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Article
Publication date: 28 October 2013

Leslie Lu, Dora Bock and Mathew Joseph

To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our research sought to address the following two research questions

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Abstract

Purpose

To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our research sought to address the following two research questions in regard to this generation's consumption behavior: What product attributes have significant effects on purchases of green products? What are the primary reasons for not adopting green products?

Design/methodology/approach

A questionnaire was administered to 197 undergraduates at a private university in the southern US. The sample was 59 percent female and ages ranged from less than 18 to 25. Full time students represented 95 percent of the sample.

Findings

The findings suggest that when developing marketing communications, marketers may want to devote more attention to recyclability or re-usability, biodegradableness, and positive health effects stemming from eco-friendly product attributes, as these characteristics shared the strongest associations with Millennial intent to purchase green products. The results also indicate that the primary reason Millennials do not purchase green products is the belief that green products are too expensive.

Research limitations/implications

To capture opinions of members of the Millennial Generation, the study used a sample of students at a private university which may not be representative of the entire population of Millennials. Since all participants were enrolled in higher education, there may be some relationship between education and green consumption behavior.

Originality/value

This research offers marketers a richer understanding of this segments' consumption behavior of green products, in addition to highlighting important obstacles marketers need to overcome to transition non-purchasers to purchasers of green products.

Details

Journal of Business Strategy, vol. 34 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 13 October 2022

Nick E. Johnston, Tun-Min (Catherine) Jai, Kelly Virginia Phelan and Natalia Velikova

This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and…

Abstract

Purpose

This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and pro-environmental attitudes were examined as well as their effect on purchase and word-of-mouth intent.

Design/methodology/approach

The values, attitudes and behavior model served as the framework for testing the measurement and structural models and mediation effects. A total of 259 individuals participated in the online survey.

Findings

Structural model was a good fit to the data. The values of collectivism and long-term orientation were the strongest predictors of intent to purchase and spread word of mouth about SOAMP branded products. Green consumption attitudes mediate the relationship from collectivism value to intent to support products branded by a sustainability marketing program.

Originality/value

This study is original in that it challenges the notion that local food consumption is primarily driven by pro-green attitudes. To the best of the authors’ knowledge, it is also the first of its kind to approach local food and pro-green consumption from a cultural perspective by using Hofstede’s cultural values scale to explore how individuals’ values affect their support of products branded by a sustainability marketing program.

Details

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

Keywords

Article
Publication date: 20 October 2022

S.M. Sohel Rana and Mohammad Solaiman

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically…

Abstract

Purpose

This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.

Design/methodology/approach

In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.

Findings

Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.

Originality/value

The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.

Details

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

Keywords

Article
Publication date: 24 October 2022

Ping Shi, Kun Han and Rui Hou

With the global spread of environmental education, environmental awareness is becoming increasingly important in daily life and economic activities. Sustainable…

Abstract

Purpose

With the global spread of environmental education, environmental awareness is becoming increasingly important in daily life and economic activities. Sustainable development, as the most effective development approach to address global climate change, has gradually become a research hotspot in countries around the world. The authors combine sustainable development with supply chain management and incorporate into the study the objective issue of corporate fairness preferences in real society to explore the pricing and product greenness decision problem of a secondary sustainable supply chain consisting of a manufacturer producing green products and a retailer selling green products. In particular, the authors explore how supply chain decisions change when both the manufacturer and the retailer focus on fairness and how this fairness behavior affects pricing and product greenness decisions in sustainable supply chains.

Design/methodology/approach

The authors consider that the manufacturers' greening efforts lead to expanded demand at the retail end. Upstream and downstream firms in the supply chain have preferences for the fairness of transactions. The impact of the fairness behavior of upstream and downstream firms in the supply chain on supply chain decisions is explored by building a Stackelberg game model.

Findings

The results of this study show that the fairness concern behavior of manufacturers and retailers in the supply chain has an impact on product greenness, product pricing and corporate profits.

Originality/value

This study on the fairness concern behavior of supply chain firms integrates behavioral economics and supply chain management. First, the authors consider the equilibrium problem of supply chain members in the centralized channel when there are no fairness preferences. Second, the decision problem of firms in the decentralized channel when fairness is considered and when fairness preferences are not considered is explored. The authors compare these three cases to derive the corresponding propositions. Finally, the authors verify the previous conclusions and draw other conclusions using arithmetic analysis.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 28 May 2020

Emine Kavas

In this research, the effect of green logistics in e-commerce on consumer purchasing behaviour is examined. Companies that have adopted green logistics are thought to be…

Abstract

In this research, the effect of green logistics in e-commerce on consumer purchasing behaviour is examined. Companies that have adopted green logistics are thought to be effective on consumer’s product preferences. Businesses are sensitive to changing environmental conditions and changing consumer behaviour and that they adopt green logistics in line with their development goals is a factor that can affect the purchasing behaviour of consumers. Therefore, ‘adoption of the green principle’ becomes a social and global phenomenon.

When consumers evaluate a product or service, they look at not only product performance and quality, but also the environmental impact of the product. The fact that the enterprises realised this, their responsibilities in terms of environmental impact, their achieving competitive advantage, and their aim to strengthen their brand image in the market led them to adopt the green principle. In this respect, the importance of R&D studies has been understood and activities related to this subject have increased. These activities ultimately reduced both living conditions and lifecycle costs. Green brand awareness has increased in consumers. The use of technology in commerce has expanded e-commerce and has become a part of life. In this context, it should be investigated whether the development of environmental consciousness of the consumer in e-commerce has an effect on the product selection. According to the findings of the research about the effect of green logistics practices on the buying behaviour of firms, it is determined that the environmental awareness and demands of the consumers are highly effective in the adoption of green logistics and that the green logistics practices in e-commerce affect the purchasing behaviour of the consumers. At this point, a green approach in national or international commercial activities has been exhibited and also needs to be executed.

Details

Global Street Economy and Micro Entrepreneurship
Type: Book
ISBN: 978-1-83909-503-0

Keywords

Book part
Publication date: 26 May 2022

Rila Anggraeni and Christin Susilowati

Many companies produce environmentally friendly goods and offer their products with varied attractive marketing mix strategies. One of the company's potential target…

Abstract

Many companies produce environmentally friendly goods and offer their products with varied attractive marketing mix strategies. One of the company's potential target markets is millennials because the growing number of this community has become enormous. In terms of behavior, millennials have a high level of consumption compared to other generations. However, there are big questions about the willingness of millennials to consume green products. This study aims to acknowledge the green product buying behavior among millennials, especially premium green products. The variables expected to influence the millennial's willingness to pay premium include environmental concern, reference group, and pro-environmental attitude. Data collected through a survey of 250 respondents. The hypothesis framework was tested using PLS-SEM modeling to evaluate the measurement and structural models with the assistance of Warp PLS version 7.0. This study found that millennials who consider the importance of preserving the environment and have a reference group that solicitude to the environment will have a pro-environmental attitude and willing to buy the green product, even though it has a higher price. Green product's management can use the result to formulate an effective green marketing strategy to target the millennials. Regarding the need for millennials' environmental behavior clearer picture in a developing economy, the present study inflicts the literature by describing the antecedents of millennials' willingness to pay premium green products. The results also give practical implications by shedding light on millennials’ green behavior variables. It helps green entrepreneurs conceive their strategic marketing management, and thus can boost the green economy and economic growth.

Details

Modeling Economic Growth in Contemporary Indonesia
Type: Book
ISBN: 978-1-80262-431-1

Keywords

Book part
Publication date: 18 February 2013

Margee Hume, Paul Johnston, Mark Argar and Craig Hume

Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green

Abstract

Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green market.Design/methodology/approach – The chapter introduces current green market practices and adopts case study methodology to present three distinct green cases related to renewable energy, process technology and wastewater recycling and their international market activities. The chapter offers discussion on findings and incorporates the novel technique of discourse analysis using Leximancer 3.0.Findings – The case shows how the Greendex Report (2012) positions Brazil, India, China and Russia at the top of the markets for green product penetration. The developed nations of USA, France and Canada make up the bottom rankings. The chapter finds essential elements for creating the global Greenscape and marketing of green technologies.Research limitations/implications (if applicable) – Empirical research testing success pathways and destination opportunities is desirable.Practical implications (if applicable) – The ‘success and failure criteria’ identify how planning, patent and partnerships are essential for successful entry. Specific market research on G(reen) markets, market information, marketing functions for market entry and market diffusion for renewable products and process technologies such as supply chain elements, and how these interrelate with achieving sustainability goals is essential for successful entry.Originality/value of chapter – The chapter offers a novel and original approach to international green market penetration and offers analysis related to the new world BRIC countries that have been little explored.

Details

International Business, Sustainability and Corporate Social Responsibility
Type: Book
ISBN: 978-1-78190-625-5

Keywords

Article
Publication date: 15 February 2022

Bang Nguyen-Viet

Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder…

1909

Abstract

Purpose

Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.

Design/methodology/approach

This study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.

Findings

The results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.

Practical implications

Marketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.

Originality/value

The study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

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

Article
Publication date: 1 February 2022

Ranran Zhang, Jinjin Liu and Yu Qian

This research aims to examine which cooperative contract (wholesale-price contract or cost-sharing contract) can more effectively upgrade the green degree of product and…

Abstract

Purpose

This research aims to examine which cooperative contract (wholesale-price contract or cost-sharing contract) can more effectively upgrade the green degree of product and promote demand when considering consumer reference price effect under different power structures.

Design/methodology/approach

This research investigates a dyadic green supply chain composed of one manufacturer and one retailer. Four Stackelberg game models with a cost-sharing contract or a wholesale-price contract are built in retailer-led and manufacturer-led scenarios, respectively. Using backward induction, the optimal green decision under each model is obtained. In addition, the optimal cooperative contract is proposed by comparing these four models.

Findings

It is found that under consumer reference price effect, a cost-sharing contract outperforms a wholesale-price contract in upgrading product greenness and promoting demand. Under any single contract, the retailer-led situation is more conducive to improving product greenness than the manufacturer-led situation. Moreover, consumer reference price effect would reduce the sharing ratio of a cost-sharing contract when the manufacturer dominates, but it could mitigate the problem of double marginalization by reducing wholesale and retail prices under both types of contracts, which would enhance consumer surplus.

Originality/value

It is a new attempt to incorporate consumer reference price effect and power structure into a green supply chain framework and proposes a novel demand function that simultaneously emphasizes consumer reference price effect, consumer environmental awareness and product green attribute. In addition, it provides managerial insights for business managers to choose green cooperative contracts with consumer reference price effect under different power structures.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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