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Article
Publication date: 14 September 2021

Cong Doanh Duong

This study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping…

Abstract

Purpose

This study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping green consumption behavior, as well as bridging the attitude-intention-behavior gap in environmentally friendly consumption and testing the gender differences between these associations.

Design/methodology/approach

A dataset of 611 consumers was collected by means of mall-intercept surveys in major Vietnamese cities. Structural equation modeling (SEM) via AMOS 24.0 was employed to test the proposed conceptual framework and hypotheses, while the PROCESS approach was utilized to estimate mediation standardized regression coefficients.

Findings

The study revealed that in addition to extraversion, other personality traits (agreeableness, conscientiousness, openness to experience and neuroticism) were strongly associated with green consumption. Moreover, attitude towards green products and intention to buy environmentally friendly products were determined to have key roles in explaining consumers' pro-environmental behavior. There was also a notable difference in the impact of personality traits on men's and women's green consumption.

Practical implications

This study provides useful recommendations for administrational practices seeking to understand consumer behavior, build appropriate marketing and communication campaigns and attract customers to buy environmentally friendly products.

Originality/value

This study makes efforts to resolve the attitude-intention-behavior gap, a recurring theme in the green consumption literature, as well as illustrates the significance of Big Five personality traits in explaining attitude, intention and behavior when purchasing green products. This research also demonstrates that Big Five personality traits have significantly different effects on green consumption attitudes and intention to carry out pro-behavioral consumption.

Details

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

Keywords

Article
Publication date: 17 August 2020

Ruqia Khan, Tahir Mumtaz Awan, Tayyba Fatima and Maria Javed

The purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator…

Abstract

Purpose

The purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator along with social connectedness and past orientation. Specifically, the study is based upon a framework to explore the outcomes of sharing economy through an individual's green consumption behavior from the perspective of mortality anxiety.

Design/methodology/approach

Quantitative research technique was employed by collecting data from 537 households through snowball sampling. The model was tested using partial least squares (SEM-VB). The validity of the theoretical and measurement model was assessed.

Findings

The results revealed that nostalgia positively influences social connectedness and past orientation, whereas social connectedness and past orientation accelerate green consumption. However, it was confirmed that nostalgia decreases green consumption.

Research limitations/implications

The drivers of sharing economy lead toward environmentally friendly consumer behavior by providing opportunities for different agents to increase the usage of shared consumption. The model can be improved by introducing other mediating variables to enrich understanding.

Practical implications

The study may provide opportunities for practitioners and the government to identify the key factors in a sharing economy, specifically with reference to green consumption and social connectedness. It is predicted that it will help reduce environmental deterioration.

Originality/value

This study identifies the role of mortality anxiety and nostalgia toward green consumption, predominantly in the context of a sharing economy. It is a forward to collaborative consumption.

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 1
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 7 December 2020

Sanjida Amin and Md Touhiduzzaman Tarun

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers…

2117

Abstract

Purpose

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator.

Design/methodology/approach

Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters.

Findings

Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention.

Practical implications

The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior.

Originality/value

To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

Details

Social Responsibility Journal, vol. 17 no. 8
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 9 July 2018

Elder Semprebon, Danielle Mantovani, Rafael Demczuk, Cecilia Souto Maior and Victoria Vilasanti

Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network…

1744

Abstract

Purpose

Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network analytical techniques to identify the main theoretical relationships regarding green consumption in the most relevant journals between 2000 and 2016.

Design/methodology/approach

This paper applies a fit-for-purpose systematic review using network analysis, which includes a screening of 4,049 articles published in 39 journals in the business and marketing subjects, ranked by the Q1 extract of SCImago Journal & Country Rank, accessed between March and July 2017. From 2000 to 2016, 216 articles were selected in 24 journals. The explored variables formed 21 categories.

Findings

Five network groups emerged according to the background theories used by green consumption studies: “Consumers’ and companies’ characteristics and actions,” “Consumer intentions, perceptions and their cognitive mechanisms,” “Environmental concern effects,” “Attitudes toward green expertise” and “Behavioral control”. The findings showed what variables have a central relevance to the network, being essential to explain green consumption phenomenon, exploring relations and pointing out gaps for future studies.

Practical implications

Based on the strongest connections between the network groups, practical implications are offered for marketers interested in developing actions promoting green consumption.

Originality/value

This paper identifies the main categories related to green consumption in a network analysis, showing its antecedents and consequents grouped in five clusters. These results indicate that there are relationships still awaiting further investigation.

Details

Marketing Intelligence & Planning, vol. 37 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 29 April 2020

Amanda Beatson, Udo Gottlieb and Katrina Pleming

By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear…

1540

Abstract

Purpose

By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear decision-making. The purpose of this paper is to provide knowledge about how best to mitigate perceived barriers to green consumption processes including the purchase and disposal of household products and to contribute to current discourse about widening social marketing research beyond a predominant focus on individuals’ behaviours.

Design/methodology/approach

Thematic content analysis exploring the lived experiences of participants’ green consumption was undertaken by conducting 20 in-depth interviews of Australian consumers. These interviews were analysed through a social practice lens.

Findings

The research identified six emergent social practice themes of green consumption. By using social practice theory, a different paradigm of social research than the linear models of behaviour is used. This unconventional investigation into the green consumption process, including the purchase and disposal of household products, extends literature past the attitude–behaviour gap and highlights the importance of aligning green consumption processes with social practice.

Originality/value

By integrating social practice theory into the marketing discipline, this paper explores consumption as part of sustainable marketing and provides suggestions about how best to mitigate perceived barriers to green consumption processes. These insights have relevance to micro-, meso- and macro-levels of social marketing, and can help alter consumption practices making them more sustainable.

Details

Journal of Social Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 9 November 2015

Norazah Mohd Suki and Norbayah Mohd Suki

– This paper aims to examine whether Muslim and non-Muslim consumers give different importance to green food consumption.

3645

Abstract

Purpose

This paper aims to examine whether Muslim and non-Muslim consumers give different importance to green food consumption.

Design/methodology/approach

Data were analysed using means comparison and multiple discriminant analysis across a sample of 700 students in a public higher learning institution in the Federal Territory of Labuan, Malaysia, using the convenience sampling technique.

Findings

Empirical results via multiple discriminant analysis discovered that imperative aspects such as specific needs, personal environmental values related to green food and governmental efforts strongly predict discrimination towards green food consumption among the non-Muslim consumers. Muslim consumers follow a strict diet that complies with religious dietary laws.

Practical implications

Understanding Muslim and non-Muslim consumers’ awareness of and intentions towards green food consumption is very important for any manager in the food industry or food market, as it is critical that the food they produce is safe, environmental and healthy. It is understood that Muslim consumers are very particular about food intake, as they can only consume food that complies with religious dietary laws.

Originality/value

The results of this study presented vital insights and enhanced the understanding of the role of religion and its influence on green food consumption in Asia.

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 November 2018

Bo Wu, Dongjin Li and Chubing Zhang

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of…

Abstract

Purpose

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability.

Design/methodology/approach

The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies.

Findings

The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability.

Research limitations/implications

This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion.

Originality/value

Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.

Details

Journal of Contemporary Marketing Science, vol. 1 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 16 May 2016

Ulf Aagerup and Jonas Nilsson

This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption

4967

Abstract

Purpose

This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on consumers’ choice of organic products. In addition, the paper also explores whether self-monitoring ability and attention to social comparison information (ATSCI) influence GCB in situations of anticipated high conspicuousness.

Design/methodology/approach

Two experiments test the study’s hypotheses.

Findings

The results of both experiments show that the anticipation of conspicuousness has a significant effect on GCB. Moreover, in Experiment 2, this effect is moderated by consumers’ level of ATSCI but not by their self-monitoring ability.

Research limitations/implications

Because ATSCI significantly interacts with green consumption because of the anticipation of a conspicuous setting, although self-monitoring ability does not, we conclude that social identification is an important determinant of green consumption.

Practical implications

Marketers who focus on building green brands could consider designing conspicuous consumption situations to increase GCB.

Social implications

Policymakers could enact change by making the environmental unfriendliness of non-eco-friendly products visible to the public and thus increase the potential for GCB.

Originality/value

The results validate the emerging understanding that green products are consumed for self-enhancement, but also expand the literature by highlighting that a key motivating factor of GCB is the desire to fit in.

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 April 2022

Ruizhi Yuan, Martin J. Liu and Markus Blut

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green

Abstract

Purpose

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green products. Using Thaler’s utility theory, the authors investigate the indirect effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility.

Design/methodology/approach

The authors used a survey design (N = 437 Chinese customers recruited through a Chinese online panel provider) and structural equation modeling (SEM) to test six hypothesized relationships in the proposed model. Moderated SEM was used for moderation analysis.

Findings

Most hypothesized relationships in the model were confirmed, with the exception of the functional value–transaction utility link and the moderating effect of materialism on the experiential value–transaction utility relationship.

Research limitations/implications

Larger-scale research may help to determine whether there are more significant differences in consumer evaluations of different types of green products.

Practical implications

As the concept of green marketing in China evolves, firms should continue to stress the importance and value of green products regarding individuals’ care for the environment, status and self-image. Further, firms should conduct systematic utility analyses and address acquisition and price equity in a strategic process.

Originality/value

To the best of the authors’ knowledge, this study is the first to adapt utility theory to green consumption and proposes a clearly defined and well-substantiated set of utility types by merging economic and green consumption literature.

Details

European Journal of Marketing, vol. 56 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 20 September 2021

Seda Yıldırım

The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital…

2378

Abstract

Purpose

The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital communication by social media platforms, there is higher interaction between people globally. In addition, consumers can influence each other to adopt new consumption pattern. At this point, this paper aims to examine the role of green women influencers on promoting sustainable consumption patterns via social media platforms.

Design/methodology/approach

This study employed qualitative research method. The study included four top-lists for green/sustainable social media influencers as a sample case. Then, the data were analyzed by descriptive content analysis. To determine the role of green women influencers in sustainable consumption, this study used classification and categorization technique through descriptive content analysis.

Findings

The study indicates that green women are seen as a primary social media influencer because of promoting sustainable consumption patterns in general. Especially, green women have more power to change consumption patterns via digital platforms. Green women social media influencers, who are micro-celebrities, share primary contents such as sustainable fashion, green foods, sustainable travel, sustainable lifestyle, conscious choices, green cosmetics and zero waste life to promote sustainable consumption patterns. Women social media influencers are much more effective than men influencers to transform society's consumption behaviors into sustainable consumption patterns.

Research limitations/implications

The study provides some qualitative findings based on the selected four top-listed green social media influencers by different social media platforms. Future studies can find out different results based on different sample cases and employ quantitative research methodology.

Practical implications

The study suggests policymakers to cooperate with green women social media influencers to achieve sub-targets of 2030 Sustainable Development Goals (SDGs). Especially, it is suggested to cooperate with micro-celebrities or Internet celebrities to promote sustainable consumption patterns.

Originality/value

The study proves that women social media influencers have the essential role in promoting green/sustainable consumption patterns via digital platforms. In addition, green women influencers can guide their followers to adopt sustainable consumption patterns.

Details

Ecofeminism and Climate Change, vol. 2 no. 4
Type: Research Article
ISSN: 2633-4062

Keywords

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