Purpose - This paper aims to re-examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio-demographic and psychographic variables), ...building on the work of Straughan and Roberts. Moreover, the study explores the determinants of effective green purchase behaviour (GPB) considering ECCB and green purchase intention (GPI) previously evaluated.Design methodology approach - The authors conducted a quantitative study based on an online survey. Data collection was implemented in two different phases: in the first phase ECCB, GPI and profiling variables were measured. One month later, the same respondents evaluated their effective GPB. Through path analysis the effects of ECCB and GPI on GPB were measured.Findings - The results show that psychographic variables, with emphasis on perceived consumer effectiveness (PCE) and altruism, are more relevant than socio-demographics in explaining ECCB. The consumers with higher ECCB have shown higher green purchase intention (GPI). ECCB has a positive impact on GBP, higher than GPI, which in turn mediates that relationship.Research limitations implications - The research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Practical implications - The paper provides evidence that whenever ecological consciousness is high, the gap between GPI and GPB is less evident, which provides clear evidence that an understanding of green consumer profiles and behaviour can enable organizations to respond better to new management challenges.Originality value - This paper provides a comprehensive understanding about the green consumer profile and behaviour, including the effect of GPI on GPB, and which contribute to the coordination of future marketing strategies to target this segment.
This paper investigates the price and collection rate decisions and reverse channel structure strategy of a dyadic closed-loop supply chain with corporate social responsibility and green consumers, ...within which the manufacturer and green consumers exhibit environmental responsibility behaviors. The manufacturer decides who to collect used products. We find that 1) the retail price, collection rate, and sales quantity may simultaneously increase with the environmental responsibility degree of the manufacturer/green consumers; 2) adopting the reverse channel with manufacturer-managed collection leads to a lower retail price, higher collection rate, or higher sales quantity than implementing the reverse channel with retailer-managed collection under certain conditions; 3) the centralized system benefits from manufacturer-managed collection if and only if the collection effectiveness of the retailer is lower than that of the manufacturer; 4) the manufacturer/supply chain benefits from manufacturer-managed collection if and only if the collection effectiveness of the retailer is relatively low; and 5) the social welfare of the decentralized system under manufacturer-managed collection may be higher than that under retailer-managed collection.
This study develops a theoretical framework of green consumer behavior to determine the effects of personal influence, knowledge of green consumption, attitudes toward green consumption, internal and ...external moderators and examines whether these effects differ significantly among purchasing, using and recycling behaviors. Correlation analysis and multiple regression are applied to assess data collected by a questionnaire survey. The results indicate that attitudes are the most significant predictor of purchasing behavior. Using behavior is mainly determined by income, perceived consumer effectiveness and age, while recycling behavior is strongly influenced by using behavior. These findings have policy implications and improve understanding of green consumer behavior in China.
Generation Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions ...of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.
Purpose: This article explores research on eco-conscious marketing (2010-2022) via sources like Scopus, ScienceDirect, Emerald, and Taylor & Francis. Altruism, acting selflessly for others, ...significantly impacts eco-friendly choices.
Theoretical framework: This research examines altruism's role in eco-friendly marketing through behavioral theories. Limited analysis of psychological links and cultural norms exists. Further investigation is needed for sustainable consumer behavior and ethical exchange.
Methodology: In the effort to comprehend the complex connection between altruism and green marketing, a strong methodology has arisen through the combination of qualitative research techniques and a comprehensive examination of existing literature. This description presents the methodological process utilized to examine the impact of altruism on research related to green marketing from 2010 to 2022. This exploration involves the gathering of data, its analysis, and the development of meaningful insights, all drawn from reliable sources such as Scopus, Emerald, ScienceDirect, Taylor & Francis, and Google Scholar.
Findings: In the context of green marketing, altruism is pivotal for comprehending and shaping consumer behavior. Beyond economic factors, it embraces emotions, ethics, and communal welfare. Altruism-driven strategies hold promise for positive change, brand loyalty, and sustainability. Research spanning 2010-2020 uncovers gaps in understanding altruism's mechanisms, contexts, sustainability, trade-offs, extensions, and interactions, necessitating their exploration for effective green marketing and a sustainable world.
Research, Practical & Social implications: The research identifies gaps in comprehending altruism's psychological aspects, context influences, and sustainability. This enhances strategies for sustainable consumer behavior. Additionally, leveraging altruism supports green marketing's effectiveness, bridges the "value-action gap," and fosters brand loyalty, thereby harnessing its potential for positive change, a greener future, and enhanced brand allegiance.
Originality: Employing qualitative research methods and extensive literature review, this study explores the link between altruism and green marketing from 2010 to 2022. The synthesis of findings reveals altruism's role in shaping consumer behavior, with implications for marketing strategies, bridging value-action gap, and fostering brand loyalty. Research gaps underscore the need for investigating psychological mechanisms, contextual influences, and sustainability.
The heavy environmental effect of the fashion industry, along with the growing interest of consumers in sustainability issues, is driving this industry towards greater ecological integrity through ...the development of sustainable clothing. This study investigates which factors influence green consumer behavioral intention in the clothing industry, through a survey of 2.694 Italian consumers. We study the influence of consumer's environmental concern, perceived value of the product, and consumer familiarity with the product (both direct and indirect experiences) on purchase intention and willingness to pay a premium price for sustainable fashion products. Our results show that environmental concern and perceived value positively affect purchase intention and the willingness to pay a premium price regardless the type of eco-materials used for the products, whereas direct and indirect experiences have different effects based on the specific eco-material used. Further, green consumer behavior is strongly dependent on consumers’ socio-demographic characteristics. Based on these results, important implications for scholars, managers, and policymakers are provided that can foster consumers' adoption of sustainable clothing and a transition towards a more sustainable society. For instance, specific directions for marketing strategy and public communication campaigns are provided.
•A theoretical model of consumer behavioral intention for sustainable fashion is proposed.•Environmental concern and perceived value positively affect purchase intention.•Environmental concern and perceived value positively affect WTP a premium price.•Direct and indirect experiences' effects depend on the specific eco-material.•Socio-demographic variables affect consumer behavioral intention.
The transition towards a circular economy is a crucial issue to pursue a more sustainable development. In this transition, consumers' comprehension and engagement are necessary points to guide them ...towards more environmentally conscious purchases. This study extends the understanding of green consumer behaviour by testing an integrated conceptual model that explores the influence of personal concern, other pro‐environmental behaviours, greenwashing beliefs, consumer innovativeness, and personal predisposition to seeking information on the purchasing of circular packaging. We explored both the stand‐alone and the mediating effects of information seeking. Data were collected from a questionnaire‐based survey administered to a large and representative sample of Italian families, using 1,643 valid responses. We used structural equation modelling to test the proposed hypotheses. The results highlight the fundamental importance of seeking information in order to guide consumption choices that are more consistent with the circular economy. For managers, our paper suggests that packaging counts in purchasing decisions and that information is used by consumers to search for consistency between personal attitudes, other pro‐environmental behaviours, and the circular attributes of packaging.
Consumer preferences and government policies are important factors that affect the diffusion of new energy vehicles (NEVs). Based on the complex network evolutionary game theory, this paper ...constructs a R&D diffusion model of NEVs considering the emission trading scheme (ETS), and studies the effect of consumer green preferences and related government policies on the R&D diffusion of NEVs. The simulation analysis shows that: (1) consumer green preferences and the quota system have duality to the R&D diffusion of NEVs, which means that while increasing the proportion of NEV enterprises, they inhibit the R&D diffusion among NEV enterprises. (2) NEV enterprises are more inclined to invest in R&D projects with a low success probability, rather than those with a high success probability. (3) When the carbon price reaches a certain threshold, the ETS will facilitate the R&D diffusion of NEVs. However, with the further increase of the carbon price, the promotional effect will weaken. (4) When the R&D tax incentives reach a certain threshold, the increase in R&D tax incentives will greatly promote the R&D diffusion of NEVs. However, the promotional effect has an upper limit.
•This paper adopts complex network evolutionary game model.•Consumer green preferences have duality to the R&D diffusion of NEVs.•The ETS can promote the R&D diffusion of NEVs under a certain carbon price.•NEV enterprises tend to invest in R&D projects with a low success probability.
In today's growing economy, overconsumption and overproduction have accelerated environmental deterioration worldwide. Consumers, through unsustainable consumption patterns, and producers, through ...production based on traditional resource depleting practices, have contributed significantly to the socio-environmental problems. Consumers and producers are linked by supply chains, and as sustainability became seen as a way to reverse socio-environmental degradation, it has also started to be introduced in research on supply chains. We look at the evolution of research on sustainable supply chains and show that it is still largely focused on the processes and networks that take place between the producer and the consumer, hardly taking into account consumer behavior and its influence on the performance of the producer and the supply chain itself. We conclude that we cannot be talking about sustainability, without extending the supply chains to account for consumers' behavior and their influence on the overall system performance. A conceptual framework is proposed to explain how supply chains can become sustainable and improve their economic and socio-environmental performance by motivating consumer behavior toward green consumption patterns, which, in turn, motivate producers and suppliers to change their operations.
•To address sustainability, traditional supply chains need to be extended to include consumers.•Responsible production is not enough for sustainability – we need responsible consumption.•Changing consumer behavior plays a key role in transitioning to sustainability.
The study presents an overview of green marketing and the gap between attitude and actual purchase behaviour of consumers towards green products. A total of 232 studies have been analysed using a ...systematic review to develop a green purchase decision‐making model. A thematic analysis helped in the identification of three major themes namely; personal factors affecting green purchase; green purchase; and green marketing mix. The concern for eco‐environment, eco‐labelling, past experiences and perceived usefulness have been identified as major influencers of green consumer behaviour. Lack of environmental knowledge, price, perceived associated risks, organizational image, trust, and willingness to pay has been identified as barriers, creating a gap between attitude and actual purchase behaviour of consumers towards green products. On the basis of analysis, a green purchase decision model has been proposed and also potential areas of future research have been suggested.
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