Green Consumer Behavior Research Articles

Green Consumer Behavior of Sports Enthusiasts on TikTok-An Analysis of the Moderating Effect of Green Concern.

The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus-Organism-Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan's professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves' fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.

Study on Characteristics and Factors of Secondary School Students' Green Consumption Behavior from The Perspective of Green Education

As the society pays more and more attention to environmental protection and sustainable development of, green education has gradually become an important topic in the field of education. This study addresses the impact of green education on secondary school students' green thinking and behavior in depth. Using a questionnaire survey, this study finds that formal green education in schools helps to motivate secondary school students to pay extra for purchasing environmentally friendly products, and reinforces the green idea of "reuse, reuse many times". Informal green education helps secondary school students to establish the idea of "green living and eco-friendly shopping". In addition, there is no significant difference between the choices of green behaviors of secondary school students in public and private settings, and there is no significant difference between the choices of green behaviors of secondary school students in public and private settings. These findings are of great theoretical value in understanding the influence of green education on secondary school students' green thinking and behavior.

Consumers’ attention, experience, and action to organic consumption: The moderating role of anticipated pride and moral obligation

Scholars have devoted much attention to explaining consumers’ green consumption behavior as its importance continues to grow. In this study, we propose a new theoretical framework that integrates the norm activation theory (NAT), theory of reasoned action (TRA), and theory of consumption behavior (TCV) to explain consumers’ organic food consumption. First, we integrate the green consumption value (GCV) with five consumption values (functional, social, emotional, conditional, and epistemic) from the classic TCV model to explain the relationship between NAT and TRA. Second, we introduce two variables related to consumers’ source of interest: anticipated pride (individual) and moral obligation (social), which moderate the relationship between GCV and TRA. A total of 212 survey responses were collected from Chinese consumers and analyzed using the partial least squares structural equation method (PLS-SEM). Our results demonstrate that NAT as an internal exposure, interpreted as an individual’s attentional factor, influences the five dimensions of GCV as an external exposure (i.e., an individual’s experiential factor), which in turn affects TRA. We also show that anticipated pride strengthens the impact of GCV on subjective norms and attitudes in the TRA, while moral obligation affects the impact of GCV on behavioral intentions only. This study contributes to the literature by proposing a more holistic model that accounts for individuals’ internal and external exposure during organic food consumption by integrating NAT, TCV, and TRA, and suggests both individual and social interests as moderators.

A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption

Purpose This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature. Design/methodology/approach By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis. Findings VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status. Research limitations/implications The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. Practical implications The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses. Originality/value This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

The effect of green purchase intention on emerging market consumers’ clothing purchase behaviour in South Africa

The purpose of this study was to determine the influence of the green purchase intention of emerging market consumers on their green purchase behaviour in South Africa. The calls by the United Nations’ (UN) Sustainable Development Goals (SDGs) for consumers and organizations to act and behave sustainably have generated much interest in green consumer behaviour. In SA, calls have also been made for clothing companies to create awareness about the impact of clothing buyer behaviour on the environment. Organizations should also enhance consumer knowledge of their green buying behaviour and the effect this has on the environment. A survey was conducted online among the emerging consumers in Soweto, Johannesburg, targeting 300 respondents. The results confirmed that environmental knowledge and social/peer influence have an impact on green purchase intention and that green purchase intention does influence consumer behaviour. The effect of green purchase intention on green clothing behaviour was found to be higher than the effect of environmental knowledge and social/peer pressure on purchase intention. Clothing firms and policymakers should focus on raising awareness, disseminating information, and using peer pressure to enhance customers' inclination to make environmentally friendly purchases. This, in turn, will impact the buying behaviour of consumers in emerging markets.

An Analysis on the Determinants of Green Consumption Behavior

Çevresel zararların azaltılmasında tüketim miktarı, tüketilen ürünlerin çevresel özellikleri ve çevreye en az zarar verecek şekilde gerçekleştirilen tüketim davranışı önemlidir. Bu amaç doğrultusunda çalışmada, demografik ve coğrafi özelliklerin yeşil tüketim davranışı üzerindeki etkileri ele alınmış ve bu etkileri tespit edebilmek amacıyla anket tekniğinden yararlanılmıştır. Çalışma verilerinin analizinde tanımlayıcı istatistiklerden yüzde ve frekans, Bağımsız Örneklem T Testi ve ANOVA yöntemlerinden yararlanılmıştır. Çalışmada cinsiyet ve eğitim durumu dışında analize dahil edilen demografik özelliklerin, yeşil tüketim davranışını etkilediği sonucuna ulaşılmıştır. Demografik özelliklerin yanı sıra, coğrafi farklılığın da yeşil tüketimi etkileyen unsurlardan biri olduğu tespit edilmiştir.

Analysis of Green Consumer Behavior on Purchasing Waste Recycling Products Reviewed from Environmental Knowledges, Recycle Behavior, and Government Regulations

Indonesia is the second largest producer of waste after China with an estimated 0.48-1.29 million metric tons per year. Based on data from the Environment, Hygiene and Landscaping Agency (DLHKP), as of 2022 the Klotok Final Management Site (TPA) receives as much as 140 tons of waste per day, the waste is included in organic waste and inorganic waste. Meanwhile, inefficient waste handling can cause water quality in an area to be very poor and contain toxic waste and garbage that is allowed to accumulate can cause flooding and endanger public health. One of the community organizations that cares about waste processing is the Melati Waste Bank in Kediri City. The Melati Waste Bank is productive in carrying out activities to reduce waste in Kediri City, this is evidenced by the process of sorting waste, processing sorted waste, then distribute the product into the society. Unfortunately the efforts are under the expectations of the management and volunteers of the Melati Waste Bank are due to lack of interest in purchasing waste recycling products. This research uses qualitative methods using triangulation techniques where research is carried out by interviews. So as to obtain the results that consumer behavior in purchasing waste recycling products is based on environmental knowledges, recycle behavior and government regulations related to restrictions on the use of single-use plastics.

The Impact Of Green Marketing On Green Purchase Intentions And Green Consumption Behavior Is Influenced By Environmental Concerns.

The Impact Of Green Marketing On Green Purchase Intentions And Green Consumption Behavior Is Influenced By Environmental Concerns.

Moderating role of policy incentive and perceived cost in relationship of environmental awareness and green consumption behavior.

Over time, environmental concerns have gained much importance and main debatable issue. Green products are becoming popular due to their positive impact on environment and their role in the green economy. However, the significance of environmental awareness, perceived cost, face culture and policy incentives on green consumption behavior is not fully examined in prior research. This research aimed to analyze the various dimensions impacting behavior regarding green consumption in China. Moreover, the moderating impact of policy incentives, perceived cost, and face culture is also explored. An internet-based survey was undertaken and findings indicate that environmental awareness serves as foundation for eco-friendly consumption. The transition from awareness to action is influenced by various factors. Among these, the perceived cost by consumers represents a significant barrier to green consumption, while face culture has a significant impact in encouraging green consumption. Interestingly, policy incentives do not exhibit any notable direct effect or moderating influence on green consumption practices of consumers.

The Intersection between Environmentally Friendly Consumption Behavior and Students' Ability to Utilize Information and Technology in Accelerating the National Green Economy

Realizing a green economy in Indonesia can be achieved through environmentally friendly consumption starting with the younger generation. Students as part of consumers need to apply environmentally friendly consumption patterns as a contribution to the national green economy. This study seeks to analyze how the variables of insight into food and beverages, attitudes towards environmentally friendly consumption behavior, the tendency of environmentally friendly consumption behavior, IT technical and operational skills, IT navigation and processing skills, and IT communication skills influence each other. The further objective of this research is that students are expected to be able to realize green economic awareness with environmentally friendly consumption behavior. In this study, using descriptive quantitative methods with the SEM-PLS method analyzed using primary data of 300 active students at four state universities in Malang City by distributing online questionnaires through G-Form. The results showed that the food and beverage insight variable had an effect on IT ordering ability, the environmentally friendly consumption behavior tendency variable had an effect on IT navigation and process skills through the mediating variable of food and beverage insight, the navigation ability variable had a direct effect on the attitude of environmentally friendly consumption behavior, and the IT technical and operational ability variable had a direct effect on the environmentally friendly consumption behavior tendency and IT communication skills. Implicatively, the research results link the two major variables of IT capability and green consumption behavior. However, if spread out, both IT capabilities and student behavior in implementing environmentally friendly consumption are mutually sustainable to achieve a green economy.

Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns

PurposeGreen consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.Design/methodology/approachThis study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.FindingsPerceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.Practical implicationsAccording to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.Social implicationsIt is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.Originality/valueThe results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

Analisis Dinamika Proses Antara Le Minerale Dan Aqua Dalam Industri Air Mineral

This research aims to analyze the impact of the high demand for quality water by the community on the popularity of Bottled Drinking Water (BDW). The primary focus involves considerations of product innovation, market expansion, and consumer preferences for naturally sourced products. Additionally, the study will assess the consequences of high BDW consumption, particularly from specific brands, on plastic waste issues. Solutions in the form of green consumer behavior will also be examined as a step to address the negative environmental impact, especially in Indonesia, which faces limitations in plastic waste management. In tackling the complexity of these challenges, this research investigates the consumer purchasing decision process related to BDW, identifies factors influencing the community's need for quality water, and evaluates innovations in BDW products to meet consumer demands for instant and high-quality water. By detailing the research findings, the ultimate goal is to formulate recommendations to enhance the sustainability of BDW, including concrete steps in plastic waste management and increasing awareness of environmental issues.

Understand the Chinese Z Generation consumers’ Green hotel visit intention: An Extended Theory of Planned Behavior Model

In the context of growing environmental concerns and a shift towards sustainable tourism, understanding the behaviors of younger generations, particularly Generation Z, becomes crucial for the hotel industry. This study investigates the intentions of Chinese Generation Z consumers to visit green hotels, using an extended Theory of Planned Behavior (TPB) model incorporating multi-dimensional green perceived value. A questionnaire survey with 436 participants was conducted, and structural equation modeling was employed for data analysis. The study reveals that Functional value significantly shapes the inclination towards green hotels among Chinese Generation Z. Emotional value and Subjective norms also positively influence visit intentions, whereas social value, although not a significant driver, provides insights into the distinct nature of green consumption behaviors. This study's findings offer strategic insights for green hotel operators and policymakers to attract this demographic segment, emphasizing Chinese Generation Z consumers' unique preferences and values.

Revealing the Influence of Green Product Prices on the Green Purchasing Behavior of Young Chinese Consumers A TPB Perspective

Using the Theory of Planned Behavior (TPB) as the theoretical framework, this article aims to reveal the impact of green product prices on their purchase decisions by in-depth research on the motivations and influencing factors of green purchasing behavior of young Chinese consumers. First, through a comprehensive definition and characteristic analysis of green consumption behavior, the paper comprehensively understands the attitudes and behaviors of the younger generation in the environmental protection trend. A review of domestic and foreign research progress provides a theoretical basis for the research. In terms of green purchasing behavior among young Chinese consumers, research highlights the influence of their attitudes, social responsibility and social media. Through in-depth analysis of the motivations for green purchases, researchers revealed the importance of factors such as environmental awareness, social responsibility, and individual health awareness. In terms of research methods, a comprehensive quantitative and qualitative data collection method was adopted to construct a scientific and reliable research design. In the sample description and analysis of main research variables, samples with different characteristics are described in detail, and factors such as attitudes, subjective norms, and perceived behavioral control are analyzed in depth. Finally, through a specific analysis of the impact of each component of TPB on green purchasing behavior, the interrelationship between these factors is revealed, providing profound insights into understanding young consumers' shopping decisions.

Critical factors influencing green consumer behavior: A case study in Vietnam

Green shopping is becoming increasingly popular as a way of saving the environment and combating climate change in Vietnam and many other nations across the world. In addition, the agriculture sector, along with other industries such as manufacturing, services, commerce, and environmentally conscious consumption, is being examined in the global shift towards sustainable green consumption. This is in line with attempts to adopt eco-friendly solutions and mitigate climate change. As a result, the study investigated the critical elements influencing individual consumers' green consumer behavior in five Vietnamese provinces and gave management recommendations for improving green consumer behavior. The article technique utilized structural equation modeling (SEM), the statistical package for the social sciences (SPSS), and Amos. In addition, data was collected from 700 green product buyers. The findings of the article identified five essential factors influencing green consumer behavior: green products, the price of green products, green places, green promotion, and green policy. The article provides valuable insights for managers to develop an effective green marketing plan for businesses that sell organic food products. The goal is to encourage customers to embrace environmental consciousness and promote sustainable development. Additionally, the article emphasizes the importance of conveying positive information about green businesses. The value of this study raises awareness of the fact that green consumption is a comprehensive and responsible management process that satisfies, identifies, meets, and predicts the needs of producers, sellers, and consumers while preserving the natural health of the environment and not endangering human health.

Redefining green consumerism: a diminutive approach to market segmentation for sustainability.

The purpose of this study is to accelerate green consumerism efforts by assisting green marketers in identifying the homogeneous and significant eco-friendly customer segments emerging in India. The study determines the antecedents driving customers to purchase green products, which can be leveraged while targeting the studied customer group and designing promotional strategies for these microgreen segments. Non-probability criterion-based sampling technique was used in collecting the data across Pan India through various online platforms like LinkedIn, Twitter, and Facebook. The exploratory factor analysis, followed by the cluster and discriminant analysis, is conducted for inferential results. The results reveal eight major factors influencing green consumer behavior, out of which green habit, green culture awareness and attitude, interpersonal influence, and green purchase intention/behavior emerged as the most significant factors. The study establishes two important clusters of green consumers, that is, "Green Dads"-generation Y males and "Green Janes"-generation Z females, with social media marketing and subjective norms as the most influential factors in discriminating between these two clusters. This research magnifies the importance of profiling customers based on demographics, psychographics, behavioral variables, and external marketing cues. The varied combinations of factors concerning ecological behavior imply the focus on micro variables by marketers, hence promulgating the projected granularity of green market segmentation and consequential consumer behavior.

Online environmental platforms service and green consumer behavior nexus: a multi-mediator study

Green purchase behavior in Pakistan faces challenges due to lack of awareness, limited availability, and greenwashing by companies that demand use of online environmental platforms. The study aims to examine the effect of Online Environmental Platforms Service on green purchase behaviors of customers who intend to buy green energy products. Moreover, the indirect effects of environmental attitude, price sensitivity and impulsiveness are examined as mediators. The relationships are examined in light of theory of planned behavior. The data from a sample of 301 customers were gathered using a closed-ended questionnaire. The customers aged between 30 and 50 years were considered for the study. The findings unequivocally reveal that the provision of online environmental platforms has a profound effect on the ecological shopping inclinations of customers. The green purchase behavior of consumers is amplified, as is their green purchase attitude and consumer impulsiveness. However, an alert emerges—price sensitivity, despite its noteworthy impact on consumer behavior, curiously, impedes actual green purchasing. Investigating deeper, it becomes apparent that the remarkable impact of online environmental platforms is mediated by two factors: the green consumer attitude and consumer impulsiveness. These two factors act as conduits for the transmission of the influence of the online platforms, empowering consumers to make eco-conscious decisions. The marketers can enhance green purchase behaviors among customers by making effective use of the online environmental platform services. The Online Environmental Platforms Services can enhance sales and can be an effective strategy for high profits.

The impact of fintech-based eco-friendly incentives in improving sustainable environmental performance: A mediating-moderating model

China is the largest emitter of greenhouse gases globally, responsible for a substantial portion of the world's total carbon dioxide emissions. Many researchers investigated this issue; however, the literature is silent on how FinTech-based incentives can improve environmental performance. The research aims to shed light on the complex relationships among FinTech incentives, green consumer behavior, environmental consciousness, and environmental performance. Data was collected from 380 respondents representing diverse roles in the manufacturing industry. We used Smart-PLS and SPSS to test our hypothesis. The results confirm a positive relationship between FinTech incentives and green consumer behavior. However, consumer demographics and environmental awareness do not significantly moderate this relationship. The mediation analysis reveals that green consumer behavior mediates the relationship between FinTech incentives and environmental performance, while environmental consciousness mediates the relationship between FinTech incentives and green consumer behavior. Additionally, green consumer behavior mediates the relationship between environmental consciousness and environmental performance. The study's findings suggest that FinTech incentives effectively encourage eco-friendly choices, positively influencing environmental performance. This research contributes valuable insights for policymakers and businesses seeking to design effective environmental strategies and promote sustainability in the manufacturing industry. By leveraging FinTech incentives to encourage eco-friendly choices and foster environmental consciousness, businesses can contribute to a more sustainable future, aligning with global efforts to address environmental challenges and foster responsible consumption patterns in China and beyond.

Analysis of the Green Consumption Behavior of Chongqing Residents

Analysis of the Green Consumption Behavior of Chongqing Residents

Greenwashing and Green Purchase Behavior in Kathmandu Valley: A Moderation Analysis

Purpose: This paper examines how greenwashing understandinG (GWU) moderates the relationships between green purchase behaviour (GPB) and its drivers: receptivity to green advertising (RGC), environmental consciousness (EC), and personal norms (PNS) among consumers in Kathmandu Valley. Design/Methodology/Approach: We administered a set of structured questionnaires and interviewed purposively selected 224 respondents with a preexisting understanding of the green concept. We then estimated partial least squares structural equation model (PLS-SEM) coefficients to test the hypotheses. Findings: This paper highlights that RGC, EC, and PNS influence GPB. However, GWU does not moderate the relationship between GPB and its antecedents. Research Limitations/Implications: This study's findings offer valuable insights for firms, managers, and consumers. They provide significant information regarding consumer awareness, perceptions of green products, and the factors influencing green consumption behaviour. Marketing managers can leverage these insights to enhance their strategies for effectively promoting green and sustainable products. Originality/Value: To the best of the authors’ knowledge, this article represents the first empirical study to explore the concept of greenwashing understanding and its moderating impact on the relationship between GPB and its antecedents in Nepal, particularly in the Kathmandu Valley. While greenwashing has been extensively researched in various countries, no prior studies have examined this phenomenon within the Nepalese context, utilizing the Theory of Planned Behavior (TPB), Stimulus-Organism-Response (S-O-R) model, and Attitude-BehaviorContext (ABC) theory as foundational frameworks. Keywords: green purchase, greenwashing, moderating role, receptivity, green advertising