Abstract
This study examines the impact of green supply chain management (GSCM) on consumers environmentally friendly purchase behavior. We surveyed 283 consumers and analyzed the data using SPSS 18.0, AMOS 18.0, and verified them with structural equation modeling. To support the primary data analysis results, we conducted focus group interviews (FGIs) of 16 consumers. According to the primary data analysis, consumers’ subjective norms and perceived behavioral control positively influence GSCM. However, attitude did not have a significant influence. In the FGI, consumers show a highly positive attitude and purchase intention toward the GSCM of companies. However, they exhibit mistrust and lower purchase intentions toward advertising or marketing campaigns promoting GSCM to consumers. In contrast, the influence of subjective norms was found to be different for different products. In addition, a high price—regarded as the biggest barrier among perceived control factors—raises purchase intentions if consumers are provided with good and transparent information about green products. Thus, this study buttresses the fact that if a company uses GSCM practices as an eco-friendly marketing strategy that reduces consumer distrust and considers product characteristics, it can have a positive effect on consumers’ decision to purchase eco-friendly products.
Highlights
There is a growing body of research that focuses on the exploration of environmental issues
The results indicate that theory of planned behavior (TPB) components, except consumer attitude, can be antecedents of internal green supply chain management (GSCM)
With growing attention to environmental issues, consumers are increasingly concerned about the environment, leading to a higher intention to buy green products
Summary
There is a growing body of research that focuses on the exploration of environmental issues. Consistent interests and concerns about the environment are making a difference in government regulations, corporate activities, and consumer behavior. The Ministry of Environment (MOE) of South Korea has recently reported that the proportion of packaging waste to all household waste has exceeded 30%. The Korea Integrated Logistics Association has declared that the industry will actively seek to build an environmentally friendly logistics system. As the government has increasingly tightened environmental regulations to fight persistent pollution and climate change, corporations are responding by adopting different environmental management strategies. Against this backdrop, green supply chain management (GSCM) has emerged as an effective strategy. GSCM is the main driver of sustainable management and competitive advantage in today’s business landscape
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