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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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 11 February 2021

Ahlam Ibrahim Al-Harbi and Nada Saleh Badawi

This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.

Abstract

Purpose

This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.

Design/methodology/approach

This study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.

Findings

The study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.

Practical implications

This study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.

Originality/value

Prior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.

Details

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

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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…

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1732

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: 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…

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4126

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: 12 December 2017

Harminderjit Kaur and Bikramjit Singh Hundal

The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The…

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1776

Abstract

Purpose

The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was scant in examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour of consumers. Therefore, this research paper examines the impact of different marketing strategies used by the advertisers on the components of the attitude of the consumers.

Design/methodology/approach

First, the perception of the consumers towards the traits was measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour of consumers was scrutinized using regression analysis, and then descriptive statistics approach was used to analyse the switching behaviour and the most important tactic used in the advertisement.

Findings

The results indicate that repeated exposure, comparison of products and sexual appeals has a significant impact on the mind of consumers which determines the influence of advertising tactics. Further, the results evaluated that information, pricing element, image of company and sexual appeal are the other important traits influencing the cognitive attitude of consumers. The consumers switch to the advertised products which indicate the behavioural change with the impact of advertisement.

Research limitations/implications

This research paper is suffering from some limitations as the area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the changing behaviour and the attitude, income level and media, the response of the consumers in the present study may not be relevant in the future period. The study was confined to the working women consumers only and does not represent the whole population.

Practical implications

This research paper provides an insight to the marketers. The managers can measure how by using appropriate tactics can they make their advertising more effective. In case of unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics to make their products/brands more pertinent and important among the consumers.

Originality/value

This research paper examines the impact of TV advertisement of beauty products on the components of the attitude of the urban working women consumers. This study presents the influence of the various marketing strategies used in the advertisement to influence the purchase and the switching behaviour of consumers.

Details

Journal of Asia Business Studies, vol. 11 no. 4
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 5 August 2019

Suraiya Ishak, Ahmad Raflis Che Omar, Kartini Khalid, Intan Safiena Ab. Ghafar and Mohd Yusof Hussain

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential…

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2079

Abstract

Purpose

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.

Design/methodology/approach

This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.

Findings

The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.

Research limitations/implications

Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.

Practical implications

Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.

Originality/value

This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

Details

Journal of Islamic Marketing, vol. 11 no. 5
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 13 July 2015

Bahri-Ammari Nedra, Sandhir Sharma and Aymen Dakhli

This paper aims to study the determinants of consumer purchasing behaviour of organic product in the emergent countries. These variables are related to products such as…

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1496

Abstract

Purpose

This paper aims to study the determinants of consumer purchasing behaviour of organic product in the emergent countries. These variables are related to products such as perception, attitude, motivation (health and environmental concern), implication and purchasing intention.

Design/methodology/approach

This paper is based on exploratory and confirmatory analysis that seeks to purify and to get a new scales structure. The study shows the effect of perception and motivation on the purchasing behaviour of the consumers who intend to buy an organic product. The authors used the structural equation modelling to confirm the different relationships.

Findings

Purchasing intention, implication and motivation (health and environmental concerns) have a strong direct and positive effect on the purchasing behaviour of organic products. However, the relationship between the motivation and the attitude, on the one side, and between attitude/purchasing intention and attitude/purchasing behaviour, on the other side, are not significant.

Research limitations/implications

The research and investigation were carried out in a limited geographical zone (Tunisian country), on a specific category of products and on a particular sampling procedure by convenience.

Practical implications

The firm can adopt an efficient green strategy that allows it to ensure a good segmentation and a best positioning compared to conventional product. Tunisian marketers must focus on the factors influencing the behaviour of the Tunisian consumer. They should raise consumer awareness through a suitable communication.

Originality/value

This paper is added to studies of consumer behaviour towards bio-products in emerging countries. The results could serve as a guideline for organizations for understanding the factors and green strategy adopted. This one need to ensure a good segmentation and positioning of biological products compared to conventional product.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 17 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 3 January 2017

Sheetal Jain, Mohammed Naved Khan and Sita Mishra

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior

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17462

Abstract

Purpose

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.

Design/methodology/approach

A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.

Findings

The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.

Originality/value

This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.

Details

Journal of Asia Business Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

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Article
Publication date: 14 March 2016

Anna Perry and Telin Chung

– The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

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4541

Abstract

Purpose

The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

Design/methodology/approach

A snowball sampling technique was used to recruit 16 participants for in-depth interviews.

Findings

Two attitude-behavior gaps existed: the gap between environmental attitude and Eco-Apparel purchasing behavior; and the gap between Eco-Apparel attitude and Eco-Apparel purchasing behavior. There were two connections: product and emotional benefits leaded to Eco-Apparel purchasing behavior; and personal cost benefits, emotional benefits, and economic considerations leaded to Eco-Apparel using and disposing behavior. These gaps and connections suggested participants have certain standards regarding Eco-Apparel consumption. First, the standard of purchasing Eco-Apparel was the same as regular apparel. Second, participants did not want to expend much effort. Third, for some participants, emotional benefits (e.g. fun, good feeling, satisfaction) were important.

Research limitations/implications

The small sample size and the snowball sampling technique limit generalization of the study’s findings.

Practical implications

These findings might be of interest to apparel manufacturers and retailers who want to re-enforce consumers’ positive attitudes leading to actual purchase and consumption behaviors.

Originality/value

The current study for the first time examines the attitude-behavior gaps, proposes reasons behind these gaps, as well as connections between benefits and Eco-Apparel usage and disposal behaviors. In addition, the proposed framework is the first attempt to illustrate the relationships among gaps, connections, and consumption standards.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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