Openness to Experience and Green Purchase Behavior: A Multiple Mediation Analysis

Apoorva Bhatnagar,Vinod K Singh,Aparajita Dasgupta,Sidhi Verma

doi:10.18639/merj.2020.9900018

Apoorva Bhatnagar, Vinod K Singh + Show 2 more

Open Access

https://doi.org/10.18639/merj.2020.9900018

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Abstract

The aim of this study was to examine if there is an effect of openness to experience on green purchase behavior. Furthermore, the study also aimed to analyze if the attitude toward advertisement and green product knowledge mediates the relationship between openness to experience and green purchase behavior. The data for this study were collected in front of malls and departmental stores of Delhi-NCR (National Capital Region) with the help of survey method. The population consists of both the purchasers and non-purchasers of green products. Two hundred and fifty people participated in the study, out of which 200 questionnaires were used for data analysis after cleaning the data. To test the hypotheses, hierarchical multiple regression was conducted using model 4 of Process Macro. The findings of this study indicate that openness to experience strongly predicts green purchase behavior but no mediation effect of green product knowledge and attitude toward advertisements are seen. This study finds its importance in the fact that there has been a rise in the environmental concerns which may induce consumers to indulge into green purchase behavior. This study is one of the first, at least to the authors’ knowledge, to empirically examine and confirm the effect of openness to experience on green purchase behavior as well as check the mediation effect of green product knowledge and attitude toward advertisement.

Highlights

In the era where the environment has topped the charts among concerns, brands have started shifting their thoughts from just purchase behavior to green purchase behavior
There is no study that states whether green product knowledge mediates the relationship between openness to experience and green purchase behavior
The study aimed to analyze if the attitude toward advertisement and green product knowledge mediates the relationship between openness to experience and green purchase behavior

Summary

Introduction

In the era where the environment has topped the charts among concerns, brands have started shifting their thoughts from just purchase behavior to green purchase behavior. Consumer awareness has led to this major shift to conscious consumption that does not harm the environment. Marketers globally are trying to understand the predictors of green purchase behavior to help make the consumer experience more enriching. Previous researches have mostly focused on the need of the consumers and have largely ignored the fact that personality could be a distinguishing factor in customizing the offer and taking relationship marketing to the level (Myers et al, 2010). Marketers need to understand the customers in-depth to formulate strategies that could build a unique relationship with them. Understanding consumers from the lens of psychology will garner more benefit in strategizing the advertisements toward the consumers

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