Green consumption: strategic retail considerations and consumer confidence

Abstract

ABSTRACT A substantial number of studies has investigated consumer purchase intentions associated with green products. Yet most of this literature lacks clarity on feasible directions for promoting responsible consumption, which is increasingly important based on the growing recognition of green consumption. This study has explored the influence of green product price and quality perceptions, via the mediating effects of consumer self-confidence (CSC) and consumer protection confidence (CPC), on the decision to purchase such products. This study uses existing consumer self-confidence and protection confidence measures, to examine their relevance to green product purchasing. Australia was used as the case study for collecting and analysing data via structural equation modelling, to produce a conceptual model that demonstrates the associations of price and quality with purchase intent mediated by consumer self and protection confidence. The findings indicate that green product quality and price perceptions and consumer self-confidence are associated with purchase intention. The results can benefit marketing practitioners and retailers, highlighting the extent they can increase consumers’ responsible consumption. They also set the theoretical foundation for additional studies on how consumer self-confidence affects green product consumption and demonstrates how green purchase intent can be strategically improved.