The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

Abstract

PurposeThis study intends to contribute to the literature of eco-innovation by examining the pro-environmental intentions and behaviour among consumers through their understanding of eco-innovation. Thus, the relationship among eco-innovation, general pro-social attitude, generativity, environmental concern, purchasing intentions and buying environmentally friendly products and the differences of the relationship between high and low emotional loyalty and Generation Y and Z were investigated via structural equation modelling (SEM).Design/methodology/approachData were collected through an online questionnaire directed to Indian consumers, and analysis was done through partial least square structural equation modelling (PLS-SEM) in two stages, i.e. measurement model and structural model.FindingsResults confirm the relationships established in the proposed model, and some differences were found between the levels of emotional loyalty and the Generations Y and Z. The research shows that individualistic norms and perceived marketplace influence play a purposeful role in transforming environmental concerns into buying behaviour towards eco-innovation-driven products.Practical implicationsFrom a policy and management perspective, the results not only imply the importance of continuous performance and environmental improvement but also those policies hindering diffusion and adoption need to be addressed. Green buying is an elusive task but can be opportunely attained by marketers by adding elements of eco-innovations and understanding mindsets of consumers to create win–win situations for themselves and consumers.Originality/valueThe results reinforced that emotional loyalty and Generations Y and Z vitally impact consumers' green buying decision within the framework of eco-innovation and cognitive factors.