Abstract
Sustainable development is a powerful impetus to achieve the coordination between economic advancement and environmental protection. Therefore, the promotion and adoption of green consumption has attracted increasing attention from academics. As an important tool for multivariate data analyses, structural equation modelling has been extensively used in purchase intention for green products. However, most previous research has recognized green products as a general class when studying their purchase intention, which focused little attention on comparing purchase intention for different kinds of green products. This study extends and tests the theory of planned behavior (TPB) and includes another cognitive construct, that is, environmental concern, to explore purchase intention for different kinds of green products. First, the effect of TPB constructs was examined on purchase intention for utilitarian green products and hedonic green products. Second, a cognitive factor, that is, environmental concern, was used to test its different effects on these two kinds of green products. Third, the indirect effect of environmental concern on purchase intention was measured for these two kinds of green products. The study showed that extended TPB constructs, that is, attitude, perceived behavior control, and environmental concern positively and significantly affected purchase intention for both utilitarian green products and hedonic green products, while subjective norm only significantly and positively affected purchase intention for utilitarian green products. Moreover, the cognitive factor, that is, environmental concern, had a higher effect on purchase intention for utilitarian green products than purchase intention for hedonic green products, and it also had a similar indirect effect on both kinds of green products. This study provides an insight to policymakers, entrepreneurs, and marketers into how to increase purchase intention for different kinds of green products.
Highlights
With increasing resource constraints, environmental pollution, and ecological degradation, environmental problems have attracted increasing attention from academicians, policymakers, and marketers [1]
The coefficients of 0.23 and 0.13 indicated that cognitive factors had a higher effect on purchase intention for utilitarian green products than that for hedonic green products
This verified that cognitive factors do have greater effect on hedonic green products than utilitarian green products, supporting Hypothesis 6 (H6)
Summary
Environmental pollution, and ecological degradation, environmental problems have attracted increasing attention from academicians, policymakers, and marketers [1]. Many previous studies have explored purchase intention for green products and further studied purchase behavior for green products [4,5,6] Various conceptual frameworks such as the construal level theory (CLT) [7], the theory of reasoned action (TRA) [8], and the social cognitive theory (SCT) [9] have been studied in the field of green consumption and achieved good results. Another conceptual framework, the theory of planned behavior (TPB) [10], has been extensively used and extended in green consumption because of its good applicability and extensibility [11,12,13]
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