Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic.

Xia Chen,Md Sohel Rana,Md Abu Issa Gazi,Md Atikur Rahaman,Noorshella Che Nawi,Muhammad Khalilur Rahman

doi:10.3389/fpsyg.2021.760051

Xia Chen, Md Sohel Rana + Show 4 more

Open Access

https://doi.org/10.3389/fpsyg.2021.760051

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Abstract

This work has aimed to investigate the consumers’ green product purchase attitudes and behavioral intention during COVID-19 pandemic. Data was collected through a survey method of 503 consumers in Malaysia. Data were analyzed using the partial least square method. The findings revealed that fear of COVID-19 pandemic has a significant impact on green product behavioral intention. Green product literacy, green product orientation, and social influence have a significant influence on green product purchase attitudes. The results also indicated that consumers’ green product purchase attitudes mediate the effect of green product literacy, green product orientation, and social influence on behavioral intention. The findings of this work will provide strategically relevant references to green marketers and retail managers in the understanding of consumers’ green product purchase attitudes and green product behavioral intention during the ongoing uncertainty of the COVID-19 pandemic.

Highlights

A safe and sustainable environment and economy have become a global commitment in recent years
The findings indicate that fear of COVID-19 pandemic (β = 0.246, t = 8.224, p < 0.01), green product literacy (β = 0.160, t = 5.179, p < 0.01), green product orientation (β = 0.188, t = 5.350, p < 0.01), and social influence (β = 0.459, t = 11.623, p < 0.01) are correlated with green product purchase attitude, respectively; H1, H2, H3, and H4 are accepted
The results indicate that importance-performance matrix (IPM) achieves the total effects of the relationship with constructs of COVID-19 pandemic, green product literacy, green product orientation, social influence, and attitude on the target construct of green product consumption behavioral intention to identify their importance

Summary

Introduction

A safe and sustainable environment and economy have become a global commitment in recent years. The rapid industrial revolution has forced many scholars, economists, and professionals to visit industrial production processes, policies, and regulations to comply with environmentfriendly approaches. The integration of green product consumption behavioral intention has led to a new environment of health consciousness due to the fear and ongoing uncertainty of the COVID-19 pandemic. The green concept has been taken eminent place from the production to the consumption of commodities by the end-users (Mishal et al, 2017; Ferraz et al, 2021). The industries are putting a great effort to remain sustainable in the global competitive open economy. Many companies are inefficiently over utilizing natural resources to produce consumer goods and services that cause harm to the environment by generating pollution in different forms (Shen et al, 2021)

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