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Article
Publication date: 4 February 2021

Khan Md Raziuddin Taufique and Shahidul Islam

Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries…

Abstract

Purpose

Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh.

Design/methodology/approach

This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data.

Findings

The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant.

Practical implications

Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior.

Originality/value

This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 1 January 2021

Mohammad Rabiul Basher Rubel, Daisy Mui Hung Kee and Nadia Newaz Rimi

The purpose of this study intends to examine the influence of green human resource management (GHRM) on green service behaviors through the mediating effect of green

Abstract

Purpose

The purpose of this study intends to examine the influence of green human resource management (GHRM) on green service behaviors through the mediating effect of green knowledge sharing based on bank employees' perceptions.

Design/methodology/approach

The study analyzes 365 frontline employees' perceptions from the banking industry in Bangladesh using partial least square.

Findings

The findings show a significant positive direct influence of GHRM on green in-role, extra-role service behavior and green knowledge sharing. Green knowledge sharing is also found to have a significant mediating effect between GHRM and green service behaviors.

Research limitations/implications

This study considers perceptions of employees of the private commercial banking organizations, and thereby, its findings cannot be generalized for all other service organizations in the context of Bangladesh.

Practical implications

The study demonstrates that GHRM can influence employees' green service behaviors via green knowledge sharing.

Originality/value

Green banking is an emerging trend that deserves more attention. There is growing recognition that green banking is not an “automatic” process but requires that banking management promote green service behavior among their employees. This study extends the research on GHRM by focusing on how it impacts green service behavior through the mediating role of green knowledge sharing. The paper provides practical insights for organizations looking to improve green service behaviors among employees.

Details

Employee Relations: The International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0142-5455

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Article
Publication date: 7 December 2020

Md. Zillur Rahman Siddique, Goutam Saha and Aminur Rahman Kasem

This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING)…

Abstract

Purpose

This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).

Design/methodology/approach

The research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.

Findings

PLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.

Research limitations/implications

There may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.

Practical implications

This study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.

Originality/value

This research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

Details

Journal of Asia Business Studies, vol. 15 no. 2
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 30 December 2020

Talat Islam, Mubbsher Munawar Khan, Ishfaq Ahmed and Khalid Mahmood

Human misbehaviors are responsible for climate change as they waste resources and pollute water and air that dilapidate the environment. Considering the fact and…

Abstract

Purpose

Human misbehaviors are responsible for climate change as they waste resources and pollute water and air that dilapidate the environment. Considering the fact and contributing to the United Nations sustainable development goals of 2019, organizations started focusing their green HRM practices to develop employees' green attitudes and behaviors. This study is an attempt in this direction. It examines the impact of ethical leadership on individuals' green in-role and extra-role behaviors with the mediating role of green HRM practices and the moderating role of individual green values.

Design/methodology/approach

The study collected data from 645 MBA executive students working in various manufacturing industries with at least one year of experience. The data were collected using a questionnaire-based survey in two-time lags.

Findings

Hypothesized relationships are tested through structural equation modeling. Findings reflected a significant impact of ethical leadership on green HRM practices, in-role, and extra-role green behaviors. Besides, green HRM practices mediated the relationship between ethical leadership and both types of green behaviors. Furthermore, it was observed that the individual green values strengthened the association between green HRM practices and both types of green behaviors.

Research limitations/implications

A cross-sectional design with time lags was used to avoid common method bias. The findings of the study contribute to supply-value-fit theory and validate the scale of individual green value.

Practical implications

This study guides management that employees only perceive their organizational practices as green when they find their leaders are ethical. Further, considering individual green values in the recruitment process can help organizations accomplishing their green goals.

Originality/value

This study is novel in examining the mediating role of green HRM practices between ethical leadership and green behaviors. Further, the analysis not only validates the scale of individual green values but also noted its moderating role between green HRM and green behaviors.

Details

International Journal of Manpower, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0143-7720

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Article
Publication date: 29 July 2020

George Kofi Amoako, Robert Kwame Dzogbenuku and Aidatu Abubakari

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and…

Abstract

Purpose

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.

Design/methodology/approach

A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.

Findings

The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.

Research limitations/implications

Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.

Practical implications

Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.

Originality/value

The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.

Details

International Journal of Productivity and Performance Management, vol. 69 no. 8
Type: Research Article
ISSN: 1741-0401

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Article
Publication date: 25 June 2020

Estelle van Tonder, Sam Fullerton and Leon T. de Beer

This study aims to provide novel insight into cognitive and emotional factors contributing to green customer citizenship behaviours, as mediated by green attitudes in…

Abstract

Purpose

This study aims to provide novel insight into cognitive and emotional factors contributing to green customer citizenship behaviours, as mediated by green attitudes in general and moderated by culture.

Design/methodology/approach

The investigation was guided by the “value attitude behaviour hierarchy” and green customer emotions, which served as a framework for understanding the mediating effect of attitude on the relationships between cognitive and emotional factors (green consumption values and emotional affinity towards nature) and customer citizenship advocacy and feedback behaviours. Data was obtained from respondents in the USA and South Korea. Multi-group confirmatory factor analysis, structural equation modelling, bootstrapping and Wald tests were performed to conclude on the model and verify the moderating effect of culture on the indirect effects established.

Findings

In both countries, green consumption values and emotional affinity towards nature positively influence green attitudes and stimulate feedback behaviour. Green attitudes only predict advocacy in the USA. Culture moderates the majority of the indirect effects examined.

Research limitations/implications

The model presents a novel approach to stimulate green advocacy and feedback behaviours and may aid firms in closing the “green gap” and co-create value with customers. Firms could profit from customers advocating the benefits of green purchasing to other customers and providing feedback on interventions required that will convince reluctant customers to make a purchase.

Originality/value

This study offers a multicultural perspective on the connection between a novel set of cognitive and emotional factors and green customer citizenship advocacy and feedback behaviours that may directly and indirectly influence green purchasing, value co-creation and closing of the “green gap”.

Details

Journal of Consumer Marketing, vol. 37 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Content available
Article
Publication date: 7 September 2020

Mohammed Aboramadan

Building on the social exchange theory (SET), this study aims to propose a model of the effects of green human resource management on employee in-role, extra-role and green

Abstract

Purpose

Building on the social exchange theory (SET), this study aims to propose a model of the effects of green human resource management on employee in-role, extra-role and green innovative work behavior (GIWB). This study proposes, building on both the job demands-resources model and SET, that the aforementioned links can be explained through the mediating role of green work engagement (GWE).

Design/methodology/approach

Data were collected from employees (n. 208) working in Palestinian higher education organizations using a self-administered questionnaire. The partial least squares-structural equation modeling was the primary statistical technique adopted to examine the study’s hypotheses.

Findings

The results suggest that green human resources management (GHRM) was a significant predictor of employee in-role green behavior, extra-role green behavior and GIWB. Furthermore, GWE demonstrated to be a significant intervening mechanism to explain the above-mentioned relationships.

Practical implications

The results provide useful insights for higher education policymakers on how GHRM may positively contribute to employee green outcomes.

Originality/value

This paper is novel for several reasons. First, it contributes to the general literature of GHRM. Second, it contributes to the limited body of knowledge on GHRM in the context of higher education. Third, the distinct contribution of this study is the introduction of GIWB as an outcome of GHRM, and GWE as a mediating variable in the relationship between GHRM and employee green behaviors.

Details

International Journal of Organizational Analysis, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1934-8835

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Article
Publication date: 31 January 2020

Hadjer Troudi and Djamila Bouyoucef

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Social implications

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.

Originality/value

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.

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Article
Publication date: 6 February 2020

Nitika Sharma and Madan Lal

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among…

Abstract

Purpose

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist.

Design/methodology/approach

The present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study.

Findings

Findings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement.

Research limitations/implications

The idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding.

Practical implications

The study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements.

Social implications

It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.

Originality/value

The study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 24 January 2020

Matthew Tingchi Liu, Yongdan Liu and Ziying Mo

This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green

Abstract

Purpose

This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).

Design/methodology/approach

The current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.

Findings

The findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.

Originality/value

This study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

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