Green Consumer Behavior Research Articles

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

Matching Is Best: Enhancing Effects of Future Orientation and Construal Level on Green Consumption

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being.

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

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

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

The Impact of Anthropomorphism Strategy on Green Consumption Behavior

The Impact of Anthropomorphism Strategy on Green Consumption Behavior

Do psychological costs matter? The mechanism of perceived value on green consumption behaviour

Green consumption is critical for achieving sustainable development goals. Many studies have focused on explaining why customers choose green consumption, but rarely have scholars considered the significant impacts of the psychological costs. This study conducted an online survey of 677 sampled individuals in China. A structural equation model (SEM) was adopted to explore how three types of psychological costs (i.e., stress, stigma, and autonomy) moderate the indirect relationships of perceived hedonic value and perceived utilitarian value with green consumption (i.e., green purchasing, recycling, and refusing to use disposable products) through the willingness to pay a green premium (WPGP). The results show that perceived values can promote green consumption behaviours by increasing WPGP. In addition, the indirect benefit of perceived hedonic value was shown to be stronger than that of perceived utilitarian value. However, the direct association of perceived hedonic value with green consumption was shown to be weaker (compared to perceived utilitarian value) when the influence of WPGP was excluded. Moreover, the indirect associations of perceived hedonic value with green consumption were stronger among individuals with high stress than those with low stress. In contrast, the indirect associations of perceived utilitarian value on green consumption were weaker for people with high stigma than those with low stigma. However, no evidence was found to show that autonomy can moderate the indirect relationships. These findings emphasize the different mechanisms of perceived hedonic value and perceived utilitarian value on green consumption, as well as the moderating role of psychological costs in understanding the relationship between perceived value and green consumption. Accordingly, this study suggests that policymakers should highlight the hedonic value rather than the utilitarian when encouraging a green lifestyle that involves a green premium. This is particularly true of situations with a high level of customers’ psychological costs. However, if there is no way to further increase people’s WPGP, then promoting the utilitarian value should be used to promote green consumption.

A Review of Research Progress on the Impact of Information Asymmetry on Green Consumption

Abstract: This paper discusses the impact of information asymmetry on green consumption and sustainable consumption. It emphasizes the importance of information in promoting green consumer behavior and highlights the role of media publicity and evaluation systems in shaping consumer perception and decision-making. The paper also explores the influence of government policies and subsidies on green consumption, noting that government intervention can benefit the entire green product industry chain. The authors suggest that in order to reduce the impact of information asymmetry, comprehensive and high-quality information should be provided to consumers, and consumers should be educated on information filtering and processing. The paper concludes by emphasizing the need for further research on the quantitative assessment of green information dissemination, the influence of green information on consumer psychology and behavior, and the role of government information in promoting green consumption. It calls for a multi-party linkage mechanism to drive the sustainable development of green consumption.

Mediating role of electronic word of mouth affecting green consumer behavior

The research was conducted to measure the relationship between factors affecting green consumer behavior, examining the mediating role of E-WOM. To achieve the proposed research goals, the authors chose the Covariance-Based Structural Equation Modeling (CB-SEM) to analyze data when surveying 294 consumers living in Ho Chi Minh City with an interest in and understanding consumer products. Electronic word-of-mouth activities and green consumer behavior rely on a non-probability sampling method through structured interview questionnaires. The study employs the dual theory, which combines the information acceptance model (IAM) and the planned behavior model (TPB), as its background theory. Using Smart-PLS 4.0 statistical software to analyze data, statistical results have shown that the factors of Argument Quality (0.470), Reliable Source (0.175), and Satisfaction (0.388) have a positive impact on E–WOM (0.388). E-WOM has a positive and direct influence on green consumer behavior. The authors anticipate that their management implications will serve as a valuable solution for businesses embracing sustainable trends in the future.

The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

PurposeThe purpose of the present study is to explore the factors affecting young consumers’ purchase intention towards organic food products (OFPs) and gain a comprehensive understanding of the various factors that influence how consumers perceive and respond to organic food. Therefore, this study frames and validates the measurement scale to examine the factors that may impact purchase intention among young consumers in India.Design/methodology/approachIn order to frame and validate the measurement scale for this investigation, sophisticated statistical procedures such as exploratory factor analysis, confirmatory factor analysis and other statistical measures utilizing SPSS v.26 and AMOS v.24 were used. This study utilized 307 samples to investigate.FindingsThe main findings of the study show that Indian consumers' intent to buy organic food items is strongly associated with factors such as “warm glow”, “cultural values”, “environmental cognition”, “natural experience”, “food safety concern”, “self-identity” and “environmental ethics”. These factors explained 69.14% of the overall variance in research variables.Practical implicationsThe present offers a novel measurement mechanism for exploring the green consumer behaviour. By applying it in real-world settings, marketers will gain insights and develop more effective, targeted strategies to promote OFPs among young Indian consumers.Originality/valueThe study brings together a diverse set of antecedents that have not been collectively analysed in the context of consumer purchase intention for OFPs. The emphasis on environmental ethics, green self-identity and related constructs aligns with the growing global emphasis on sustainability.

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.

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.

Pengaruh Green Culture, Green Loyalty dan Green Environment terhadap Green Consumer Behavior di Café Palmere Jepara

A coffee shop is a business that is oriented towards food service. This research aims to analyze the influence of Green Culture on Green Consumer Behavior at Café Palmere Jepara. Analyzing the influence of Green Loyalty on Green Consumer Behavior at Café Palmere Jepara. Analyzing the influence of Green Environment on Green Consumer Behavior at Café Palmere Jepara. The sample for this study was 97 respondents. Partial research results: Green Culture has a positive effect on Green Consumer Behavior. Green Culture is a determinant based on a person's desires and behavior, through family and other institutions, in relationships with other people. A critical marketer in management science must pay attention to cultural values in each marketing area. Partially, Green Loyalty has no effect on Green Consumer Behavior. Green Loyalty is the level of interest in making repeat purchases based on strong environmental characteristics and ongoing commitment to products and services. Partially, Green Environment has no effect on Green Consumer Behavior. The social environment is not an independent function, but is interconnected and produces human behavior.

Consumer psychological cognition, consumer social norms and consumer empathy: Basis for green consumption behavior framework

Consumer psychological cognition, consumer social norms and consumer empathy: Basis for green consumption behavior framework

Connecting the dots in green food purchasing behavior literature: A system thinking approach for systematic literature reviews

AbstractRecent years have been characterized by an ever‐growing interest in consumers' behavior while purchasing green food products. Although existing research has produced a great number of papers on this topic, the knowledge generated in the field appears fragmented and, in certain cases, ambiguous. The main reasons can be traced back to the lack of reference frameworks that clarify the most used concepts, thus providing a shared language in this research domain. Despite other literature reviews that have been carried out on the domain of green food purchasing behavior, these works mainly rely on narrative summaries and qualitative analyses, which can overlook the complexity and interdependencies inherent in this research domain. The complexity of interconnected factors within this research domain poses challenges in effectively understanding and representing the underlying dynamics. To overcome these limitations, this paper proposes the use of a System Thinking based approach as a valuable method to provide a complete view of dynamics occurring in the green consumption behavior domain. In particular, we propose the integration of causal loop diagrams as a powerful visual tool to augment the conventional Systematic Literature Review process to provide a view at a glance of dynamics and capture the complex interdependencies occurring in a specific research domain. We carried out a systematic literature review by analyzing a set of 67 papers. We find nine relevant themes in the investigated research domain. Besides a descriptive picture of the scientific activity, a map of the main dynamics occurring in green food purchasing behavior has been provided.

The Impact of Chinese Public Environmental Awareness on Environmental Behavior: An Analysis Based on China National Surveys in 2003, 2010 and 2021

Environmental awareness and behavior play a crucial role in the improvement of the environment. Five dimensions of environmental awareness are considered here including environmental values, environmental knowledge, environmental responsibility, environmental ability and environmental concern while we also distinguish between private and public environmental behaviors. Based on data from the China General Social Survey (CGSS) in 2003, 2010 and 2021, this research investigated changes in Chinese residents’ environmental awareness and environmental behavior and the relationship between them. The relevant empirical methods were the MV-Probit model, the Poisson model and a mediating effect model. The results are as follows: (1) From 2003 to 2021, environmental awareness of the public has improved significantly. Among them, environmental values, environmental knowledge and environmental concern have increased by 24.5%, 12.6% and 12.77%, respectively, while environmental capacity has decreased by 7.27% from 2010 to 2021. The eastern region of China has the highest score of environmental awareness, while the western region has the lowest one. (2) From 2003 to 2021, the public’s green consumption behavior changed from more than half of the public never consuming green products in 2003 to nearly 75% always or often consuming green products in 2021. Increases in recycling were also found over time. However, the participation rate in public environmental behavior declined. In 2021, environmental behaviors were lowest in the eastern region and highest in the western region. (3) Environmental responsibility, environmental concern and environmental capacity direct and indirectly affect private and public environmental behaviors and the number of environmental behaviors through the willingness to protect the environment, which plays a semi-mediating role. Environmental knowledge only has a direct impact on private green consumption behavior. (4) There is a correlation between public and private environmental behaviors. Given the results of this study, a series of policy implications and recommendations are provided.

Understanding Green Consumption Behaviors in an Emerging Market: The Influence of Environmental Concern, Health Consciousness, and Product Availability in Vietnam

Understanding Green Consumption Behaviors in an Emerging Market: The Influence of Environmental Concern, Health Consciousness, and Product Availability in Vietnam

Factors affecting consumers’ green product purchase decisions in Vietnam

Though previous literature on green consumer behavior focuses on the Vietnamese market, the concept of consumer behavior is quite broad and not yet clearly understood. Therefore, this paper aims to focus more on the behavior of consumers in Vietnam in terms of green product buying decisions and their determinants. This study used the research model of Kumar and Ghodeswar (2015) as the methodological input in addition to the variables modeled by them. Data were collected from a total of 350 respondents from 4 locations, namely Hanoi, Da Nang, Binh Dinh, and Ho Chi Minh City. The data were used for EFA, CFA and SEM structural model analysis. The results show that consumers decide to buy green products for many reasons. Such reasons are: they want to support environmental protection, drive for environmental responsibility, support products with green attributes (Eco-label), support the price of green products, and become involved in the green product experience. In particular, social appeal has a significant influence on the decision-making process. The originality of this study is that it examined new factors that influence consumers’ purchase decisions towards green products including products with green attributes (Eco-label) and the price of green products.

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.

Sustainable consumption practices among Chinese youth

A global crisis caused by unsustainable practices and their detrimental effects on civilization has compelled us to rethink the adoption of green consumption practices. This study aims to determine the determinants of green consumption behavior among Chinese youth. Based on the integrated frameworks of two renowned theories, the knowledge-attitude-practice model and the theory of planned behavior, this study proposes 11 hypotheses for empirical investigation. An online survey was used for a quantitative cross-sectional study with a convenience sample of young Chinese consumers. A dataset comprising 876 observations was examined by applying partial least squares structural equation modeling using Smart-PLS 4.0. The results show that green consumption intention and perceived behavioral control significantly affect green consumption behavior. Attitudes towards eco-social benefits, attitudes towards green consumption, and subjective norms positively affect green consumption intentions. In addition, environmental concern and knowledge positively affected all three attitude dimensions. The study further identified that green self-identity moderates the connection between green consumption intention and green consumption behavior, whereas ecolabelling is not a significant moderator of the same relationship. The theoretical contribution of this study is that it employs multigroup analysis to investigate gender- and income-based variations in the relationships, offering a comprehensive framework integrating theories along with dimensions of attitude, which offers nuanced insights into green consumption behavior. Regarding its policy implications, this study highlights the necessity of promoting environmental concern and knowledge through education and awareness campaigns while supporting eco-social benefits and green consumption practices, which can be a potent way to promote positive attitudes, intentions, and sustainable behaviors among the general population.

Effects of consumers’ engagement in pro-environment activities on social media on green consumption behaviour

PurposeBased on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.Design/methodology/approachThis study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.FindingsConsumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.Originality/valueThis study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.