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Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior

Naseer Abbas Khan (Department of Industrial Economics and Project Management, South Ural State University, Chelyabinsk, Russian Federation)
Sajid Hassan (Department of Psychology, International Islamic University, Islamabad, Pakistan)
Natalya Pravdina (Department of Industrial Economics and Project Management, South Ural State University, Chelyabinsk, Russian Federation)
Maria Akhtar (Malik Firoz Khan Noon Business School, University of Sargodha, Sargodha, Pakistan)

Young Consumers

ISSN: 1747-3616

Article publication date: 12 July 2023

Issue publication date: 13 November 2023

676

Abstract

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.

Keywords

Citation

Khan, N.A., Hassan, S., Pravdina, N. and Akhtar, M. (2023), "Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior", Young Consumers, Vol. 24 No. 6, pp. 686-703. https://doi.org/10.1108/YC-09-2022-1610

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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