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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…

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: 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.

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

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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.

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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

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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: 31 May 2013

Joy M. Kozar and Kim Y. Hiller Connell

The purpose of this paper is to examine the relationships between social and environmental responsibility knowledge, attitudes, and purchasing behavior.

Abstract

Purpose

The purpose of this paper is to examine the relationships between social and environmental responsibility knowledge, attitudes, and purchasing behavior.

Design/methodology/approach

An online questionnaire was developed to assess knowledge of, and attitudes towards, issues of social responsibility, including social and environmental aspects related to the production and distribution of apparel and textile goods. Information regarding engagement in socially and environmentally responsible apparel‐purchasing behavior was also collected. Participants included students enrolled at a four‐year institution located in the Midwestern USA.

Findings

Participants indicated being more knowledgeable about apparel environmental issues as compared to apparel social issues. Overall, participants exhibited low involvement in socially and environmentally responsible apparel‐purchasing behavior. However, both knowledge and attitudes of social and environmental issues were significant predictors of socially and environmentally responsible purchasing behavior.

Practical implications

Given the competition among apparel companies operating in the marketplace, this study lends valuable insight for firms in implementing strategic social and environmental practices and policies. The implications of this study also suggest that firms within the industry may need to respond to the barriers perceived by consumers in engaging in sustainable apparel‐purchasing behavior.

Originality/value

The findings of this study are useful in understanding the relationship between knowledge, attitudes, and behavior. Previous research on this topic has been inconclusive. A thorough examination of this topic is important, as noted by previous scholars, consumers have the ability to effect change in the marketplace through their purchasing behavior.

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Article
Publication date: 1 July 2004

Joey F. George

Several opinion polls have found that many consumers resist making purchases via the Internet because of their concerns about the privacy of the personal information they…

Abstract

Several opinion polls have found that many consumers resist making purchases via the Internet because of their concerns about the privacy of the personal information they provide to Internet merchants. Using the theory of planned behavior as its basis, this study investigated the relationships among beliefs about Internet privacy and trustworthiness, along with beliefs about perceived behavioral control and the expectations of important others, and online purchasing behavior. Data were collected from 193 college students. Analysis of the data indicates that beliefs about trustworthiness positively affect attitudes toward buying online, which in turn positively affect purchasing behavior. Beliefs about self‐efficacy regarding purchasing positively affect perceived behavioral control, which in turn affects online purchasing behavior. In short, respondents who believed in the trustworthiness of the Internet and in their own abilities to buy online were more likely to make Internet purchases than were those without such beliefs.

Details

Internet Research, vol. 14 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 May 2019

Abosede Ijabadeniyi and Jeevarathnam Parthasarathy Govender

The purpose of this paper is to investigate the underlying corporate social responsibility (CSR) factors which trigger consumers’ scrutiny of corporate behavior in the…

Abstract

Purpose

The purpose of this paper is to investigate the underlying corporate social responsibility (CSR) factors which trigger consumers’ scrutiny of corporate behavior in the purchasing experience. There is more focus on how the direct effects of CSR can predict consumer behavior than the expression of value-based purchasing habits, especially in relation to how the multidimensionality of consumers’ expectations of CSR indirectly informs such behavior.

Design/methodology/approach

Mall-intercept survey interviews were conducted with 411 shoppers across five shopping malls in South Africa. Data were based on the emotional, social and functional values consumers derive from the purchasing experience vis-à-vis economic, legal, ethical and philanthropic expectations of CSR and analyzed using the path analysis technique of structural equation modeling.

Findings

It was found that the relationship between consumers’ sense of value and purchasing behavior is mediated by perceived fulfillment of legal expectations of CSR (a primary redressing tool). Conversely, the fulfillment of ethical and economic CSR expectations (secondary redressing tools) serves as moderators of the relationship.

Research limitations/implications

The benefit of approaching corporate communication from a value-based perspective is a proactive risk mitigation strategy. Consumers’ sense of value in the purchasing experience is triggered by companies’ adherence to institutionalized law on corporate behavior and reinforced by compliance to code of ethics and financial viability.

Practical implications

This study offers insights for understanding how consumers redress corporate misconduct during crisis through the buying experience and explains how such understanding can be used to better predict and manage crisis communication.

Social implications

The findings of this study suggest that CSR and corporate communication practices should be informed by the taken-for-granted assumptions which underpin espoused consumer values, where negligence of unspoken patterns of CSR-based consumer behavior could signal a crisis risk.

Originality/value

This study offers a model which demonstrates for the first time that consumers implicitly utilize CSR to redress corporate misconduct in the purchasing experience.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 25 May 2012

Constanza Bianchi and Lynda Andrews

The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of…

Abstract

Purpose

The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative studies most noticeably comparing the USA with Asian countries. However, examining consumers’ perceived risk and trust with online purchasing in a Latin American context is very limited. While not a cross‐cultural study, this gap is addressed in the literature with an empirical study conducted in Chile. Moreover, it aims to address calls to investigate consumers’ post adoption acceptance of a technology to gain insights into which factors are most influential in explaining continuance behaviour.

Design/methodology/approach

The paper tests a model of the influence perceptions of risk and trust on consumers’ attitudes and intentions to continue purchasing on the internet. An online survey method is used. The sample consists of 176 Chilean consumers who purchase online. The data were analysed using structural equation modelling (SEM).

Findings

The analysis reveals that perceived risk online had an inverse relationship with consumers’ attitude and that attitude has a positive influence on intentions to continue purchasing. Of the trust factors examined, trust in third party assurances and a cultural environment of trust have the strongest positive influence on intentions to continue purchasing online, whereas trust in online vendors and a propensity to trust were both insignificant.

Practical implications

In a Latin American context, for marketers in domestic and global companies these results identify which trust beliefs have the most effect on consumer continuance behaviour towards purchasing online. Additionally, this research shows that consumers in a Latin American country, recognized as a collectivist, high risk avoidance culture, are willing to continue making purchases online despite the risks involved.

Originality/value

The study and its results is one of few available that investigates consumers’ perceptions of risk and trust for online purchasing in a Latin American country. The value of the findings provides an insight into the specific trust factors that influence post adoption behaviour; that is Chilean consumers’ continued purchasing online. The findings add value not only to the literature on the Latin American population's e‐commerce behaviour, but also have managerial implications for domestic and global companies considering offering online retailing for consumers in this region where internet penetration rates are very high, but local e‐commerce availability is low.

Details

International Marketing Review, vol. 29 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 13 June 2008

Carrete Lucero

This paper aims to analyze the key problems related to the international purchasing operations and their interrelationship with the post‐purchase industrial behavior

Abstract

Purpose

This paper aims to analyze the key problems related to the international purchasing operations and their interrelationship with the post‐purchase industrial behavior: repeated purchase with modification, repeated purchase without modification and no rebuy. The objective is to develop a conceptual model in the area of international post‐purchase industrial behavior.

Design/methodology/approach

Based upon prior research in business marketing, international marketing, international business and intercultural communication, and complemented by an exploratory qualitative approach, the paper proposes a conceptualization of the post‐purchase industrial behavior and of the relationships between cost, logistics, governmental and cultural factors affecting international post‐purchase industrial behavior.

Findings

This paper elaborates a conceptual model and research propositions that delineate the relationship between key problems of international purchasing and the post‐purchase behavior of industrial firms. The importance of the cultural factor‐problem is outlined.

Originality/value

The value of the paper is to provide an emerging theory for the study of international post‐purchase industrial behavior. The concept of post‐purchasing behavior is explained in the context of international purchasing. Also, the paper provides insights of the effect of culture in international delivery times.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 13 February 2019

Miralem Helmefalk

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Abstract

Purpose

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Design/methodology/approach

Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).

Findings

Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.

Originality/value

The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Details

Journal of Consumer Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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