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Article
Publication date: 25 November 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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

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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: 20 March 2020

Yen Thi Hoang Nguyen and Hung Vu Nguyen

The paper aims to provide an alternative view to green consumption behaviors of millennials. In fact, studies on green consumption have usually assumed a common attitude 

Abstract

Purpose

The paper aims to provide an alternative view to green consumption behaviors of millennials. In fact, studies on green consumption have usually assumed a common attitude–behavior model for different generations. Instead, the view in this paper highlights two other constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation.

Design/methodology/approach

To test our proposed model, an online survey with a sample of 305 millennials in Vietnam was conducted. The sample shares similar demographic features with the millennials in the country. The data were collected in popular social networks and then validated before being analyzed with AMOS.

Findings

The model analysis results provided supports for the key roles of online product review and self-image congruence among millennials. In particular, online product review was found to have both direct and mediational impacts on green product purchase intention. Self-image congruence was also found to be a key antecedent to the intention.

Research limitations/implications

The model in this paper only examined the purchase intention. Moreover, only a single sample of millennials in Vietnam was investigated. Future research may incorporate the green consumption behavior to enhance the external validity and/or directly compare models for different generations or across countries to further confirm the differential generational patterns.

Practical implications

The paper includes recommendations for managers to use the online channels and to promote green product self-matching among millennials. These recommendations are not contrary to but go beyond the frequently suggested ones for attitude-related training or communication campaigns for green consumption.

Originality/value

This paper fills an identified gap to provide an alternative view to green consumption behaviors of millennials. Different from the common attitude–behavior view in green consumption research, two key constructs of online product review and self-image congruence are highlighted for the generation in this paper.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 27 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: 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

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Article
Publication date: 21 December 2019

Azila Jaini, Farzana Quoquab, Jihad Mohammad and Nazimah Hussin

There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets…

Abstract

Purpose

There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets. Considering this, the study aims to shed some light on the factors that affect green purchase behavior of Malaysian consumers in the context of cosmetics product purchase. More specifically, the objective of this study is to examine the effect of altruistic and hedonic values and the mediating effect of personal norm and pro-environmental belief toward green purchase behavior.

Design/methodology/approach

An online survey using judgmental sampling technique was used to gather responses from green cosmetics consumers. A questionnaire was designed to measure the study variables, which was then tested for content, and face validity and reliability prior to its administration. The structural equation modeling using the partial least squares approach (SmartPLS, version 3.7) was used to test the study hypotheses.

Findings

The results revealed that hedonic value has a significant and positive effect on pro-environmental belief. However, altruistic value did not exert any significant effect on pro-environmental belief. It is also found that pro-environmental belief positively affects personal norm, and as a consequence, personal norm affects green purchase behavior. The data also support the mediating effect of pro-environmental belief in the relationship between “hedonic value and personal norm.” Nevertheless, pro-environmental belief did not mediate the relationship between altruistic value and personal norm. Lastly, personal norm mediates the relationship between “pro-environmental belief and green purchase behavior”.

Practical implications

The findings from this study enable managers, marketers and policy makers to execute better green strategies that would boost consumers’ green purchase behavior toward cosmetics products.

Originality/value

This study contributes to the existing literature on green purchase behavior by testing hedonic value as the antecedent and pro-environmental belief as the mediator by using the value-belief-norm theory. Moreover, this is a pioneer study to consider personal norm as the mediator of green purchase behavior.

Details

International Journal of Ethics and Systems, vol. 36 no. 2
Type: Research Article
ISSN: 2514-9369

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Article
Publication date: 18 April 2019

Aasha Sharma and Cyril Foropon

Nowadays, understanding green consumers has become very critical given its implications for marketers to understand and communicate green purchase patterns on the one…

Abstract

Purpose

Nowadays, understanding green consumers has become very critical given its implications for marketers to understand and communicate green purchase patterns on the one hand, and to design and strategize both product offerings and customer services on the other hand. The purpose of this paper is to examine the interaction effect of product attributes on the degree of environment concern, the intention of green purchase and a series of green purchase proposed patterns. This paper is built on the theory of planned behavior, and expands it by replacing subjective norms and perceived behavioral control with respectively environmental knowledge and perceived consumer effectiveness, and also by extending purchase behavior to three types of purchase patterns, namely, unconditional purchase, conditional purchase and accidental purchase.

Design/methodology/approach

The interaction effect is analyzed through ANOVA, whereas path analysis is used to understand path strengths of proposed model, which is assessed through standardized regression weights and significance through p-value.

Findings

Overall, this study reveals the importance of product attributes in the decision-making process of green purchasers.

Research limitations/implications

This study deals with environmental behavior in general, and further research with a focus on specific behaviors is needed in this field investigating the rise of green consumption.

Practical implications

Product attributes play a role in the decision making of consumers willing to buy green products, and both communication and promotion of green products should integrate product attributes accordingly.

Originality/value

Worldwide, consumers are buying more and more green products, and this study leads to a better understanding of the decision-making process of consumers’ green products.

Details

Management Decision, vol. 57 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 13 March 2017

Arpita Khare and Geetika Varshneya

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing…

Abstract

Purpose

The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.

Design/methodology/approach

Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.

Findings

Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.

Research limitations/implications

The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.

Practical implications

The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.

Originality/value

Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 11 September 2017

Morteza Maleki Minbashrazgah, Fatemeh Maleki and Maedeh Torabi

Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s…

Abstract

Purpose

Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined.

Design/methodology/approach

Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models.

Findings

Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior.

Research limitations/implications

As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development.

Practical implications

This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement.

Originality/value

Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

Details

Management of Environmental Quality: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 14 August 2017

Yu Liu, Sigal Segev and Maria Elena Villar

The purpose of this paper is to compare the effectiveness of the cognitive-affect behavior (CAB) model and the theory of reasoned action (TRA) model as well as their…

Abstract

Purpose

The purpose of this paper is to compare the effectiveness of the cognitive-affect behavior (CAB) model and the theory of reasoned action (TRA) model as well as their extended forms (with product knowledge) in predicting everyday green consumption among non-Hispanic White and Hispanic consumers.

Design/methodology/approach

Survey data from a convenience sample of 249 non-Hispanic Whites and 425 Hispanic adults were used to test the two models through structural equation modeling analyses.

Findings

While all tested models explained green consumption in both samples adequately, the basic TRA and the TPB (extended TRA) models were superior to the basic and extended CAB models. Including product knowledge further enhanced the predictive power of the two basic models.

Research limitations/implications

Self-reported surveys are subject to social desirability bias in the reporting of intentions and actual purchases of green products. Future research may attempt to collect data on actual green purchases. The selection of a general consumption context is limited in distinguishing between high- and low-involvement products. Future research should test the relative effectiveness of these models among specific green products with different levels of involvement.

Practical implications

Marketing and strategic communication programs should focus on increasing consumers’ positive attitudes about purchasing green products and promote green purchase intentions using intention-generating promotional tactics. This paper also stresses the need to increase consumers’ concrete knowledge about green products to drive actual purchase behavior.

Social implications

This paper can help communicators to further promote green consumption for routinely purchased consumer goods, which will ultimately enhance a healthier and more sustainable environment.

Originality/value

This paper extends the literature about green consumption, providing insights about the relative effectiveness of two widely accepted consumer behavior models. It implies that some models excel over others in terms of their explanatory power across consumer populations regardless of socio-demographic differences. It also stresses the importance of specifying explicitly behavioral control variables in green consumption research and provides a viable basis for the development of strategic marketing.

Details

Journal of Consumer Marketing, vol. 34 no. 5
Type: Research Article
ISSN: 0736-3761

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