Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention

Ying-Kai Liao,Thi-That Pham,Wann-Yih Wu

doi:10.3390/su12187461

Abstract

The purpose of this study is to integrate the theoretical base of green purchasing by using the signaling theory approach to green marketing. Since previous studies do not combine relevant factors from the perspective of Signaling Theory and Attitude-Behavior-Context (ABC) Theory for green purchase, this study attempts to examine the effects of green customer value and attitude towards green products on green purchase intention. Moreover, it aims to identify the moderating effects of green marketing and green psychological benefits on the relationships between customer value, attitude, and green purchase intention. This study involved a survey that comprised 319 customers with at least a year’s experience in buying green products in Cambodia. The findings empirically revealed a significant and positive influence of green customer value on attitude towards green products. Furthermore, both green customer value and attitudes towards green products have a positive effect on green purchase intention. Green marketing (environmental advertising, and green word-of-mouth) and green psychological benefits (warm glow, self-expressive benefits, and nature experience) moderate the relationships between customer value, attitude towards the green product, and green purchase intention. The results may be beneficial for managers and marketers to develop appropriate green marketing strategies. They may also be helpful for academicians to conduct further validations regarding the theoretical framework of green purchasing.

Highlights

With a huge apprehension of global warming and the increasing pressure of environmental pollution, many organizations have engaged the way to become more socially responsible by developing green products
Composite reliability (CR) should be higher than 0.6 to authorize that the variance shared by the respective indicators is strong [80]
The ANOVA results, which were used to compare the mean values of green purchase intention among these four groups, are shown in Figures 2 and 3, Table 3. These results indicated that respondents with a higher level of exposure to such environmental advertising and a higher positive attitude towards green product have more intention to buy the green product (F = 18.131, p < 0.000) than the respondents who have a lower level of a positive attitude towards green product and lower level of exposure to such environmental advertisement

Summary

Introduction

With a huge apprehension of global warming and the increasing pressure of environmental pollution, many organizations have engaged the way to become more socially responsible by developing green products. Environmental management has become a primary concern for small and medium enterprises businesses [1] The phenomena of green consumer behaviors have changed as a new model for marketers and academicians [2,3]. The essential to produce green products has forced firms to concentrate more on environmental matters in their productions. Consumer’s green value is regarded as another important factor for attitude and intention towards green purchasing. Kim and his colleagues [8] developed the Value-based Adoption Model (VAM) to explain the effect of value on the intention of (green) purchasing. All of the above models did not assess the impacts of environmental concerns, green marketing, green-word-of-mouth (GWOM), and psychological benefits

Objectives

Results

Conclusion