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Based on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.

This study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.

Consumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.

This study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness marketing in socially responsible plate food consumption.

To carry out their purpose, the authors validate the hypothesized model empirically through data from 1,536 households using structural equation modeling (SEM). In particular, the construct measures of the structural model have been tested by confirmatory factor analysis (CFA).

The outcome the authors came up with is coherent with the hypothesized model, and it proves a positive relationship of the five dimensions identified on consumer awareness. Moreover, the study results show the crucial role of landfill and water shortage concerns in measuring consumer awareness.

These findings may be of interest to practitioners, academics and policymakers for socially responsible food consumption guidance and training for planning consumer awareness programs. More in detail, this study offers the indication that the dimensions of the social consumer awareness construct are differing from commercial consumer awareness.

Even though several previous studies have addressed the concept of consumer awareness concerning product and service purchase decisions, this is one of the first research studies on consumer awareness as a multidimensional construct in social marketing studies domain.

The purpose of this study is to explore the role of environmental awareness, environmental concerns, and green innovation toward green purchase intentions. This paper theoretically extends the existing knowledge on the subject matter and adds value to the existing knowledge.

Based upon the existing literature and relevant theories the study developed several assumptions/hypotheses. To test the hypothesis, a comprehensive data set that was collected through online survey method was utilized. For the empirical analysis the study employed structural equation modeling technique.

The results from the study indicated that environmental awareness significantly reinforce green purchase intentions. Whereas, the authors could not find evidence for the direct influence of green innovation on green purchase intentions. The analysis show, green product knowledge and environmental concerns partially mediate the relationship among environmental awareness and green purchase intentions. However, green product knowledge and environmental concerns fully mediate the relationship among green innovation and green purchase intentions.

The study measures the role of green innovation, environmental awareness, environmental concerns, and green product knowledge toward green purchase intentions which is pivotal for sustainable consumption. Similarly, the study adds value to the existing research on the management of environmental awareness and protection through reinforcing green purchases.

This paper posits, develops and tests the effects of general environmental awareness factors on consumers’ intentions in the Environmental Awareness Purchasing Intention Model. Environmental awareness is tested within the context of purchasing vehicles and, thus, vehicle relevant factors (perceived quality and self-image) are also included. Further, the purpose of this paper is to explain the relative contribution of general environmental awareness factors on purchasing intentions compared to quality and self-image.

The main thrust of the research involved a survey of 248 young automobile buyers from a large public university in Texas, USA. The data were analyzed using both multiple regression and partial least square-structural equation modeling (PLS-SEM).

Environmental attitude has a positive impact on purchasing intention, while perceived control toward environmentally responsible behavior has a negative impact. Results also show a positive impact of quality and self-image on intention to purchase environmentally friendly cars. Furthermore, the results reveal that environmental awareness factors explain less variance than perceived quality. At the same time, the results show that environmental factors, relatively, explain more variance in the decision-making process than self-image.

This is the first study to examine the relationship between general environmental awareness and the intention to purchase an environmentally friendly car. This study contributes to sustainable consumption literature in operations management. The paper also provides insights for developing managerial guidelines for car manufacturers based on the understanding of factors influencing environmentally friendly car purchasing intentions.

The adoption of energy-efficient systems is crucial for Pakistan to meet its growing energy demand and address its energy challenges. However, adoption of these systems in Pakistan is hindered by several barriers, including economic constraints, lack of awareness and social attitudes toward sustainable development. Therefore, the purpose of this study is to explore adoption of energy-efficient household systems and the associated social influence.

The study incorporates social influence as a mediating factor to examine the relationships between awareness of consequences, perceived consumer effectiveness and attitudes toward the adoption of energy-efficient systems. A quantitative survey method was used to collect data from households from Faisalabad, Pakistan. A total of 203 valid questionnaires were received and data analyzed through SmartPLS 4 for structural equation modeling.

The results revealed that awareness of consequences positively impacts compliance, social identification and internalization, while perceived consumer effectiveness has a positive relationship with social identification and internalization. Moreover, the positive association of social identification and internalization with attitude were supported but relationship of compliance with attitude was unsupported.

The results may also be used to develop compelling marketing campaigns focusing environmental conservation and social influence for positive attitude development.

The study contributes to theoretical literature by examining the empirical relationships between specific individual characteristics and societal pressure that play a critical role in shaping attitudes toward the acceptance of energy-efficient systems. Additionally, the study's findings offer actionable implications for policymakers and marketers, contributing to the development of targeted interventions for promoting sustainable consumption.

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).

In total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.

Attitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.

This research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.

Environmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.

The findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.

The study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Data was collected through a mall intercept technique in 10 cities across India.

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

This study aims to identify whether green advertising and eco-labels influence the purchasing behaviors of organic products or whether the influence of such behaviors is presented through the mediating effect of the attitude and environmental awareness of millennials.

This study used a quantitative, correlational and cross-sectional design. A total of 430 millennials participated in the study. The questionnaire consisted of 20 questions, distributed across five variables. It was applied to people outside shopping centers in the city of Quito and Guayaquil, Ecuador. The results were subjected to statistical tests to determine the internal consistency of the instrument. The convergent and discriminant validity of the research model was verified through confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for statistical analyses.

The study identified that attitude and environmental awareness mediate the relationship between green advertising and green purchasing behaviors, as well as the relationship between eco-labels and green purchasing behaviors. Furthermore, it has been proven that green advertising directly influences the green purchasing behaviors of organic products among millennials, whereas eco-labels do not.

This study is among the initial investigations to delineate the connection between elements of green marketing and the buying patterns of organic goods among millennials in an emerging economy. The study provides answers to earlier scholarly inquiries that proposed examining the correlation among the constituents of the theorized framework.

El presente estudio tuvo como objetivo identificar si la publicidad verde y las ecoetiquetas influyen en los comportamientos de compra de productos orgánicos, o si la influencia dentro de dichos comportamientos se presenta a través del efecto mediador de la actitud y la conciencia ambiental de los millennials.

La investigación fue cuantitativa, correlacional y con un diseño transversal. Participaron en el estudio un total de 430 millennials. El cuestionario constó de 20 preguntas distribuidas en cinco variables. Fue aplicado en persona fuera de los centros comerciales en las ciudades de Quito y Guayaquil - Ecuador. Los resultados obtenidos fueron sometidos a pruebas estadísticas para determinar la consistencia interna del instrumento. La validez convergente y discriminante del modelo de investigación fue verificada mediante un Análisis Factorial Confirmatorio y Modelos de Ecuaciones Estructurales. Para el desarrollo de los análisis estadísticos, se utilizaron SPSS 20 y AMOS 24.

El estudio identificó que la actitud y la conciencia ambiental median la relación entre la publicidad verde y los comportamientos de compra, así como en la relación entre las ecoetiquetas y los comportamientos de compra. Además, se demostró que la publicidad verde influye directamente en los comportamientos de compra de productos orgánicos entre los millennials, mientras que las ecoetiquetas no.

Este artículo se encuentra entre las investigaciones iniciales para delinear la conexión entre los elementos del marketing verde y los patrones de compra de productos orgánicos entre los millennials en una economía emergente. El estudio proporcionó respuestas a consultas académicas previas que proponían examinar la correlación entre los componentes del marco teórico propuesto.

本研究旨在确定绿色广告和生态标签是否影响有机产品的购买行为, 或这种行为的影响是否通过千禧一代的态度和环境意识的中介效应表现出来。

本研究采用定量、相关性和横截面设计。共有430名千禧一代参与了研究。问卷由20个问题组成, 分布在五个变量上。问卷在厄瓜多尔基多和瓜亚基尔市的购物中心外分发。结果经过统计测试, 以确定问卷的内部一致性。通过验证性因素分析 和结构方程模型 验证了研究模型的收敛效度和区分效度。统计分析使用SPSS 20和AMOS 24软件完成。

研究表明, 态度和环境意识在绿色广告与绿色购买行为之间以及生态标签与绿色购买行为之间起到中介作用。此外, 已证明绿色广告直接影响千禧一代对有机产品的绿色购买行为, 而生态标签则没有直接影响。

本研究是最初探讨绿色营销元素与千禧一代在新兴经济体中有机产品购买模式之间关系的研究之一。该研究回答了早期学术研究提出的关于理论框架各组成部分相关性的探讨。

The purpose of this study is to examine the effect of green trust (GT), environmental quality awareness (EQA), green self-efficacy (GSE) and environmental attitude (EA) towards green purchase behaviour (GPB). The mediating effect of EA is also investigated.

Attribution theory and the attitude-behaviour gap model were used to develop the research model. Data were collected through an online survey, which yielded 321 complete and usable responses. The partial least square-structural equation modelling (PLS-SEM; SmartPLS, Version 3) technique was used to test the study hypotheses.

The analysis revealed that GT, GSE and EA affect GPB positively. It was also found that EA mediates the relationship between “environmental quality awareness and green purchase behaviour” and “green self-efficacy and green purchase behaviour”. However, EA did not mediate the link between “green trust and green purchase behaviour”.

The findings of this study provide insightful implications for social and green marketers, including an understanding of the complex customer behaviour in purchasing green products, which will eventually enable them to formulate better green marketing strategies.

This study is amongst the pioneers in investigating the effect of EQA in relation to GPB. Furthermore, the mediating effect of EA in the link between “environmental quality awareness and green purchase behaviour”, “green trust and green purchase behaviour” and “green self-efficacy and green purchase behaviour” is also a new contribution to the literature. Finally, this study explains the drivers of consumers’ GPB, thereby providing a novel understanding of the field.