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1 – 10 of 368Claudel Mombeuil and Hemantha P. Diunugala
In the realm of tourism and sustainability, transportation and mobility hold a crucial position. Among the green product categories, three-wheeled electric vehicles have gained…
Abstract
Purpose
In the realm of tourism and sustainability, transportation and mobility hold a crucial position. Among the green product categories, three-wheeled electric vehicles have gained significant attention due to their environmental benefits. However, research on consumers’ intentions to purchase these vehicles is limited, particularly in Asian destinations like Sri Lanka. This study aims to bridge this gap by examining the direct and indirect impacts of green brand awareness, green brand associations and green perceived quality of local Sri Lankans’ intention to choose branded electric three-wheelers in future purchase decisions.
Design/methodology/approach
A questionnaire survey garnered 400 usable responses, and structural equation modeling was used to test hypotheses.
Findings
The results indicate that green brand awareness, green brand associations and green perceived quality have a direct positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions and green trust. Also, green trust has a positive and significant direct effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions. Furthermore, the results indicate that only green brand associations and green perceived quality have an indirect positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions through green trust.
Originality/value
This research contributes to the tourism industry and other sectors involved in sustainability efforts in several ways. First, it emphasizes the importance of fostering positive associations with eco-friendly attributes and perceived product quality to build consumer trust and influence their purchase intentions for green products. Second, the study underscores the relevance of highlighting eco-friendly product attributes to stimulate consumer interest and adoption of green products. Finally, it theoretically underscores the significance of building trust through transparent and credible sustainability initiatives.
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Tahira Javed, Ali B. Mahmoud, Jun Yang and Zhao Xu
This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and…
Abstract
Purpose
This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.
Design/methodology/approach
The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.
Findings
The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.
Originality/value
This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.
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Ganesh Kumar and Jogendra Kumar Nayak
The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to…
Abstract
Purpose
The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users’ intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers’ purchase intention of SPS.
Design/methodology/approach
Using G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data.
Findings
Results demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS.
Originality/value
This study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers’ purchase intention towards SPS in India.
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The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly…
Abstract
Purpose
The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food.
Design/methodology/approach
An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received.
Findings
The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions.
Originality/value
This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development.
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Barış Armutcu, Veland Ramadani, Jusuf Zeqiri and Leo-Paul Dana
There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’…
Abstract
Purpose
There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.
Design/methodology/approach
Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.
Findings
Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.
Originality/value
This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.
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Rajat Subhra Chatterjee, Naveed R. Khan, Irfan Hameed and Idrees Waris
This study aims to emphasize the youth community’s importance in sustaining green entrepreneurial efforts. The study used the stimulus organism response framework as the…
Abstract
Purpose
This study aims to emphasize the youth community’s importance in sustaining green entrepreneurial efforts. The study used the stimulus organism response framework as the theoretical base using two separate studies.
Design/methodology/approach
Study 1 commences the development of the student green engagement construct through a focus group, panel discussion and exploratory factor analysis, which supported five items. Study 2 measures the relationship of student green engagement with green entrepreneurial intention by mediating university entrepreneurial support and entrepreneurial motivation. Data from 448 students were gathered from five Malaysian private institutions using a purposive sampling technique.
Findings
Findings indicate a robust association of student green engagement (stimuli) with green entrepreneurial intention (organism). Furthermore, mediation analysis shows strong mediating effects of university entrepreneurial support and entrepreneurial motivation on green entrepreneurship behavior (response).
Originality/value
The study’s findings can help the universities and concerned governmental departments instill a sense of sustainable entrepreneurship in university students.
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Syed Muhammad Ali Shahbaz Habib, Mahwish Sindhu and Irfan Saleem
Drawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and…
Abstract
Purpose
Drawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and customer citizenship behavior in the family-owned hotels of an emerging market.
Design/methodology/approach
A field survey questionnaire was used to gather the data from 394 hotel customers by randomly selecting three premium family-owned hotels in Lahore: Faletti’s, Avari, and Holiday Inn. The data was analyzed using the structural regression modeling (SRM) technique with the assistance of AMOS version 24.
Findings
The results show that corporate philanthropy and environmental marketing strategy positively influence relationship quality, and relationship quality positively influences customer citizenship behavior. Relationship quality partially mediates the association between corporate philanthropy and customer citizenship behavior, but we found that greenwashing does not have a moderating role.
Research limitations/implications
This research has theoretical implications for marketing scholars and practical implications of family-owned hotels in emerging markets.
Originality/value
The study has contributed contextually by collecting a unique dataset from family-owned hotels in an emerging market. Theoretically, we have conceptualized a model through the Social Exchange Theory by recommending relationship quality as a mediator and greenwashing as a moderator.
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Ariba Khan, Zebran Khan, Mohammed Kamalun Nabi and Imran Saleem
The purpose of this study is to propose and test an extended theory of planned behavior model to explain the significance of social media influencers’ credibility, social media…
Abstract
Purpose
The purpose of this study is to propose and test an extended theory of planned behavior model to explain the significance of social media influencers’ credibility, social media usage (SMU) and social media marketing while simultaneously examining females’ intentions to purchase cosmetics online.
Design/methodology/approach
An online questionnaire was used to collect data from 386 female consumers of cosmetics, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM) with the help of SmartPLS version 4.
Findings
First, the results indicated that SMU, social media influencers’ credibility and social media marketing significantly and positively impact the theory of planned behavior components, namely, attitude, subjective norms (SNs) and perceived behavioral control (PBC). Second, results confirmed that attitude, SNs and PBC significantly and positively influenced female consumers’ online purchase intentions (OPIs).
Originality/value
To the best of the authors’ knowledge, this study is one of the first to examine an integrated model that consisted of SMU, social media marketing and social media influencers along with the theory of planned behavior constructs in their proposed research model in the context of cosmetics in India. The study also enriched the body of knowledge about using the PLS-SEM approach to predict OPI for cosmetics.
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Shavneet Sharma and Gurmeet Singh
Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study…
Abstract
Purpose
Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study aims to delve into the determinants of consumers’ engagement with social media as a medium to address plastic pollution.
Design/methodology/approach
A conceptual model is developed that extends the behavioural reasoning theory (BRT). Using a quantitative approach, 476 responses underwent structural equation modelling analysis.
Findings
Results indicate that “reasons for” positively correlate with attitude and intention towards socially responsible engagement. Contrarily, “Reasons against” demonstrated a positive association with socially responsible engagement intention. Attitudes favouring socially responsible engagement correlate positively with the underlying intention. The moderation analysis underscores the positive relation of social return on social media with consumers’ attitude and their “reasons for” leaning towards socially responsible engagement intention. Notably, a positive connection was established between socially responsible engagement intention and the trifecta of consumption, contribution and content creation behaviours.
Originality/value
By enhancing the BRT, this research sheds light on novel perspectives regarding consumers’ engagement on social media platforms. Distinctively, it is among the handful of studies probing the influence of behavioural intention across diverse behavioural outcomes. The insights gained from this study, grounded in empirical evidence from an emerging market, are poised to guide policymakers, governmental agencies and industry practitioners in formulating effective strategies to combat plastic pollution. Additionally, the study can assist in achieving the UN sustainable development goals (SDGs), specifically SGD 12, SGD 13, SDG 14 and SGD 17.
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Shalini Reddy Naini and M. Ravinder Reddy
This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of…
Abstract
Purpose
This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of antecedents that aid Indian marketers in designing promotional and advertising strategies.
Design/methodology/approach
A non-probability criterion-based sampling technique was used in collecting the data across Hyderabad city of Telangana region through online survey technique. The respondents were the customers who were attracted towards green and eco-friendly products. A total of 129 responses were received. SPSS v26 software was used to conduct the descriptive analysis, and the two-step analysis approach of the measurement and structural model was conducted in SmartPLS.
Findings
Results indicate that interpersonal influence has a greater direct influence on green purchase behaviour (GPB); altruism’s influence on green purchase intention (GPI) and GPB is through environmental attitude (EA) and green awareness (GA). EA has a significant influence on GA and green behaviour (GB). The GA and GB individually act as potential mediators between EA and green consumption behaviour (GCB) variables. Perceived environmental knowledge (PEK) does not influence GPB directly or indirectly. Altruism still ranks at the fifth position among the six antecedents, indicating reciprocal determinism and not an altruistic purchase approach in the Telangana region.
Social implications
The results of this study may be used by government agencies and policymakers to launch awareness campaigns aimed at educating the public and encouraging green buying practices among broader societal segments. These kinds of programmes could lessen the harm that inconsiderate consumption habits do to the environment and to society, increase the green behaviour practices like planting trees, and recycling, and also increase the consumer’s PEK.
Originality/value
To the best of the authors’ knowledge, the present study is the first to apply reciprocal deterministic theory along with theory of planned behaviour to predict Indian GCB and address the attitude-behaviour gap. Moreover, to the best of the authors’ knowledge, this is the first study to investigate together the direct and indirect influence of altruism, interpersonal influence and perceived environmental knowledge on green purchase behaviour. Given the growing trend of consumers adopting an eco-friendly mind-set, a novel approach to empirically discuss the behavioural and personal factors will give research the much-needed boost it needs.
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