Green Consumer Behavior Research Articles

The Analysis of the Effects of Purchasing Behaviour and Attitude on Green Marketing among the Post-90s

With the continuous development and progress of society and the deterioration of the global environment, Environment, Social and Governance (ESG), as an important part of the non-asset valuation of enterprises and a major measure to protect the environment, has received more and more attention from the management. As one of the most crucial processes of ESG for enterprises, green marketing has become an important measure to ensure the overall development of each company. This study conducted a survey on 3,169 Chinese post-90s consumers using a stratified sampling method and collected 2,028 valid ones. The data were analyzed through chi-square analysis and descriptive analysis to analyze their green consumption channels, behaviors, psychology, and attitudes, in order to help enterprises better develop and improve their green marketing programs. By the end, as the main green consumer group in China, post-90s consumers pay much attention to green consumption behavior and choose different consumption channels, consumption behaviors, and consumption purposes according to their ages, incomes, and occupations.

Green consumer behaviour influences Indonesian palm oil sustainability

Palm oil businesses affect livelihoods and the environment, particularly forests, with land-use change and climate change impacts. This research aimed to develop a model for understanding the influences of global trade and political economy factors on palm oil sustainability and livelihoods in Indonesia. It combined systematic review with structural equation modelling through a model called POPETS (Palm Oil Political Economy and Trade Structural equation model). The study revealed that palm oil sustainability is defined by employment opportunities and no deforestation, while livelihoods are defined by household income. Trade and political economy factors (structures, institutions and actors) significantly influence the sustainability of palm oil. Trade has indirect effects on sustainability and livelihoods, while actors have a direct effect on sustainability. There is also a positive correlation between sustainability and livelihoods. These findings suggest the importance of synergizing global trade effects and national government roles to advance palm oil sustainability in the producing countries.

The Influence of Green Marketing in Clothing Products on the Buying Habits of Teenage Girls

Green Marketing is a strategic marketing approach that an increasing number of companies are using to attract consumers. Consequently, it has led to the widespread dishonest use of such marketing, known as greenwashing. The goal of this study was to fill the knowledge gap on the relationship between green marketing and consumption behavior within fashion, specifically pertaining to teenage girls. Thus, the results will show the extent that the issue of greenwashing impacts female adolescent consumers. A mixed method approach was utilized consisting of a content analysis on the websites of five clothing brands and an online experimental shopping simulation. The content analysis was conducted under coding guidelines which split the green marketing into three different categories: product, brand, and renewal. The qualitative data from the content analysis was used to create the shopping simulation with the three forms of green marketing and no green marketing included. A post-test survey at the end of the experiment addressed confounding variables and provided further insights. A One-Way ANOVA Statistical Analysis was applied to the results of the shopping simulation and found no statistically significant relationship between green marketing and the buying habits of teenage girls. However, while not statistically significant, product green marketing had a notably higher influence than the other three categories, giving implications for brands and future research. Further insights from the posttest survey were notable in that only about 25% of teenage girls were aware of the term greenwashing, proving its deceptiveness among a relevant demographic in fashion.

Penggunaan Theory of Planned Behavior dalam Kajian Perilaku Konsumen Hijau

This study aims to evaluate the use of the Theory of Planned Behavior (TPB) in the analysis of green consum-er behavior. The TPB were an important framework for understanding consumer behavior, emphasizing the role of intention in shaping action, with factors such as attitudes, subjective norms, and perceived behavioral control. This research was conducted through a literature review using 26 articles from leading interna-tional journals such as Elsevier, Springer, Emerald, Taylor & Francis, Wiley Online, and Sage from 2013 to 2023.The results showed that the use of TPB in analyzing the purchasing behavior of environmentally friend-ly products provides strong evidence that intention influences consumer behavior. Other factors such as trust in the product also influence buying behavior. The advantages of the TPB lie in a structured framework, identification of behavioral influence factors, and support for effective marketing strategies. However, TPB have limitations, such as the inability to explain impulsive behavior and the inability to adequately incur-porate contextual factors. To address this, Extended-TPB, which includes additional variables, and the integration of TPB with other theories have developed. This increases understanding of environmentally friendly consumer behavior. The use of TPB and development has resulted in thousands of research articles published in various leading international journals. This confirms that TPB remain a significant focus of re-search in understanding consumer behavior in the context of sustainability.

Color green and sustainable consumption behavior: A self-expansion perspective

Abstract The existing literature on color psychology has focused on the cognitive and perceptual processes of colors. However, few researchers have explored the potential role of colors in shaping people’s environmental decision-making and behavior, a crucial issue related to sustainable development. Indeed, recent research has documented the salient effects of colors on consumers’ decision-making and purchasing behavior. Drawing upon the self-expansion theory, this study aims to investigate an interactive effect of people’s color green preference and their nature exposure experiences on sustainable consumption behavior, as well as the mediating mechanism of nature-connectedness. By conducting a survey study (N = 400), we found evidence of a significant interactive effect of color-green preference and nature exposure experiences on nature connectedness, which, in turn, promoted sustainable consumption behavior. This study extends research in color psychology by exploring how people’s preference for green colors could shape their sustainable consumption behavior. Also, it contributes to the literature on environmental behavior by understanding a self-expansion process of when and why green-preferred individuals consume in an environment-friendly manner.

Achievement of sustainable environment through effectiveness of social media in Z generation of China.

Social media is emerged as a powerful communication tool over the past ten years. The Z generation's green buying habits and purchase intentions are being reshaped by social media, which is helping to advance the development of a sustainable environment. The consumption of non-organic products has raised carbon emissions, so changing consumption patterns and purchase intentions is necessary for a more sustainable future. Moreover, earlier literature has the absence of a comprehensive behavior change model that explains the mechanism through which social media influences sustainable behaviors This study explores that how social media affects patterns of consumption for Z generation of China while considering the role of environmental concerns, subjective norms, eco-branding and eco-labeling on the basis of theory of planned behavior. A questionnaire is used to get information from the 563 Z generation respondents of China. The data is analyzed using Smart-PLS and empirical outcomes show that social media has a statistically significant influence on shaping and affecting green consumption behavior of China's Z generation because it has the potential to reach a vast audience and spread awareness about environmental issues, leading to increased intention towards a sustainable environment and reduction in carbon emissions. It also provides a platform for individuals to express their opinions and engage in discussions on environmental issues. These developments are promising for the future of environmental sustainability as they indicate a growing interest in preserving the planet among the Z generation of China. It can be recommended as a policy tool that government and other organizations should support the development of informative content on social media platforms, highlighting the importance of environmental sustainability and eco-friendly habits.

Significance of the environmental value-belief-norm model and its relationship to green consumption among Chinese youth

The objective of this study was to examine the relationship between the variables of the value-belief-norm (VBN) theory and the adoption of green consumption behaviors among Chinese youth. The online survey questionnaire was distributed to a convenience sample of young Chinese consumers aged 18–35 years through the platforms WJX and WeChat. The data collection period spanned from September to December 2022. The analysis involved a total of 1074 participants, and the statistical technique employed was partial least squares structural equation modeling (PLS-SEM) using Smart-PLS 4.0. Common-method bias, multivariate normality, validity, and reliability were also assessed. The results revealed that biospheric values (BV), altruistic values (AV), the new ecological paradigm (EP), awareness of consequences (AC), the ascription of responsibility (AR), and personal norms (PN) significantly and positively influenced intention toward green consumption practices (IGP), which, in turn, had a significant positive influence on the adoption of green consumption practices (AGP). Additionally, GT did not moderate the association between IGP and AGP. This study contributes to the literature on green consumption by analyzing VBN theory’s influence on Chinese youth’s behavior toward green consumption practices to understand and promote green behavior. This study’s findings suggest that promoting ecological awareness and responsibility, developing green values and trust, and strengthening personal norms can encourage green consumption practices among Chinese youth. Policymakers, businesses, and marketers can benefit from these findings to promote green consumption and sustainability in China.

Analyzing behavioral factors of willingness to pay for sustainability

AbstractConsumption of sustainably produced food enables consumers to contribute to greenhouse gas emission reduction. Using choice experiment data, this study analyzes the effect of socio‐demographics and behavioral factors on consumers' willingness to pay (WTP) for sustainably produced beefsteak. Results show increased WTP for traceable beefsteak raised carbon‐friendly and humanely. Behavioral factors, such as, lifestyle is affecting this WTP more than socio‐demographics and psychographic characteristics. Findings highlight the importance of labeling standards and policies in promoting green consumer behavior targeting lifestyle characteristics.

An empirical analysis of the factors driving customers' purchase intention of green smart home products.

With the improvement of consumers' environmental awareness and the popularity of the Internet of Things, green smart home products (GSHPs) are becoming the dominant trend of future home life. This shift not only makes tedious home life easier and more convenient but also helps families save energy and reduce carbon emissions. However, given the impact of the current technological level, the proportion of users who actually purchase GSHPs remains small. Thus, seeking ways to promote the consumption of GSHPs has become an urgent issue. Hence, this study seeks to fill the gap in the existing research on green consumption behavior and obtain a full understanding of the factors influencing the purchase intention of GSHPs. To do so, this work uses task-technology fit theory and considers the actual situation of green smart home consumption to add social-technology fit into the original theoretical basis. In particular, this research focuses on middle- and high-end Chinese consumers who have experience in purchasing GSHPs. Moreover, it aims for an in-depth exploration of the formation mechanism of Chinese consumers' purchase intention for GSHPs through structural equation modeling. Using survey data collected from 331 green smart home product users in China, the study empirically examines the relationships among autonomy, environmental agility, sense of belonging, and self-actualization, and both task-technology fit and social-technology fit, which are expected to shape the purchase intention of GSHP users. The empirical results provide broad support for our hypotheses. The results of this study offer important contributions to the increasing research on GSHPs consumption and shed light on the importance of both technology characteristics and the needs of users in achieving both task-technology fit and social-technology fit and, ultimately enhancing the users' intention to purchase GSHPs.

Low-carbon promotion of new energy vehicles: A quadrilateral evolutionary game

This study explores the impact of the behavioral strategies of manufacturers, consumers, recyclers, and the government on carbon emissions reduction in the whole life cycle of new energy vehicles (NEVs) in China by establishing a quadrilateral evolutionary game model. It analyzes the influence of relevant factors on the carbon emissions of NEVs and ranks them accordingly. The study identifies low-carbon production by manufacturers, green product purchases by consumers, self-built recycling systems by recyclers, and production subsidies by the government as the future direction for the development of NEVs. Promotion strategies are proposed for carbon emission reduction of NEVs. The research results indicate that consumers' preference for low-carbon products can benefit manufacturers, and their green consumption behavior will not change until consumer subsidies reach a certain level. The government can implement consumer subsidy policies to increase consumers' motivation for green purchasing. Production subsidies can alleviate the transformation pressure of manufacturers towards low-carbon production, allowing them to focus on important factors such as opportunity costs and market benefits. The strategy choices of recyclers are influenced by dismantling costs and recycling profits. Furthermore, when the profitability of low-carbon production for manufacturers is guaranteed, they are more willing to take responsibility for recycling waste NEVs. The government has different benefits in the process of production and consumer subsidies, and its subsidy strategy choices are also influenced by the decisions of manufacturers and consumers. This makes the government to implement a dynamic subsidy system based on the producer responsibility system.

The impact of information factors on green consumer behaviour: The moderating role of information overload

Although green product consumption is increasing globally, the predictors of this behaviour remain unclear, especially in developing countries where green products are not widely produced or consumed. This study examines the influence of information factors on consumer empowerment and green consumer behaviour. A quantitative approach was adopted, and data were collected by surveying 301 green product consumers residing in Baghdad, the capital of Iraq. The data were analysed by structural equation modelling using Smart-PLS version 4. The results confirm that both the central and peripheral routes of the elaboration likelihood model (ELM) guide consumers’ buying decisions about green products. Furthermore, the study revealed that consumer empowerment increases green consumer behaviour and information overload moderates the influence of information credibility on consumer empowerment. The present study contributes to the consumer behaviour literature by re-examining ELM within the context of green consumption, thereby broadening the understanding of the influence of information factors on consumers. Marketers can use the findings to develop targeted strategies for their products.

The Influence of Green Product Type, Message Framing, and Anticipated Pride on Green Consumption Behavior: An Event-Related Potential (ERP) Study.

Different types of green products require different marketing approaches to promote individual green purchasing behaviors. Previous studies have focused only on the effects of message framing on the promotion of different types of green products; however, little is known about the role of underlying emotions. Using event-related potentials (ERPs), this study investigated the neural responses to message framings and anticipated pride in green product types to assess their level of influence on green consumption. Participants in this study were randomly assigned to the anticipated pride versus control groups, and asked to make green consumption decisions involving different types (self- vs. other-interested) of green products, utilizing both gain and loss framing. The behavioral results demonstrated that participants in the anticipated pride group made more green product purchase choices than those in the control group. The ERP results showed that within the loss framing of the control group, other-interested green products induced larger N400 and smaller late positive potential (LPP) amplitudes than self-interested green products, whereas the results showed the opposite trend for the anticipated pride group. These results indicate that although individuals might have biases in their motivation that lead them to focus on self-interested green products, anticipating pride reduces cognitive conflicts and increases their motivation to focus on other-interested green products in the context of loss.

Impact of Economic Literacy and Environmental Literacy on Student Green Consumer Behavior

One of the reasons for the low quality of the environment today is the activities carried out by humans as consumers. Consumers' positive attitudes towards environmental issues can be encouraged by economic literacy and ecological literacy, which reflect the relationship between the economy and ecology. A person's lack of insight into the environment causes various environmental problems to continue without the perpetrators of destruction realizing it. Solutions to various environmental issues must come from all scientific disciplines, especially the most basic ones in education. Environmentally friendly consumer behavior is individual behavior that is influenced by concern for the environment. This research aims to describe the influence of economic literacy and environmental literacy on environmentally friendly consumer behavior, financial literacy on ecologically friendly consumer behavior, and environmental literacy on social consumer behavior. Environment. Environment. This research was conducted using a quantitative approach and correlational descriptive analysis techniques. This research analyzes the influence of Economic Literacy and Environmental Literacy on Green Consumer Behavior. The research population was students of the Economic Education Study Program, Faculty of Teacher Training and Education, Kuningan University. Data analysis uses multiple regression. The research results show that economic and environmental literacy positively affect environmentally friendly consumer behavior. The findings of this research have implications for efforts to increase consumption of green consumer behavior, which is predominantly triggered by digital media and educational institutions. In addition, the research results show that although environmental literacy positively affects environmentally friendly consumer behavior, the effect is low. This can be improved with a learning approach that seeks to increase student involvement by using the environment as a learning resource. So, the author recommends that for further research, an approach can be used that involves students in utilizing the environment through learning activities that will attract students' interest in studying things related to life and beneficial to the environment.

Investigating the factor influencing Indonesian Consumers' Intention to Purchase Green Products in Indonesia: Applying the Theory of Planned Behavior

Green products have received worldwide attention as an alternative to more environmentally responsible consumption. Even though the environmental sustainability of green products is crucial, more research is still needed to determine the factors influencing consumer purchasing behavior for green products in developing nations, particularly Indonesia. Using the Theory of Planned Behaviour (TPB), this study investigates the psychological aspects that influence green behavior. It is believed that attitude, perceived behavioral control (PBC), and subjective norm all substantially impact a consumer's decision to purchase a green product. Subjective norm is the influence of people surrounding the respondent, while PBC is the respondent's perspective about their ability to perform certain actions. The research was conducted in 2023 using an online survey. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used to analyze the data of 228 respondents using SmartPLS 3. The results show that attitudes and PBC significantly influence green consumption behavior. However, they show small predicting powers towards the intention. The subjective norm does not directly influence how behavior is formed but directly impacts how customers' attitudes are formed. The research results provide practical implications for the government and marketers to hold a special exhibition for green products and create labeling to improve the accessibility of green consumption. At the same time, the government can contribute to supporting green consumption by labeling pro-environmental products. This research still uses the basic variables of the TPB, where many researchers can add other variables that have the potential to influence a person's intention to take an action.

Ethical consumption values and ecological clothing: a study in brazil

Objective: The research aims to investigate the Brazilian consumer in their intention to purchase ecological clothing. Method: To carry out the study, field research was carried out, of an applied nature, with an exploratory and descriptive quantitative, cross-sectional objective, with non-probabilistic sampling, and research had for. The model proposed and validated by Echeverría (2017) was used as a basis, consisting of 11 factors and 42 psychographic observable variables, in addition to demographic variables (gender, age, education, and family income). Originality/Relevance: As the concern for sustainability becomes a universal phenomenon, the profile of the ecologically conscious consumer evolves. The ecological fashion movement gained strength and several companies began to realize the importance of sustainability and ethical conduct as indispensable factors in fashion. Brazil is the largest complete textile chain in the West, with more than 9.5 million jobs. Results: The predominance of the sample was female, education, there was a balance between the number of respondents between undergraduate and secondary education, with an average age of respondents of 36.74 years. An interesting point of the study, which proved to be quite significant, was the positive influence of the attitude toward the purchase of ecological products on the ecological purchase intention. The increase in ecological awareness greatly interferes with consumer behavior. The theory of planned behavior can explain this phenomenon, as an individual's attitude, their beliefs concerning a certain aspect, can influence their consumption intention. Theoretical/methodological contributions: The contribution of this study is to provide the profile of the Brazilian consumer in their intention to purchase ecological clothing. The positive influence of the attitude towards the purchase of ecological products remained evident. Increased awareness of consumer behavior. The great contribution of this study lies in the proposition of a theoretical framework, which enables an understanding of the structure of green consumer behavior. Social contributions: Assuming that human behavior is goal-oriented, based on individual beliefs, the goals TCP applied to consumption proposes that the way people select, process information, and act about them depends on the relevance and strength of its own general goals.

The Way to Save Environment from Green Consumer Behavior: The Role of Advertising, Media, and Lifestyle

The green consumers’ low-rate behavior is often attributed to lifestyles that do not care about the environment. This paper aims to analyze the effect of eco-friendly product advertising and social media on green consumers’ behavior with an eco-friendly lifestyle as a mediator. This research was conducted using a quantitative approach with a unit of analysis of students in the city of Semarang. This research was conducted by distributing questionnaires to the number of samples taken, as many as 161 students using the inverse square root method with a proportional combination of cluster and purposive sampling. The collected data were analyzed using descriptive statistics and SEM WarpPLS. The result shows that green product advertising and social media positively affected green consumer behavior, lifestyle mediated the impact of green product advertising on consumers’ behavior, and lifestyle mediated the influence of social media on consumers’ behavior. Therefore, students need to realize and understand how important the benefits of green product advertising are so they can pay attention to green product advertising and social media, besides that students need to manage their lifestyle by diverting their free time to activities that are more positive and valuable and are expected to be able to consider the needs especially related to environmentally friendly products as an effort to preserve the surrounding environment.

Does social crowding promote green products purchasing? Analyzing the role of face consciousness and relative price

Promoting environmental sustainability, green consumption behavior is a crucial approach for individuals. Utilizing the “factor-intention” logic, we constructed a model to examine the relationship between social crowding, face consciousness, relative price level, and consumers' intentions to purchase green products. We conducted three experiments to assess the influence of social crowding on green product purchasing, along with examining the mediating effect of face consciousness and the moderating effect of relative price level. The results demonstrated a positive impact of social crowding on consumers’ intentions to purchase green products, with the relationship being moderated by the relative price level. Additionally, the desire to gain face and the fear of losing face partially mediated the interaction between social crowding and green product purchasing.

Analyzing the Impact of COVID-19 on Business Performance through the Case-Study of a Green Italian Start-Up

The COVID-19 pandemic, which began in December 2019 and spread globally, has triggered numerous studies examining its profound effects on societies and economies. This paper investigates the impact of the pandemic crisis on people’s environmental awareness and sustainable consumption in the Italian market and tests several hypotheses related to this impact on the performance of green start-ups. Hypothesis 1 suggests that COVID-19 has increased environmental awareness, positively influencing green consumption behavior. Hypothesis 1bis focuses on businesses selling green products, proposing that they benefited from COVID-19. Hypothesis 2 posits that COVID-19 had a positive impact on online sales, while Hypothesis 3 suggests it damaged businesses based on a product-oriented PSS (Product-Service Systems). The study centers around a mixed method: a and an in-depth interview (qualitative research) with one of VAIA’s founders-a green Italian start-up taken as a case study for this research and quantitative research on the Italian consumers, carried out through an internet-based questionnaire with 706 participants Findings reveal significant shifts in environmental awareness and sustainable consumption patterns due to the pandemic: participants reported heightened awareness of environmental issues and an increased inclination toward sustainable consumption, influenced by reflections on human health-environment interdependence, lockdown-induced lifestyle changes, and a collective sense of responsibility. The study demonstrates as well that a green start-up can experience positive outcomes during the pandemic: this elicits insights that can inform businesses, policymakers, and practitioners in the sustainability sector, enabling them to adapt and capitalize on emerging consumer preferences.

Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors

The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.

Research on Stability of Green Transformation Strategy of Manufacturing Enterprises under Multi-dimensional Environmental Regulation

<p class="MsoNormal" style="text-align: justify;"><span style="font-family: Cambria;">Giving full play to the interaction of multi-dimensional environmental regulation is an important method to accelerate the green transformation of manufacturing enterprises which is a significant way to achieve carbon peaking and carbon neutrality goals. Based on the theory of evolution game, a green transformation strategy evolution game model participated by the government, consumers, and manufacturing enterprises has been constructed. Stability research is conducted based on the behavioral mode of the three parties participating subjects and the paper uses MATLAB for numerical simulation to analyze the impact of environmental regulations of different dimensions on the green transformation of enterprises. The research shows that: (1) When the government adopts a single environmental regulation of carbon emission right transaction or green consumption subsidy, it will not affect the choice of green transformation strategies of the enterprise. (2) When the government adopts a single environmental regulation of environmental protection tax, it only promotes enterprises to choose green transformation strategies under limited conditions. (3) Under the multi-dimensional environmental regulations of the government, by affecting the cost and income of enterprise green technology innovation, consumers</span><span style="font-family: Cambria;">’</span> <span style="font-family: Cambria;">green consumption behavior, and the manufacturing enterprises choose green transformation as a stable strategy.</span> <span style="font-family: Cambria;">Therefore, the government should give full play to the role of multi-dimensional environmental regulations in promoting consumers' green consumption and enterprises</span><span style="font-family: Cambria;">’</span> <span style="font-family: Cambria;">green technology innovation</span> <span style="font-family: Cambria;">to accelerate the green transformation of manufacturing enterprises.</span></p>