Green Product Purchase Intention Research Articles

Investigating factors that influence the purchase behaviour of green cosmetic products

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry.This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study's findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China

China's Generation Z consumers are gradually developing an awareness of environmental issues and a willingness to purchase green products. Meanwhile, the COVID-19 pandemic has affected various traditional industries worldwide. This study aims to explore the factors that influence the purchase intention of green products among Chinese Generation Z consumers after the pandemic. This research utilizes the Theory of Planned Behaviour as a theoretical framework to discuss the effects of epistemic factors including attitude, subjective norms and perceived behavioural control as well as non-cognitive factors including anticipated positive emotion and personal moral norms on Generation Z consumers’ purchase intention of green products under the circumstance of COVID-19 pandemic. We collected primary data from 259 Chinese Generation Z consumers through an online questionnaire collection platform. This research shows that anticipated positive emotion is the most important affecting factor of Chinese Generation Z consumers’ green product purchase intention under the circumstance of COVID-19 pandemic, followed by perceived behavioural control, personal moral norm, attitude, and subjective norm, respectively.

How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge

Many companies have begun promoting green products through live-streaming to attract consumers. However, existing literature has not focused adequately on this issue. This study examines the green perceived value as a potential mediator between consumer brand familiarity and purchase intention (Study 1). It also explores the moderating role of streamers’ environmental knowledge (Study 2). The results show that streamers’ environmental knowledge positively influences the effect of low brand familiarity on consumers’ green perceived value. For high brand familiarity, however, the streamers’ environmental knowledge has no significant effect on a product’s green perceived value. In addition, green perceived value positively affects purchase intention. These findings provide valuable insights for companies and live-streaming platforms to optimize green marketing strategies.

Research on the negative effect of product scarcity appeals on the purchase intention of green products and its mechanism.

Studies have shown that product scarcity appeals affect consumers' perceived scarcity, willingness to pay, and other responses, and that scarcity appeal has the potential to cause consumers to pay higher attention to the product. However, there is a lack of research on the psychological responses of consumers to scarcity appeal from the perspective of perceived green washing. In this paper, three experiments are conducted to demonstrate the impact of product scarcity appeals on consumers' purchase intentions. The research shows that when green products use product scarcity appeals as a strategy, consumers' purchase intentions are affected, but consumers' information processing about the product is the most important determinant. Perceived green washing mediates the negative effect of product scarcity appeals on green product purchase intentions. And impression management motives moderate the negative effect of product scarcity appeals on green product purchase intentions. The findings of the study not only help companies to effectively adopt the right advertising strategies to improve their marketing effectiveness, but also help them to explore the market for green products.

Determinants Influencing Consumers’ Intentions to Purchase Green Products: Empirical Insights from Malaysian Consumers

Consumers around the world have shifted from conventional to green products, and their green consumption is increasing. Growing demand for sustainability and environmental protection drives this shift. Consumers have become more aware of the need to reduce their carbon footprint and make more sustainable choices. Similar is the case in Malaysia as green products are available in open markets, but a low level of intention toward purchasing them still exists. With a specific focus on the Malaysian context, this study is aimed at identifying the factors that contribute to consumers' low intentions for purchasing green products. The Theory of Planned Behavior is extended with perceived environmental concern (PEC) and environmental knowledge (PEK). A survey questionnaire with a non-probability sampling technique was used, and 155 survey responses were collected from respondents in Malaysia. Using structural equation modelling (PLS-SEM), the collected data was analyzed, and the results revealed that perceived environmental concern, perceived environmental knowledge, and subjective are the strongest predictors of consumers’ intention as these factors significantly influence intention to purchase green products. Interestingly the study revealed that attitude toward green products failed to have a significant relationship with the intention to purchase green products. In green marketing contexts, our study results demonstrate that extended TPB has higher predictability than the TPB variables. The model's additional constructions (PEK and PEC) significantly contribute to a better understanding of green product purchase intention development and potentially become long-term main-stream variables.

PENGARUH GREEN PRODUCT KNOWLEDGE TERHADAP PURCHASE INTENTION MELALUI GREEN TRUST DAN GREEN ATITTUDE

The aim of this research is to test the influence of green product knowledge on purchase intention with green trust and green attitude as mediating variables. This research is explanatory research which aims to test and explain the causal relationship between research variables through hypothesis testing. The approach taken in this research is a quantitative research approach. The data used is primary data. The purposive sampling method was used as a sample determination technique. The process of obtaining data is carried out by means of a survey in the form of a questionnaire. In this study, researchers used 100 respondents who were consumers of LED lights. This research uses Structural Equation Modeling (SEM) to test the hypothesis. The findings of this research are as follows. Green product knowledge, green trust and green attitude have a positive influence on purchase intention. Apart from that, green trust and green attitude are unable to mediate the relationship between green product knowledge and purchase intention.

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.

Green perceived value and green product purchase intention of Gen Z consumers: Moderating role of environmental concern

The primary objective of this study is to examine the connection between Generation Z Indonesian consumers’ perceptions of value for green products and their purchase intentions, with a supplementary investigation into how environmental concerns moderate the influence of perceived green value on their intention to purchase green products. Between June and December 2021, a probability sampling technique, specifically stratified random sampling, was used to select a sample of 543 Indonesian Generation Z consumers. The data were analyzed using a variance-based method, namely partial least squares, within the context of structural equation modeling. The analysis reveals that functional value, conditional value, and environmental concern significantly and positively affect the intention to purchase green products. This indicates that Generation Z consumers are more inclined to choose green products when they perceive them to have good functional value, when specific conditions or requirements support the purchase, and when they have a high environmental concern. Moreover, environmental concern moderates the effect of social value on the intention to purchase green products. This suggests that more environmentally conscious consumers are more likely to be influenced by social value benefits when deciding to buy green products, highlighting the complex interplay between environmental and social motivations in shaping consumer behavior towards sustainability.

Do Environmental Issues Impact Consumers’ Purchase Intention of Green Products?

Do Environmental Issues Impact Consumers’ Purchase Intention of Green Products?

Do eco-labels trigger green product purchase intention among emerging market consumers?

PurposeThis study aims to explore the effect of eco-labels on green product purchase intention among consumers of electrical/electronic products in an emerging market context.Design/methodology/approachThis study adopted an extended theory of planned behaviour to assess the effects of eco-labels. To measure the key constructs, scales pertaining to the relevant literature were used to design a structured questionnaire for empirical examination. A final data set of 680 consumers was analysed using structured equation modelling.FindingsThe results indicate that eco-labels significantly impact perceived behavioural control, attitude, subjective norms and consumers’ willingness to pay higher prices for environmentally friendly green products.Practical implicationsThe findings not only complement research on green consumerism but also serve as an important direction for socially responsible marketers who aim to play an important role in propagating pro-social consumption among emerging cohorts of consumers. The importance of eco-labelling as an effective marketing tool is highlighted, with valuable insights for future research and practices pertaining to emerging consumer markets.Originality/valueThis study fills a void in contemporary research by examining consumers of electrical/electronic products that typically involve long-term usage, with potentially greater environmental footprints.

SUSTAINABLE CONSUMPTION IN WEST JAVA: GREEN BUYING INTENTIONS FROM MILLENNIALS

This study will examine how sustainable consumption values, which consist of functional values, social values, and emotional values influence the purchase intention of green products. Based on the theory of consumption value, this study will examine the antecedents of green purchasing intentions among young adults (Millennials) in West Java Province, as the Province with the largest population in Indonesia. Structural equation modelling technique, Structural Equation Modelling (SEM) is applied to data collected from respondents through online surveys. Overall consumption value which consists of functional value, social value, and emotional value has an influence on the intention to buy green in generation Z and millennial generation in West Java with social value is the highest factor of consumption value which has an influence on consumption value, so that it can influence buying interest in green products in West Java. Therefore, there are several rooms for improvement in this research for further researchers. As the sample of the currents study was collected from a specific region, West Java and will have a broader results by taking larger region other than West Java.

The influence of green finance availability to retailers on purchase intention: a consumer perspective with the moderating role of consciousness.

As the global warming crisis is increasing daily, it is crucial to find ways to reduce the carbon footprint generated by activities like the production, consumption, and distribution of goods and services. This empirical study has looked at one approach through which environment-friendly production and consumption can be encouraged. The developed model has studied the relationship between retailers' access to green finance and consumer purchase intention of green products by incorporating the role of environmental, status, and future consciousness. Theoretical foundations for this model have been taken from the theory of planned behaviour (TPB) and theory of reasoned action (TRA), which have extensively discussed the role of consciousness and societal norms while making purchase intentions. To gain insights about the purchasing behaviour of consumers, this study collected data from the Jiangsu province of China, where a non-probability convenience sampling technique was used to distribute a questionnaire to 400 respondents between February 2022 and August 2022. The collected data was analysed using Structural Equation Modeling (SEM) in SmartPLS in order to study the relationship between independent and dependent variables. Results of this study show that retailers' access to green finance positively impacts consumer purchase intention towards green products, and adding a consciousness perspective in the model strengthens this relationship. Moreover, the theory of planned behaviour and the theory of reasoned action were validated through this study, providing insights for policymakers on the importance of promoting green finance to influence green product purchase intention. Overall, this study shows that policymakers should give green financing to retailers and environmental and future awareness to consumers to encourage environment-friendly behaviour.

Factors affecting green consumption behaviour: Empirical evidence from consumers in Tra Vinh province

The article aims to determine the factors affecting the green consumption behaviour of consumers in Tra Vinh province based on the basic research theoretical framework (Theory of planned behaviour by Ajzen - TPB). Data was collected through direct interview with 300 consumers in Tra Vinh province. The results show that the intention to buy green products has a positive impact on consumers’ buying behavior toward green products. Two factors including attitude towards green purchasing and perceived behavioural control positively impact green purchasing behaviour, and these effects act as full mediators through green product purchase intention. The article proposes some recommendations to promote the green consumption behaviour of people in Tra Vinh province in particular and Vietnam in general.

The Impact of IoT Characteristics, Cultural Factors and Safety Concerns on Consumer Purchase Intention of Green Electronic Products

This study examines the impact of IoT characteristics, key cultural dimensions, and safety concerns on consumer green purchase intentions. The research employed a survey approach, collecting responses from 278 consumers. Structural equation modeling (SEM) was used to test the hypotheses. The finding of the study indicates that IoT characteristics (IoTC), environmental concerns (EC), collectivism (GW), and individualism (ID) have a positive effect with attitude toward green purchasing (AGP), which further affect green purchase intentions (GPI). Attitude toward green purchasing (AGP) mediates the relationship between IoTC, safety concerns (SC), collectivism (GW), individualism (ID), and green purchase intentions (GPI). The study’s findings help us understand how IoTC, social concerns, and cultural factors affect consumer green purchase intention.

The mediating role of green trust in the effect of the preference for green products on the purchase intent of health students

Purpose- Today, sustainability is a very important concept so that future generations can live comfortable life. In this, it is very important to produce products that are compatible with nature, to trust the product or service, and to purchase them. This study was conducted to determine the mediating role of green trust in health education students' green product purchasing preferences. Methodology- The sample of the study consists of 330 students studying in health departments. In the analysis of the data, descriptive, explanatory factor, confirmatory factor, correlation and regression analyzes were performed. Findings- There is a significant relationship between green product preference and all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules) and green product purchase intention. There is a significant relationship between green product preference and green product trust in all sub-dimensions of green product preference (attitude, environmental concern, environmental knowledge, subjective rules). There is a significant relationship between trust in green products and purchasing green products. In the sub-dimensions of students' green product preferences and green product preferences (attitude, environmental concern, environmental knowledge), the effect on green product purchasing also has a mediating effect on the level of trust in green products. However, subjective rules do not have a mediating effect on green product purchasing, nor does the level of trust in green products. Conclusion- This study aims to increase the awareness of green products and green trust, which is important in sustainability, on purchasing behavior, especially among young people, and to make this a behavior. Thus, a comfortable life can be provided for future generations. Keywords: Sustainability, green product, green trust, purchasing behavior, health students JEL Codes: M30, M31, Q01

Why do consumers purchase green clothing? Investigating symbolic meanings beyond social status and the role of consumer mindset

PurposeIn the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.Design/methodology/approachThe data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.FindingsAll symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.Originality/valueThis research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

What Triggers You to Buy Green Products? Explaining Through an Extended TPB Model

This study aimed to identify the significant factors that affect a consumer’s decision to purchase green products by employing an extended theory of planned behavior model that includes attitude towards brand, subjective norms, perceived behavioral control, digital communication, and environmental concern. Using a quantitative approach with a sample size of 441 urban residents of Bangladesh, the study utilized Structural Equation Modeling technique for data analysis. The findings revealed that purchase intention of green products is dependent on attitude towards brand, perceived behavioral control, environmental concern, and digital communication. Notably, digital communication was found to have both active and passive influences on attitude towards brand and subjective norms, while environmental concern had a passive influence on attitude towards brand and perceived behavioral control. The study concludes that digital communication is the strongest predictor of purchase intention, whereas subject norm was found statistically insignificant in generating purchase intention of green products. This study contributes to the literature by providing evidence of the usefulness of digital communication in establishing a favorable purchase intention of green products and proposes a novel approach for understanding consumer green purchases.

Exploring the role of green brand positioning in determining green product purchase intention

In this study, we investigate the relationship between green brand positioning (GBK), attitude toward green brand (AGB) and green brand knowledge (GBK) on green product, specifically in beauty and body care products. It also sought to examine consumer’s purchase intention (PI) of this product using those variables. The methodology which is used to analyse the data obtained is using an exploratory quantitative approach. The data evaluated by Partial Least Square – Structural Equation Model (PLS-SEM). This study used purposive sampling techniques to determine the sample of employees who work in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), Indonesia. The outcomes indicate that all these factors contribute to purchase intention of this green beauty and body care product. This study is also found that GBP has a positive direct contribution to AGB, GBK, and PI. Originality and practical implications from this study are that, the green product companies must pay attention to the brand positioning because it would alter consumer’s attitude and intention towards of green products. Thus, companies should focus more on developing promotional messages that are more directed towards sustainable values or optimizing communities that support sustainability lifestyles. More deeply, eco-friendly beauty and body care products are very widely used today, so the results of this research are expected to contribute in terms of how can customer’s intensions are increased in buying these products.

Examining the Moderating Effect of Green Product Knowledge on Green Product Advertising and Green Product Purchase Intention

Green products are essential for future and present generations, as they are safe for the environment and once disposed will easily get recycled. The world has recognised this fact and there has been lot of research on this as it is the future. The present study is an attempt to understand how much of knowledge about green products and its association with green product advertising leads to green product purchase, and how much of knowledge and attitude effect purchase intension. Prior research on this model has been conducted by Dr Suki, entitled “Green product purchase intention: impact of green brands, attitude, and knowledge,” in Malaysia, this research focuses on consumers of Uttarakhand in India. Results were similar except the moderating effect was not significant in prior research, but this research revealed that moderating effect was statistically significant.

Green marketing strategy increases the effect of green knowledge on green purchase intention

The main objective of this study was to determine the effect of green marketing as a mediating variable on increasing green knowledge variables on increasing consumer buying interest in eco-friendly products. Questionnaires were distributed to 110 Starbucks Coffee consumers in Bandung, which were analyzed by descriptive analysis to describe general characteristics of the respondents. The Structured Equation Model – Partial Least Square (SEM-PLS) analysis was also used to confirm the theory that there is an influence of green marketing variables as a mediating variable on increasing green knowledge on consumer buying interest in green products. The results showed that consumers of Starbucks Coffee in Bandung were dominated by women in their early adulthood who worked as private employees with moderate income. The implementation of the green marketing strategy by Starbucks is expected to maximize customer service in accordance with the description of consumer characteristics with the green marketing strategy implemented by Starbucks Coffee. The provision of green knowledge that affects the increase in consumer purchase intention of green products can be further improved positively and significantly through the application of green marketing strategies as a mediating variable.