Green Behavior Research Articles

Employee Responses to (In)Congruence of Green Behavior in Team: An Impression Management Perspective

Employee Responses to (In)Congruence of Green Behavior in Team: An Impression Management Perspective

Getting What You Want or Backfiring? Green Transformational Leadership and Employee Green Behavior

Getting What You Want or Backfiring? Green Transformational Leadership and Employee Green Behavior

Factors influencing customer purchase behavior through purchase intention on green cosmetic product

Introduction: The cosmetic industry provides several plastic packaging problems for the environment. It has been shown that 120 billion units of packaging are produced annually by the global cosmetic industry. Campaigns for environmentally friendly products for cosmetic packaging are growing. This study aims to determine the effect of plastic packaging on the environment. Methods: Research on environmentally friendly cosmetic products was conducted by distributing online questionnaires distributed through online platforms. The total respondents of the questionnaire were 215 generation z people who were then analyzed with PLS-SEM. Findings: The results showed that personal norms have a significant effect both directly and mediated by green purchase intention on green purchase behavior. Conclusion: However, environmental concern does not have a significant effect, even though it has been mediated by green purchase intention on green purchase behavior in environmentally friendly cosmetic products in Indonesia. Novelty/Originality of this study: This study explores the factors influencing the purchasing behaviour of eco-friendly cosmetic products among Indonesian Generation Z and reveals the critical role of personal norms in driving sustainable consumption. This study provides valuable insights for the cosmetic industry in developing effective marketing strategies for eco-friendly products.

From intention to action: How environmental setback perception mediates green purchase behaviour

This research explores the interaction between perceptions of environmental degradation during the pandemic and their subsequent effect on eco-conscious purchasing activities. This study constructs a theoretical framework by combining insights from established behavioural and consumption value perspectives. We analyse responses from 390 participants and utilize structural equation modelling to validate our model. The main findings indicate that participants believed the environmental conditions deteriorated during the pandemic, a perception that mediated the link between intentions for green purchasing and actual purchasing actions. The study also examines the model results by the individual differences in age and gender. Furthermore, except for functional value price, most consumption values resulted statistically significant on attitudes towards green purchasing. These insights are pivotal, providing relevant implications for the fields of marketing, sustainability, and policymaking, elucidating novel determinants for consumer's eco-friendly purchasing intentions and behaviours in a post-pandemic scenario. Comprehending these novel determinants is crucial for establishing effective strategies to encourage sustainable consumption patterns and to mitigate potential setbacks in forthcoming crises.

TAXONOMY IN RETAIL. HOW DID THE COMPANIES COMPLY WITH THE LEGISLATION?

Every day we face the effects of pollution on our daily existence. We are exposed to advertising promoting the green behavior of retailers, but we have no certainty as to the veracity of this information. Thus, the question that was the basis of this research refers to how we can identify businesses or companies that carry out sustainable activity. In support of consumers, there is the legislative framework, which, through the taxonomy directives at the level of the European Union, mentions the objectives that a company must fulfill to be considered as having a sustainable character. In carrying out this scientific approach, we undertook a documentary research on the sustainable behavior of retailers in the field of fast-moving consumer goods (FMCG). We identified the most important companies on the market (the top three) and followed how the sustainability reports they make available to the public include the legislative provisions and the reporting required by them. The results obtained highlighted the fact that, by the legislation, the aspects related to the first objectives of the taxonomy are mentioned, but no additional information is provided regarding the expenses resulting from the sustainable activities that the companies carry out. Among the objectives of this scientific approach is the identification of how the companies complied with the legislative provisions and the analysis of how they materialized. Following the research undertaken, it could be observed that the most common, in sustainability reports, are the measures undertaken by companies to adapt to environmental changes and the actions undertaken to protect them.

Investigating Eco-Awareness and Green Human Resource Management: A Correlational Study on Sustainability and Workplace Performance

The main aim of this research project was to make everyone environmentally conscious, increasing the overall productivity, reducing the cost, increasing the efficiency and productivity of employees and sustainability. Moreover, it helped to implement green resource management at the workplace for employees to prioritise and protect the environment. Many variables were taken into consideration for the study. That included 1. Green Human Resource Management, 2. Green Purchase Intention, 3. Workplace Environment, 4. Motivation, 5. Performance, 6. Social Support, 7. Stress, 8. Job Satisfaction, 9. Voluntary Green Behaviour, and 10. Environmental Concern in a sample of 151 participants. The research used the theory of planned behaviour to look at how certain things are related. They used surveys with a 5-point Likert scale to measure these factors. The study included adults over 18 from different backgrounds. The gathered data underwent analysis through JASP, including descriptive analysis, t-tests, ANOVA, and correlation tests. The result shows that age is linked to job satisfaction and green organisational identity; area of residency is linked to environmental concern: and gender is linked to social support and stress.

Mechanisms of Media Persuasion and Positive Internet Word-of-Mouth Driving Green Purchasing Behavior: Evidence from China

As environmental issues intensify, sustainability development is becoming mainstream, with environmental topics gaining increasing attention in the media and online. Shifting consumer behavior in China toward green purchasing is crucial for mitigating environmental pollution and achieving sustainable, low-carbon consumption. This study constructed a theoretical model combining media persuasion (MP) and positive internet word-of-mouth (PIM) with green purchasing behavior (GPB), based on the Stimulus–Organism–Response (SOR) and persuasion theories, to explore consumer responses to environmental information campaigns. A total of 357 valid samples were collected through an online questionnaire survey and subjected to analysis using the structural equation model (SEM). The results indicate that MP, PIM, and environmental attitude (EA) significantly influence GPB. Specifically, EA partially mediates the relationship between MP, PIM, and GPB, while environmental knowledge (EK) negatively moderates the relationship between independent variables and EA. Additionally, EK moderates the mediating effect of EA. The findings highlight that the effective implementation of MPs and PIMs can facilitate the creation of positive EA, which stimulates consumer GPB. This is essential for promoting sustainable consumption. This research contributes to sustainability by providing insights and practical suggestions for developing green marketing strategies that support environmental goals.

Theory of Planned Behavior on Green Marketing Influence to Green Purchase Decision

This study investigates the correlation between green marketing and consumer buying behaviour, with a specific focus on Garnier Men consumers in Semarang. A total of 162 participants, who were well-acquainted with Garnier Men products and had knowledge of green marketing, were chosen using purposive sampling. The study utilises Structural Equation Modelling (SEM) with AMOS 24.0 software to analyse the data. The key findings suggest that green marketing has a considerable impact on consumer attitudes and subjective norms, but it does not have a direct effect on green purchase decisions. Attitudes, subjective standards, and perceived behavioural control were identified as key factors influencing green purchase behaviour. The report emphasises the necessity for organisations to prioritise these variables instead of exclusively depending on green marketing methods. Furthermore, the study emphasises the significance of providing concise and easily understandable information regarding the environmental effects of products. The research, however perceptive, is constrained to a particular demographic and product line, indicating that future research should encompass a wider array of age groups, professional backgrounds, and product categories in order to improve its generalizability.

Internet development, information availability, and Chinese enterprises’ cooperative green technology innovation

Cooperative green technology innovation is potentially the answer to the lack of motivation for independent green innovation, which can effectively alleviate many difficulties faced by enterprises engaging in independent green innovation. Internet development provides new opportunities to stimulate innovative cooperation of enterprises. However, little literature has studied the impact of Internet development on enterprises' cooperative green technology innovation. Based on the data of Chinese A-share 3284 listed companies from 2010 to 2019, this paper uses a panel two-way fixed effects model to assess the effect of Internet development on enterprises' cooperative green innovation. The findings are: (1) Internet development significantly drives firms' collaborative green innovation behavior. The result remains robust even after performing a series of robust tests. (2) The Internet empowers green innovation cooperation among firms by improving information availability, including market information availability and technical information availability. (3) The heterogeneous results show enterprises use the Internet to accomplish high-quality collaborative green innovation. Internet development is more helpful in encouraging the cooperative green innovation of enterprises located in central cities and state-owned enterprises. This study provides novel and targeted policy implications to empower enterprises’ green innovation cooperation and drive sustainable economic development through Internet development.

Perceived greenwashing and employee green behavior: The roles of green organizational identity and self‐serving leadership

AbstractGreenwashing has become a common way in which many enterprises address expectations related to corporate social responsibility. As an abnormal and fake type of social responsibility behavior, greenwashing causes many problems, thus highlighting the importance of exploring the impact of corporate greenwashing. However, previous studies have mainly examined the impacts of greenwashing on enterprises, industry, and society, and the impact of greenwashing on individual employee behavior, which is important with regard to the sustainability of the enterprise, remains limited. The main purpose of this study is to explore how perceived greenwashing affects employee green behavior (EGB). Based on the stimulus–organism–response theory and social cognitive theory, a two‐wave survey was conducted to investigate 232 Chinese enterprise employees. The impact of perceived greenwashing on EGB was analyzed. The mediating role of green organizational identity (GOI) and the moderating role of self‐serving leadership in this context were examined. The results reveal that perceived greenwashing is negatively related to EGB. Furthermore, GOI mediates the direct relationship between perceived greenwashing and EGB. Self‐serving leadership weakens the positive relationship between GOI and EGB. This study thus develops a theoretical model of greenwashing and EGB. It also provides empirical evidence that can support attempts to promote EGB.

Sustainable mobility and sports tourism: applying the theory of planned behaviour to football supporters

ABSTRACT Today, the importance of sustainable tourism has become a global issue. Sport tourism is a relatively recent area of focus, and football tourism is probably the most popular in leisure sport travel. Sustainable mobility is vital to reducing the environmental impact of sport tourism. Since attending football matches has a significant impact in terms of travel, this study investigated football spectators’ behaviours in relation to sustainable mobility. By administering approximately 1,500 questionnaires to French football supporters, this study explored what affects supporters’ decisions regarding mobility options. Based on the theory of planned behaviour, this study investigated the individual behaviour resulting from intentions, which in turn is influenced by attitudes, subjective norms, and perceived behavioural control. This study also considered the role played by other internal factors, such as environmental concerns. Using structural equation modelling, the results highlight that supporters’ attitudes and opinions, and their perceived control of the behaviour and society’s subjective norms influence their behavioural intention in relation to adopting sustainable mobility actions. This study recognizes the strong willingness to adopt green behaviours among football supporters, which football organizations and tourism actors should support.

Leader Fault Tolerance and Employees’ Green Silent Behavior: The Mediating Role of Psychological Ownership and Moral Disengagement

Leader Fault Tolerance and Employees’ Green Silent Behavior: The Mediating Role of Psychological Ownership and Moral Disengagement

How public opinion of food safety affects green food purchase intentions: The mediating role of insecurity and the moderating role of green label trust

Widespread public opinion of food safety (POFS) has exacerbated consumer concerns about food safety and health, then driving consumers to purchase green food. However, the mechanisms at play in such concerns to consumer behaviour towards green food consumption have not explored, especially in the environment of social media. To fill up this gap, this research adopted a sequential two-stage mixed-methods approach to identify and examine the effects and mechanisms of public opinion of food safety on consumers' green food purchase intentions. In the initial qualitative research phase, the public comments on the microblogging platform was analyzed and we identified four top hot topics: public opinion of food safety, insecurity, green label trust (GLT) and green food purchase intentions (GFPI) based on text mining. In the quantitative phase of the survey-based research, we introduced the protection motivation theory and the hyper-attention cognitive model to construct a conceptual model. Based on this conceptual model, we conducted an empirical test with 1087 online questionnaires. The result showed that POFS had a significant positive effect on consumers' GFPI; consumer insecurity mediated the relationship between POFS and GFPI, and GLT played a moderating role between them. This study illustrates a psychological mechanism by which public opinion of food safety motivates consumers to switch to green food and provides new insights into green food consumption behaviour. It is an essential reference for encouraging green food consumption and promoting sustainability in the food industry.

Power versus morality: uncovering the underlying mechanisms of consumer response to perceived visual sustainability in package design

Purpose Visual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there is a research gap regarding divergent responses of consumers to perceived visual sustainability. This research aims to close this gap by providing deeper insights into the underlying mechanisms of perceived visual sustainability in package design. As a boundary condition, this work also investigates gender differences in response to a design’s visual sustainability. Design/methodology/approach To explore the mediating influences of cognitive (i.e. a product’s gentleness and power) versus emotional (i.e. moral satisfaction) attributes as well as the role of consumer gender in the perceived visual sustainability–purchase intention relationship, the authors extend previous research through three experiments. Findings Study 1 provides initial evidence supporting the main effect of perceived visual sustainability on purchase intention. Findings of Study 2 show that moral satisfaction serves as a significant driver of purchase intention for females, while power-related attributes are more influential for males. Study 3 provides additional evidence for the main effect, the interaction effect with consumer gender and underlying mechanisms. Practical implications These findings have important implications for marketers and designers aiming to design packages that appeal to different consumer groups based on their (gender-specific) values regarding visual sustainability. Originality/value This work extends the literature on green behavior by highlighting the importance of perceived visual sustainability as a factor that influences purchase intention and the role of cognitive versus affective mechanisms in shaping consumer responses to design sustainability.

Evolution of green travel behaviour on dynamic social networks

Encouraging residents’ green travel behaviour can reduce carbon emissions. However, existing research focuses more on the individual level than on green travel in the context of group interactions. This study aims to connect individual- and group-level insights by integrating the theory of planned behaviour (TPB) and the norm activation model (NAM). Based on empirical data from a questionnaire survey and web crawler, a simulation of the evolution of green travel behaviour interactions in social networks was conducted. The results reveal that the theory of planned behaviour and the norm activation model (TPB −NAM) can explain and predict green travel behaviour. With individuals’ interactions, social networks present scale-free characteristics, and the state of green travel behaviour tends to be stable. Lowering the opinion-bounded confidence of agents in social networks could promote green travel behaviour. This study extends the literature on the theory of green travel behaviour in terms of model integration and interactive decision-making between individuals and groups. The results support the promotion of residents’ green travel behaviour.

Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

Green Transformation of the Real Sector in Turkey: A priority Evaluation with DEMATEL Methodology

Increasing awareness of global changes in the natural environment, such as climate change and increasing biodiversity loss, has led to the concept of green transformation. Green transformation is a broad concept that includes objectives such as environmental sustainability, conservation of natural resources, combating climate change and ensuring energy efficiency. While the transition to green transformation provides advantages such as reducing greenhouse gases from fossil fuels, increasing energy efficiency, increasing the use of clean energy resources, reducing dependence on natural resources that increase carbon emissions, and new business opportunities, green transformation projects have disadvantages such as high initial investment costs, the installation of renewable energy infrastructure, the variable structure of renewable energy resources can cause problems in energy storage, and the need for energy storage technologies due to the fact that resources such as wind and solar are not continuous and predictable, imposing extra costs on businesses. Given the disadvantages of green transformation, it is important to pay attention to policies and strategies to overcome these challenges. A sustainable green transformation requires balanced and comprehensive policies to mitigate these challenges and maximize the benefits. This study aims to examine the green transformation of the real sector in Turkey and to rank the most effective strategies for transition to green transformation. It is aimed to rank the criteria that play the most role in the transition to green transformation and to offer solutions to the criteria. The critical success factors of the green transformation of the real sector in Turkey are evaluated in line with the answers given by three expert opinions. The data obtained from the expert opinions were analyzed by DEMATEL method, which is one of the multi-criteria decision-making methods. In the study, the eight most frequently mentioned criteria in the literature were identified. In the study, the criteria for the green transformation of the real sector in Turkey; increasing legal regulations for green transformation, increasing green financing opportunities, consumer preferences and behaviors, qualified workforce / green collars specialized in environmental issues, use of recyclable materials, increasing environmental social responsibility projects, combating air and environmental pollution, increasing investment in environmentally friendly energy resources factors were evaluated. As a result of the analysis, it was found that the most important criterion for the green transformation of the real sector in Turkey is the need to increase legal regulations for green transformation. The second most important criterion for the green transformation of the real sector in Turkey is to increase green financing opportunities for green transformation. Turkey needs to achieve a more stable legal framework and more supportive financing opportunities to transition to green transformation.

Fishing tourists’ green behaviors at coastal destinations: an optimum combination of perceived benefits, volitional/non-volitional factors, and emotions

ABSTRACT The population of recreation-seeking fishing tourists is increasing. This study aimed to examine the variables that contribute to predicting fishing tourists’ green behaviors at coastal tourism destinations by adopting an fsQCA approach. The research findings show that while each factor (i.e. perceived benefits, volitional variables, non-volitional variables, and emotion variables) individually exerts a significant influence on green behavior, the combined effect of integrating all these factors is substantial. This indicates that the synergy or combined influence of considering perceived benefits, volitional variables, non-volitional variables, and emotion variables together has a pronounced effect on promoting environmentally friendly behavior. Furthermore, the results of this study have academic and practical implications, as it was the first investigation of fishing tourists’ psychological mechanisms undertaken by defining the relationship between green behaviors and their antecedents.

Chinese Consumers’ Green Purchase Practices: A Review

This paper reviews current research with significant findings on Chinese consumers' green purchasing behavior in the 2000 to 2023 interval. The main direction of the article is to focus on the factors analyzed in the current research that influence consumers' green purchasing intentions and behaviors, and others include social comparison strategies, advertising appeals, traditional cultural values, and environmental responsibility. The study found that factors such as social comparison strategy, advertising appeal, traditional cultural values, and sense of environmental responsibility have a significant impact on Chinese consumers' green purchasing behavior. In a collectivist society, consumers tend to adjust their purchasing decisions according to the behavioral norms of the social group. Emotionally appealing advertisements are more likely than rationally appealing advertisements to stimulate consumers' environmental awareness and purchase motivation. The concepts of "benevolence" and "propriety" in traditional culture promote green purchasing by emphasizing mutual assistance, responsibility, and compliance with environmental norms, but the "face-saving" culture sometimes leads to superficial environmental behavior. Consumers' sense of environmental responsibility, influenced by education, social norms, and personal values, is an important factor driving green purchasing intentions. Despite consumers' strong willingness to buy green, there are often significant gaps in actual behavior which are attributed to factors such as price, convenience, product availability, and information transparency. Brand authenticity can help enhance consumer trust and emotional connection, thus increasing the likelihood of green product purchases. Government subsidies and the green consumption points system can effectively increase the market share of green products. Future research can further explore the relative importance of each factor and effective strategies to bridge the gap between purchase intention and actual behavior. Meanwhile, new approaches such as digital platforms and behavioral interventions are also worthy of attention to better promote sustainable consumption in China.

Green servant leadership and employees’ workplace green behavior: interplay of green self-efficacy, green work engagement, and environmental passion

Green servant leadership and employees’ workplace green behavior: interplay of green self-efficacy, green work engagement, and environmental passion