Public Perception of Green Supply Chains and Its Impact on Customer Behavior: An Empirical Analysis

Abstract

The public is increasingly becoming aware of environmental challenges and adjusting its purchasing behavior in pursuit of sustainable products and services. To compete in the global scene, firms need to transform their supply chains to adhere to eco-friendly practices. This study focuses on the electronics market, which is distinctively interesting due to its small product life cycles, high-end capabilities, and fierce competition. A novel research model comprising nine hypotheses that attempt to investigate and assess the factors influencing customers’ perceptions and purchasing preferences in relation to green supply chains in the electronics industry was developed. We conducted field research to test the model empirically using survey data from 147 individuals with different backgrounds. The dataset was verified and validated by means of explanatory factor analysis. Structural equation modeling analysis was performed that revealed the linkage between demographics (age), willingness to pay, purchasing intention, and green consumerism. Other research findings included the intricate interconnections between environmental concern, knowledge, attitude, customers’ perceptions/effectiveness, and behavior. This research gives insights into green consumerism in the electronics sector, and its managerial implications can guide sustainable supply chain practices and customer-centric marketing approaches.