Green Product Purchase Intention Research Articles

The Mediating Role of Environmental Attitude on the Impact of Environmental Concern on Green Product Purchasing Intention

Environmental pollution, increasing damages in the nature and deformation of ecosytem have started to worry consumers and the environemental concern has formed in time. Consumers who have environmental concern and wish to lend a healthy and clean environment to next generations, then started to consider the damages of their products to the nature in a higher degree. Thus, consumers with environmental concern have placed more importance to green products, which do not pollute the nature, use natural resources less, enable recycling, but are environmental friendly. The aim of this study is to investigate the impact of environmental concern on green product purchase intention, and to also investigate the mediating role of environmental attitude on the mentioned impact. Research data were gathered from 410 individuals residing in İzmir city using the face-to-face questionnaire method. Then, the data were tested with Crobach Alpha Method, Test of Normality, Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modeling and Sobel test. Based on research findings, it is observed that environmental attitude has a mediating role on the impact of environmental concern on green product purchasing intention. It is also determined that, environmental concern has a meaningful impact on environmental attitude and green product purchasing intention, and environmental attitude has a meaningful impact on green product purchasing intention.

Values as predictors of consumers' green product purchase behaviour

Consumers are key actors in promoting environment-friendly consumption behaviours. Throughout times, consumers are becoming apprehensive of the environmental problems caused by their day-to-day consumption of goods and services, and as a result, they prefer to purchase green products. The study examines the influence of values such as environmental concern, self-transcendence and self-enhancement on attitude towards green product purchase. The research model developed is verified, applying structural equation modelling technique with a sample of 1150 consumers from the state of Goa, India. The findings suggest that environmental concern and self-transcendence has a significant positive, whereas self-enhancement has a significant negative influence on attitude towards green product purchase. There is an indicative positive influence of attitude towards green product purchase on green product purchase intention and green product purchase behaviour. The findings do not support the mediating role of green product purchase intention in the relationship between attitude towards green product purchase and green product purchase behaviour. The managerial implications of the findings are also outlined in the paper.

Determinants of Green Product Purchase Intention

There are three hypotheses were developed for the study. The first hypothesis is about the relationship between green brand positioning and green product purchase intention. The second hypothesis is about the relationship between green brand knowledge and green product purchase intention. The third hypothesis is about the relationship between attitude towards green brand and green product purchase intention. Out of the three hypotheses, only two hypotheses are supported which are green brand positioning and green brand knowledge on green product purchase intention. The green consumer knowledge has biggest impact on green product purchase, followed by green brand positioning. The attitude towards green brand has no relationship with green product purchase intention. The study found that the adjusted R² is 0.776. This means approximately 77.6% of the green products purchase intention could be explained by the green brand positioning and green brand knowledge.

Green Product Purchase intention in Malaysia

The purpose of this study is to identify the key factors influencing green product’s purchase intentions of the population of Malaysia, specifically in the town of Petaling Jaya in the state of Selangor. It also aims to enhance the relationship between green product purchasing intention and its antecedents such as price, quality and advertisement. The research design chosen for this research is quantitative and data were collected from 150 respondents residing in same state through questionnaires survey. The statistical results showed that without existence of environment knowledge as moderator variable, there are no significant relationship between independent variables (perceived price, perceived quality and advertisement endorsement) and dependent variable (green products purchasing intention). The research proved that environmental knowledge play a significant role in moderating the relation between price and purchase intention, quality and purchase intention and advertisement and purchase intention.

Assessment of Consumers’ Religiosity Consciousness of Malaysian Green Personal Care Products

Local green products are still very new for Malaysian businesses; therefore, there are only few studies that focus on consumer’ purchase intention of green products. Green products are made from extracts of herbs as the main ingredient, and as such Muslim consumers have a high tendency to buy them because of their green content. Although studies have recognized religiosity consciousness as an important factor that affects the Muslims’ behaviour, there is less information about its effect on the consumers’ decision in buying green products. The objective of this study is to investigate the relative importance of religiosity consciousness on purchase intention of green products as religiosity consciousness has not yet been extensively investigated in explaining the consumers’ intention and behaviour towards buying green products. A self-administered survey was conducted in the form of a mall intercept with 250 female consumers. This study contributes to the improvement of our understanding of consumers’ green decision making and the relevant marketing strategy for the local companies in the market. Surprisingly, the results shows insignificant relationships. The finding provides evidence that consumers’ buying decision of green products is not influenced by religiosity consciousness. This article also includes discussion of theoretical and management implications.

Green buying behavior in India: an empirical analysis

PurposeUsing insights from theory of planned behavior (TPB), this study aims to examine the determinants and their relative importance in predicting green buying behavior among young educated consumers in India.Design/methodology/approachData are collected from 202 young Indian consumers using online questionnaire survey. Confirmatory factor analysis is used to ensure the reliability and validity of study measures in the present context. Structural equation modeling is used to test the proposed research model.FindingsFindings confirm perceived value and willingness to pay premium as significant predictors of the green purchase intention. In turn, green purchase intention significantly influenced green buying behavior.Practical implicationsThis study by advancing the understanding on the factors influencing green product purchase intention and behavior among Indian youths will help the policymakers to design policies and programs to encourage the adoption of green purchase behaviors, which in turn will help in addressing the problem of environmental sustainability, which the whole world is struggling with.Originality/valueThis study validates the importance of TPB framework in comprehending consumer green product purchase intention and behavior in a culturally different context of India. Thus, this study contributes to the green marketing literature by examining the unique combination of variables in predicting green buying behavior in an integrated framework. It also extends the TPB by demonstrating the importance of additional constructs, perceived value and willingness to pay in predicting green purchase intention and behavior among young millennials in India.

The Influence of Green Perceived Value and Green Perceived Risk Perceptions on the Green Product Purchase Intention

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Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences

AbstractThe emerging concern for the environment, particularly in consumer products, has grabbed the attention of both practitioners and academics equally. With the aid of new communication tools such as social media, the concern for the environment has been widely shared. The motivation behind consumer behaviour towards environmentally friendly green products is different compared to general non‐green products. The present study explored the factors that determine the purchase intention of green products and publicity on social media. The mediating role of concern for consequences and the moderating role of economic factors was also analysed. A total of 347 consumers were sampled in the present study by means of systematic sampling from cosmetic stores. Structural equation modelling using SmartPLS 3 software was employed to analyse the data of the present study. Notably, the mediating role of concern for consequences and economic factor are supported. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Exploring Motivational Drivers in the Corporate Sector Toward Green Purchasing and Promoting Upcycled Products to Adopt Environmentally Responsible Business Practices

The global and local environmental problems are becoming critical where natural environment has turn out to be a perplexing issue to business organisations, specially the business operations like sourcing, manufacturing and logistics. As a result, business operations are subject to increasing pressures and scrutiny from various stakeholders inside and outside the organisation such as government agencies, workers, public, and not-for-profit groups. Waste upcycling is one of the most sustainable practices that any business entity could adopt in order to promote environmentally responsible business practices. Upcycling is a process where already used materials are transformed into something of greater value and/or higher quality in their second life. The concept of upcycling has received worldwide attention from businesses in recent years. However, this is a fairly new concept in Sri Lanka. The rationale aim of this study was to determine the foremost reasons that motivate purchase intention of green products for different corporate events. Further, the study investigated the willingness to accept new upcycled products by corporate customers. Data were collected through a questionnaire distributed among 35 corporations. Results indicate that an increase environmental awareness, eco-labels becoming a life style, new legislations on waste and eco-cultural value (man-nature harmonization) have greatly influenced the green purchase intentions in business organizations. In addition, the findings reveal that upcycled products in Sri Lanka are more visible in a niche market as environmental education and life style has a significant positive impact on eco-consumerism. It further offers insights for suppliers, manufacturers, marketers and policy makers who are concerned on encouraging green purchasing intentions which require differentiated strategic marketing plan than other conventional products. Keywords: Upcycling, Green Ppurchase, Eco-consumerism

The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures

By conducting field experiments with energy-saving and environment-friendly refrigerators, data concerning different emotional green appeals and consumers’ psychological responses were collected. Through the conditional process model analysis based on the data, the effects of different emotional green appeals on consumers’ attitude towards the advertisement, perceived value, and purchase intention were analyzed. This is not only the first time that the moderating effect of Confucian cultures was verified but also the first study that includes the admiring green appeal and the disdainful green appeal. Overall, part of the effects of the different emotional green appeals have separate impacts on consumers’ attitude toward advertisement, perceived value, and green purchase intention. Attitude and perceived value have significant mediating effect on the relationship between emotional green appeals and purchase intention in the framework of admiration vs disdain. Green involvement and Confucian culture are not qualified moderators in any situations. These conclusions provide important implications for the promotion of enterprises’ green appeal advertisements.

God and green: Investigating the impact of religiousness on green marketing

As the population increases, more people are now aware of the impact of their consumption on the natural environment. Nonetheless, 1 important factor that is often neglected is religiousness. Studies of the impact of religiousness on individual behavior have become increasingly important because the majority of the world population belongs to 1 of the major world religions. Thus, the purpose of this study is to investigate the impact of consumers' religiousness toward proenvironmental identity, attitudes toward environmental issues, and subjective norms about the environment. Subsequently, this study investigates the impact of these variables on purchase intention of green products. Using sampling from Indonesia (n = 649), which has the largest Muslim population, the results show significant differences between religions. In general, similar findings were found in both samples of Muslim and Christian consumers, where intrinsic religiousness has a positive impact on proenvironmental identity, attitudes towards environmental issues, and subjective norms about the environment. The study also found that the 3 variables (proenvironmental identity, attitudes towards environmental issues, and subjective norms) are positive determinants of intention to purchase green products. Nevertheless, the role of extrinsic religiousness is different for the 2 samples. Extrinsic religiousness is negatively related to attitude towards environmental issues for Muslim consumers, where it has a positive influence on proenvironmental identity among Christian consumers. The results of this study have significant implications not only to managers but also religious leaders on how to encourage more positive attitudes toward the environment.

E-WOM Review Adoption: Consumers’ Demographic Profile Influence on Green Purchase Intention

Nowadays, green products are getting popular in their acceptance by the Malaysian consumers. Due to the advancement of the Internet technologies and the wide spread of electronic word of mouth (E-WOM), consumers seem to be more influenced in purchasing the green products. In this study, consumers’ demographic profiles, such as age, gender, income, education background, and occupation are being explored to investigate their influences on consumers’ green product purchase intention. The purpose of this paper is to showcase the results of the differences between several demographic profile groups on green product purchase intention using descriptive analysis, ANOVA and independent sample T-Test. T-test results showed that there is a statistically significant difference between gender on consumers’ green product purchase intention. Meanwhile, the results generated by ANOVA indicated that there are no significant differences between age, income, education background and occupation on consumers’ green product purchase intention. These results shed light on the potential market segment that should be targeted by marketers and producers of green products in Malaysia.

Predictors of purchase intention toward green apparel products

PurposeThe purpose of this paper is to understand consumers’ purchase intention toward green apparel products using the theory of planned behavior (TPB). Specifically, this study aimed to compare US and Chinese consumers to understand how green apparel behaviors differ by a country’s green market status and cultural differences.Design/methodology/approachBy employing two antecedents, man-nature orientation and environmental knowledge into the TPB framework, a theoretical model was proposed and tested to explain how and to what extent each variable affected the purchase intention of US and Chinese consumers. To compare the two countries consumers’ purchase intention, moderating effects were proposed. To test this model, a total of 437 valid data sets were collected at universities in the USA and China.FindingsFindings indicated that the subjective norm was found to have the highest direct influence on purchase intention in both countries. Regarding internal perceived behavioral control (PBC) and external PBC, internal PBC was important for purchase intention in the US consumers while external PBC significantly influenced purchase intention among Chinese consumers. For the USA, two indirect antecedents to purchase intention (man-nature orientation and environmental knowledge) positively influenced variables in the TPB. In contrast, for China, the path between man-nature orientation and attitude toward green apparel products was not supported, but all other paths were supported. Only environmental knowledge (indirect antecedent) positively influenced internal PBC. Country moderating effects were not tested because of lack of supported evidence of invariance tests.Originality/valueThis study is an empirical research that focuses on purchase intention of green apparel products rather than on the production of green textiles, a topic that has received considerable attention in previous studies. This research is based on TPB with specified indirect antecedents to purchase intention. By testing the proposed model, the study explains the paths from two indirect antecedents (i.e. man-nature orientation and environmental knowledge) to the intent to purchase green apparel products. Therefore, academically, this study contributes to understanding the interrelationships among the factors that lead to purchase intention of green apparel products.

Green product purchase intention: impact of green brands, attitude, and knowledge

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers

Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers’ purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims to investigate Thai consumers who are aged over 18 years, and whose base education is high school, on purchase intention for green products by using an extended framework of the theory of planned behavior (TPB). We derived and examined the model through structural equation modeling in a sample of 483 respondents in Thailand. The findings of this model indicated that consumer attitude, subjective norm and perceived behavioral control have significant positive influences on the purchase intention for green products. Furthermore, our results indicated that environmental concerns have a significant effect on attitude, perceived behavioral control and purchase intention for green products, but subjective norm. Moreover, environmental knowledge had no significant effect on the purchase intention for green products. Instead, it had a distinct indirect effect through attitude towards purchasing green products, subjective norm and perceived behavioral control. The findings from this study contribute to improving the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.

Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity

Increased community awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the theory of planned behavior (TPB), this study aims to explain the effects (i.e., attitude, subjective norm, and perceived behavioral control) on purchase intention of green skincare products; it also aims to determine if country of origin (COO) and price sensitivity moderate the links between purchase intention and its antecedences. Data collected from 300 respondents in Taiwan are tested against the research model by using structural equation modelling. The results indicate that attitude, subjective norm, and perceived behavioral control have a significant impact on purchase intention of green skincare products, and that country of origin and price sensitivity can enhance the positive effects on the links between purchase intention and its antecedences. The findings of this study present important theoretical and practical implications for consumer green product purchase behaviors.

Closing the Green Gap: The Impact of Environmental Commitment and Advertising Believability

We investigated how consumer and message characteristics affect the consistency between message acceptance and purchase intention for green products (viz., green gap). Participants were 231 adults who were approached in various public places in South Korea (e.g., shopping malls). We used 2 mock advertisements with fictitious brand names. Our data showed that participants who were committed to environmentally friendly behaviors, as measured by their past proenvironmental behaviors, displayed a tighter relationship between accepting green advertising messages and intending to purchase green products. Furthermore, the acceptance–intention relationship was even stronger among participants who were strongly committed to environmentally friendly behaviors and who also found the advertising message believable. Our research findings add to the literature on the attitude–behavior relationship by demonstrating that both dispositional and message factors strengthen thought–action connections.

Predicting green product consumption using theory of planned behavior and reasoned action

The extended Theory of Planned Behavior (TPB) incorporates environmental concern, a critical variable in green marketing literature, intending to achieve triple bottom line (TBL). In this context, this study aims to validate TPB and its extended form (mediating role of TPB variables), as well as the Theory of Reasoned Action (TRA), to predict Indian consumers’ green product purchase intention. We collected primary data from 521 respondents as input, establishing validity through confirmatory factor analysis (CFA). Our empirical results of structural equation modeling (SEM) show that extended TPB has higher predictability than TPB and TRA in green marketing settings. Consumer attitude and perceived behavioral control significantly predicts purchase intention whereas subjective norm does not. Our findings also suggest that TPB mediates the relationship between environmental concern and green products purchase intention. An additional construct in the new model considerably contributes to improving the understanding of green products purchase intention formation and could become a sustainable mainstream variable.

Examining Linkages between Brand Image and Purchase Intention of Green Products: The Moderating Role of Perceived Benefits

The present paper examines the moderating effects of perceived benefits by measuring the relationship among attitude toward green advertising, brand image and consumers’ intention to purchase green brands. The present study enhances our understanding of the moderating role of perceived benefits and extends the existing literature on green advertising. A dataset of 150 respondents has been used to examine the role of brand image and perceived benefits in the context of green advertisements. The findings of the study reveal that consumer attitude towards green ads is partially affected by the perceived benefits associated with such brands. The study also verifies that perceived benefits do not moderate the relationship between brand image and purchase intention.

The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products

With the rise of eco-awareness and innovation in recent years, companies have constantly sought to be the firstto introduce new green-concept products to the market to gain a larger market share. However, it is unclearwhether consumer awareness of green marketing and innovation will increase purchase intention. This issuerequires an in-depth discussion. This study uses energy-saving lamps and environmental cleanser as examples,using a literature review and empirical research to explore the correlations between consumer awareness of greenmarketing, perceived innovation, perceived quality, perceived price, perceived risk, perceived value, andpurchase intention. Further, an overall relationship model is established.An analysis of 320 effective questionnaires about energy-saving lamp and 310 effective questionnaires about anenvironmental cleanser resulted in three main findings: (1) Consumers’ green marketing awareness of bothenergy-saving lamp and an environmental cleanser mainly influences their perceived quality and perceived value,which in turn influence purchase intention. (2) Consumers’ perceived innovation of energy-saving lamp mainlyinfluences their perceived quality, perceived price, and perceived value, while consumers’ perceived innovationof an environmental cleanser mainly influences their perceived quality and perceived value, all of which in turninfluence purchase intention. (3) The results for the two products indicate that the impact of consumers’ greenmarketing awareness on purchase intention is greater than the impact of perceived innovation. Through SEManalysis, this study establishes a valid relationship model for green products and identifies the main influencepaths. In addition, measurement variables and a scale were established, which provide academics and industrywith critical research tools and concepts that should be of academic and practical value.