Search results

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

Unsustainable spending patterns of consumers directly contribute to 30–40% of environmental degradation, mainly in waste. Packaging is a vital part of responding to the main challenges of sustainable food consumption on the global stage. This study aims to investigate how environmental concern and trust in sustainable producers impact the sustainable consumption behaviors of consumers via the mediation of consumer xenocentrism and the moderation of eco-label and country of origin (COO) of buying sustainable packaged foreign food brands.

This study employed a quantitative method. The authors used Smart PLS 3.0 structural equation modeling (SEM) technique for data analysis. Data from the participants were collected through the convenience sampling technique. A total of 343 valid responses were received.

The results indicate that xenocentrism is an emerging behavior among Pakistani consumers. The authors found that a high degree of environmental concern and trust in sustainable producers are the antecedents of consumer xenocentrism, which leads to sustainable consumption behavior.

This research highlights the importance of customers’ xenocentric attitudes that lead to sustainable consumption behavior. The research findings provide vital information for researchers, policymakers, academics, practitioners, industry professionals, brand managers and top management, especially in designing the environmental sustainability framework. Although the findings support theory of planned behavior (TPB), future studies can contrast different theories’ contributions to sustainable consumption behavior improvement. Also future researchers may analyze the impact of culture on the association between sustainable consumption and consumer attitudes toward environmental concerns and trust in sustainable producers.

This research contributes to practice and theory, as consumer xenocentrism is a relatively unexplored area of research in developing countries. To the best of the authors' knowledge, this study is the first to examine consumers’ xenocentric attitudes to sustainable consumption empirically.

This study investigates consumer purchases of energy-efficient appliances (EEAs). The adoption of EEA would reduce the detrimental impact of the environment from the consumer behavioral perspective.

This study evaluates consumer purchase of EEA based on the theory of planned behavior (TPB), environmental factors, and consumer energy-efficient behavior (EEB). Applying partial least square structural equation modeling (PLS-SEM), 412 household respondents within the five regions in Malaysia were analyzed.

Findings depicted that EEB has a significant influence on intention to purchase and subsequently purchasing behavior of EEA. Similarly, the TPB variables were significant predictors of EEB and intention to purchase except for attitude. Meanwhile, among the environmental factors, only environmental awareness was significant.

Implications include integrating educational programs through formal and informal measures. The former includes infusing within the mainstream educational system. On the other hand, the latter is through effective and captivating media communication.

The integration of EEB towards consumers' intention and behavior of purchasing EEAs.

The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer’s knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer’s perceived capability to engage in eco-behaviour.

This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs.

The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour.

Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour.

Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers.

Findings highlight the role of social capital within one’s community as a resource channel to encourage environmentally responsible consumer behaviour.

The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India.

Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers.

The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making.

This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products.

This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms.

It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon.

The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.

A wealth of research has explored different configurations of consumer environmental beliefs, attitudes, and values, and their influence on consumer environmental behavior. It is essential that a more comprehensive understanding of what lies at the root of consumer environmental beliefs, attitudes, values, and behaviors be developed. This study aims to address some of the limitations in the current literature by theorizing and examining a consumer environmental behavior model that includes three antecedents, a mediator, and a moderator construct. The authors offer a new configuration that includes moderated and mediated effects of consumer cognitive, psycho-social and demographics variables on consumer environmental behavior.

This study was administered to respondents from Saudi Arabia. The sample consists of Saudi-Arabians, non-Saudi Arabs, Americans, Europeans, South-East Asians, sub-continentals as well as other expatriates. Unavailability of sample frames necessitated the past researchers to use some kind of judgmental sampling techniques in Saudi Arabia. A total of 677 usable responses were used for this study.

The model included three antecedents – consumer environmental awareness, consumer perception of human-nature relationship, and consumer perception of local environmental condition – representing the most important categories of predictors of environmental behavior identified in meta-analysis. The effects of these antecedents on consumer environmental behavior were mediated by consumer environmental responsibility, which, in turn, influenced consumer environmental behavior. The model also assumed that consumer faith in science and technology moderated all the four relationships involving antecedents, mediator and the outcome.

The findings of the study identified several important observations. First, the roles of environmental psycho-social and cognitive variables in determining consumer environmental behavior are contingent upon levels of faith in science and technology and may not be direct but rather indirect through the mediator of consumer environmental responsibility. More importantly, the authors have provided support for a non-conventional moderated and mediated model of consumer environmental behavior.

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

Using three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the effect of environmental factors (environmental attitude, environmental concerns, perceived environmental responsibility and peer influence) on consumers' intentions to purchase eco-friendly athletic wear.

A sample of n = 380 Pakistani consumers was used to test hypothesized relationships. Data were analyzed through the partial least square structural equation modeling (PLS-SEM) technique using SmartPLS version 3.3.3.

Findings suggest that environmental attitude, environmental concerns, perceived environmental responsibility and peer influence are positively associated with green purchase behavior. The moderating effects of individual green values were found statistically significant between peer influence and green purchase behavior. The data further revealed that the effect of environmental attitude, environmental concerns, peer influence and perceived environmental responsibility on green purchase behavior varies across the gender.

This research is one of the first attempts to explore the effect of environmental motivational factors on consumers' intentions to purchase eco-friendly athletic wear using theories of OIT, VBN and GST. This study employs advanced analytical methods to perform multi-group analysis and establish the predictive relevance of the model, using PLS-SEM in sports management and marketing context.

Consumers’ environmental behaviours are not only the result of their positive attitudes towards environments, but also different reasons and motivations exist. Thus, the purpose of this paper is to find out important factors affecting sustainable apparel buying behaviour. Applying the theory of planned behaviour (TPB), this study further examines how knowledge about sustainable apparel, perceived money availability, and perceived accessibility to the store influence sustainable apparel consumption.

Using a purposive college student sample, 235 usable responses were collected to answer the questions. An exploratory factor analysis with principal component analysis was first performed followed by confirmatory factor analysis, and a structural equation modelling analysis.

Results revealed that the TPB was successfully applied in the context of sustainable apparel buying behaviour. Furthermore, it was found that consumers’ perceived money availability and perceived store accessibility are important factors that affect control beliefs and sustainable consumption.

This study found the needs of educating college students for contexts of environmental apparel and textiles issues.

Even though previous literature often found the gap between the behavioural intentions and the actual behaviour, this study found the respondents of this study walk their talk. This study successfully applied the TPB to explain consumers’ sustainable apparel buying behaviour.

This study aims to investigate the differences in underlying psychological aspects regarding pro‐environmental behaviors between two distinct consumer groups: green product purchasers and green product non‐purchasers. Focusing on pro‐environmental behavior in recycling, it seeks to investigate these psychological aspects: cognitive attitude, affective attitude, social norm, personal norm, and behavioral intention.

Using a web‐based survey, a total of 363 responses from US consumers were used for the data analysis. Confirmatory factor analysis was conducted to check the measurement model, and a multiple regression and MANOVA were performed to test the proposed hypotheses.

Compared to green product non‐purchasers, green product purchasers exhibited significantly higher levels of cognitive attitude, affective attitude, social norm, personal norm, and recycling intention. Also cognitive attitude, social norm, and personal norm predicted recycling intention.

The limitations of this study include the self‐reporting questionnaire and the measurement of consumers' recycling intention rather than their actual behavior.

This study will provide useful information to retailers who are developing product/service offerings and operation practices to address sustainable consumption.

This study provides empirical evidence that certain consumer groups in relation to pro‐environmental product shopping behavior (purchasers vs. non‐purchasers) exhibit differences in the psychological formation of another pro‐environmental behavior, recycling.