The Impact of Digital Interaction on Sustainable Tourism Choices: The Moderating Roles of Digital Trust and Personal Norms

This study aims to explore the role of green purchase intention in green purchase attitude and the influence of corporate social responsibility on green purchase behavior. By conducting surveys on consumers, we collect data on their attitudes toward green purchases, green purchase intentions, corporate social responsibilities, and actual green purchase behaviors. Through structural equation modeling for data analysis, the study found that green purchase intention plays a mediating role between green purchase attitude and corporate social responsibility on green purchase behavior. Specifically, green purchase attitude and corporate social responsibility have a significant positive impact on green purchase behavior, and green purchase intention plays a partial mediating role between the two. This shows that consumers' green purchase intention plays an important role in deciding whether to make a green purchase, and the company's green purchase attitude and social responsibility have a positive impact on consumers' green purchase behavior. These research results have important guiding significance for enterprises to carry out green marketing and promote sustainable development.

The existing research examines the impact of social media electronic word-of-mouth(e-WOM) adoption on green purchase intention and investigates the mediation effect of attitude and subjective norm between e-WOM adoption and green purchase intention. The theory of reasoned action and the information adoption model has been combined to study this. Data was collected from 228 respondents and analysed through partial least squares structural equation modelling (PLS-SEM). Results revealed partial mediation of green purchase attitude and subjective norm exists in the relationship between e-WOM adoption and green purchase intentions. The research focuses on green purchase intention therefore, it benefits the environment and marketers of green cosmetics.

The purpose of this study is to determine: 1) whether functional values have a positive effect on green purchase intention, 2 ) whether social values have a positive effect on green purchase intention, 3 ) whether emotional values have a positive effect on green purchase intentions, 4) whether social values have a positive effect on positive effect on green purchase intention, 5) whether the epistemic value has a positive effect on green purchase intention, 6) whether green purchase intention has a positive effect on green purchase behavior. This research was conducted on women who know about the existence of cloth sanitary napkins. The survey method was carried out in this study. Data was collected by collecting questionnaires. The number of samples obtained in this study was 162 samples. The sampling technique was done by convenience sampling. Partial Least Square- Structural Equation Modeling approach with the SmartPls program is used in this research. The results showed that the functional, social, and epistemic values did not have a positive effect on green purchase intention. Emotional and conditional values have a positive effect on green purchase intention. Green purchase intention has a positive effect on green purchase behavior.

Prior studies have mostly investigated the relationships of the impact of consumers’ attitudinal characteristics on their green purchase attitude (GPA) and green purchase intention (GPI). The findings revealed that despite the positive attitudes in making green hotel selection, green purchasing behavior was not exhibited. This subsequently failed to satisfy consumers green satisfaction and businesses’ expectations. As such, this study analyzed the structural relationships of consumers’ attitudinal characteristics with GPA and GPI. An integrated theoretical research model has been proposed based on theory of planned behavior model. Collection of 659 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which has been performed using SPSS and Structural Equation Modeling. The resulting outcomes indicate a significant positive correlation between GPA and GPI, while perceived consumer effectiveness, environmental concern, altruism, and environmental knowledge displayed significantly positive influence upon GPA, and environmental concern exerted significantly positive impact upon GPI. Additional practical and academic implications, as well as limitations, are presented accordingly.

ABSTRACTMost previous studies of the green purchase attitude–behavior gap of consumers have been rooted in either the theory of reasoned action (TRA) or the theory of planned behavior (TPB), giving often inconclusive or even controversial outcomes. It is, in fact, generally rare that researchers have focused on consumers’ green purchase behavior towards the green hotel industry. The purpose of this study is to re-examine the relationship between consumers’ green purchase attitudes, the subjective norm, perceived behavioral controls, and green purchase behavioral intention regarding the green hotel industry. This paper proposes a theoretical research model based on the TRA and the TPB. Two hundred and sixty-one valid questionnaires were collected to empirically test the hypotheses using the SPSS software package and Structural Equation Modeling. The results suggested that green purchase attitude and perceived behavioral control positively and significantly influence green purchase intention. The subjective norm was shown to influence green purchase intention negatively and significantly. Green purchase attitude was shown to partially mediate the relationship between subjective norms and green purchase intention. The practical and the theoretical implications of these results are discussed before an outline of the limitations of this study.

PurposeThe purpose of this paper is to investigate the relationships between environmental consciousness (ECO), green purchase attitude (GPA), green purchase intention (GPI), perceived customer effectiveness (PCE), green behaviour (GRB) and green purchase behaviour (GPB). Based on the statistical analyses, this paper offers some further research directions to advance the extant literature.Design/methodology/approachThe theoretical model is firmly grounded in extant literature. To test the study hypotheses, the authors have developed a survey instrument following a two-stage process. The constructs were first operationalized by the authors and then pre-tested by experts. Dillman’s (2007) guidelines were then followed to gather data. Finally, the theoretical model was tested using multivariate statistical tools.FindingsResults indicate that ECO has an influence on GPA and PCE; GPA has an influence on PCE and GRB; GPI has an influence on PCE; and GRB has an influence on GPB. Environmental benefit still ranks at the sixth position among eight product-selection criteria, as is evident from qualitative in-depth interviews indicating a primarily rationalistic and not an altruistic purchase approach. The gap in translation of ECO into GB and GPB can be attributed to costliness, non-availability with less variety, lack of brand reputation of green products and budget constraints for customers.Research limitations/implicationsThe study faces the limitation of generalizability of the results because it was carried out in a particular state in India; it may not be the perception of the country as a whole. The bias owing to social desirability, selective memory and telescoping with the use of self-reported data could also be a limitation for the current empirical study.Originality/valueThis study aimed to extend pro-environmental behaviour studies beyond developed countries and to empirically validate the models built on the theory of ECO leading to GPB, especially for India, a rising market. A novel approach to empirically discuss the situational and market factors will provide a much-needed thrust for research on these lines.

Despite the growing popularity of organic food around the globe, there is a dearth of research that has focused on the relationship between customer perceived values and organic food consumption behaviour. The study used cross-sectional data from 202 Indian customers to examine how perceived values such as health, hedonic and social affect consumers’ green purchasing attitude towards organic foods, especially organic fruits and vegetables (OF&V) using an extended value–attitude–behaviour hierarchy (VABH). Partial least squares structural equation modelling (PLS-SEM) was used to evaluate the association among the constructs. The findings posit that perceived health, hedonic and social value positively influence consumers’ green purchase attitude (GPA), which in turn influences green purchase intention (GPI), which significantly leads to green purchase behaviour (GPB) towards OF&V. Hedonic value was found to be the strongest motivating reason for Indian customers to buy OF&V. The mediating role of GPI between GPA and GPB has also been confirmed. The study is unique in investigating how consumers’ hedonic and health values impact their attitudes, intentions and actual purchasing behaviour towards OF&V in one of the major food producing countries.

Daily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers' perceived values influence different motivation types, and in turn, affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self‐determination theory (SDT) is developed to explain green purchase behavioral intention. Three hundred and five participants were recruited, and the findings were analyzed using partial least square structural equation modelling (PLS‐SEM). Results suggested that the three perceived values (i.e., emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e., external regulation, introjected regulation, identified regulation, and integrated regulation). Results also showed that autonomous motivation (i.e., identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to SDT and customer value theory in the field of green business strategy management and practical implications to green businesses and governments.

This study examines the green purchase awareness of Philippine youth consumers and its influence on green purchase intention and, ultimately, their green purchase behaviour. The study used the theory of planned behaviour as a conceptual framework. The research used an online five-point Likert scale questionnaire and gathered data from accounting and business students in the Philippines; data were collected from 923 usable respondents and then validated and analysed using structural equation modelling (SEM). The findings suggest that respondents’ awareness of environmental degradation’s consequences influences green purchase intention and positively mediates green purchase behaviour. The attitudes, norms, and respondents’ perceived behavioural control represent the environmental awareness beliefs; they positively and significantly contributed to green purchase intention, which contributed to green purchase behaviour. The study is original in that it examines the applicability of the theory of planned behaviour in the context of the Philippines, which has legislative backing for environmental awareness among the citizens. It also investigates the extent to which subjective norms can influence personal behavioural control and mediate towards green purchase intention. The findings contribute to the Philippine setting; however, it is extensible with further research on emerging nations that share societal cultures. The data obtained sufficiently explain the phenomenon using the theory of planned behaviour; combining it with Hofstede’s model of societal culture can increase explanatory power for societal-based studies on purchase intention and behaviour. In a high-power distance and collective societal-cultural setting, findings support the argument that environmental awareness contributes to green purchase intention and buyer behaviour. The proactive stance of making the population aware of the environmental effects is noticeable. However, they provide a low-level explanation of their intention to purchase green products and a medium-level explanation of translating purchase intention to purchase behaviour. Hence, we recommend the government review their approach to making people environmentally aware, which measurably translates into green purchasing intention and purchasing behaviour.

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

The value–attitude–behavior and the theory of planned behavior (TPB) appear to provide limited explanation for consumer green purchase behavior. This study aims to examine the relationship between pro-environmental value, consumption value, and TPB toward green car purchasing intention among the young Chinese generation. A total of 541 student responses were collected, and the results showed that altruistic value positively influenced subjective norm (SN) and perceived behavioral control (PBC), but negatively influenced green purchase attitude (GPA). Biospheric value positively influenced GPA and PBC. Function value and emotional value positively influenced GPA, respectively, and emotional value fully mediated the relationship between function value and GPA. Furthermore, GPA, SN, PBC positively influenced intention toward green car purchasing behavior, respectively, and SN mediated the relationship between GPA and intention. This study shows how pro-environmental value and consumption value can influence components of TPB in green car purchase intention.

This paper investigates Generation Z consumers perspective on the functional value related to their green purchase intentions and decisions, with a particular emphasis on the moderating role of green value in green product purchases. While prior studies have explored functional and green values independently, this research addresses a critical gap by examining how green value moderates the relationship between functional value and green purchasing behavior, offering new insights into sustainable consumption. The study explores how factors such as quality, usability, price, and other indicators of the usefulness of green products influence consumer purchasing behavior and purchase intentions. The research focuses on IKEA customers from the Jabodetabek area (Jakarta, Bogor, Depok, Tangerang, Bekasi) and Bandung, gathering data from 580 respondents, which was analyzed using SmartPLS. The findings reveal that functional value directly influences both purchasing intentions and decisions to buy green products. Additionally, the study highlights that green value significantly moderates the relationship between functional value and purchasing decisions, acting as a crucial factor that encourages consumers to purchase environmentally friendly products. These insights suggest that companies should emphasize both functional and green values to effectively boost consumers' intention to purchase green products, particularly among Generation Z.

CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

Objectives: The objectives to this study are to determine the effect of environmental knowledge and awareness on consumers’ intention to purchase electric car, emphasizing the mediating role of green purchase attitude. The research aims to identify factors influencing the adoption of environmentally friendly transportationMethodology: A comprehensive quantitative approach was employed, with data collected from 101 respondents, specifically parents using vehicles for school transportation. A structured questionnaire assessed variables like environmental knowledge, awareness, and purchase intentions. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and additional advanced statistical techniques to explore interrelations among constructs.Conclusion: The results reveal that only environmental awareness significantly influences green purchase attitude, which mediates its impact on green purchase intention while environmental knowledge don’t have any significant impact towards green purchase attitude and no mediating effect toward green purchase intention.

Utilising people's consumption patterns can be a practical approach to address the worsening state of nature, which has negatively affected human health and overall welfare. The present study explores customers' green purchasing intention by examining psychological aspects, including economic, emotional, and environmental value. Structural equation modelling was utilised to examine a total of 274 responses. The results indicated that economic value, emotional value, environmental consciousness and attitude significantly influence consumers' desire to make environmentally-friendly purchases. By including psychological elements such as economic value, emotional value, and the impact of environmental consciousness in the TPB model, the ability to predict intentions to embrace green products was enhanced. Consumers' inclination to take action is heightened when they perceive that their actions impact other players in the market. The findings of this study are advantageous for marketers to comprehend and target individuals who are anticipated to purchase environmentally friendly products. Analysing the correlation between environmental impact, economic value, emotional value, and green purchasing offers valuable insights to marketers in creating effective tactics that enhance consumers' inclination to buy environmentally friendly items.