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Article

Ching‐Hsun Chang and Yu‐Shan Chen

This study aims to develop an original framework of green intellectual capital to explore the positive effect of corporate social responsibility (CSR) on green

Abstract

Purpose

This study aims to develop an original framework of green intellectual capital to explore the positive effect of corporate social responsibility (CSR) on green intellectual capital through the partial mediator ‐ environmental consciousness.

Design/methodology/approach

This study summarizes the concepts of CSR and green management to develop an integral framework to enhance green intellectual capital. Structural equation modeling (SEM) is applied to verify the research framework.

Findings

This study utilizes SEM to explore the influences of CSR and environmental consciousness on three types of green intellectual capital – green human capital, green structural capital, and green relationship capital. The empirical results of this study demonstrate that CSR and environmental consciousness have positive effects on three types of green intellectual capital. Besides, this study verifies that environmental consciousness is a partial mediator between CSR and three types of green intellectual capital. In addition, this study classifies the Taiwanese manufacturing companies into three groups – highly, medially, and lowly ethic companies. The results show that three types of green intellectual capital of highly ethic companies are the most, and those of medially ethic companies are the next, while those of lowly ethic companies are the least.

Originality/value

This study integrates the theories of CSR and green management to develop an integral conceptual model of green intellectual capital to explore its managerial implications and determinants.

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Article

Pradeep Kautish and Rajesh Sharma

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green

Abstract

Purpose

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.

Design/methodology/approach

This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model.

Findings

The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions.

Research limitations/implications

The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues.

Practical implications

The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context.

Social implications

Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses.

Originality/value

The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.

Details

Journal of Indian Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-4195

Keywords

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Article

Nur Zulaikha Bt Mohamed Sadom, Farzana Quoquab and Jihad Mohammad

The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic…

Abstract

Purpose

The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link.

Design/methodology/approach

The stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach.

Findings

The study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship.

Practical implications

The findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community.

Originality/value

The study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

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Article

Ju-Young M. Kang and Jieun Kim

Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a…

Abstract

Purpose

Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a majority of green brands. The purpose of this paper is to examine whether consumers’ perception-based factors of the online CRM tactics through social media (i.e. perceived marketer-dominated information quality, perceived interaction quality, and perceived service content quality in social media) offered by the green brand were related to the perceived customer retention orientation (CRO) of the green fashion retailer, which was related to patronage intention towards the green retailer, and the moderating effect of green consciousness on the link between perceived CRO of the green retailer and patronage intention.

Design/methodology/approach

Data were collected from social media users (n=631) using a consumer panel via an online survey. Structural equation modelling was employed to test the proposed model and research hypotheses.

Findings

This study found that the perceived CRO of the green retailer was positively related to patronage intention. The perceived marketer-dominated information quality and perceived service content quality in social media were positively related to the perceived CRO of the green retailer. Green consciousness moderated the link between perceived CRO and patronage intention.

Originality/value

First, this study contributes to the further theoretical understanding of the underlying factors that influence customer perception of the CRO of the green retailer and green patronage intention. Second, on a managerial level, this proposed model provides green retailers with beneficial insights into the development of successful social CRM.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article

Tehreem Raza Ch, Tahir Mumtaz Awan, Haider Ali Malik and Tayyba Fatima

Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying…

Abstract

Purpose

Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.

Design/methodology/approach

In this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.

Findings

The findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.

Originality/value

The influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-5961

Keywords

Content available
Article

Aditi Mishal, Rameshwar Dubey, Omprakash K. Gupta and Zongwei Luo

The purpose of this paper is to investigate the relationships between environmental consciousness (ECO), green purchase attitude (GPA), green purchase intention (GPI)…

Abstract

Purpose

The purpose of this paper is to investigate the relationships between environmental consciousness (ECO), green purchase attitude (GPA), green purchase intention (GPI), perceived customer effectiveness (PCE), green behaviour (GRB) and green purchase behaviour (GPB). Based on the statistical analyses, this paper offers some further research directions to advance the extant literature.

Design/methodology/approach

The theoretical model is firmly grounded in extant literature. To test the study hypotheses, the authors have developed a survey instrument following a two-stage process. The constructs were first operationalized by the authors and then pre-tested by experts. Dillman’s (2007) guidelines were then followed to gather data. Finally, the theoretical model was tested using multivariate statistical tools.

Findings

Results indicate that ECO has an influence on GPA and PCE; GPA has an influence on PCE and GRB; GPI has an influence on PCE; and GRB has an influence on GPB. Environmental benefit still ranks at the sixth position among eight product-selection criteria, as is evident from qualitative in-depth interviews indicating a primarily rationalistic and not an altruistic purchase approach. The gap in translation of ECO into GB and GPB can be attributed to costliness, non-availability with less variety, lack of brand reputation of green products and budget constraints for customers.

Research limitations/implications

The study faces the limitation of generalizability of the results because it was carried out in a particular state in India; it may not be the perception of the country as a whole. The bias owing to social desirability, selective memory and telescoping with the use of self-reported data could also be a limitation for the current empirical study.

Originality/value

This study aimed to extend pro-environmental behaviour studies beyond developed countries and to empirically validate the models built on the theory of ECO leading to GPB, especially for India, a rising market. A novel approach to empirically discuss the situational and market factors will provide a much-needed thrust for research on these lines.

Details

International Journal of Climate Change Strategies and Management, vol. 9 no. 5
Type: Research Article
ISSN: 1756-8692

Keywords

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Article

Muhammad Talha Salam, Katherine Taken Smith and Faria Mehboob

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green

Abstract

Purpose

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?

Design/methodology/approach

Data was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.

Findings

The antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.

Practical implications

This study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.

Originality/value

Most of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

Keywords

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Article

Arpita Khare

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…

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Marketing Intelligence & Planning, vol. 33 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Siti Hasnah Hassan

The purpose of this study is to investigate the influence of religious values (RGV) on green purchase intention (GPI) among middle-class Muslims in Malaysia. The demand…

Abstract

Purpose

The purpose of this study is to investigate the influence of religious values (RGV) on green purchase intention (GPI) among middle-class Muslims in Malaysia. The demand for environmentally green products is growing to facilitate the changing consumption pattern due to the substantial interest in ethical consumerism. Despite the potential impact of RGV on ethical consumption, it is difficult to find studies that embark on linking RGV towards this type of consumption, especially in a developing Muslim country such as Malaysia.

Design/methodology/approach

Data were collected through a self-administered questionnaire survey that was distributed using the purposive sampling method. The final useful sample consists of 140 middle-class Muslim participants. The partial least squares (PLS) structural equation was used to develop the model showing the relationship between RGV and intention to purchase green products for middle-class Muslims in Malaysia.

Findings

The results suggest that there is an indirect association between RGV towards attitude and GPI. RGV directly influence natural environmental orientation and environmental concern. In turn, consumer attitude towards green purchase directly affects the respondents’ GPI via the mediator role of nature orientation, green concern and knowledge. The results, besides indicating the suitability of the PLS in statistical analysis, also contribute to a better understanding of how RGV influence GPI among the Muslim middle class.

Research limitations/implications

The model developed is specific to the Muslim population in Malaysia. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Malaysia or Muslim middle class in other developing countries.

Practical implications

RGV are important in influencing green consumption behaviour. The environmental problem cannot just be solved with knowledge and technology but must be backed with moral and ethical imperatives. The ethical awareness and consciousness, backed up by legislation and prohibition, can encourage green behaviour not only from the individuals but also at the social group level. The enforcement of the law and the government play an important role in the implementation of green policies for the protection and conservation of mother Earth.

Originality/value

This paper confirmed that behaviour is influenced by individual-level attributes, as well as by the conditions under which people live.

Details

Journal of Islamic Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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