an overview of the present status of green purchasing behaviour, which serves as a foundation for future studies and guidance for policymakers and practitioners. However, it does not include unpublished materials and non-English papers. Secondly, it focuses on articles from two databases within the last five years which doesn't encompass all article types, prompting the need for future exploration. Thirdly, extending the review's time frame could unveil more pronounced GPB patterns. Lastly, although all eligible papers were assessed based on criteria, the chance of overlooking some papers is acknowledged.
This study explores the relationships between environmental attitude, green product knowledge, attitude towards purchasing green products, green product purchasing intention, and green purchasing ...behaviour. Using a cross-sectional survey approach, a random sample of 284 undergraduate students in a Zimbabwean polytechnic completed a self-administered questionnaire. Structural equation modelling (maximum likelihood estimation) was used to analyse the data. The findings indicate that there are positive associations between the following pairs of variables: environmental attitude and attitude towards green purchasing; green product knowledge and green purchasing intention; green product knowledge and green purchasing behaviour; attitude towards green purchasing and green purchasing intention; green purchasing intention and green purchasing behaviour; as well as a non-significant relationship between green product knowledge and attitude towards green. The findings reported that the Theory of Reasoned Action fully supported the students’ intention to buy green products, which then affects their green purchase behaviour. The inclusion of additional constructs to the proposed model was partially supported. The study results highlight the importance of considering product knowledge and other attitudinal factors—specifically environmental attitude and attitude towards green purchasing—when marketing environmentally-friendly products to college-level students.
The field of green marketing and purchase behaviour has been growing in the last couple of years; consequently, there is a need to understand this behaviour among coffee consumers. Coffee is ...considered one of the widely consumed beverages in the world. There is heightened consciousness towards the environmental awareness of the product of compostable coffee pods. This study aims to fill this gap by providing a holistic conceptual framework to determine which factors influence green purchasing behaviour with regard to compostable coffee pods and whether gender and income have an impact. To achieve this aim, structural equation modelling (SEM) will be utilised on SmartPLS from data collected from 133 South African coffee pod consumers using an online survey. The findings indicated that interpersonal influence and altruistic values have a significant positive influence on environmental attitude and that environmental attitude has a significant positive effect on green purchasing behaviour. However, it was found that no significant relationship was observed between environmental knowledge and environmental attitude. Regarding the influence of gender and income as mediators, no influence was found in the relationship between environmental attitude and green purchasing behaviour. However, income level partially mediates this relationship. The results will provide practical solutions for marketers and policymakers.
In recent times, green purchasing behaviour has received considerable attention from researchers, consumers and companies. According to specialists, buying products that are sustainable and ...environmentally friendly is critical to reducing environmental degradation. Thus, the main objective of this paper is to investigate the impact of various factors on the green purchasing behaviour of Romanian consumers. The factors investigated are attitude, level of knowledge and subjective norm. The current study is part of a larger quantitative research. An online survey was used to collect data, relying on convenience sampling. Data was collected from 213 green consumers living in Bucharest. Millennials represent the demographic cohort chosen for analysis. This group is considered to be the most concerned and informed about environmental problems and sustainability. The data sets obtained were analysed with the help of SPSS software package. The main statistical techniques implemented were correlation analysis, independent t-test and one-way analysis of variance (ANOVA). Data analysis revealed that attitude, level of knowledge and subjective norm influence in a positive manner the green purchasing behaviour of millennials living in Bucharest. The strongest correlation was found between green buying behaviour and level of knowledge. Among the demographic characteristics explored, it was found that gender, education level and income can stimulate green purchasing behaviour. The findings presented in this study offer relevant and valuable insights regarding the green purchasing behaviour of millennials living in Bucharest. Based on these results, companies can develop tailored promotional activities that will increase the sales of organic products. We hope this research theme will receive more attention at local level, considering that the organic market is rapidly expanding in Romania
Purpose
The purpose of this paper is to examine the critical factors that shape the green purchasing behaviour (GPB) of nursing mothers in their choice of baby diapers. The study also investigates ...demographic influences on GPB.
Design/methodology/approach
Purposive and convenience sampling methods were used in selecting 150 respondents for the study. Questionnaires were administered to nursing mothers in University of Benin Teaching Hospital and Creches within Benin City, Nigeria. A total of 124 questionnaires were returned, out of which 116 (77 per cent) were found usable. The data collected were analysed using mean, factor analysis and analysis of variance.
Findings
Results reveal that environmental attitudes and perceived effectiveness of environmental behaviour are the critical predictors of GPB of nursing mothers in the selection of diapers. Age was the only demographic that significantly explain nursing mothers’ GPB.
Practical implications
International green marketers planning to offer baby diapers in Nigeria should seek to influence nursing mothers’ attitude by emphasizing the perceived effectiveness of their GPB. In the same vein, the municipal waste management in conjunction with the post-natal and child healthcare needs to educate nursing mothers of the danger of improper disposal and selection of non-degradable diapers.
Originality/value
The study is unique and seminal in nature, as it is first of its kind possibly in Nigeria to examine the GPB and environmental sensitivity of nursing mothers in the selection of baby diapers.
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