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Article
Publication date: 30 November 2018

Helena M. de Klerk, Madelein Kearns and Mike Redwood

The purpose of this paper to report on the role of luxury value perceptions and ethical concerns in consumers’ environmentally significant behaviour and purchase intent for…

5322

Abstract

Purpose

The purpose of this paper to report on the role of luxury value perceptions and ethical concerns in consumers’ environmentally significant behaviour and purchase intent for genuine leather products.

Design/methodology/approach

Non-probability sampling was done and 429 South African males and females, aged 26 years and older and who fell in a household income bracket that allowed them to purchase genuine leather products, completed a structured questionnaire during September 2016.

Findings

The study determined that South African consumers’ strong functional and individual luxury value perceptions drive their above-average purchase intent for genuine leather products. Strong individual value perceptions correlated negatively with their purchase intent. Respondents’ expressed strong ethical concerns but almost never participate in environmentally significant behaviour.

Research limitations/implications

Findings have implications for the leather industry and retailers and brands who would like to enter the South African luxury leather market. Due to the sampling method, findings can, however, not been generalised to the total population.

Practical implications

The leather industry and leather brands should market themselves with the message that the highest pro-environmental and ethical standards have been maintained and that their products should therefore fulfil important individual and functional value perceptions.

Originality/value

This study was the first of its kind about the multi-cultural South African leather market’s luxury value perceptions, ethical concerns and environmentally significant behaviour.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 July 2019

Kean Boon Chua, Farzana Quoquab and Jihad Mohammad

The purpose of this paper is to examine the factors that affect paddy farmers’ environmental citizenship behaviour (ECB) in the context of agrochemical purchase. To achieve this…

1044

Abstract

Purpose

The purpose of this paper is to examine the factors that affect paddy farmers’ environmental citizenship behaviour (ECB) in the context of agrochemical purchase. To achieve this objective, a theoretical framework has been developed based on value-belief-norm (VBN) theory.

Design/methodology/approach

Data were obtained from 251 farmers using a survey method. Partial lease square structural equation modelling (PLS-SEM) was used to examine the hypothetical model.

Findings

The results of PLS analysis confirm the direct and mediating effect of the causal sequences of the variables in the VBN model.

Originality/value

Given the limited number of studies in a non-western context, this study examines and confirms the applicability of the VBN theory in predicting ECB in a Malaysian context.

Article
Publication date: 25 March 2024

Fitri Rahmafitria and Regan Leonardus Kaswanto

One of the crucial elements of addressing global climate challenges through urban tourism is the continuing existence of urban forests. The reasoning is that the ecological…

Abstract

Purpose

One of the crucial elements of addressing global climate challenges through urban tourism is the continuing existence of urban forests. The reasoning is that the ecological attraction of urban forests can impact visitors’ intention to conduct pro-environmental behavior, including low-carbon actions. Thus, more visitors to urban forests will positively affect enhancing the quality of the urban environment. However, the extent to which ecological attraction can influence pro-environmental behavior warrants further investigation due to the complexity of psychosocial factors that impact behavioral intention. The main objective of this research is to examine the effects of the ecological attractiveness of urban forests on the pro-environmental behavior of visitors by exploring motivation, ecological experience, perceived value and knowledge as mediators. Moreover, whether the nature of the urban forest and facilities attract visitors simultaneously is also studied.

Design/methodology/approach

Data were collected from 615 respondents who visited three urban forests in Bandung, the second-most populous city in Indonesia, by five-point Likert questionnaires. As an analytical tool, SEM PLS was applied to establish the effect of the ecological performance of the urban forest on the increase in environmentally conscious behavior among urban forest visitors.

Findings

The findings demonstrate that the attractiveness of an urban forest affects the growth of environmentally responsible behaviors. Nonetheless, the attractiveness of urban forests is dictated more by their infrastructure than their ecological function. On the contrary, the visitors’ knowledge level can improve their motivation, environmental experience and perceived environmental value. These findings show the significance of developing educational programs with an emphasis on the experience of the visitors so that their ecological performance can contribute to improved low-carbon behavior. In conclusion, this work contributes to the management of sustainable urban tourism.

Research limitations/implications

This work also has some limitations. First, the medium R-square on intention behavior to low-carbon action suggests investigating other influential factors to produce a more robust conscious behavior. Mkono and Hughes (2020) mention that many complex factors that cause positive intention do not necessarily lead to environmental action. Thus, many psychosocial variables need to be explored in different models. Second, the convenient sampling used here does not represent the whole population, making generalization difficult. Thus, further work needs to apply more rigorous sampling techniques to validate the findings. Further investigations may also need to be conducted in other urban forests in another Asian country with a similar and different social context for benchmarking, as this study found that the type of attractive urban forest design is a more dense forest, which differs from other studies based in Europe. Exploring more influencing behavioral factors of pro-environmental action in the model is also suggested. Thus, we could contribute more to support recreational activities in urban forests.

Practical implications

As an implication for planning an urban forest to increase its recreational function, the authors illustrate the importance of producing educational programs. Although the improved knowledge of visitors has been shown to strengthen their commitment to perform pro-environmental actions, the mediating role of motivation, experience and perceived value reveals that some activities are required to achieve visitor motivation to actual behavior. Consequently, designing an urban forest requires not only the enhancement of eco-attractions and artificial elements for the convenience of visitors but also the development of an environmental education program that can improve visitors’ environmental experience and perception of ecological value. The designed educational program may use an experiential education approach incorporating objective knowledge of Earth’s current state. The urban forest education program must encourage visitors’ connection and participation with nature. Moreover, knowledge and information about Earth’s environmental quality can increase visitors’ perceived value, ensuring that their activities in the urban forest contribute to improved health, environmental quality and social environment. Thus, with well-managed and provided education, they are encouraged to adopt low-carbon action because it complements their contribution to a better quality environment.

Originality/value

The theoretical contribution of this research is generated through the role of urban forest attractiveness in the intention to conduct low-carbon action, which influences solutions to existing urban environmental problems. This work exhibits that both ecological attractiveness and attractiveness of artificial elements in urban forests can attract visitors and subsequently boost their outdoor recreation motivation, ecological experience and perceived value and then turn them to boost their intention to conduct low-carbon action. The physical characteristics of a site are behavioral stimuli that can increase a person’s motivation, experience and perception of the value of the environment, thereby increasing their intention to engage in low-carbon actions. This environment behavioral construction is fundamental in understanding that urban forests offer ecological benefits and influence the social quality of urban communities. Nevertheless, without visitor activity, urban forests are merely physical entities that become increasingly demanding to maintain. Due to this, an urban forest that is socially active and has an influence on promoting environmentally conscious behavior is needed, and its presence is becoming ever more crucial. This work shows the significance of integrating psychosocial approaches into managing tourism in urban forests.

Details

International Journal of Tourism Cities, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 31 May 2023

Sara Dolnicar and Csilla Demeter

Recent reviews of field experiments aiming to entice tourists to behave in more environmentally sustainable ways conclude that attitudes – while the primary target – do not…

Abstract

Purpose

Recent reviews of field experiments aiming to entice tourists to behave in more environmentally sustainable ways conclude that attitudes – while the primary target – do not perform as well as expected. The purpose of this study is to analyse in detail when attitudes have or have not been successful as behavioural change targets and propose a conceptual framework of possible explanations. In so doing, this study represents the first theoretical – rather than empirical – challenge to the currently dominant theoretical understanding of environmentally significant tourist behaviours and offers alternative theoretical constructs tourism researchers aiming to make tourists behave in more sustainable ways could investigate in future.

Design/methodology/approach

The authors investigate in detail experiments where attitude-based behavioural change approaches failed. Based on the insights from this analysis, the authors propose a conceptual framework offering five potential explanations. This study also discusses alternative theoretical constructs that could be used for behavioural change interventions.

Findings

The authors derive five potential explanations for why attitudes often fail to trigger behavioural change in the context of environmentally sustainable tourist behaviour: tourists do not notice messages attempting to change their attitudes; tourists are unwilling to cognitively process behavioural change messages; tourists develop reactance to behavioural change requests; attempts to alter attitudes do not influence habits; and attempts to alter attitudes do not reduce the effort associated with displaying the desired behaviour.

Research limitations/implications

This study broadens research attention to alternative theoretical constructs that may be more effective in making tourists behave in more sustainable ways and opens opportunities for new measures tourism businesses and destinations can implement to influence tourist behaviour.

Originality/value

To the best of the authors’ knowledge, this is the first theoretical investigation of possible reasons why attitudes have performed poorly as targets of behavioural change interventions aiming to trigger environmentally sustainable tourist behaviours.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 6 March 2017

Anja Hergesell

This study aims to contribute to a better understanding of environmentally friendly consumers. It examines differences in holiday transport mode choices by persons’ general level…

Abstract

Purpose

This study aims to contribute to a better understanding of environmentally friendly consumers. It examines differences in holiday transport mode choices by persons’ general level of environmental commitment across lifestyle domains. Adopting a marketing perspective, the study also explores transport mode perceptions and underlying product attribute preferences that may shape holiday transport mode choices.

Design/methodology/approach

The study adopted Kaiser’s (1998) General Ecological Behaviour scale to measure commitment to environmentally friendly behaviour. ANOVAs were run to examine differences in actual holiday travel behaviour and transport mode perceptions by level of environmental commitment. Pattern models were calculated to estimate differences in the relative importance of selected transport mode attributes (price, travel time, punctuality, accessibility, flexibility, comfort and environmental impact).

Findings

The study findings suggest that differences exist in transport mode choices for train and car use, but not for plane use, namely, train users tend to be more environmentally committed and car users less so. Differences were also noted in transport mode perceptions, with more environmentally friendly consumers holding more favourable views of the train. Those who are more environmentally committed also placed greater importance on environmental impact and less importance on comfort and time in mode choice.

Originality/value

The study applied an environmental scale thus far not used within tourism research. It also adopted a marketing perspective focused on product attributes to support the development of strategies to encourage environmentally friendly holiday transport mode choice.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 1 April 2014

Naz Onel and Avinandan Mukherjee

The purpose of this paper is to examine five different types of eco-sensitive behaviours separately and understand if determinants of these behaviours vary depending on the type…

Abstract

Purpose

The purpose of this paper is to examine five different types of eco-sensitive behaviours separately and understand if determinants of these behaviours vary depending on the type of action being performed.

Design/methodology/approach

The study investigates factors influencing five different eco-sensitive behaviours by empirically testing the effects of socio-economic status (SES), gender, age and environmental values. Theoretically guided hypotheses and models were formulated and tested with multiple linear regression models by employing a data set from the National Opinion Research Center (NORC) 2010 General Social Survey.

Findings

Results conclude that different types of behaviour have different predictors. While age differences only explain recycling cans and bottles, gender difference explains buying pesticide-free fruits/vegetables and avoiding environmentally harmful products. Values, on the other hand, predict all five eco-behaviours. Driving less and saving water for environmental reasons were least explained by the examined predictors.

Originality/value

These results contribute to untangling the confusing research evidence on the effects of SES, age, gender and environmental values on different environmental behaviours and on the relationship between them by examining each behaviour separately.

Details

World Journal of Science, Technology and Sustainable Development, vol. 11 no. 1
Type: Research Article
ISSN: 2042-5945

Keywords

Article
Publication date: 9 November 2010

Nelson Barber

The purpose of this paper is to profile consumers who expressed an intention to pay more for environmentally friendly wine packaging and to elaborate marketing strategies that…

8753

Abstract

Purpose

The purpose of this paper is to profile consumers who expressed an intention to pay more for environmentally friendly wine packaging and to elaborate marketing strategies that arise from this consumer profiling.

Design/methodology/approach

The population under study was the general adult population of the USA. The sample was randomly selected from a consumer database and provided a link to an anonymous on‐line survey. Reliability and factor analyses were performed to identify whether the measurement items reflected the constructs of attitudes, behavior, values, and intention to pay more. To determine significant differences, t‐tests on each construct were performed, along with stepwise discriminant analysis.

Findings

The results indicate that importance of being environmentally friendly, considering environmental issues when making a purchase, and collectivism were all very good predictors of consumers' intention to pay more for green wine packaging.

Research limitations/implications

The intention to purchase does not always translate into actual purchase behavior when consumers are confronted with a purchase situation.

Practical implications

This paper contributes to the understanding of environmental wine purchase intention by investigating relationships of consumer characteristics to environmental behavior. By segmenting consumers in this manner, it is possible to better understand the importance of environmentally friendly wine packaging, thus aiding wine producers, retailers, and packaging companies in directing their marketing and advertising efforts.

Originality/value

This paper examines the significance of personality variables in detail using measurement scales that consider customers' perceptions and intention to purchase.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 6 November 2017

Pradeep Kautish and Ganesh Dash

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…

1478

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Social implications

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.

Originality/value

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.

Details

Journal of Modelling in Management, vol. 12 no. 4
Type: Research Article
ISSN: 1746-5664

Keywords

Article
Publication date: 7 June 2013

Liyanage Chamila Roshani Perera and Chandana Rathnasiri Hewege

The paper's aim is to investigate environmentally conscious behaviour among young individuals in Australia with special attention given to their climate change risk perceptions.

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Abstract

Purpose

The paper's aim is to investigate environmentally conscious behaviour among young individuals in Australia with special attention given to their climate change risk perceptions.

Design/methodology/approach

In total, 20 in‐depth interviews were employed in this qualitative investigation. The informants of the investigation are young individuals (aged between 19‐25 years) in a major city in Australia. Twenty semi‐structured, in‐depth interviews ranging from 1.5‐3 hours were conducted. Purposive and snowball sampling techniques were used to ensure informant diversity and access to “information rich” cases of youth engaged in environmental groups, activism and environmental behaviour.

Findings

Four thematic categories were derived. They are: unperceived adverse effects of climate change, disassociation between adverse effects of climate change and environmentally conscious behaviour, challenges to the dominant economic model and, redefined environmental paradigm

Research limitations/implications

Based on the implications of the findings, several recommendations for communicating climate change remedial actions and encouraging environmentally conscious behaviour among young individuals are made.

Originality/value

The study contributes toward enhancing the understanding of climate change risk perceptions and environmentally conscious behaviour among young environmentalists in Australia where studies on young consumers are scarce. Findings of the study are useful in gaining young individuals' support for the successful implementations of climate change remedial actions.

Article
Publication date: 27 April 2020

Jinsoo Hwang, Woohyoung Kim and Jinkyung Jenny Kim

This study aims to apply the value-belief-norm (VBN) model in the context of environmentally friendly drone food delivery services to understand ways to influence consumers’…

2395

Abstract

Purpose

This study aims to apply the value-belief-norm (VBN) model in the context of environmentally friendly drone food delivery services to understand ways to influence consumers’ behavior toward the services. The current study also attempted to deepen the VBN model using the moderating role of product involvement.

Design/methodology/approach

Data were collected from 428 respondents through an online survey in South Korea.

Findings

The results of the data analysis indicated that all proposed hypotheses have been statistically supported in the VBN model. Furthermore, product involvement played a moderating role in the relationship between the sense of obligation to take pro-environmental actions and intentions to use and a sense of obligation to take pro-environmental actions and willingness to pay more.

Originality/value

Although drone food delivery services have not yet been fully commercialized, many foodservice companies have conducted pilot tests and the services are likely to be commonly used in the near future. Thus, the findings of this study are expected to have important implications for companies preparing to roll out drone food delivery services.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 13000