Motives of Green Consumption: The Moderating Roles of Perceived Consumer Effectiveness and Price Sensitivity

Zohra Ghali Zinoubi

doi:10.14738/abr.81.7429

Abstract

This paper aims to study a set of motives favoring purchase behavior while testing the mediating role of purchase intention within the context of green consumption. The literature review enabled us to distinguish mostly the following motives: health consciousness, environmental concern and the consumer’s social influence. The moderating roles of perceived consumer effectiveness and price sensitivity are also examined. The findings of a quantitative study involving 480 Tunisian consumers of green products indicate that protecting their health, supporting their environment and expressing their social affiliation are important motives of the consumers’ intention to buy green products. The intensity of these relationships is significantly moderated by the ‘consumer perceived effectiveness’. Thus, for the Tunisian consumer, a purchase intention is not consistent with a purchase behavior. It is indeed affected, in particular, by price sensitivity. The present study provides managerial insights for green marketers to operate in fast growing emerging markets.

Highlights

Since the 1970s, theorists as well as practitioners have attempted to participate in the effort to protect the planet and preserve the fauna and flora (Kinnear et al, 1974; Agan, 2013)
IMPLICATIONS, LIMITATIONS AND FUTURE PATHS OF RESEARCH The main purpose of this research is to study some motives of green purchase intention and behavior while testing the moderating role of price sensitivity
This research work seems to have substantial contribution towards the growing body of relevant literature pertaining to purchase intention and behavior. This is through empirically validating a comprehensive conceptual model underling some motives of green purchase intention and behavior within the context of developing country

Summary

Introduction

Since the 1970s, theorists as well as practitioners have attempted to participate in the effort to protect the planet and preserve the fauna and flora (Kinnear et al, 1974; Agan, 2013). As a result ‘green consumption, as the practice of using environmentally friendly products that do not damage the environment and threaten the function of diversity of natural ecosystems” (Minbashrazgah et al, 2017), has expanded and is increasingly present in the daily lives of many consumers These latter are becoming more demanding as to what they buy and what they consume (Kai and Haokai, 2016). They are increasingly taking into account multiple green attributes in their products’ purchases like product packaging, conformity with standards, traceability, safety, healthfulness, environmental friendless, production method, etc., (Lin and Huang, 2012; Pagiaslis and Krontalis, 2014; Singh and Verma, 2017). Through green purchase behavior, they seek to show that they are more respectful of the environment, man and nature (Kim and Choi, 2005; Kabadayia et al, 2015; Liobikienė et al, 2017; Kautish et al, 2019)

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