Abstract
This study extends the theory of planned behavior (TPB) framework by introducing three further variables (i.e., learning experience, contextual factors, and green marketing) to explain how behavioral intention and actual behavior are induced by situational factors as well as green advertising from the company. Then, this study has four objectives. First, this study will assess the direct effect of personal factors (i.e., demographic factors) and contextual factors on learning experience and the direct effect of personal factors (i.e., demographic factors) on subjective norms. Second, this study will assess the direct effect of learning experience on social cognitive factors for a specific green product. Third, this study will assess the direct effect of social cognitive factors on intention purchasing behavior. Finally, this study will assess the role of green marketing as a moderating variable for the relationship between intention and purchasing behavior. Data used in this study were primary data, which were collected through closed questionnaires with a five-point Likert scale. This study succeeded in obtaining 602 valid data from the results of filling out questionnaires by participants. This study uses the partial least square (PLS) method with SmartPLS 3.0 for data processing. The result of data processing indicated that outcome expectation, self-efficacy, and subjective norms had significant positive effects on purchase intention for green personal care products. This study also found that the learning experience influenced both outcome expectation and self-efficacy. Although weak, the learning experience was influenced by demographic factors and contextual factors. The demographic factors that affect learning experience were gender and level of education. The contextual factor has a more substantial influence on learning experience in developing consumption-related attitudes to green personal care products than the demographic factor. Finally, this study also found the direct effect of intention on actual purchase behavior and the positive role of green marketing as the moderating variable.
Highlights
Marketers have been talking about green consumption since the 1960s (Rahman et al, 2017)
Many conceptual theories have been developed to explain the reason for green purchasing behavior, which starts with the green intention first, such as the theory of reasoned action (TRA) (Ajzen and Fishbein, 1980), and its extension, the theory of planned behavior (Ajzen, 1991), general theory of marketing ethics (Hunt and Vitell, 1986), norm activation model and value-belief-norm theory (Stern, 1999), construal level theory (Trope and Liberman, 2003), and social practice approach and social cognitive theory (Bandura, 2008; Shove and Walker, 2010)
This study suggests that self-efficacy, outcome expectation, and subjective norms play a vital role in influencing purchase intention for green personal care products
Summary
Marketers have been talking about green consumption since the 1960s (Rahman et al, 2017). Many conceptual theories have been developed to explain the reason for green purchasing behavior, which starts with the green intention first, such as the theory of reasoned action (TRA) (Ajzen and Fishbein, 1980), and its extension, the theory of planned behavior (Ajzen, 1991), general theory of marketing ethics (Hunt and Vitell, 1986), norm activation model and value-belief-norm theory (Stern, 1999), construal level theory (Trope and Liberman, 2003), and social practice approach and social cognitive theory (Bandura, 2008; Shove and Walker, 2010) Among all these theories, the most widely used was the TRA and its extension, the TPB (Ceglia et al, 2015; Hanss et al, 2016). Chen and Hung (2016) extended TPB by including environmental consciousness, social impression, and environmental ethics and beliefs into its framework. Sreen et al (2018) extended TPB by including long-term orientation, collectivism, and man-nature orientation factors into its framework
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