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Article
Publication date: 14 July 2017

Arpita Khare and Shivendra Pandey

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers 

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2200

Abstract

Purpose

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk.

Design/methodology/approach

The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used.

Findings

Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk.

Practical implications

The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers’ trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers.

Originality/value

The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 May 2015

Arpita Khare

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on…

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7191

Abstract

Purpose

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Design/methodology/approach

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

Findings

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Research limitations/implications

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

Practical implications

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Originality/value

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

Details

Marketing Intelligence & Planning, vol. 33 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 24 February 2021

Ahmad Siddiquei, Fahad Asmi, Muhammad Ali Asadullah and Farhan Mir

The Chinese firms are keenly focused on reducing their environmental footprints as part of the competitive strategy. Within the context of sustainable organizations in…

Abstract

Purpose

The Chinese firms are keenly focused on reducing their environmental footprints as part of the competitive strategy. Within the context of sustainable organizations in China, we test a multilevel framework that examined the impact of environmental-specific servant leadership on the green individual (pro-environmental behavior) and team (project green performance) outcomes within projects. Using social identity theory, we theorize and test the mediating role of green self-identity (individual level) and team green identification (team level) in the relationships between environmental-specific servant leadership, pro-environmental behavior and project green performance.

Design/methodology/approach

We used survey questionnaires to collect multi-level and multi-wave data from 42 ongoing project-based sustainable organisations in China. The multilevel team to individual-level hypothesis were analyzed using multilevel-modeling via Mplus, while team level hypotheses were tested using ordinary least squares regression.

Findings

The multilevel regression analysis showed that environmental-specific servant leadership has a trickle-down effect of green self-identity, which subsequently predicts pro-environmental behavior. The ordinary least squares regression results demonstrated that environmental-specific servant leadership predicts project green performance via team green identification. Also, environmental-specific servant leadership has a positive and direct impact on pro-environmental behavior and project green performance.

Research limitations/implications

We offer community and service dimension of leadership as a determinant of environmental performance at multiple levels. We provide managerial and policy implications to Chinese organizations striving to reposition themselves as eco-friendly organizations both nationally and globally.

Originality/value

The study is among the first to understand the role of environmental-specific servant leadership in predicting individual-level and team-level environment-related mediator and outcomes simultaneously.

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Article
Publication date: 1 November 2021

Ying Sun, Tieshan Li and Shanyong Wang

This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and…

Abstract

Purpose

This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory.

Design/methodology/approach

Data were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis.

Findings

The results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention.

Originality/value

First, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.

Details

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

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Article
Publication date: 24 January 2020

Arpita Khare

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation…

Abstract

Purpose

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Design/methodology/approach

Data was collected through a mall intercept technique in 10 cities across India.

Findings

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

Research limitations/implications

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Practical implications

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

Originality/value

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

Details

Research Journal of Textile and Apparel, vol. 24 no. 1
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 20 November 2017

Arham Adnan, Asad Ahmad and Mohammed Naved Khan

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

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1884

Abstract

Purpose

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

Design/methodology/approach

This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted.

Findings

Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment.

Originality/value

The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.

Details

Young Consumers, vol. 18 no. 4
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 30 January 2019

Robert Opoku, Samuel Famiyeh and Amoako Kwarteng

By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity

Abstract

Purpose

By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among Ghanaian consumers.

Design/methodology/approach

In total, 306 graduate students were surveyed on the environmental considerations in their purchase behavior using hierarchical multiple regression analysis.

Findings

The results of the study indicate that, in general, attitude and SI are more important than SN in influencing green purchase intention in a collectivistic country, such as Ghana. Yet, most respondents were neutral in their responses to questions as to whether they are green consumers and/or if they consider themselves to be concerned about environmental issues.

Originality/value

This is the first attempt to study environmental consideration in purchase decisions in Ghana, a resource-rich, emerging and one of the strongest economies in sub-Saharan Africa.

Details

Social Responsibility Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 16 June 2020

Arpita Khare and Pradeep Kautish

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on…

Abstract

Purpose

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

Design/methodology/approach

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Findings

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

Research limitations/implications

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Practical implications

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

Social implication

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

Originality/value

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

Details

Marketing Intelligence & Planning, vol. 39 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 5 September 2016

Yao-Fen Wang and Chung-Jen Wang

The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the…

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2181

Abstract

Purpose

The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the green food and beverage (GFB) behaviours in protecting food environment. Moreover, this study also identified the key influential factors of green behaviours and analysed the mediation effects of commitment in this extended TPB model.

Design/methodology/approach

The structural equation modelling based on 793 college students was used to verified the goodness-of-fit and direct effects of the extended TPB model of GFBs, and bootstrap method was also used to examine the indirect effects.

Findings

The results of this study revealed commitment, perceived behavioural control (PBC), and perceived knowledge of GFBs were the most influential factors of GFBs. Furthermore, this study also verify that PBC influences civic behaviour pertaining to GFBs, and commitment mediated the effects of subjective social norms between PBC and GFBs.

Originality/value

This study provided value for GFBs that prompting people to exhibit civic behaviour pertaining and commitment to GFBs as well as ensuring environmentally sustainable development of GFBs.

Details

British Food Journal, vol. 118 no. 9
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 October 2018

Wee-Lee Tan and Yen-Nee Goh

This study aims to investigate the role of psychological factor affecting Malaysian consumers’ purchase intention towards green residential buildings and to examine…

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1723

Abstract

Purpose

This study aims to investigate the role of psychological factor affecting Malaysian consumers’ purchase intention towards green residential buildings and to examine whether the purchase intention affects their willingness to pay for such buildings.

Design/methodology/approach

In general, a total of 304 respondents participated in the survey of this study and they are from three states in Malaysia, namely, Penang, Selangor and Johor. The Statistical Package for the Social Sciences (SPSS) and partial least square structural equation modelling (PLS-SEM) analyses were performed on the latent variables.

Findings

This study concludes that the main factors influencing consumer purchase intention towards green residential buildings include the attitude towards green residential buildings, the perceived moral obligation, the environmental concern, the perceived value, the perceived self-identity and the financial risk. These do not include subjective norms, perceived behavioural control, performance risk and psychological risk. Subsequently, the purchase intention was found to be an essential predictor of consumers’ willingness to pay for a green home in a green residential building.

Research limitations/implications

Psychological factors are noteworthy determinants in assessing consumer purchase intention toward green residential building in Malaysia.

Originality/value

Going green has become prevalent among Malaysian households, and it should be embraced for promoting green living such as purchasing a green home. This study is expected to provide insights to property developers in designing their marketing and promotion strategies. As for the government sector, the findings are important in view of the recent government blueprint focused on building a sustainable city in near future.

Details

International Journal of Housing Markets and Analysis, vol. 11 no. 5
Type: Research Article
ISSN: 1753-8270

Keywords

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