Greater Behavioral Intentions Research Articles

Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising

Green consumers increasingly consider animal welfare (AW) in their decision-making, demonstrating a growing awareness of ethical considerations beyond conventional environmental concerns. However, with an increase in greenwashing, skepticism has grown among consumers. Regardless of manufacturers' efforts to enhance consumer awareness via green advertising, consumer skepticism toward these advertisements creates doubt and consequently reduces positive attitudes and intentions to buy green products. This study investigated the variables that impact Vietnamese consumers' decision-making processes toward green beauty care products. Specifically, we focused on the role of AW concerns and skepticism toward green advertising. For this study, we adopted the timulus-response organism (SOR) framework, which is known for its ability to analyze the impact of environmental stimuli (S) on personal perceptions (O), leading to specific responses (R). We elucidated the relationship between concern for AW and green advertising skepticism (GAS) as stimulus factors, green brand trust (GBT) and attitude toward green products (ATT) as organism factors, and three sub-dimensions of behavioral intentions (BI): green purchase intention (GPI), word-of-mouth (WOM), and willingness to pay (WPP) as response factors. We explored the mediating effect of ATT on the relationship between GAS-GPI and AW-GPI. This study involved 386 Vietnamese participants surveyed using convenience sampling. Smart PLS v3.2.9 software was used to analyze the data using structural equation modeling. The hypothesis test using PLS-SEM confirmed that (a) GBT had a positive effect on BI and ATT; (b) ATT had a positive effect on BI; (c) GAS had a negative effect on GBT and WPP, but not on GPI and WOM; and (d) AW had a positive effect on GPI and WOM, but not on ATT and WPP. Surprisingly, this study found insufficient statistical evidence to support the mediating role of ATT in the relationship between GAS-GPI and AW-GPI. This study highlights the importance of integrated advertising and education campaigns in increasing customer awareness toward green products and the significance of comprehending the cultural context when developing marketing strategies, especially in emerging markets such as Vietnam, where environmental concerns are skeptical and AW issues are relatively new. The study delved into the Vietnam market and specifically examined beauty care products labeled as “not tested on animals.” Additionally, we addressed a gap in the existing research by investigating the combined influence of AW concerns and GAS on the formation of green behavioral intentions (GBI).

Preaching to the choir: Do green influencers make a difference?

Green influencers are crucial in promoting sustainable lifestyles, but their impact may vary depending on their audience. Their behavioral effect might be limited if they were mainly “preaching to the choir” of like-minded green followers who likely already consume sustainably. The purpose of this research is to (1) investigate the communication practices of green influencers and their followers as an indicator of their green attitudes (and a potential influencer-follower attitude fit) and (2) understand the effect of consumer green attitudes on their response to green influencer messages. Field data reveal the high influencer-follower fit in green attitudes in that they mostly talk about green topics. Two experiments with real and fictional influencers show the negative implications of this attitude fit: the effect of green influencer posts on consumers’ usage intention is weaker when these consumers have similar green attitudes as the influencers (fit), whereas the effect is stronger when these posts reach a non-green audience (non-fit). This implies that green influencers should focus on reaching a non-green audience when promoting green consumption; alternatively, green behavioral intentions might increase through sustainable messages from non-green (e.g., beauty) influencers.

Fostering green customer citizenship behavioral intentions through green hotel practices: the roles of pride, moral elevation, and hotel star ratings

In the past decade, hotels have increasingly adopted green practices due to heightened customers’ environmental concerns and a commitment to fostering sustainability. While the literature on green hotel practices is abundant, understanding customers’ extra-role behaviors in response to these practices remains a complex and underexplored area. This study, based on social exchange theory, examines how perceptions of green hotel practices boost customer citizenship behavioral intentions (green CCBi). It further explores the mediating mechanisms of pride and moral elevation and the moderating mechanism of hotel star ratings in this association. The proposed hypotheses were tested utilizing a multi-method quantitative approach with data collected from hotel guests in Taiwan. Findings from the survey (N = 407) reveal that green practices have a positive and direct effect on green CCBi and have indirect effects through pride and moral elevation. Furthermore, the impacts of green hotel practices on green CCBi, pride, and moral elevation are stronger for higher-star-rated hotels. These findings are reinforced by the results of the two experiments (N = 492). The insights guide hotel managers and policymakers in crafting more effective green strategies to evoke customers’ positive emotions and voluntary behavior among customers.

Analyzing employees’ green behavioral intention in the hospitality industry: a multilevel model

Analyzing employees’ green behavioral intention in the hospitality industry: a multilevel model

Integrating role of green buildings in achieving carbon neutrality in an era of climate emergency

AbstractThe Intergovernmental Panel on Climate Change recently stated that a swift ecological transition in transport, energy, and construction is required to reach the global emission reduction target. Around 40% of global emissions come from residential and commercial buildings. Therefore, this study developed a green building adoption model based on the Unified Theory of Acceptance and Use of Technology, which encourages firms to implement these novel green building technologies. For this, a survey of 333 respondents from Pakistani construction firms was conducted, and Partial Least Square Structural Equation Modeling approach was applied to validate the study's hypotheses. The findings showed that green building adoption provided invaluable insight by showing the strong associations between green building environmental concern, green building performance expectancy, green building effort expectancy, green building social influence, and green building innovation cost with green building behavioral intentions. Likewise, the findings also showed that green building behavioral intentions play a significant mediating role between the adoption of green buildings and its factors. The findings from this study suggest that intentions to engage in green building activities have a strong direct and mediating effect on green building adoption. Furthermore, the moderating effect of firm size demonstrated the significant differences between small, medium, and large firms size. Based on the study’ findings, the green building adoption model provided novel insights for governments and concerned stakeholders, including construction firms, to adopt green buildings for carbon neutrality in this era of climate emergency.

Explore the intention to use environmental friendly products of young people in Ho Chi Minh City through expanding the theory of planned behavior

Environmental sustainability is one of the key factors for socio-economic preservation and development. This depends a lot on consumer behavior in modern society. The main purpose of the research is to explore the factors that influence the consumption behavior of environmentally friendly products among young people. This study has expanded the Theory of Planned Behavior (TPB) by two antecedent factors determining consumer attitudes toward environmentally friendly products: green perceived value and environmental knowledge. Empirical research was conducted on young people (gen Z) to gain a better understanding of their green consumption behavioral intentions. Qualitative research methods have proposed theoretical models, corrected scales and quantitative research have provided to test measurement models and theoretical models. The findings show that the green perceived value scale is a multidimensional scale and the scales in the research model are confirmed to be valid and have high measurement reliability. Besides, testing the research model using Structural Equation Modeling (SEM) also confirmed that the two expanded factors of the TPB model (green perceived value and environmental knowledge) have a positive impact on green consumption attitude and green consumption attitude is also the factor that has the strongest impact on young people's green consumption intention. In addition, the factors subjective norm and perceived behavioral control are also confirmed to have a positive impact on green consumption intention.

Green influencer marketing: conceptualization, scale development, and validation: an application to tourism products

This study aims to conceptualize the green influencer marketing (GIM) and to develop a GIM scale for its measurement. To achieve this goal, this research used a sequential exploratory mixed-methods design. In this context, qualitative study and quantitative studies were carried out, respectively. Study 1 included qualitative study, while study 2, 3 and 4 included quantitative studies. In the study 1, the social media posts of 14 green influencers were subjected to the content analysis to provide an operational definition of the GIM. With this content analysis, green influencer marketing and its sub-factors, which are environmentally friendly product-oriented influence and environmental sustainability-oriented influence, were conceptualized and a 15-item pool was obtained. Quantitative data for study 2, 3 and 4 were collected from participants who followed at least one of the 14 green influencers. In the quantitative studies, multiple waves of data collection were used. In the study 2, the item pool was purified and refined with the help of quantitative research. Thus, a scale consisting of 2 dimensions and 8 items was obtained (n:100). In the study 3, the factor structure of the scale was confirmed through the test-retest method (n:202). In the study 4, the research model hypothesized using the Stimulus-Organism-Response (S-O-R) Theory was tested to ensure the nomological validity of the scale (n:321). The research model built for nomological validity consists of GIM, perceived fit with personal interests, green behavioral intention, and environmental consciousness variables. GIM was measured using an 8-item and two-factor scale developed in this study. Perceived fit with personal interests was measured using a three-item scale adapted from Casaló et al. Green behavioral Intention was measured using a four-item scale adapted from Jain et al. An eight-item scale developed by Huang et al. was utilized to measure environmental consciousness. According to the findings, environmentally friendly product-oriented influence and environmental sustainability-oriented influence significantly predicted behavioural intention towards green tourism products. As a result, this research makes a valuable contribution to the literature by conceptualizing the GIM and developing its scale.

Impact of green factors on undergraduate students’ green behavioral intentions: A hybrid two-stage modeling approach

Consumers' unsustainable behavior contributes to environmental degradation and impedes sustainability. Using green products is one way to reduce this effect and promote environmental growth. Therefore, this study aims to investigate the green factors that impact young customers' behavioral intentions regarding green products. For this purpose, the researcher designed a research model based on the expanded theory of planned behavior (TPB). The study adopted a two-stage, hybrid model using partial least square-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to evaluate and validate the results. A sample of 382 undergraduate students was gathered using a convenience sampling approach. The results reveal that green TPB perception (GTP), green price sensitivity (GPS), green product trust (GPT), and green product value (GPV) are significantly and positively correlated with green behavioral intention (GBI). This study's main contribution is adding a brand-new higher-order construct, GTP, in the environmental and marketing literature and validating its effect on GBI. Again, environmental awareness moderates the association between GPS and GBI. Furthermore, the NCA's findings indicated that these variables are necessary to various degrees for students' GBI. Decision-makers may use the study's insights to create successful regulations to better understand young customers and develop appropriate green initiatives for sustainable development.

Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention

AbstractDaily green products have gained growing awareness in recent years. Perceived values of consumers are crucial for companies to promote the formation of holistic value of green products to consumers. In addition, understanding different motivation types of consumers to adopt green purchase behavior is critical. To answer the research call to better conceptualize green purchase intention, this study aims to investigate how consumers' perceived values influence different motivation types, and in turn, affect their green purchase behavioral intention. An extended research model by integrating customer value theory (CVT) and self‐determination theory (SDT) is developed to explain green purchase behavioral intention. Three hundred and five participants were recruited, and the findings were analyzed using partial least square structural equation modelling (PLS‐SEM). Results suggested that the three perceived values (i.e., emotional value, functional value, and relational value) significantly predict perceived green product value, while perceived green product value predicts four types of regulations (i.e., external regulation, introjected regulation, identified regulation, and integrated regulation). Results also showed that autonomous motivation (i.e., identified regulation and integrated regulation) significantly predicts green purchase intention. These findings provide theoretical implications to SDT and customer value theory in the field of green business strategy management and practical implications to green businesses and governments.

Behavioral Intentions of Bank Employees to Implement Green Finance

To understand the behavioral intentions of bank employees to implement green finance, this study explores the impact of attitude, subjective norm, and perceived behavioral control on behavioral intention based on the theory of planned behavior. In addition, this study also examines whether internal measures have moderating effects on the relationship between attitude, subjective norm, perceived behavioral control, and behavioral intention. By collecting 123 questionnaires from 18 September 2022 to 18 October 2022, this study uses hierarchical regression to discuss the aforementioned issues. In order to avoid the possible bias of the regression model, the variance inflation factor (VIF) is applied to detect multicollinearity problems. The empirical results of this study find that bank employees’ attitudes, subjective norms, perceived behavioral control, and internal measures to implement green finance have a significant and positive impact on behavioral intention. In addition, the coefficients of VIF in all regression models are smaller than 10, indicating that the multicollinearity problems are not serious in this study. Therefore, our inferences are not affected by correlations between independent variables in the regression model. The research finding also shows that the interaction effects of internal measures and attitude, subjective norm, and perceived behavioral control do not have a positive moderating effect on behavioral intention. The implications of this study are that it can be provided as a reference for the banking industry to help them to improve the comprehensive thinking of employees in the implementation of green financial behavioral intentions.

Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices

Within the theoretical field of ethical consumption, the study focuses on consumer behavior and innovative green death practices. While scarcely investigated in the marketing and consumer behavior research domains, at least four main reasons spur to consider the funeral industry as an interesting subject of enquiry: i) the sector boasts of a significant economic relevance; ii) it is extremely impactful from an environmental and social point of view; iii) it is witnessing interesting innovative processes in the direction of social and environmental sustainability; iv) consumer movements are rising all over the world asking for more sustainable death practices. Thus, adopting an augmented version of the theory of planned behavior (TPB), which includes individuals’ environmentally responsible consumption, and egoistic and altruistic environmental concern, the study investigates behavioral intention to adopt innovative green death practices (a green funeral) of people belonging to three different generations: X, Y, and Z. A purposive sample of 627 Italian people participated in an online the survey. Collected data were analyzed adopting an ordinal logit model. The results confirm the TPB predictive power also in the field of green funeral behavioral intention. Furthermore, environmentally responsible consumption and environmental concern – even though only in its altruistic component – positively influence behavioral intention, and generation exerts a moderating effect among the examined constructs. Overall, the research attempts to enrich the literature on ethical consumption by exploring the underinvestigated phenomenon of buying behavior of unsought and end-of-life products, that of green funerals, and provide managerial recommendations to funeral service sellers.

Mechanism of attitude, subjective norms, and perceived behavioral control influence the green development behavior of construction enterprises

The green development behavior of construction enterprises is an environmental behavior that contributes evidence from construction enterprises to the field of resource recycling and environmental protection. Revealing the mechanism of green development behavior of construction enterprises has become the key to guide construction enterprises to adopt green development behavior and improve the level of green development. However, existing studies on the mechanistic discussion of green development behavior of construction enterprises do not reach a consensus. In order to reveal the mechanism of the green development behavior of construction enterprises, this study examines how the green development behavior of construction enterprises is influenced by factors based on the Theory of Planned Behavior. Using partial least squares structural equation modeling (PLS-SEM), this study analyzed 306 questionnaire data points from construction enterprises in 28 provinces (cities) across China. The main conclusions are as follows. (1) Attitudes, subjective norms and perceived behavioral control have significant positive effects on the green development behavioral intentions of construction enterprises, with attitudes being the strongest predictor. (2) Intention intermediates the relationships between attitude, subjective norms, perceived behavioral control, and the green development behavior of construction enterprises to varying degrees. (3) Regional green development level and enterprise size positively moderate the four groups of the relationship between attitude, subjective norms, perceived behavioral control, intention and green development behavior of construction enterprises. This study provides theoretical guidance for promoting green transformation and upgrading construction enterprises and helps the construction industry achieve a balanced mode of development that supports both economic growth and environmental protection.

Exploring the Relationship between Green Human Resource Management and Green Creativity: The Moderating Influence of Green Behavioral Intention

The research's goal was to investigate how green human resource management promotes the growth of green creativity through the mediating role of individual green values and green psychological climate. Green behavioral intention work as a mediator in the connection between green human resource management and green creativity. Quantitative research was done in Pakistan to cover this issue. A questionnaire was used to collect the data from 450 respondents, including government officials, workers from the private sector, and firm leaders. The suggested framework for this research uses SPSS to generate statistical results such as demographics, reliability, descriptive statistics, and correlation. SmartPLS 4 was used to apply the SEM-Structured Equation Model approach to the provided framework. Green human resource management characteristics, individual green values, green psychological environment, green behavioral intention, and green creativity were shown to have a substantial positive correlation. Discussions and potential ramifications are presented after the conclusion of this paper.

A Study of the Integrated Model with Norm Activation Model and Theory of Planned Behavior: Applying the Green Hotel’s Corporate Social Responsibilities

This study investigated the structural relationship between the green behavior of green hotel users by integrating and applying green corporate social responsibility (GCSR), the norm activation model (NAM), and theory of planned behavior (TPB). The survey targets were customers who have visited green hotels at least 1–2 times in the past two years and completed an online (mobile) self-written Google survey. In addition, to increase the validity of the research hypothesis of this study, the definition of green hotel CSR was simply explained for understanding before the survey began. Four hundred and fifty surveys were distributed for a month from 15 October 2022, and 386 samples were used for final analysis, excluding non-response, and SPSS and Amos programs were used for the analysis. The analysis results of the research hypothesis are as follows. In the process of GCSR on the green behavior of hotel users, the relationships between awareness of consequence (AC), ascription of responsibility (AR), and personal norm (PN) of NAM were all found to have a significant effect. Therefore, H1a–d are supported. Additionally, in the context of another theory, TPB, in the process of GCSR on the green behavior of hotel users, the study verified the relationship between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) of TPB. However, GCSR has no significant effect on PBC, so H2c was rejected, and PBC has no significant effect on green behavioral intention (GBI), so H4c was rejected. Finally, subjective norm (SN) as a variable of TPB was found to have a significant positive effect on PN as a variable of NAM. Thus, H3 was supported. This study intends to present useful basic evidence by providing academic and practical implications for establishing the management strategy of hotel companies.

Green management practices and trust for green behavioral intentions and mediation of ethical leadership. An attribution theory perspective in tourism

PurposeThis study aims to examine the mediated effect of ethical leadership between trust based on commitment and compliance-based practices and green behavior intention in tourism sector organizations.Design/methodology/approachThe existing research in sustainability lacks the effects of leadership types on green management practices. This study uses a quantitative method through survey to determine this effect. Data collection is undertaken on the questionnaire formulated from existing studies. The collected data is analyzed with SmartPLS through measurement and structural model assessment for hypothesis confirmation.FindingsThe findings of the study reveal that ethical leadership does strengthen the relationship between trust and green behavior intention when trust is formed on commitment-based practices in comparison to compliance-based practices.Research limitations/implicationsThe study contributes to the attribution theory and its application in sustainability studies by showing that both commitment-based and compliance-based practices help shape the individual trust in an organization which resonates with the assumption that an organization’s seriousness to respond to sustainability issues forms the employee’s trust in the organization. On the practical side, this study provides guidelines for the organizations in tourism industry to demarcate the environmental management activities between compliance and commitment-based practices for better outcomes.Originality/valueA gap is found in sustainability literature where leadership-type effects are rarely explored in green behavior intention formation. To determine the impact of ethical leadership on the relationship between green management practices and green intention behavior, attribution theory is used as a basis combining social responsibility and tourism organizations. The relationship between green management practices and ethical leadership is a novelty by evaluating the compliance-based and commitment-based practices individually to determine their effect on green behavior intention.

Green Marketing Versus Demarketing: The Impact of Individual Characteristics on Consumers’ Evaluations of Green Messages

Green demarketing is defined as a marketing technique that promotes a brand as environmentally friendly and health conscious by moderately lowering product consumption. Even though the influence of demarketing techniques have previously been explored, how personal characteristics influence customers’ green behavioral intentions under the effects of green demarketing remains unknown. This study explored whether the effectiveness of a demarketing technique varies based on customers’ skepticism (high vs. low), gender (male vs. female), age (young vs. old), and income level (high vs. low). Therefore, four 2 × 2 between subject designs were used, and the median split method was adopted to determine participants’ level of green skepticism and age. The results confirmed significant relationships for green skepticism, age, and income level in response to message type. The study also identified implications for effective marketing communications regarding green marketing and demarketing strategies in the foodservice industry.

GENERATION Z CONSUMERS’ GREEN FOOD CONSUMPTION INTENTION

The study aims to provide food businesses’ guide in formulating green food marketing campaigns. The study is anchored in the theory of planned behavior. The study used awareness of green foods as an extension variable. The research design is quantitative with descriptive, exploratory, and explanatory nature. It used descriptive statistics, exploratory factor analysis, Pearson r correlation, and multiple linear regression for data analysis. The Generation Z of Laguna, Philippines was highly aware of the features of green foods as healthy, quality, and environmentally safe foods. The attitude was found to be the most significant predictor of participants’ green food consumption behavioral intention. Managers are suggested to draw insights from the study in formulating a green food marketing campaign to encourage Generation Z consumers to consume green foods. Though convenience sampling limits the generalizability of the results, managers are still expected to benefit from the analytical generalizations that can be generated from the study.

The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach

With the growing awareness of the climate change effects, hotel customers progressively intend to favor green products and services that minimize adverse environmental effects. The key factors affecting customers' green behavioral intentions in the hospitality industry context are still under research. Accordingly, this study primarily aims at empirically investigating the nexus between green perceived quality (GPQ), green satisfaction (GS), green trust (GT), and customers' green behavioral intentions (CGBIs) in a sample of five-star eco-friendly hotels in Egypt. More specifically, the study first endeavors to investigate the direct impact of GPQ on GS, GT, and CGBIs besides exploring the direct impact of GS and GT on CGBIs in addition to examining the potential effect of GS and GT as mediators in the nexus between GPQ and CGBIs. To achieve the study's aim and associated objectives, a self-administrated questionnaire was developed and distributed to a convenience sample of local guests staying at certified five-green star hotels. A total of 500 questionnaires were distributed, and only 304 valid forms, representing 60.8%, were used in the statistical analysis. Seven hypotheses, reflecting the direct and indirect relationships between study constructs, were examined by using Structural Equation Modeling (SEM) with bootstrapping technique. The study findings revealed that GS, GT as well as CGBIs are significantly positively affected by GPQ, respectively. Furthermore, GT and GS have a significant positive effect on CGBIs. Moreover, GT as well as GS partially mediate the nexus between GPQ and CGBIs. From the previous findings, it could be concluded that the increase in investment in enhancing GPQ significantly contributes to the improvement in GS, GT, and CGBIs. Additionally, the higher the GT, GPQ, and GS, the greater the revisit intention to green hotels, positive green word-of-mouth (GWoM), and intention to pay a premium for staying in environmentally friendly hotels. As a result, for enhancing CGBIs and sustaining a customer-hotel long-term relationship, hotel operators should make efforts towards maintaining GT, improving GPQ, and increasing customers' GS as key predictors of CGBIs in the hotel industry context.

A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults

Understanding young adults’ green behavior and its antecedents are critical in consolidating the worldwide environmental product market. The aim of this research is to study the effects of green self-identity and perceived product value on the green behavioral intentions of young adults, considering the role of individual’s values and peer influence as antecedents of green self-identity. The study develops and tests a theoretical framework using data of US and Mexican young adults. Green self-identity and green product values positively impact behavioral intentions. In addition, green peer influence and personal values, specifically social and environmental values, affect green self-identity. Practitioners should meet young adults’ product value expectations and appeal to their green-self-identity. A post hoc analysis indicates the model holds for both markets despite their cultural differences. However, analysis indicates differences in the mean of green self-identity and behavioral intentions between the two markets that future studies may address.

Are co-created green initiatives more appealing than firm-created green initiatives? Investigating the effects of co-created green appeals on restaurant promotion

This study investigates how co-created green appeals influence restaurant customers’ green behavioral intentions. Using a quasi-experimental design, this study investigates the effect of appeal type (i.e., co-created vs. firm-created) on customers’ green behavioral intentions and the two-way interaction between appeal type and customers’ green involvement. The study also examines how customers’ perceptions of restaurants’ green reputations moderate the joint effects between appeal type and customers’ green involvement. To explain the effects of co-creation appeal, the study identified a mediator (i.e., a restaurant’s perceived green innovativeness). The results reveal significant effects of appeal type; the two-way interaction between appeal type and customers’ green involvement; and the three-way interaction among appeal type, customers’ green involvement, and restaurants’ green reputations. The mediating effect of the perceived green innovativeness of restaurants was also confirmed by the results of this study. The study offers helpful suggestions for restaurant practitioners to develop effective green marketing strategies.