The Mediating Role of Environmental Attitude on the Impact of Environmental Concern on Green Product Purchasing Intention

Ebru Onurlubaş

doi:10.5195/emaj.2018.158

Abstract

Environmental pollution, increasing damages in the nature and deformation of ecosytem have started to worry consumers and the environemental concern has formed in time. Consumers who have environmental concern and wish to lend a healthy and clean environment to next generations, then started to consider the damages of their products to the nature in a higher degree. Thus, consumers with environmental concern have placed more importance to green products, which do not pollute the nature, use natural resources less, enable recycling, but are environmental friendly. The aim of this study is to investigate the impact of environmental concern on green product purchase intention, and to also investigate the mediating role of environmental attitude on the mentioned impact. Research data were gathered from 410 individuals residing in İzmir city using the face-to-face questionnaire method. Then, the data were tested with Crobach Alpha Method, Test of Normality, Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modeling and Sobel test. Based on research findings, it is observed that environmental attitude has a mediating role on the impact of environmental concern on green product purchasing intention. It is also determined that, environmental concern has a meaningful impact on environmental attitude and green product purchasing intention, and environmental attitude has a meaningful impact on green product purchasing intention.

Highlights

One of the most important issues causing environmental problems is that; wishes, needs and consuption habits of humankind do differ every day with globalization
The aim of this study is to investigate the impact of environmental concern on green product purchase intention, and to investigate the mediating role of environmental attitude on the mentioned impact
Green product purchasing by cosumers who have environmental concern can let green products remain in the market and cause non-green products to decrease in numbers

Summary

Introduction

One of the most important issues causing environmental problems is that; wishes, needs and consuption habits of humankind do differ every day with globalization. The environmental problems have climbed and natural resources have decreased, which led these issues to have more coverage in the media. Activities on this subject have raised awareness among consumers and enabled them to be more careful about the products they use. The sensitivity of consumers towards the environmental problems have increased and consumers are observed to use environmetal friendly products, which are sensitive to the nature through all product phases. As the environmental focus and concentration have increased step by step on consumption, the firms giving importance to this issue are taking care of consumers by satisfying their demands and needs. The number of firms choosing the green path for the products they manufacture has increased by time

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