Abstract
Environmental degradation caused by the unsustainable consumption behavior of consumers puts a strain on the environment and is hindering sustainable development. One approach is to reduce or change consumption from traditional products to green products to avoid this negative impact and encourage a more sustainable economy. This paper examines the impact of culture over the consumer’s green purchase intention in Jordan by examining the collectivism cultural dimension to the Jordanian consumer and applying attitudes towards green products, subjective norms towards green products and willingness to pay a premium. A conceptual model is developed in this research by linking collectivism with green product purchase intention and applying the effect of attitude toward green products, subjective norms towards green products and WPP to see if these mediators affect the direct relation between collectivism and green product purchase intention. By contacting data from 143 consumers, the result of this study revealed that collectivism plays a significant role in enhancing green product purchase intention and that such a relationship is mediated by attitude toward green products, subjective norms towards green products, and willingness to pay premium.
Highlights
Consumers’ concern about sustainability issues and eco-friendly products has been widely increased in the last decade
We argue that attitude and subjective norms toward green products mediate the positive relationship between collectivism and green product purchase intention
The results revealed that the indirect relationship between collectivism and green product purchase intention through attitude toward green products, subjective norms toward green products, and willingness to pay premium has been reduced (β = 0.07, p
Summary
Consumers’ concern about sustainability issues and eco-friendly products has been widely increased in the last decade. Green consumers reflect the levels of environmentally concerned consumer behavior, as well as impact businesses by improving their public and brand images (Chen, 2010). Past studies about green product purchase intention argued several antecedents that motivate consumer environmental behavior, including individual knowledge about the brand and its green positioning (Suki, 2016), consumer expectations and perception about a company (Nam et al, 2017), consumers environmental concerns (Chaudhary, 2018), self-image congruence with green product consumers (Nguyen & Nguyen, 2020), and customer green product experience (Zahid et al, 2018). Ever since the beginning of this decade, the government of Jordan has been willing to work towards the development of a “green economy” by reasserting the urge to launch a program for
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