Green Purchase Intention Research Articles

Does Green-Label Influence Green Purchase Intention, Attitude, Subjective Norms, Behavioral Control, and Willingness To Pay as Moderation?

The purpose of this study was to test and analyze influenced eco-labels, attitudes, subjective norms, and behavioral control on green purchase intention, as well as willingness to pay as a mediator to strengthen the influence green purchase intention (GPI) on green purchase behavior (GPB). The population of this study were Millennials and Gen Z who had purchased green products in Jabodetabek. The number of samples was 181 samples, determined based on Hair's Theory which allows for an unknown population. The sampling technique used nonprobability sampling and purposive sampling. Data analysis used the Least Square Partial Structural Equation Model (PLS-SEM). The results showed that eco-labels did not influence green purchase intention, but influenced green attitude and behavioral control. Conversely, ecolabels did not influence subjective norms. Furthermore, willingness to pay was unable to moderate the influence of green purchase intention on green purchase behavior.

Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products.

This study examines how Green Brand Positioning, Brand Attitude, and Brand Knowledge impact Green Purchase Intention. The independent variables include positioning, attitude, and green brand knowledge, while green purchase intention is the dependent variable, with green brand knowledge acting as a moderator. The research focuses on The Body Shop beauty brand and includes 236 participants. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 21. The results show that green brand positioning positively and significantly influences green purchase intention, as do green brand attitude and knowledge. However, there is no significant difference in the effect of green brand positioning on purchase intention when considering different levels of green brand knowledge.

Exploring Green Consumerism: The Impact of Environmental Knowledge, Social Influence, and Attitudes on Millennials' Purchase Intentions

Indonesia is experiencing a demographic bonus, where millennials make up a significant portion of the productive age population. This demographic shift presents challenges in meeting labour market demands, as well as consumption patterns, particularly concerning sustainable consumption. Simultaneously, environmental issues such as climate change and unsustainable resource usage have become pressing global concerns. Millennials have a crucial role in addressing these challenges by adopting environmentally friendly behaviours, including green product consumption. However, the factors that drive millennials' green purchase intentions, particularly in Indonesia, remain understudied. This study aims to investigate the influence of environmental knowledge, environmental concern, social influence, and attitude on the green purchase intentions of Indonesian millennials. The research employs a quantitative descriptive approach, using purposive sampling to collect data from 150 millennials in Banjarmasin. Data were analyzed using Structural Equation Modeling (SEM) through the Partial Least Squares (PLS) method. The findings reveal that environmental concern indirectly affects green purchase intention through the mediating role of attitude. Additionally, social influence and environmental knowledge have significant positive impacts on both attitude and green purchase intention. The study highlights the importance of enhancing environmental knowledge and leveraging social influence to encourage sustainable purchasing behaviour among millennials. Marketers can use these insights to design effective strategies that promote eco-friendly products to this demographic. Future research could explore other factors, such as perceived product quality and price sensitivity, to gain a more comprehensive understanding of green consumer behaviour.

Understanding the Intention Behind Muslim Consumers’ Decision to Purchase Green Products

The increasing global emphasis on sustainability has significantly influenced consumer behaviour towards green products. However, the specific factors driving green purchase intention (GPI) remain insufficiently explored in the literature. This study examines the determinants of GPI among Muslim consumers in Banjarmasin, focusing on three critical variables: green product knowledge (GPK), plastic ban policy (PBP), and religiosity. A quantitative research approach was utilized, involving data collection through a structured questionnaire administered to 465 respondents aged 18 and older with prior experience purchasing green products. The study employed PLS-SEM with SmartPLS version 3 for the analysis. The results is insignificantly influence GPK on GPI statistically. In a different way, PBP shows a significant effect on GPI, highlighting the effectiveness of regulatory measures to encourage sustainable behaviour. Additionally, religiosity shows a significant positive influence on GPI, indicating that moral and ethical considerations rooted in religious beliefs are crucial in shaping consumer attitudes towards green purchasing. This research enriches the literature by merging regulatory, cognitive, and cultural viewpoints to deepen understanding of green consumer behaviour. It also provides actionable insights for policymakers and marketers to encourage sustainable consumption practices.

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.

The Influence of Green Advertising and Emotional Factors on Green Consumption

The advanced ideas concerning the protection of the environment, the principles of sustainable consumption have underscored the importance of emotions in consumers actions. This essay looks at the effect of green ads and emotions on green purchasing with the aim of improving the application of marketing strategies in sustainability. The emphasis is made on the interdisciplinary framework that examines the connection between green ads and emotional appeals triggering consumers green purchase intentions. The information gathered about the green advertising and the analysis of impact of emotional variables on consuming eco-products is provided through the literature review. The result also suggests that green advertising, green consumption and emotional factors are highly correlated. Positive emotions affect consumer responses and enhance communications leading to making higher purchase of green products through advertising. The use of appeals in green advertising is helpful in the encouragement of green consumption. Future research should incorporate long-term analyses and cross-cultural research to gain a better understanding of the role of affect in green purchasing decisions.

Unveiling the Drivers of Green Purchase Intention in Vietnam: The Moderating Role of Environmental Consciousness and Perceived Consumer Effectiveness

Unveiling the Drivers of Green Purchase Intention in Vietnam: The Moderating Role of Environmental Consciousness and Perceived Consumer Effectiveness

Factors Affecting Green Purchase Behavior Among Undergraduate Students: A Conceptual Analysis

This study focuses on a literature review examining the factors affecting green purchase behavior among undergraduate students. In the modern world the latest technology adaptation, allows consumers to be exposed to such information about product quality and benefits to them and society before going to purchase and consume it. Therefore, many governments and manufacturers take proactive actions by producing more green and environmentally friendly products. With aggressive marketing strategies in targeting pro-environmental consumers, especially the younger generation. However, it could be one opportunity to study among undergraduate students as part of the younger generation who are commonly educated, this group could be a significant group for pro-environmental consumers. There are several factors could be studied such as environmental concern, perceived consumer effectiveness, environmental knowledge, attitude toward green products, willingness to pay, and green purchase intention. This conceptual analysis study can pave the way for developing a framework and further research analysis.

A Study on the Impact of Green Consumption Information Dissemination and Green Concern on Consumers' Green Purchase Intention on Social Media

Social media platforms impact consumer behavior, particularly regarding environmental sustainability. However, the impact of these platforms on promoting green consumption remains unclear, particularly in China. The gap between the widespread dissemination of green consumption information and actual behavioral change raises concerns about the effectiveness of social media campaigns in promoting genuine green consumption practices. A study aims to investigate the relationship between green consumption information dissemination, consumer green concern, and green purchase intentions in urban China. Preliminary findings show that green information significantly boosts green purchase intentions, particularly among younger and university-educated individuals

The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior

Green purchasing behavior refers to the potential of consumers to reduce the impact on the environment and the excessive loss of natural resources in the procurement process as far as possible under the premise of meeting their own needs. This behavior is not only helpful in alleviating environmental problems but also is an important way to achieve sustainable development. However, whether consumers will increase non-green or excessive compensatory consumption behaviors due to the “moral permission” psychological tendency, present after purchasing green products, is an important question in the current research. This study explores the effect of green purchase intention on compensatory consumption behavior, with special attention to the moderating role of pro-environmental behavior in this relationship. With the increasingly severe global environmental problems, green consumption, as a pro-environmental behavior, has gradually become the focus of social attention. By analyzing the relationship between consumers’ green purchase intention and their subsequent compensatory consumption behavior, this study further reveals the important role of pro-environment behavior in the consumption decision-making process.

Who Is Buying Green Products? The Roles of Sustainability Consciousness, Environmental Attitude, and Ecotourism Experience in Green Purchasing Intention at Tourism Destinations

The main purpose of this study was to reveal the relationships between green purchasing intention, sustainability consciousness, environmental attitude, and ecotourism experience within the scope of the theory of planned behaviour. The results of the analysis showed that there are positive relationships between sustainability consciousness, environmental attitude, ecotourism experience, and green purchasing intention. The model was tested using SPSS with 435 survey responses. Tourists with a higher consciousness of sustainability develop positive attitudes toward the environment. Tourists with positive attitudes toward the environment intend to purchase more green products. However, while tourists with more ecotourism experience have stronger green purchasing intentions, less ecotourism experience does not affect green purchasing intentions. This study highlights the critical role of sustainability consciousness in shaping environmental attitudes and behaviours.

Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials

PurposeThe main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.Design/methodology/approachA structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.FindingsThe results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.Originality/valueThere exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.

Deciphering the global research trends and significance of moral intelligence via bibliometric analysis.

Moral Intelligence (MI) as a concept has gained importance in recent years due to its wide applicability in individual, organizational, and clinical settings or even policy making. The present study employed Bibliometric analysis to understand the emerging topics associated with MI and its global research trend. This paper's primary aim was (i) to explore the temporal and geographic growth trends of the research publication on MI. (ii) to identify the most prolific countries, institutions, and authors, working on MI, (iii) to identify the most frequent terminologies, (iv) to explore research topics and to provide insight into potential collaborations and future directions, and (v) to explore the significance of the concept of moral intelligence. Bibliometric analysis was used to understand the emerging topics associated with MI and its global research trend using the SCOPUS database. VOS viewer and R were employed to analyze the result. Through the analysis conducted, the development of the construct over time was analyzed. Results have shown that Iran and the United States and these two combined account for 53.16% of the total country-wise publications. Switzerland has the highest number of Multi-county publications. Authors from Iran and Switzerland have the most number of publications. Emerging topics like decision-making, machine ethics, moral agents, artificial ethics, co-evolution of human and artificial moral agents, green purchase intention etc were identified. The application of MI in organisational decision-making, education policy, artificial intelligence and measurement of moral intelligence are important areas of application as per the results. Research interest in MI is projected to increase according to the results delineated in this article.

A Pilot Study of E-Commerce Consumers' Green Purchasing Intention in China: TPB Perspective

The frequent occurrence of environmental accidents and the heightened awareness of environmental protection among citizens have led to the emergence of green consumption as a social phenomenon. As a major global e-commerce market, Chinese consumers' green purchasing intention contributes significantly to environmental protection. The present study sought to develop pertinent scales utilizing the Theory of Planned Behaviour (TPB), with questionnaires employed to assess the influence of attitudes (A), subjective norms (SN), and perceived behavioral control (PBC) on Chinese e-commerce consumers' green purchasing intention (GPI). A total of 88 valid questionnaires were collected for the pilot study. The results indicated that the kurtosis's magnitude for all latent variables is less than 2, while the magnitude of the skewness is less than 1. This signifies that the data results have successfully passed the normality test. Furthermore, the Cronbach's alpha value and KMO for all variables exceeded 0.8, indicating high internal consistency. The total variance explained (TVE) surpassed 50%, demonstrating a substantial amount of variability accounted for. Additionally, the composite reliability (CR) was higher than the threshold. The value was higher than 0.8, and the average variance extracted (AVE) exceeded 0.5. This demonstrates that the questionnaire successfully underwent reliability and validity assessments. The findings of the pilot study have contributed to the advancement of research in the field of green consumption, offering insights into the prediction of green purchase intentions among Chinese e-commerce consumers.

GREEN IMPACT: EXPLORING THE MOTIVATIONS BEHIND SUSTAINABLE FASHION SHOPPING AND CONSUMPTION TOWARD GREEN APPAREL IN INDONESIA

This research adopts shopping motivation theory (utilitarian and hedonic) as a framework. The aim of this research is to investigate the impact of shopping motivation on consumers’ purchase intentions in the context of environmentally friendly clothing. Data were collected through a questionnaire survey of 185 respondents in Indonesia and analyzed using the SmartPLS v.4.0.0 tool with the SEM (Structural Equation Modeling) analysis. This research shows that utilitarian and hedonic motivations have a positive and significant effect on green purchase intention. Availability of information and special offers also have a positive and significant effect on utilitarian motivation, trends, adventure, and authority, and status. These findings will help managers and practitioners to promote sustainable consumption through environmentally friendly clothing. This can encourage cleaner production and sustainable consumption practices that benefit both the planet and people.

Impact of Environmental Concern on Green Purchase Intention: The Role of Green Brand Knowledge

Impact of Environmental Concern on Green Purchase Intention: The Role of Green Brand Knowledge

Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention

Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention

Product Characteristics and Emotions to Bridge the Intention-Behavior Gap in Green Food Purchasing

Promoting environmentally friendly behaviors is a pivotal strategy in addressing the climate crisis. The food industry’s impact on pollution and resource consumption underscores the importance of fostering eco-sustainable food consumption, which can significantly benefit the environment. However, despite the global surge in green purchase intentions, a noticeable discrepancy persists between these intentions and actual purchasing behavior. This study aimed to investigate the influence of various factors on the likelihood of purchasing green food. An online survey was administered to Italian adult consumers (n = 832, 66% female, aged 18–84 years), collecting sociodemographic data and assessing emotions related to green purchases, perceptions of green food characteristics, intention to buy green food, and frequency of green food purchases. Through cluster analysis, three distinct consumer categories emerged: Coherent Buyers (individuals willing to buy green food and actively doing so), Coherent Non-Buyers (individuals who have no intention to buy green food and do not buy it), and Non-Buyers with Favorable Intentions (individuals expressing willingness to buy green food but not following through with purchases). Results from multinomial logistic regression analysis revealed that several factors influenced the likelihood of being categorized in the other two categories, as opposed to the Coherent Buyers one. These factors included younger age, a lower sense of pride associated with purchasing green products, and considering healthiness, natural content, and eco-sustainability of food less important and familiarity of green food more important. These findings provide valuable insights for marketers and policymakers, facilitating efforts to bridge the gap between green food intentions and behaviors and promote a shift toward a more eco-sustainable dietary pattern.

Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.

Effect of green integrated marketing communication on green purchase intention in indian banking sector

ABSTRACT Despite its size and numerous technical advancements toward eco-friendliness, the Indian banking industry has not effectively communicated its green initiatives to its customers, which has led to a lower level of awareness and misconceptions about green banking. Communication gap, lack of Green Brand Image, reduced Green Brand Equity, lack of Awareness, are amongst several reasons why the outcome of green outreach by banks is not as expected. The originality of this study is to bring out antecedents of a new construct viz Green integrated Marketing Communication (GIMC) and to study the effect of GIMC on Green Brand Awareness (GBA), Green Brand Image (GBI), Green Brand Equity (GBE) and Green Purchase Intention (GPI). Data collected through 432 samples was analyzed by Statistical Package for the Social Sciences and AMOS. Findings revealed positive relationship between the constructs: GIMC, GBE, GBI, GBA and GPI. It was found that, Green Brand Awareness and Green Brand Image plays the role of a partial mediator, in the existing relationship between Green integrated Marketing Communication and Green Brand Equity. Moderating effect of education level of consumers was also found to have positive relation between Green Brand Equity and Green Purchase Intention.