Abstract
An increasing number of people and organizations have become aware of global warming and environmental deterioration and have become engaged in socially responsible activities to save the Earth. However, a comprehensive model that integrates the antecedents, mediators, and moderators of green adoption is yet to be developed. In this study, a comprehensive research model was developed that incorporates a stimulus-organism-response (S-O-R) model, consumption value theory, and value–belief–norm theory. A quantitative approach was adopted to collect data from customers who had experience with green purchasing in Taiwan. The empirical findings reveal that the influence of green marketing activities on three mediators—consumers’ environmental attitude, consumption values, and personal norms—is significant. These three mediators have a significant impact on consumers’ innovative green adoption. Thus, a full meditation effect is found, suggesting that marketers should increase their focus on promoting innovative green adoption through environmental attitude, consumption values, and personal norms. The findings of this study may help academicians in conducting further theoretical validation and professionals in developing applicable marketing strategies to promote green adoption.
Highlights
Globalization has considerably enriched the growth of the world economy; many economic activities have damaged the global ecology and environment
Nations [1] proposed 17 Sustainable Development Goals (SDGs) and 169 targets to identify the extent of the agenda for worldwide sustainable development
Following the S-O-R model, this study proposes that an external stimulus may affect consumers’ perception (O), which further triggers an emotion that generates a response (R)
Summary
Globalization has considerably enriched the growth of the world economy; many economic activities have damaged the global ecology and environment. People have gradually become aware of the importance of sustainability for society. Nations [1] proposed 17 Sustainable Development Goals (SDGs) and 169 targets to identify the extent of the agenda for worldwide sustainable development. Green consumerism has become a major trend internationally. It encompasses eco-friendly production and packaging, energy conservation, recycling, energy-efficient appliances, and renewable and proper waste disposal. In the past two decades, the literature on green consumption has covered the relationships between motivation, attitude, behavior, and environmental constructs [2]. Green marketing and perceived social responsibility have become major issues in promoting consumers’ purchase intention and adoption [3,4]
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