Green Purchase Intention Research Articles

Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour

The study aimed to discover the factors influencing the purchase intention and purchase behaviour of customers for green footwear in the context of Saudi Arabia. The study used the theory of planned behaviour constructs, which was extended with two more variables, environmental consciousness, and health consciousness. It investigated the influence of health consciousness on green purchase intention and attitudes, as well as the influence of environmental consciousness on attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour of the customers. The results were drawn from empirical data collected from 419 respondents in Saudi Arabia by administering a structured questionnaire. The research model investigated the relationships among constructs by using a structural equation modelling approach. The results show that environmental consciousness influenced attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour. On the other hand, health consciousness influenced attitudes but showed no significant relationship with the green purchase intention of the customers. Furthermore, environmental consciousness, perceived behavioural control, attitude, and subjective norms showed a statistically significant relationship with green purchase intention for green footwear; however, perceived behavioural control failed to influence green purchase behaviour. The current study is the first of its kind on green footwear using the theory of planned behaviour. Additionally, this is the first study to be conducted in the context of Saudi Arabia. The originality of the study is reflected in the extension of the theory of planned behaviour model with the two constructs of environmental consciousness and health consciousness.

How does green marketing on social media affect consumers' green purchase intention? Based on the perspective of greenwash and green brand image

As the demand for green consumption increases, brands carry out green marketing activities through social media more and more frequently, which will lead to two distinct effects -- the green brand image and greenwash perceived by consumers. We believe that greenwash, as a negative effect caused by the explosive growth of green marketing on social media, may be inhibited by the positive brand image created by the brand's own green marketing, thus affecting consumers' expected environmental consequences (i.e. green perceived value and green perceived risk), and thus enhancing their green purchase intention. The empirical results of 351 questionnaires show that green brand image can weaken consumers' perception of greenwashing, improve consumers' perceived value of green, reduce their perceived risk of green, and enhance their green purchase intention. Meanwhile, compared with green brand image, greenwash has less influence on green purchase intention. Therefore, we suggest that brands trust the effect of social media green marketing and control the quality of related activities to prevent a large number of low-quality marketing activities from causing the generalization of greenwash.

Factors influencing the green purchase intention among consumers: An empirical study in Algeria

The main objective of the study is to investigate factors influencing the green purchase intention of Algerian consumers using the Theory of Planned Behavior (TPB). Furthermore, it aims to examine the impacts of subjective norms, consumer attitude, environmental knowledge, and green label variable to the consumer purchase intention. The authors proposed the model of TPB that combines three constructs namely attitude, subjective norms, and perceived behavioral control. The subjective norms and consumer attitude variables were directly adopted from the TPB Model. In addition, environmental knowledge and green label variables were added based on the review of the literature. The study was conducted based on the quantitative approach, with data collected through a self-administrated questionnaire that resulted in 350 responses of Algerian consumers from Algiers town. The empirical findings of this study supported only three hypotheses and did not find evidence to support one. Subjective norms, environmental knowledge, and green label variables positively and significantly influenced the green purchase intention, whereas the consumer attitude did not show any significant influence on Algerian consumers’ purchase intention. In conclusion, green label and environmental knowledge were resulted to be the most influential factors that impact the green purchase intention of Algerian consumers. The findings from this study can improve the forthcoming research in related topics and help the marketers develop their Algerian marketing strategies.

Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation

Nowadays, green consumerism is a global trend in the era of the 21st century, prompting businesses to become more environmentally conscious and to build a robust green product range to meet the demands of new customers. This tendency has been aided by social media, which has influenced customers’ buying intentions to be more ecologically responsible. The current study investigates the effects of web-based media on motivation, i.e., egotism and altruism and, subsequently, its effect on the intention of green buying. This paper also attempts to assess the impact of subjective norms on the intention of green buying and, subsequently, its effect on green purchase behavior by incorporating the construct EWOM. Administering the structured questionnaire, 362 young Indian customers’ responses were collected. The Structural Equation Modeling (SEM) approach was applied to test the suggested conceptual model based on empirical research. The findings point to the significance of social media in terms of altruistic motivation, egoistic motivation, and subjective norms, s well as the job of these components as predecessors of green purchasing intention and, subsequently, purchase behavior. The findings also demonstrate the impact of EWOM in influencing buying decisions. The findings of this paper demonstrates that social media, as a well spring of information, contribute pivotal ingredients in the establishment of consumer motivation. These consumer motivations with subjective norms play an essential role in positive green purchase intention. Green buying intention and EWOM had a favorable influence on buying behavior, according to the findings. The findings are important for marketers who would like to improve their social media communication tactics in order to raise customer motivation and buying intention, as well as buying behavior, for green products.

A Systematic Mapping Study on Green Purchase Intention

The purpose of this research is to analyze and identify research that has been conducted within green purchase intention, and to classify the characteristics of this research. The researcher conducted a structured study to search and analyze literature related to this topic. The researcher found 67 primary studies published between 2000-2020 and classified them based on the year of the study, the country of publication, the focus of the research, the locus of the research, the type of research, and the research method. This mapping study provides the first systematic review of the current state of research on green purchase intention. However, the number of high-quality studies available is still limited.

Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value

In response to the dramatic increase in social media usage among the young generation, the patterns of manufacturing and consumption have changed. Social media has altered the green consumption market and completely changed consumer psychology and attitude. The influence of social media on the younger generation’s behavior regarding green consumption through subjective norms and perceived green value is hardly discussed in the earlier literature with special reference to China. This study has the objective to explore the impact of social media on the green purchase intentions of young people in the presence of subjective norms and perceived green value. A survey of 303 young people in China is conducted and multiple statistical techniques are applied to determine the reliability and validity of the data such as the Fisher F test, White’s test, the Durbin–Watson test, the Shapiro–Wilks test, and confirmatory factor analysis. The mediating impact of the variables are explored through the bootstrap method and multiple regression is applied for finding the relationship among dependent and independent variables. The findings of this study reveal that information shared on social media has a positive relationship with green consumption among the younger generation in China. In addition, perceptions about green environment and “subjective norms” have a strong mediating impact on increasing the intentions of consumers for purchasing of green products. Moreover, the occupation of consumers also has a mediating role in moderating the subjective norms regarding green consumption. The findings of the study have theoretical contributions as well as practical implications. It is found that social media has a stimulus role for green consumption among the younger generation to devise their subjective norms and perceptions. The practical implications of the present findings are helpful for policy makers to understand how social media is effective in combatting environmental deterioration in the context of China’s recent economic expansion. The future research may be extended through a splitting sample considering the location of respondents and in terms of responses’ quartiles.

Factors that Influence Green Purchase Behavior by Green Purchase Intention on Green Apparel

This research is aims to confirmation of the influence of TPB (Theory Planned Behavior), willingness to pay and environmental consciousness on green purchase behavior by green purchase intention on green apparel. Respondents are received 343 that contains Y and Z generations from Batam by filled quetionnaires online. Data are analysed by PLS system. Findings of research are attitude has positive significant impact on intention but insignificant on behavior. Subjective norms and perceived behavioral are insignificantly on behavior and intention. Willingness to pay has positive significant impact on behavior but insignificant on intention. Environmental has positive significant impact on intention and ndegative significant on behavior. Green purchase intention has positive significant on behavior and worked as intervening to mediate others variables.

Order matters: effect of use versus outreach order disclosure on persuasiveness of sponsored posts

PurposeA critical step in influencer marketing is influencer outreach, where a brand reaches out to an influencer and forms a partnership. Yet little is known about how factors related to this process might influence the outcomes of sponsored posts. To address this gap, the authors investigated whether, how and when the order of influencers' product use and brand outreach (i.e. use/outreach order) affects post persuasiveness.Design/methodology/approachThe authors conducted three experimental studies. Studies 1 and 2 examined the effect of disclosure type (use-first, outreach-later vs. outreach-first, use-later vs. no disclosure) on consumers' responses to the post. Study 3 investigated the moderating effects of compensation disclosure type.FindingsThe results revealed that when the influencer used the product before (vs. after) being contacted by the brand, consumers had more favorable attitudes about the product and greater purchase intention upon reading the sponsored posts; perceived information diagnosticity mediated this effect. However, this tendency was mitigated if the influencer disclosed the specific monetary payment from the brand.Originality/valueThis research advances understanding of sponsorship disclosure and provides a way to manage its impact on message persuasiveness.

The Mediating Role of Green Purchase Intention between Antecedents of Green Purchase Intention and Consumer’s Green Buying Behaviour: Empirical Evidence in Ethiopia

Today, many companies have accepted responsibility to produce products and “go green”, because they have realized that they can reduce pollution and increase profits at the same time. The primary objective of this study was to investigate the role of green purchase intention as a mediator between antecedents of green purchase intention and green purchasing behavior in the Ethiopian context. Through a comprehensive literature review, the influencing factors of consumers’ green purchase were explored. This study is cross sectional and quantitative in nature. The unit of analysis for the study is green product consumers, and data is gathered through a cross-section survey research technique. Data were collected from five major cities in Ethiopia using self-administered questionnaires and the mall intercept method. Field researchers approached over 500 people over the course of four weeks in five cities and asked them to complete a questionnaire and only 319 completed questionnaires were used for analysis. According to the findings, cognitive factors, green perceived value, green perceived quality, green perceived risk, consumer individual characteristics, green trust, collectivism, environmental advertisement, ecological packaging, high prices for ecological products and consumer spiritual orientation all have a significant positive influence on consumers’ intentions to make green purchases. However, Perceived Behavioral Control; Perceived consumer effectiveness, Environmental Concern, Social Factors and Subjective norm all have insignificant effect on consumers green purchase intention. This study used structural equation modeling (SEM) to test the hypotheses. The results of the study also demonstrated that green purchase intention mediates the relationship between green purchase intention’s antecedents and consumer purchase behavior because indirect effect estimates are higher than direct effect estimates (0.305 > 0.278). The findings of this study will provide orientations for enterprises engaged in green product diffusion and organizations responsible for environmental protection.

Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value

Green is a timely and crucial concept in sustainability; therefore, encouraging both public and private businesses in Malaysia to persistently promote and make attempts to put green practices into effect is similarly crucial. The green industry and its environment are under pressure as a result of its acquisition, which is still occurring at an alarming rate. Using the theory of consumption values (TCV) as the underlying theory, this study explores the potential drivers of green purchases while also analyzing the mediation effect of positive word-of-mouth. Purposive sampling was employed in this study and data analysis was conducted using covariance-based structural equation modeling (SEM-AMOS). Findings from 336 respondents highlight the significance of positive word-of-mouth, emotional value, and epistemic value, as major determinants of green purchase intention. This study offers crucial information that will aid suppliers of green goods in motivating customers to make green purchases by emphasizing high-impact product values. Additionally, the study advocates the promotion of sustainable practices by emphasizing positive word-of-mouth in sparking public interest to make green purchases.

Examining the Theory of Planned Behaviour in Green Purchasing Behaviour – A Case of Millennial’s Consumption of Organic Food

The study aimed to better understand how millennials' attitudes, buying intentions, and behavior related to green products with the help of the theory of planned behavior. The research also looked at the function of green purchase intentions (GPI), a subjective norm (SN), in mediating the affiliation between attitudes toward green products (AGP), perceived control behavior, and green purchasing behavior (GPB). The data was gathered from 256 millennials from Pakistan's twin cities using a well-structured questionnaire. The Smart PLS computer application was used to examine the data by means of the partial least squares (PLS) technique. Additionally, the results revealed that GPI had a notable impact on GPB. The interaction between AGP and GPB was mediated by GPI. Similarly, SN and GPB were also mediated by GPI. Promoting knowledge of the many factors influencing green purchase behavior, the study will assist policymakers and green marketers in formulating and putting into practice initiatives to stimulate green shopping.

Green Marketing and Green Purchase Intention Among College Students of a State University in Bais City

Green Marketing and Green Purchase Intention Among College Students of a State University in Bais City

Peran Media Sosial, Ulasan Daring, dan Kepedulian Lingkungan pada Perilaku Pembelian Green Product

This study aims to analyze the role of social media on the marketing of green products by taking the role of online product reviews, subjective norms, environmental concerns, and green purchase intention on green purchase behavior. This study also involves the role of green trust as a moderating variable of the relationship between environmental concern and green purchase intention The data in this study were obtained through a questionnaire of 122 respondents who were used as samples and analyzed through purposive sampling technique. Using two-stage PLS SEM to analyze data, internal model analysis, and external model analysis. The findings in this study indicate that subjective norms have a major role in influencing the purchase intention of environmentally friendly products. Furthermore, online product reviews and social media marketing have a significant role in influencing the green purchase intention The role of green trust is also significant but is not able to moderate the relationship between environmental concern and green purchase intention.

‘’Role of Green Customer Value, Awareness of Environmental Consequences, Green Brand positioning and Attitude Toward Green Brand in Influencing Green Purchase Intention.’’

Customer demand for green products is increased since awareness of environmental issues prevailing in current era. The main purpose of conducting the research is to measure role of green brand positioning, attitudes toward green brands, green customer values and environmental consequences in influencing green purchase intention. Furthermore, the majority of study in this field concentrated in highly prosperous nations, while there was a paucity of research on the context of green purchase intention GPI in developing countries. The current study fills up this gap in literature by examining factors that influence green purchase intention GPI in Pakistan including Theory of Planned Behavior TPB. According to the study's findings marketing managers must take a firm's green brand positioning strategy into account while creating advertising messages that encourage customers to support the company's green initiatives. A well-implemented green brand positioning strategy can lead to a more promising attitude toward green brand (ATGB) and influence their attitude toward green purchase intention as well as awareness of environmental consequences influence customer intention to buy green products., green brand positioning and green customer value have noteworthy impact on green purchase intention. In this data is collected once as it is cross-sectional study. Research on green purchase intention (GPI) has established significant development in the past years. However, there are still several important aspects in various contextual setting that demand further research. Some other potential predictors are not included in this research due to time and cost restriction. More fruitful results can be achieved by doing longitudinal researches on these variables for more generalizing purpose. 

Touch or click? The effect of direct and indirect human-computer interaction on consumer responses

ABSTRACT This paper examines how input devices of human-computer interaction (HCI) affect consumers’ attitudes and purchase intentions. Across four studies (one study with two secondary data and three experiments), we demonstrate that consumers using direct HCI (touch with fingers) will generate more favorable attitudes and greater purchase intentions than those using indirect HCI (click with a mouse). This effect is mediated by the sense of immersion and moderated by the product haptic importance. Specifically, the sense of immersion significantly mediates the effect of input devices on consumers’ attitudes and purchase intentions for high haptic products. In contrast, the mediating effect of the sense of immersion becomes weaker for low haptic products. These findings make important theoretical contributions to the HCI and touch literature. We also provide some practical implications for firms to improve product evaluations and purchase behavior through human-computer interaction.

Research on the Intention to Purchase of Fabric Saints : Based on the Theory of Consumption Value, Green Purchase Intention, and Green Purchase Behaviour

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.

The mediating role of exogenous shocks in green purchase intention: evidence from italian fashion industry in the Covid-19 era

This work investigates how the COVID-19 outbreak has affected consumers’ green purchasing intention in the fashion industry. It examines how this exogenous shock has influenced the relationship between consumer green purchasing intention and its three relevant antecedents (environmental knowledge (EK), environmental concern (EC), eco-friendly behaviour (EFB)). A survey of 1433 Italian consumers was carried out. The data were analysed through a structural equation modelling method to evaluate the direct and indirect mediating effects of the COVID-19 shock on the relationship between green purchasing intention and its antecedents (i.e., EK, EC and EFB) by considering traditional and online purchasing channels. The results of the model confirmed a positive relationship between green purchasing intention and its antecedents. The COVID-19 pandemic was also found to positively mediate the relationship between green purchase intention and two out of its three antecedents (i.e., EK and EC) in both traditional and online purchasing channels. This paper contributes to the literature on sustainable consumption by assessing magnitude of the relationship between green purchasing intention and its antecedents, and the mediating role exerted by a complex exogenous shock such as the COVID-19 outbreak.

Green supply chain: the impact of environmental knowledge on green purchasing intention

ABSTRACT A growing number of consumers are becoming environmentally conscious in their purchasing decisions, indicating their desire to protect the environment by emphasising products made from sustainable resources. This study investigates the effect of environmental knowledge on purchasing intentions in the Egyptian market, the extent to which the so-called green trust moderates this relationship, and the impact of green perceived quality and green satisfaction as mediation variables. We examine the relationship between these variables using data collected via a questionnaire. A total of 810 were collected in the largest cities of Egypt, and the resulting data were analysed using structural equation modelling. The results indicate there is no significant relationship between environmental knowledge and green purchase intentions; however, green perceived quality and green customer satisfaction significantly mediate the relationship between environmental knowledge and green purchase intentions. Here, we consider environmental knowledge as an independent variable; future studies could use other variables, such as motivation and green culture, to analyse this relationship.

Determinants of green purchase intention in the banking sector

The worldwide climate emergency has made it imperative for financial institutions to adopt a proactive attitude towards sustainable business practices. However, little has been done to develop an integrated framework that would enhance the purchase intention for banks using green initiatives and thus facilitate the green economy. This study summarizes the literature on four constructs – green brand image, green brand equity, green brand trust and green purchase intention – into a framework, has developed five hypotheses, and validated them empirically using structural equation modelling in the Indian Banking sector, thus addressing a very important research gap. The findings reveal a positive relationship between four constructs in the framework with a partial mediating effect of green trust between green brand image and green brand equity. The findings of the study have pertinent theoretical, managerial and social relevance and will benefit researchers, policy makers and stakeholders worldwide to design green banking strategies for a resource-efficient future.

Determinants of CSR and green purchase intention: Mediating role of customer green psychology during COVID-19 pandemic

COVID-19 is a viral disease also comprehended as a coronavirus pandemic that has compelled the world to revisit business strategies to encounter COVID-19 challenges. Over the last decade, ample research has been accomplished on corporate social responsibility (CSR) and circular economy. Nevertheless, a key research gap requires to be filled that how CSR can perform a foremost role in engaging stakeholders like consumers during the COVID-19 era. Drawing from the stakeholder theory, this research endeavors to probe CSR's impact on green purchase intention (GPI) with mediating role of green psychology (GP). Data for the study were gathered from mainland China employing convenience sampling and examined by utilizing SEM (Structural Equation Model). First, the study indicated a direct relationship between CSR and GPI as well as between CSR and GP within three streams, i.e., green trust (GT), green satisfaction (GS), and green perceived value (GPV). It is found that GT, GS, and GPV positively influence GPI whereas the positive mediating relationships of each GP factor were autonomously observed between CSR and GPI, respectively. This research can improve the understanding of the enterprises about consumers and how incorporating green activities may enhance consumers' GPI and GP during the COVID-19 pandemic. This study addresses numerous interesting and insightful implications for strategic management together with certain possibilities for prospective researchers.