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1 – 10 of over 17000
Article
Publication date: 19 April 2022

Sanjida Amin and Md Touhiduzzaman Tarun

The aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase

Abstract

Purpose

The aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase intention and actual behavior through an antecedent–focus–outcome relationship in the context of Bangladesh.

Design/methodology/approach

For this study, research design was cross sectional and self-administered questionnaire was used for collecting data from the sample respondents. Primary data for this current study were collected from the segment termed as “millennium generation” which consists of young adults between the ages of 18–39 years. Sample technique of this study was judgmental, and a part of non-probability sampling was used for data collection. Statistical tools like SPSS and partial least square (PLS) were employed for the study to examine the impact of the constructs on green purchase intention and behavior.

Findings

After analyzing the data, the empirical findings obtained via smart Partial Least Square (PLS) approach confirmed out that all the four factors have significant positive relationship with green purchase intention which is also positively related with actual purchase behavior regarding ecological food products.

Research limitations/implications

The result of the current study provides better understanding and information for the organizations to give more emphasis on the association of health consciousness, ethical self-identity and perceived consumer effectiveness with green purchase intention and actual behavior. The present study will assist as a guide to provide several implications and recommendations to organizations, business owners, academicians and policymakers aiming to encourage green products adoption rate thereby reducing natural degradation and increasing environmental sustainability.

Originality/value

This research establishes the findings that more concentration should be given to enhance ecological consumption and environmental awareness to achieve environmental sustainability and ecological balance in Bangladesh and all other developing countries. The outcomes of the study also contribute to the existing literature by adding new insights to customers' environmental concern and green consumption behavior in the context of Bangladesh.

Details

Management of Environmental Quality: An International Journal, vol. 33 no. 6
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 14 January 2022

Waqas Mazhar, Tariq Jalees, Muhammad Asim, Syed Hasnain Alam and Syed Imran Zaman

The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food…

Abstract

Purpose

The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.

Design/methodology/approach

The study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.

Findings

The study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.

Originality/value

The authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.

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: 6 October 2021

Arpita Khare, Amrut Sadachar and Swagata Chakraborty

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and…

1078

Abstract

Purpose

The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.

Design/methodology/approach

A mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.

Findings

Online communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.

Practical implications

The findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.

Originality/value

Since online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 27 October 2021

Albert Martins

The concept of green marketing has emerged as a panacea for reducing the negative impact of business activities on the environment. Many studies have investigated the…

1115

Abstract

Purpose

The concept of green marketing has emerged as a panacea for reducing the negative impact of business activities on the environment. Many studies have investigated the impact of green marketing on green purchase behavior, sustainable competitive advantage, etc., without much being explored about how green marketing translates into firms' profitability, particularly among small and medium enterprises (SMEs) in emerging markets. This study, therefore, investigates the influence of green marketing on perceived SME profitability alongside the mediating effect of green purchase behaviour.

Design/methodology/approach

A quantitative research approach was adopted, where a cross-sectional survey design was employed to collect the data from 400 SME owners/managers in Ghana. Using Statistical Package for Social Science, the data were analysed through descriptive statistics, correlation and macro Process version 3.4.1.

Findings

The results reveal that the dimensions (environmental knowledge, environmental concern, green price, green advertising and green product) of green marketing distinctively have significant positive effect on perceived SME profitability as well as green purchase behaviour. Furthermore, green purchase behaviour significantly mediates the relationship between green marketing dimensions and perceived SME profitability such that the indirect effects are far greater than the direct effects.

Practical implications

SME managers should include the green marketing dimensions in their business plans and develop strategies to implement them in order to enhance green purchase behaviour of their products and services which will, in turn, lead to profitability.

Originality/value

In augmenting green marketing literature, this study provides an insight into how SMEs can leverage on the distinct dimensions of green marketing to influence green purchase behaviour and profitability in an emerging market context.

Details

Management of Environmental Quality: An International Journal, vol. 33 no. 2
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 28 May 2021

Cagri Bulut, Murat Nazli, Erhan Aydin and Adnan Ul Haque

This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.

3181

Abstract

Purpose

This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.

Design/methodology/approach

Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior.

Findings

The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior.

Originality/value

The research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

Details

Young Consumers, vol. 22 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 October 2021

Nisar Ahmed Channa, Beenish Tariq, Altaf Hussain Samo, Niaz Hussain Ghumro and Naveed Akhtar Qureshi

Using three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the…

Abstract

Purpose

Using three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the effect of environmental factors (environmental attitude, environmental concerns, perceived environmental responsibility and peer influence) on consumers' intentions to purchase eco-friendly athletic wear.

Design/methodology/approach

A sample of n = 380 Pakistani consumers was used to test hypothesized relationships. Data were analyzed through the partial least square structural equation modeling (PLS-SEM) technique using SmartPLS version 3.3.3.

Findings

Findings suggest that environmental attitude, environmental concerns, perceived environmental responsibility and peer influence are positively associated with green purchase behavior. The moderating effects of individual green values were found statistically significant between peer influence and green purchase behavior. The data further revealed that the effect of environmental attitude, environmental concerns, peer influence and perceived environmental responsibility on green purchase behavior varies across the gender.

Originality/value

This research is one of the first attempts to explore the effect of environmental motivational factors on consumers' intentions to purchase eco-friendly athletic wear using theories of OIT, VBN and GST. This study employs advanced analytical methods to perform multi-group analysis and establish the predictive relevance of the model, using PLS-SEM in sports management and marketing context.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Open Access
Article
Publication date: 8 July 2021

Rajyalakshmi Nittala and Venkata Rajasekhar Moturu

The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on…

2626

Abstract

Purpose

The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour.

Design/methodology/approach

Data for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour.

Findings

Eco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant.

Originality/value

Considering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.

Details

Vilakshan - XIMB Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0973-1954

Keywords

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…

3453

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

Keywords

Article
Publication date: 31 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…

1478

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.

Article
Publication date: 7 February 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…

5939

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

Keywords

1 – 10 of over 17000