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Article
Publication date: 30 April 2020

Idrees Waris and Waqar Ahmed

The purpose of this study is to predict the antecedents of consumers' purchase intention of energy-efficient home appliances. This study incorporated two additional…

Abstract

Purpose

The purpose of this study is to predict the antecedents of consumers' purchase intention of energy-efficient home appliances. This study incorporated two additional constructs (knowledge of eco-labels and knowledge of eco-labels) in the model of the theory of planned behavior. Consumers' enhanced trust for energy-efficient products is crucial to purchase intention. The second construct is consumers' knowledge of eco-labels. Knowledge of eco-labels would help to assess consumers' tendency toward environmental problems and intention to purchase energy-efficient home appliances.

Design/methodology/approach

This study used a quantitative approach using a survey (questionnaire) method to collect data of respondents. Non-probability quota based on age and convenience sampling techniques were employed to select the participants of this study.

Findings

The findings of the study revealed that consumer knowledge of eco-labels, green trust, subjective norm, attitude and perceived behavioral control have positive influence on purchase intention of energy-efficient home appliances.

Originality/value

Eco-labels are served as a marketing tool to distinguish producer's products from others. Prior studies have only focused on consumers' general knowledge. This study helps marketers to understand and design strategies to generate more value for green consumers. This study also contributes to the literature on green marketing by employing the theory of planned behavior.

Details

Management of Environmental Quality: An International Journal, vol. 31 no. 4
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 30 April 2020

Idrees Waris and Irfan Hameed

The purpose of this study is to develop a theoretical framework of consumers’ purchase intention of energy efficient home appliances.

Abstract

Purpose

The purpose of this study is to develop a theoretical framework of consumers’ purchase intention of energy efficient home appliances.

Design/methodology/approach

Non-probability quota based on age and education and purposive sampling technique have been used to assess data collected by a questionnaire survey.

Findings

The findings of the study reveal that consumers’ knowledge of eco-labels, environmental concern and perceived consumer effectiveness are the important predictors of purchase intention. However, the positive relationship between green trust and products’ functional value was found insignificant. It is believed that consumers’ are skeptical about products’ functional benefits.

Research limitations/implications

Although this study has presented a holistic approach to assess consumer purchase intention for energy-efficient home appliances, there are some limitations of the current study. First, this study has focused on consumer intention to purchase energy-efficient home appliances rather than actual purchase of appliances. Ajzen (1991) argued that intention is the accurate and immediate measure of actual, but gaps exist between intention and the actual behavior of the consumers (Ajzen and Fishbein, 1980). Consumers’ intentions may not always result in actual behavior. Thus, to expand research applicability, researchers should include actual behavior of consumers by conducting interviews or collecting data from the same consumers after an interval of three to six months. Second, the study has focused on consumers’ psychographic variables, there may be many other factors such as technological variables, government and pressure group influence and media impact on consumer intention to purchase energy-efficient home appliances. Future studies can integrate the impact of these potential variables on consumer purchase intention of energy-efficient home appliances with the same model. The third limitation is related to the methodology of this study, the quantitative method has been used in this study. Future studies may use qualitative and mixed methods to better understand consumers’ inclination of purchase intention of energy-efficient home appliances in Pakistan. Besides, a qualitative study will be helpful to explore new variables that are essential in the decision-making of consumers for the purchase of energy-efficient home appliances in Pakistan. Pakistan is a developing country where the majority of the people are belonging to the middle-class; there may be many other important factors that affect consumers’ purchase intention of energy-efficient home appliances. Therefore, an in-depth qualitative study would be helpful to explore those variables in the context of a developing country.

Practical implications

Energy consumption has posed serious threats to the sustainability of the environment and endangered the lives of many species across the globe. Environmental degradation due to unsustainable consumptions has provided ample opportunities to the marketers that led to the development of sustainable products such as energy-efficient home appliances. In this study, the antecedent of purchase intention of energy-efficient appliances includes attitude, functional values, perceived consumer effectiveness, consumers’ knowledge of eco-labels, environmental concern and green trust. Although researchers have extended TBP to predict consumers’ purchase intention of energy-efficient appliances, studies lack to provide a holistic view from consumers’ perspective. Consumers’ concern for the safety of the environment depicts consumers tendency to purchase environmentally friendly products and promote less hazardous products. Marketers should incorporate environmentally friendly benefits to the product that serve to attract maximum consumers and maintain harmony with the environment. Consumers’ knowledge of eco-labels, green trust and functional values are a vital construct that needs focus in term of the energy-efficient appliances purchase decision. Eco-labels are one of the emerging marketing tools that serve to guide consumers related to products environmentally friendly attributes and contribute to the acceptability of products. Marketers can use eco-labels to differentiate green products from conventional and establishes consumers’ trust in product performance.

Originality/value

This study is relevant to energy-efficient home appliances. Systematic literature of previous studies suggested the need to conduct and examine the antecedents of energy-efficient home appliances in developing markets. This research highlights that perceived consumer effectiveness is the most influencing factor affecting intention. The implications of this study would be helpful in understanding consumers’ behavior toward the purchase of green products in developing markets.

Article
Publication date: 9 January 2017

Aysu Göçer and Bengü Sevil Oflaç

The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey.

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Abstract

Purpose

The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey.

Design/methodology/approach

Relevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses.

Findings

The findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect.

Practical implications

This study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts.

Originality/value

This study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 20 May 2021

Idrees Waris, Malik Dad and Irfan Hameed

The purpose of this study is to extend the theory of planned behavior (TPB) and understand consumers' purchase intention of energy-efficient appliances (EEA) from the…

Abstract

Purpose

The purpose of this study is to extend the theory of planned behavior (TPB) and understand consumers' purchase intention of energy-efficient appliances (EEA) from the perspective of pro-environmental behavior. This study focuses on knowledge of eco-labels (KEL) and altruism for the consumers' purchase intention of EEA.

Design/methodology/approach

This study employed a quantitative method. Data of the participants were collected through the purposive sampling technique. A total of 373 valid responses were received with a response rate of 82.88%. Partial least square (SEM) has been used for the analysis of data.

Findings

The findings of the study reveal that altruism and KEL in the extended model of TPB promote the purchase of EEA in Pakistan. Further, the results indicate that altruism was the key predictor that leads to the consumption of environmentally friendly appliances.

Practical implications

Eco-labels are important sources that provide specific products related information to consumers. Further, eco-labeling serves to guide consumers' regarding the processes of products' consumption and disposals. Secondly, the positive influence of altruism implies the fact that people have the willingness to contribute to the betterment of the environment and human well-being. Therefore, marketers and policymakers should initiate campaigns that primarily target altruistic consumers and emphasize the importance of the purchase of EEAs that can reduce environmental pollution.

Originality/value

This study would help to understand consumer purchase intention for EEA and contribute to the literature of environmental management. The results of this study would serve to provide guidelines to policymakers and marketers regarding the consumption of environmentally friendly products (EFP).

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 5
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 1 June 2020

Idrees Waris and Irfan Hameed

The purpose of this study is to empirically evaluate the antecedents of consumers’ purchase intention of energy-efficient home appliances.

Abstract

Purpose

The purpose of this study is to empirically evaluate the antecedents of consumers’ purchase intention of energy-efficient home appliances.

Design/methodology/approach

A self-administered questionnaire has been used to gather data from the targeted representatives of the population. Quota based on age and convenience sampling techniques were used to select the participants of the study, as it is a suitable technique in situations where the possibility of getting a complete sampling frame is difficult. More than 73% of the population of Pakistan is aged below 34 years (Pakistan Bureau of Statistics, 2017). Based on this information, the current study has allocated more than 75% quota to consumers who are below 35 years.

Findings

The findings of the study reveal that all antecedents have significant impact on consumers’ purchase intention of energy-efficient home appliances. Environmental concern, green trust and products’ functional values are most influencing factors in the purchase of energy-efficient home appliances.

Originality/value

This study is related to energy-efficient home appliances in Pakistan. Systematic literature suggested the need to analyze the antecedents of energy-efficient appliances. This study helps the practitioners and marketers to understand consumers’ behavior regarding the purchase of energy-efficient home appliances.

Article
Publication date: 1 November 2019

Sahar Hosseinikhah Choshaly

This paper aims to make use of the innovation diffusion theory to predict the purchase intention for eco-labeled products.

Abstract

Purpose

This paper aims to make use of the innovation diffusion theory to predict the purchase intention for eco-labeled products.

Design/methodology/approach

Data are collected from 180 individuals in the Mid Valley shopping mall area in Malaysia. It is then analyzed using SPSS and Smart PLS. The measurement model is analyzed using composite reliability, convergent and discriminate validity, while the structural model is used to predict the relationships between variables.

Findings

Results indicate that the relative advantage, trialability and observability are positively related to eco-labeled products purchase intention, while the complexity is negatively related to eco-labeled products purchase intention. However, compatibility is not positively related to eco-labeled products purchase intention.

Practical implications

Marketers should enhance the observability of eco-labeled as it is the most influential attribute affecting eco-labeled products purchase intention. Relative advantages of eco-labeled products are also important to stimulate purchase intention. Marketers could best relate the innovation to context-specific use situations enabling consumers to evaluate the use consequences of the innovation, and therefore, may assess its particular benefits.

Originality/value

It explores the potential of a theoretical framework based on innovation diffusion theory to explain eco-labeled products purchase intention.

Details

International Journal of Innovation Science, vol. 11 no. 4
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 15 December 2020

Sahar Hosseinikhah Choshaly and Marva Mirabolghasemi

Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level…

1160

Abstract

Purpose

Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products.

Design/methodology/approach

The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0.

Findings

Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products.

Practical implications

This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours.

Originality/value

This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

Details

Journal of Islamic Marketing, vol. 13 no. 5
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 11 March 2021

Prashant Kumar, Michael Polonsky, Yogesh K. Dwivedi and Arpan Kar

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether…

3049

Abstract

Purpose

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.

Design/methodology/approach

Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.

Findings

The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.

Research limitations/implications

In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.

Practical implications

Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.

Originality/value

It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 March 2011

Elham Rahbar and Nabsiah Abdul Wahid

The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia).

26849

Abstract

Purpose

The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia).

Design/methodology/approach

A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior.

Findings

The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior.

Practical implications

The paper provides practical information for green marketers and producers of green products in Malaysia.

Originality/value

This paper offer helpful guideline for government to formulate the green policies such as providing promotional incentives to green products manufacturers and encouraging public to buy products with eco‐label.

Details

Business Strategy Series, vol. 12 no. 2
Type: Research Article
ISSN: 1751-5637

Keywords

Article
Publication date: 29 April 2021

Tehreem Raza Ch, Tahir Mumtaz Awan, Haider Ali Malik and Tayyba Fatima

Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying…

Abstract

Purpose

Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.

Design/methodology/approach

In this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.

Findings

The findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.

Originality/value

The influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. 17 no. 4
Type: Research Article
ISSN: 2042-5961

Keywords

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