Green Intention Research Articles

Green but not altruistic warm‐glow predicts conservation behavior

AbstractEnvironmental policies frequently assume that people only act to help the environment if such behavior is in their self‐interest. A growing amount of literature, however, shows that people also derive positive emotional benefits or “warm‐glow from acting green. Yet, it remains unclear to what extent this motivation is derived from classical accounts of altruistic concern. In the current study, we leveraged a prospective design of a unique sample (N1 = 341, N2 = 251) of customers who subscribe to a local sustainable food store. We measured altruistic and green warm‐glow at T1 and predicted to what extent such prospective warm‐glow predicted a range of self‐reported conservation behaviors 4 weeks later (T2). Results suggest that the anticipated warm‐glow from helping other people did not significantly predict green intentions nor green behavior despite being highly correlated with green warm‐glow. In fact, only green warm‐glow significantly predicted conservation behavior over time. These findings are important because they elucidate a basic differential motivation between helping other people versus protecting the planet. This differentiation is critical to the design of effective conservation interventions.

Facades of morality: the role of moral disengagement in green buying behaviour

PurposeThis study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist.Design/methodology/approachThe present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study.FindingsFindings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement.Research limitations/implicationsThe idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding.Practical implicationsThe study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements.Social implicationsIt is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.Originality/valueThe study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

Attitude towards the green purchases intention

El objetivo es analizar el comportamiento medioambiental explorando las relaciones del (1) conocimiento, (2) preocupación, (3) altruismo y (4) escepticismo medioambientales sobre la actitud hacia el consumo verde (ACV). Finalmente, se analizó la relación entre ACV y la intención de compra verde. El método de investigación es cuantitativo, concretamente un modelo de ecuaciones estructurales-PLS con datos de una encuesta aplicada a consumidores potenciales de productos verdes. Los resultados muestran que la ACV pronostica la intención de compra verde; además que el conocimiento, la preocupación y el altruismo medioambientales destacan como antecedentes significativos de la ACV. Las limitaciones están asociadas al alcance de los resultados, éstos se obtuvieron empleando muestreos no probabilísticos. El principal hallazgo es la magnitud del efecto del altruismo que destaca como el principal predictor de la ACV. Las implicaciones prácticas a través de campañas de comunicación, dirigidas a consumidores altruistas con el medioambiente, que motiven al consumo verde.

How Can Green Marketing Lead to Customer Trust and Green Intention Evidences from Automobile Industry

Today, the environment and its protection have become critically important for business excellence. Since automobile companies can have a significant impact on the improvement of energy consumption and environmental protection, the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust. For this purpose, a questionnaire has been developed and used for data collection. The variables of green marketing included price, product, promotion, and place and the variables of customer trust included competency, benevolence, and honesty. Findings indicated a positive and significant influence of green marketing on customer trust and green purchase intention. Among the elements of marketing mix, price had the strongest influence on customer trust and green purchase intention; and among the customer trust variables, honesty had the strongest influence on customer green purchase intention.

PERAN GREEN TRUST MEMEDIASI PENGARUH GREEN PERCEIVED VALUE DAN KEPUASAN KONSUMEN TERHADAP GREEN REPURCHASE INTENTION

Green repurchase intention is the tendency of consumers to repurchase the same environmentally friendly products in the future. The purpose of this study was to determine the effect of green perceived value, customer satisfaction, and green trust on the green repurchase intention. This research was conducted on Tupperware product customers in Denpasar. The sample used was 100 respondents, with purposive sampling method. Path analysis and sobel test were used. Based on the results of the analysis that green perceived value, customer satisfaction, and green trust have significant positive effect on green repurchase intention directly which the higher green perceived value, consumer satisfaction and green trust will increase green repurchase value on the product. Green perceived value and consumer satisfaction can indirectly affect green repurchase intention through green trust, means that the effect of green trust will be greater if followed by an increase in green perceived value and customer satisfaction.
 Keywords: green perceived value, consumer satisfaction, green trust, green reuprchase intention

How to promote users’ adoption behavior of dockless bike-sharing? An empirical study based on extended norms activation theory

ABSTRACT With the widespread emphasis on sustainability in transportation, dockless bike-sharing (DBS) is gaining popularity. This research proposed an extended norms activation model (NAM) to study the effects of personal norms, perceived green value and perceived pleasure on users’ green intention to use DBS. This model was empirically tested through partial least squares regression, which was performed to analyze the data collected from 308 participants in Chengdu China. Results show that personal norms, green perceived values, and perceived pleasure have a positive impact on green intention. Given that green perceived value and perceived pleasure mediate the positive relationship between personal norms and green intention, these factors have proved that human inner feelings play a vital rule in green intention. The findings help to give a better understanding of consumers’ adoption behavior of DBS, and would be helpful for policymakers to take effective measures to enhance consumers’ adoption behavior of DBS.

How impacting factors affect Chinese green purchasing behavior based on Fuzzy Cognitive Maps

Abstract Green products have significant social value and according to the theory of consumption value, the combination of social value and other values can achieve green purchasing behavior. This paper focuses on the interaction between the essential functional value of green products and its social value and epistemic value in green purchasing behavior. Based on the comparative analysis of the representative cities consumer survey data and big sales data of green products online, a fuzzy cognitive map is used to quantitatively study the ways they interact to affect the gap between green intention and actual behavior. The difference between the actual premium of green products and the willingness of consumers to pay extra is currently the biggest factor hindering green behavior. However, if the social value of green products has a private attribute, it will effectively improve the green consumption behavior. The credibility of green products would enhance the functional value and epistemic value in order to reduce the barriers caused from price gaps. Furthermore, the diversity of sales channels increases the bargaining power of green products and also reduces the intention-behavior gap.

PENGARUH GREEN MARKETING MIX TERHADAP VALUE PERCEPTION DAN MINAT BELI KONSUMEN THE BODY SHOP DI KOTA MATARAM

This research examined the effect of Green Marketing Mix, Value Perception and Intention To Buy cosmetic product of The Body Shop in Mataram City. This research is specifically aimed at determining the significance of the effect of Green Marketing Mix on Value Perception and Intention To Buy on cosmetic product at The Body Shop in Mataram City. The population of this study was customer of cosmetic product of The Body Shop in Mataram City, contain 100 respondents using purposive sampling method. The instrument in this study tested using Confirmatory Factor Analysis, while the reliability test using Cronbach Alpha. This research using Structural Equation Modelling employing SmartPLS program to test the hypothesis. The research results showed that Green Marketing Mix significantly and positively affect the Value Perception, Green Marketing Mix significantly and positively affect the Intention To Buy, Value Perception significantly and positively affect the Intention To Buy. Green Marketing Mix significantly and positively affect the Intention To Buy throught Value Perception. The Body Shop needs to make the subject of promotion more supportive of environmental exceptions in real terms, for example the program for saving rare animals, holding river cleaning activities or tree planting programs that involve customers directly.Keywords: Green Marketing Mix, Value Perception, Intention To Buy, Cosmetic Product, The Body Shop.

Investigating airline customers' decision-making process for emerging environmentally-responsible electric airplanes: Influence of gender and age

The present study was designed to investigate airline customers' green intention generation process for eco-friendly electric airplanes by considering the influence of environmental value, environmental awareness, green image, injunctive social norm, personal norm, and personal characteristics. We used a survey methodology and a quantitative approach. Results of the structural analysis revealed that environmental value, environmental awareness, green image, and injunctive social norm are vital activators of personal norm and important contributors to building green intentions. Our finding found that enhancing and activating customers' personal norm is unavoidable for eliciting their positive decisions for electric airplanes. In addition, our result of invariance test included a theoretical and practical importance as it informs us that gender and age difference exists on airline customers' eco-friendly intention formation for electric airplanes. Implications for researchers and practitioners are discussed.

PERAN GREEN TRUST MEMEDIASI PENGARUH GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE INTENTIONS

This study aimed to determine the effect of perceived value to the green green trust and purchase intentions green, green influence trusts to purchase green green intentions and the role of trust mediating effect of perceived value of green against green product purchase intentions Tumbler Starbucks On the Go in Denpasar. The study was conducted on the product Tumbler Starbucks On The Go in Denpasar with the number of respondents was 100 respondents. The number of respondents was determined using purposive sampling method, which is the technique of determining samples with certain considerations. Data obtained by distributing questionnaires were analyzed using path analysis (path analysis) and Sobel test. The test results of green perceived value in a positive and significant effect on trust and green green product purchase intentions Tumbler Starbucks On The Go in Denpasar. Green trust is able to mediate the influence of green perceived values ??positively and significantly on green purchase intentions.
 Keywords: green perceived value, green trust, green purchase intentions

Modeling Green Entrepreneurial Intention among University Students Using the Entrepreneurial Event and Cultural Values Theory

Going green has created significant enthusiasm across the society. However, green entrepreneurial intention is still at evolving stage. The main objective of this study is to reveal the association of entrepreneurial event theory and cultural values theory with the green entrepreneurial intention. Cross sectional survey was conducted through structured questionnaire among the university students. Partial least squares method has been adopted using the SmartPLS 3.0 software for analysing the data from 835 respondents. The findings of the results revealed that perceived desirability, perceived feasibility, opportunity seeking, and reasonability taking plays significant role for green entrepreneurial intention. The result of the study will provide the governments to explore opportunities for the green entrepreneurial ventures among universities. Universities may offer customised academic courses, or training program to trigger the green business initiative among the students. Students will be benefited to learn the essentials of green entrepreneurial intention from this research.

PERAN KEPERCAYAAN DALAM MEMEDIASI PERSEPSI NILAI TERHADAP NIAT BELI ULANG GREEN COFFEE DI KOTA DENPASAR

The purpose of this study is to determine the effect of perceived value on trust and repurchase intention, the effect of trust on repurchase intention, and to determine the role of trust in mediating the effect of value perception on repurchase intention on Green coffee in Denpasar City. The population of this study are consumers of Green coffee products in Denpasar City. The samples of this study are Green coffee consumers residing in Denpasar City. The method to determine the sample used in this study is purposive sampling which is a data source sampling technique with certain considerations. The number of sample used is 100 who lives Denpasar City that have consumed Green coffee. PLS (Partial Least Square) analysis techniques is used to analyse the data. The results of this study indicate that value perception ??and beliefs have a positive and significant effect on Green coffee repurchase intention; value perceptions have a positive and significant influence on trust; and trust positively and significantly mediates the effect of perceived value on consumers' repurchase intention towards Green coffee in Denpasar City.
 Keywords: perception of value, trust, repurchase intention

Environmentally Responsible Museums' Strategies to Elicit Visitors' Green Intention

We developed a robust theoretical model to explicate visitors' green intention to visit environmentally responsible museums by integrating green image, green value, and social norm into the norm activation model as antecedents of moral norm. We conducted a field survey to collect data, and used a quantitative method for data analysis. Structural analysis results showed that awareness of consequences, ascription of responsibility, green value, and social norm acted as significant predictors of moral norm, which, in turn, influenced green intention. Our results thus showed that moral norm had a significant mediating role in the influence of these variables on green intention. Also, green product attachment significantly moderated the relationship between moral norm and green intention. In addition, the predictive power of our proposed model was superior to that of the original norm activation model.

Impact of religious values and habit on an extended green purchase behaviour model

AbstractGreen purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.

Effects of Korean and US Consumers’ Environmental Concern on Green Restaurant Patronage Intention : The Mediating Role of Eco-friendly Dine-out Behavior

Effects of Korean and US Consumers’ Environmental Concern on Green Restaurant Patronage Intention : The Mediating Role of Eco-friendly Dine-out Behavior

PENGARUH GREEN PERCEIVED VALUE TERHADAP GREEN REPURCHASE INTENTION YANG DIMEDIASI OLEH GREEN TRUST

Environmental issues have been increasingly recognized by the public with the rise of news about global warming. This encourages consumers to better appreciate environmentally friendly products. This study aims to explain the effect of green perceived value on green repurchase intention mediated by green trust products of The Body Shop in Denpasar city. The number of samples in this study were 120 respondents by using purposive sampling technique. The analysis technique used in this research is path analysis technique. Based on the analysis result, it was found that green perceived value had positive and significant effect on green repurchase intention. Green perceived value has a positive and significant effect on green trust. Green trusts have a positive and significant influence on green repurchase intention. Green trusts significantly mediate the effect of green perceived value on green repurchase intention. The Body Shop should be more intensive in providing information about the benefits derived from using the product and must further improve the quality and quality of the product.
 
 Keywords: Green Marketing, green perceived value, green trust, green repurchase intention.

Conceptualizing Green Human Resource Management in Predicting Employees' Green Intention and Behaviour : A Conceptual Framework

Conceptualizing Green Human Resource Management in Predicting Employees' Green Intention and Behaviour : A Conceptual Framework

Model of sustainable behavior: Assessing cognitive, emotional and normative influence in the cruise context

AbstractThere is a lack of published research on individuals' decision‐making for pro‐environmental behaviors while traveling on cruise ships. This study included the cognitive, affective and normative processes related to this, and considered their interrelations in the prediction model of passenger cruising intention in an environmentally responsible way. We estimated the proposed theoretical framework using structural equation analysis. The final model was generated by altering the proposed model. The findings indicated that our conceptual framework had a sufficient level of anticipatory power for green intention and that moral and subjective norms were the most influential determinants of intention. the important interrelationships among these cognitive, affective and normative factors were identified. Moreover, anticipated emotions and moral norms were significant mediators. The results of this study supported our theoretical framework comprising the intricate associations among study variables. The implications for tourism research and cruise practitioners are discussed.

Personality traits, social capital, and entrepreneurial creativity: comparing green socioentrepreneurial intentions across Taiwan and Hong Kong

ABSTRACTPromoting green socioentrepreneurship is crucial for sustainable economic development in the Asia-Pacific region, particularly in highly urbanised areas such as Taiwan and Hong Kong. However, little research has focused on this topic. Therefore, we conducted two studies to analyse how personality traits, entrepreneurial creativity, and social capital affect green socioentrepreneurial intentions among university students in Taiwan and Hong Kong. The results of Study 1 confirmed the factor structures of the four scales used in this study. The results of Study 2 revealed that though the effects of predictor variables on the outcome variable were varied, the mediation models of entrepreneurial creativity across contexts were partially supported. The major differences between Taiwan and Hong Kong lay in the effects resulting from usefulness, openness, agreeableness, conscientiousness, and bonding social capital.