Abstract
Environment has become a major social problem for a greater number of people than ever before in recent years. As a consequence, in-depth research on green marketing and green purchasing has increased significantly. Although academic researchers have examined antecedents of green purchasing behavior, there still is room for further progress. One such area that needs further investigation is the role of generativity on green purchasing behavior because sustainability requires a long-term perspective that is embedded in the concept of generativity. This study examines the impact of generativity on consumer green purchasing behavior. Generativity refers to individuals’ beliefs that their current behaviors have consequences that extend into future generations. Moreover, the moderating roles of man-nature orientation and perceived behavioral control on generativity-green purchasing behavior link are also examined. Based on moral norm-activation theory, value-belief-norm theory, and theory of planned behavior, hypotheses were developed. Data were collected from a homogenous sample of 416 university students of four faculties through the non-probability sampling technique. Hierarchical regression analysis was used to test the hypotheses. Results show that generative consumers are more likely to show green purchasing behavior. Man-nature orientation and perceived behavioral control positively moderate the relationship between generativity and green purchasing behavior. Findings revealed that consumers who possess a greater concern for future generations, and high on man-nature orientation and perceived behavioral control constitute a segment that will be more likely to engage in green purchasing behavior, enabling effective targeting of marketing communications.
Highlights
Over the last decade, demand for goods and services has increased dramatically, resulting in the depletion of natural resources and severe environmental degradation
We argue that Perceived behavioral control (PBC) when combined with generative concern would have a stronger impact on individual Green purchasing behavior (GPB)
Based on the above theoretical and empirical discussion, we propose that individuals who are more concerned about the future generation and high PBC may likely be involved in green purchasing behavior
Summary
Demand for goods and services has increased dramatically, resulting in the depletion of natural resources and severe environmental degradation. Climate change has emerged as a critical issue for people, industries, and communities. The main challenges that the majority of stakeholders face on earth are environmental destruction, abuse of natural resources, and industrialization (Yew et al, 2019). A growing body of research has attempted to explore consumers’ views toward environmentally friendly goods and services in order to address these issues (e.g., Afridi et al, 2021; do Paço et al, 2013a; Groening et al, 2018; Shiel et al, 2020). People are more aware of climate change and its environmental implications than ever before (IPCC, 2014), the proportion of consumers who take personal environmental responsibility is relatively low (Cleveland et al, 2012)
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