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The purpose of this paper is to analyze the beliefs and attitudinal factors that affect the private sphere pro-environmental behavior of information technology (IT) professionals in using personal computers.

A research framework that draws from the belief-action-outcome (BAO) framework and that consisted of 11 hypotheses was developed. Data were collected from a sample of 322 IT professionals and analyzed using structural equation modeling.

The results identify the pro-environmental personal computing actions that IT professionals are taking and how their Green IT beliefs, attitudes, information acquisition capability, and organizational fields influence their behavior.

The sample was limited to Australian respondents. The measurement of IT-specific environmental practices was not exhaustive nor were the measures of macro- and micro-antecedents of Green IT belief and attitude.

National, regional, and international professional associations such as the Association of Information Systems can influence pro-environmental behavior among IT professionals through the creation and dissemination of information that shape both general and IT-specific environmental beliefs.

The novelty of this work lies in: first, proposing and testing a research framework that can be leveraged in future studies; second, establishing how organizational fields and availability of information contribute to the formation of IT professionals’ environmental beliefs and attitudes; third, applying and suggesting potential extension to the BAO framework to evaluate the association between IT practices and environmental sustainability among IT professionals.

The effect of global warming on our environment has shifted the focus to green technologies worldwide. Subsequently, multiple research studies have attempted to assess awareness around the concept of “Green IT” in different countries. This paper aims to examine the factors that affect the intention to use green information technology (IT) (INT) and their subsequent influence on the actual use of green IT (ACT) among students in the context of a developing country.

The data were collected using survey questionnaires administered to six public university students. A total of 633 valid questionnaires were received and analyzed using structural equation modeling.

A positive relationship of INT with attitude toward green IT, subjective norms toward green IT, perceived behavioral control toward green IT, consideration of future consequences and openness was found, and also, a positive relationship between INT and ACT was found.

Many of prior research focused on factors influencing green IT adoption and usage from the organizational point of view, and there is not much literature dedicated to the study of IT users’ belief and behavior about green IT. Moreover, most studies tend to focus on developed nations, while a lesser number of studies gave consideration to developing nations. This study proposes a research framework that incorporated two personality trait factors to the theory of planned behavior to investigate individual factors influencing INT among students in the context of a developing country.

The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the identification and analysis of factors influencing purchasing behavior in green food sector.

The authors proposed a model based on reasoned action theory that combines two types of variables, the green marketing type and personal type, in order to predict purchasing behavior of green food. The authors have established a structural equations modeling, with a path analysis on a sample of 304 Algerian consumers from Algiers town.

The model was confirmed and the results showed how green marketing and personal factors influence the green food purchasing behavior in direct and indirect way, in presence of the mediating variables’ attitude toward green food and intention to buy green food.

There is no database or any information concerning green consumption in Algerian context. There is a lack of information about green production in food field. The choice of reasoned action theory as a theory explaining the decision-making process leading to purchasing act is based on fact that the Algerian field of food sector is virgin of this type of analysis, so the authors thought it is appropriate to apply the reasoned action theory as a first initiative in this field. Also, a more recent and more innovative psychological theory should be applied in the future studies.

The study will give researchers interested in Algerian context a better understanding of consumer behavior, especially in green product case, and will open new paths for future research in the same field by the application of another psychological theory that is more recent and innovative; the study can open research paths for other fields as well, such as consumer behavior toward green cosmetic products in Algeria.

The implications of this research can assist marketers for better positioning in green food market using the results indicated in research. The better understanding of factors influencing consumer purchasing behavior will encourage contractors to invest in this field in Algiers town context.

The study was established in a context where consumer market data of green food are non-existent, so the research represents an orientation to green food marketers toward a better positioning in relation to influence factors of their market target.

The purpose of this paper is to verify and extend the application of the policy acceptance model (PAM) in the field of green behavior. Under the PAM framework, the authors develop and empirically examine on how employee perception of corporate green policy (perceived ease of use and perceived usefulness) increases the acceptance of corporate green policy, which further leads to two types of employee green behavior. The authors also test the moderating roles of moral reflectiveness and performance orientation on these relationships.

The authors collected complete survey data from 223 work professionals in this study. Multiple regression method was used to test the hypotheses.

The results showed that there were significant positive impacts of two types of employee perceptions of corporate green policy (perceived ease of use and perceived usefulness) on their attitudes toward corporate green policy. Second, this study reported positive relationships between employees’ attitudes toward corporate green policy and their two types of green behavior. Finally, supplemental analyses supported moderated mediation models, that is, moral reflectiveness and performance orientation, respectively, and moderated indirect effects of employee perceptions on green behaviors through attitude toward corporate green policy.

The data came from a narrow demographic population, which restricts the generalizability of the findings and also raises questions about the specificity of green behaviors manifest in different industries. Besides, this study used cross-sectional, self-reported data, which limits our ability to draw causal conclusions.

Companies can shape employee perceptions regarding the usefulness and ease of corporate green policy to induce and consolidate employees’ task-related and proactive green behaviors.

This research will help companies to pay more attention to employees’ reflections and attitudes toward green policies, thus effectively promoting employees’ green behavior in the workplace. These actions will further promote the green development of the economy and society.

The authors extend the PAM framework to the area of green behavior. The PAM is applied to a more micro level of corporate green policy. Further, this paper points out that employees’ instrumental value (performance orientation) and moral trait (moral reflectiveness) moderate the impact of employees’ policy perceptions on their green behaviors.

This paper aims to examine the role of extraversion and agreeableness personality traits on Generation Y (Gen Y) consumers’ attitudes toward and willingness to pay for green hotels. Gen Y is a large and influential generational group, with a significant interest in green issues. There has been a lack of research on the consumer decision-making process toward green hotels. Specifically, the impact of personality on green attitudes and behavioral intentions is rarely investigated.

A major survey consisting of 406 final respondents was conducted. The 29-item survey questionnaire comprises items for extraversion, agreeableness, attitudes toward green hotels and behavioral intention toward green hotels. Numerous statistical techniques, including structural equation modeling, were used to evaluate the data collected.

The results show that extraversion and agreeableness personality traits are positively associated with respondents’ attitudes toward green hotels. Stronger and more positive attitudes toward green hotels lead to greater willingness to pay for green hotels. Moreover, attitudes toward green hotels mediate the relationship between the two personality traits and willingness to pay. These findings of Gen Y subsegments can be useful to hotel managers in identifying who are more likely to stay in and pay for environmentally friendly hotels.

Gen Ys are an influential consumer age group in the service industry, and their general attitudes toward “green” products are important to modern hoteliers. However, few researchers have examined Gen Ys’ attitudes and behavioral intentions toward green issues. No research has examined the role of personality traits on consumers’ perceptions of green hotels. The present study found that the extraversion and agreeableness traits of Gen Y individuals are linked to their attitudes toward and willingness to pay for green hotels.

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019.

A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling.

Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019.

Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

Investigation of the role of customer education in green products using a repeated cross-sectional study.

This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context.

Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers.

The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions.

The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications.

The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values.

The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.

This study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.

As predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.

Understanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual and environmental) as the precursors of a commitment to green consumption. Furthermore, the variance within the studied relationships is explored across the segments of the selected consumer sample.

Partial least squares and finite mixture–partial least squares path modeling approaches are employed to examine the studied relationships and check for heterogeneity, respectively, among the sample of 406 Vietnamese consumers.

The results indicate that individualistic values positively and negatively affect attitudes toward purchase consequences at the individual and environmental levels, respectively, while collectivistic values have only a positive impact on attitudes at the environment level. Compared to the individual level, attitudes toward environmental purchase consequences propagate a fuller commitment to green consumption. Collectivistic, but not individualistic, consumers are a suitable target segment for green business. Consumers within the selected sample exhibit different green behavioral patterns.

This research provides valuable insights into the under-researched aspect of green consumption commitment based on an extended value–attitude–behavior model. Previously unobserved heterogeneity is revealed and green consumption tendency segments are identified.