Green Purchase Research Articles

Mediating role of eWOM’s in green behavior interaction and corporate social responsibility: a stakeholder theory perspective

Purpose This research aims to explore how policymakers manage the information and communication of green behavior on social platforms to support their growth in corporate social responsibility (CSR). Social platforms play a strategic and interactive role through electronic word-of-mouth (eWOM), which brings unprecedented green purchase opportunities. Design/methodology/approach Based on stakeholder theory, a conceptual framework is designed to investigate the influence of green behavior interactions (GBIs) on CSR under the mediating effects of eWOM subfactors (eWC = eWOM communication, eWIA = eWOM information adoption and eWSC = eWOM source credibility). Data from 414 regular stakeholders of logistics firms were analyzed via structural equation modeling. Findings The results reveal positive influences of the GBI on eWC, eWIA, eWSC and CSR, with path coefficients of 0.329, 0.713, 0.809 and 0.316, respectively. The mediating effects of eWC and eWSC from the GBI to CSR were discovered with path coefficients of 0.105 and 0.226, respectively. Coincidentally, the mediating role of eWIA was positive but not supported. The outcomes of this study indicate that the administration of GBI and eWOM from a green purchase perspective is essential for a firm. The CSR practices of green logistics firms can be successfully supported by the administration of the GBI and eWOM indicators. Originality/value This study develops a novel multidimensional framework that illustrates the impact of eWOM on reducing information asymmetry, enhancing credibility, supporting informed decision-making and improving green consumer behavior. By amplifying positive reviews, increasing engagement and establishing a feedback loop, this framework aims to provide comprehensive insights into the efficacy of eWOM for firms’ products and services.

Unveiling the consequences of perceived greenwash among youth: a focus on the moderating role of environmental knowledge

Purpose When a company practices greenwashing, it breaks consumers’ trust by purposefully misleading them about its environmental practices or the benefits of its products/services. This study aims to contribute to the literature by testing the effect of perceived greenwash on green purchase intention through green trust, green perceived value and green skepticism. Furthermore, the study introduces environmental knowledge as a moderator in the relationship between perceived greenwash and three attitudinal factors by integrating the theory of cognitive dissonance and information asymmetry as a foundational framework. Design/methodology/approach The descriptive hypo-deductive research design was adopted to test the proposed model. This study performed survey research with a structured questionnaire. A sample of 432 responses was collected from youth living in India using a purposive sampling method. The validity and reliability of the model were tested using structural equation modeling, and moderation and mediation effects were examined using process macro. Findings The results support the mediation role of three attitudinal factors between perceived greenwash and green purchase intention. Furthermore, the moderation effect of environmental knowledge was significant between perceived greenwash and attitudinal factors, except between perceived greenwash and perceived green value. Practical implications This research offers valuable insights into the role of environmental knowledge and its moderating influence on shaping attitudes toward green purchase intentions. This study highlights green buying as an obscure risk, impacted by factors such as green trust, green perceived value, green skepticism and, ultimately, perceived greenwash. The proposed research framework carries significant implications for comprehending the underlying drivers of green purchase intentions, advocating for a strategic emphasis on truthful, transparent and verifiable communication by companies. Originality/value This study contributes to the existing knowledge base by delving into and examining the mediating and moderating factors influencing green purchase intentions, which was less emphasized in prior literature, especially within the context of India. The research provides empirical insights, establishes a theoretical consensus and unveils novel perspectives for reconsidering the intricate dynamics among environmental knowledge, perceived greenwash and diverse dimensions of green perceived value in the realm of sustainable products.

When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists

This study assessed the impact of mindful consumption on tourists’ green purchase intention and explore the mediating roles played by health consciousness, ethical self-identity, and environmental consciousness. Through an online survey, multi-source data were collected from tourists across China, and SmartPLS SEM was used for analysis to accommodate the requirements of complex models and the testing of mediating effects. The findings indicate that mindful consumption directly enhances green purchase intention and exerts an indirect effect through the mediating roles of ethical self-identity and environmental consciousness. However, the impact of health consciousness on green purchase intention was insignificant. This study is the first to link mindful consumption to tourists’ green purchasing behavior, constructing a critical framework to explore how mindful consumption influences green purchase intention. Additionally, it verifies the partial mediating roles of ethical self-identity and environmental consciousness in this process. Tourism stakeholders can utilize the proposed framework to implement strategies that promote tourists’ green purchasing behavior, therefore fostering sustainable development.

Green Supply Chain Management and Sustainability Performance: The Mediating Role of Competitive Advantage in Bandung SMEs

Environmental issues encourage companies, especially food and beverage SMEs in Bandung City, to integrate green supply chains to reduce waste. The implementation of green supply chain management not only supports environmental conservation but also increases economic benefits. Research shows that sustainability performance, which includes environmental, social, and economic aspects, is positively influenced by green supply chain management. However, there are differences in the results in previous studies, so further studies are needed to understand the relationship between supply chain management and sustainability performance in the SME sector. This research explores how Green Supply Chain Management (GSCM) affects Sustainability performance, intervening in the role of competitive advantage within small and medium-sized food and beverage enterprises in the city of Bandung. A quantitative approach is undertaken for the study, where the data was collected from 100 owners of businesses within Bandung City using questionnaires. GSCM includes green purchasing, green manufacturing, and green distribution; therefore, these were analyzed along with competitive advantage indicators: cost efficiency, quality, delivery, and flexibility; and sustainable performance aspects: environmental, social, and economic factors. The results, analyzed using SEM-PLS, show that the GSCM practices are moderately implemented among SMEs, and the competitive advantage significantly positively mediates the relationship between GSCM and Sustainable Performance. The study underlined the crucial role of GSCM in enhancing competitiveness and sustainability performance, meanwhile indicating that the SMEs are in need of further improvements in energy efficiency and the use of recyclable packaging.

Green Branding and Consumer Behavior, Unveiling the Impact of Environmental Marketing Strategies on Purchase Decisions

ABSTRACTThe study explores the relationships between green branding practices (GBP) and consumer behavior, aiming to extend knowledge on the interaction between green branding and purchase decisions. The research involved 521 students from the University of Prishtina using stratified random sampling. Data analysis employed SmartPLS to examine the relationships within the model. The study found significant relationships between green positioning and consumer attitudes, green packaging's influence on purchasing behavior, and the impact of brand commitment on green purchase decisions. In contrast, the hypothesis linking brand attachment, green brand trust, and green brand equity to green purchase decisions was rejected. The findings suggest that green branding can be a competitive advantage by aligning with growing consumer preferences for environmentally responsible products. This study highlights the importance of sustainable brand strategies and advocates for authentic environmental initiatives in marketing communications.

Consumers’ green attitudes and their green purchase intentions: the mediating role of consumer-green product congruence and a comparison between genders

Consumers’ green attitudes and their green purchase intentions: the mediating role of consumer-green product congruence and a comparison between genders

Navigating Sustainable Mobility in Taiwan: Exploring the Brand-Specific Effects of Perceived Green Attributes on the Green Purchase Intention for Battery Electric Vehicles

In recent years, increased environmental awareness has led consumers to adopt more eco-friendly lifestyles, including choosing green products to reduce their impact on the environment. With a particular focus on the green consumption behavior with regard to battery electric vehicles (BEVs) from two leading brands, Tesla (automotive) and Gogoro (scooter), in Taiwan, this study investigated the relationships among green perceived quality (GPQ), green perceived value (GPV), green brand image (GBI), green trust (GTR), and green purchase intention (GPI). After collecting 203 environmentally conscious respondents who are familiar with Tesla and Gogoro BEVs, the PLS-SEM was used to verify the research framework. The findings demonstrate that GPQ significantly impacts GBI and GPV; GBI significantly impacts GPV and GTR; and GPV significantly impacts GTR. As the key determinants of purchasing BEVs, GPQ, GBI, and GTR have significant effects on GPI, whereas the effect of GPV on GPI is not significant. In addition, this study also explored the moderation effect on green purchase behavior, revealing that the brand-specific cognition of Tesla and Gogoro moderates the relationships between green attributes (such as GPQ, GBI, and GTR) and GPI. This study contributes a more comprehensive understanding of the psychological and behavioral drivers behind green consumption behavior within the context of BEVs. This study not only sheds light on consumer behavior within dual-market dynamics in Taiwan but also offers a framework for other markets with similar environmental and infrastructural challenges. These insights can assist BEV companies to develop their sustainable marketing strategies, emphasizing the importance of developing a strong green brand image and green trust to boost BEV sales from the perspective of green perceived quality.

Factors influencing Chinese consumers' green purchase intention: a quantitative analysis in the food industry

China is one of the world's most populous countries and has a huge consumer market. As a result, China is seen as the world's largest consumer market with ecological concerns. The increasing environmental problems have brought many negative effects on the lives of Chinese consumers. Therefore, the green purchase intention of Chinese consumers can affect the development of green markets at home and abroad. Before improving the green market environment and its strategies, companies must first identify which factors influence consumers' green purchasing intentions and how they can use these factors to attract consumers' attention and influence their purchase decisions. This study investigated several factors that influence Chinese consumers' purchase intention towards green food in the food industry. Quantitative analysis was used in this study and 200 valid responses were collected using an online questionnaire. Analysis was performed using a partial least squares (PLS) path modelling approach for variance-based structural equation modelling. The results indicated that environmental attitudes, eco-labelling, eco-packaging and green advertising have a significant positive impact on Chinese consumers' green purchase intention. However, environmental awareness has no significant effect on green purchase intention.

Pathway to Green Consumerism: Decoding the Interplay of Affective and Cognitive Green Brand Factors

The study aims to measure the impact of green brand affect on green purchase intentions of sustainable electronic products. It investigates the direct and indirect factors influencing consumers' green purchase intentions by applying the theory of planned behavior. Surveys were submitted to non-probabilistic convenience sampling of Pakistani consumers (n=379). The partial least squares method, a structural equation modeling technique, was employed using Smart PLS 4.0. The findings reveal that green brand affect does not directly influence green purchase intention. However, green brand image and green brand attitude positively mediate the relationship between green brand affect and green purchase intention, while green brand trust shows no significant mediating effect. This research offers valuable insights into the impact of green brand affect on customers' purchase intentions for sustainable electronic products, marking the first study of its kind in the context of Pakistan. Future research could extend this model by incorporating perceived price as a moderating variable, particularly in middle-income countries, and adopting a longitudinal approach to explore actual purchase behavior over time.

Pathway to Sustainability: An Integrated Model of Fostering Green Purchase Intention through Celebrity Endorsement

In a world where environmental sustainability ceased to be a fad and became a priority, the cosmetics industry stood in front of its challenge: persuading consumers to make the switch to green. Though environmental concerns have become widely known and popular trends continue to gain momentum for eco-friendly alternatives, consumers remain skeptical when buying green beauty products. This may be due to primarily two reasons: perceived brand inauthenticity and a lack of knowledge with regard to green products. The identification of such knowledge gaps will be vital in determining sustainable consumption patterns within the industry. This research explores complex interrelations between brand authenticity, celebrity endorsement, green product knowledge, environmental consciousness, and green purchase intention in Pakistan's beauty and cosmetics industry. It gives the results that celebrity endorsement influences both brand authenticity and knowledge about green product, which finally drive the green purchase intention. On one side, environmentally conscious consumers motivate or restrain themselves from taking a certain decision to buy greener products. While it can enhance the positive effect of brand authenticity on green purchase intentions, on the other hand, it leads consumers to critically assess green product claims and, therefore, moderates the impact of the product knowledge variable. These findings have useful implications for marketers and practitioners in the beauty and cosmetics industry.

Driving Environmental Change: The Impact of Social Media on Gen Z’s Sustainability Efforts

This empirical study investigates the factors influencing green purchase intentions and green consumption behavior among Generation Z using SmartPLS for analysis and data collected from over 298 respondents. The study focuses on the role of social media engagement, environmental awareness, green advertising perception, social media influencers advocacy, and platform features in shaping sustainable consumption patterns. Results reveal that social media engagement and environmental awareness significantly impact green purchase intentions, demonstrating the importance of digital interaction and environmental knowledge among Generation Z. Furthermore, the study highlights the positive influence of credible green advertising, social media influencers advocacy, and engaging platform features in enhancing green purchase intentions. The findings confirm that green purchase intentions significantly drive green consumption behavior, emphasizing the importance of aligning marketing strategies and digital tools with the values of this demographic. By providing a detailed examination of these relationships, the study offers actionable insights for stakeholders, including businesses, policymakers, and educators, to design strategies that effectively promote sustainable behaviors. This research contributes to the growing literature on sustainability and digital engagement, offering a robust framework for understanding the drivers of environmentally conscious consumption in the digital age.

Examining the role of green marketing mix elements on green purchase behavior

PurposeThis study examines the impact of green promotions and green packaging on the green purchase behavior through the mediating role of environmental knowledge and green satisfaction in the context of fast-food chains.Design/methodology/approachThe study follows a quantitative approach for data collection. The data were collected from 400 consumers of fast food chains operating in Pakistan through questionnaires.FindingsThe results showed that green promotions and green packaging had a strong positive impact on consumers’ green satisfaction, environmental knowledge and green purchase behavior. Green satisfaction and environmental knowledge mediated the relationship between green promotions and green purchase behavior and green packaging and green purchase behavior.Originality/valueThe study is the first of its kind to determine the mediating roles of green satisfaction and environmental knowledge in the context of green marketing. The research offers significant theoretical and managerial insights.

Toward green purchase behavior: does sustainability become the dominant mare for Lebanese restaurants

PurposeThe current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.Design/methodology/approachThe questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.FindingsThe results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.Practical implicationsThe current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.Originality/valueThis study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.

Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM

Executive Summary Social media has enabled a diverse change in communication methods across the globe. Numerous people seem to think electronic word of mouth (e-WOM) on social media is a reliable source of product knowledge, and users also share information about green products on this platform. Due to the upsurge of environmental issues, researchers have specifically focused on examining the purchase intention of green cosmetics. The primary purpose of current research is to investigate the impact of social media e-WOM adoption on green purchase intention. To accomplish this purpose, the impact of perceived e-WOM usefulness, trust and perceived e-WOM credibility is examined on e-WOM adoption by consumers. Afterwards, the influence of e-WOM adoption is examined on green purchase attitude and subjective norms. Then, the impact of attitude, subjective norm and e-WOM adoption on green purchase intention is investigated. With this, green purchase attitude and subjective norm are investigated as the mediating variables between e-WOM adoption and green purchase intention. Lastly, the effect of age and gender are investigated as control variables on purchase intention. To accomplish the existing study, the theory of reasoned action (TRA) for green purchase and the information adoption model (IAM) for e-WOM adoption are combined. The questionnaire method is used. Statements of all constructs are adapted from previous literature in which statements of perceived e-WOM usefulness and perceived e-WOM credibility are adapted from Tien et al. (2019) and those of trust are adapted from Farzin and Fattahi (2018) . Statements of e-WOM adoption are adapted from Kala and Chaubey (2018) ; green purchase attitude and subjective norm are from Paul et al. (2016) ; and green purchase intention is adapted from Erkan and Evans (2016) . The data have been collected from 228 respondents from Northern India. Partial least square–structural equation modelling (PLS-SEM) is used to analyse data. After applying PLS-SEM, results revealed that perceived e-WOM usefulness and trust have a significant positive influence on e-WOM adoption, whereas e-WOM credibility has no significant impact on e-WOM adoption. Results also show that e-WOM adoption has a significant positive influence on green purchase attitudes and subjective norms. Green purchase attitude, e-WOM adoption and subjective norms have a significant positive influence on green purchase intention. Outcomes also revealed that partial mediation of green purchase attitude and subjective norm exist between e-WOM adoption and green purchase intention. Control variables (age and gender) have no significant influence on green purchase intention. Consumers are undoubtedly technology-oriented today, so they use social media to share information about green cosmetics. Since the study is related to environmental preservation (focusing on the purchase intention of green cosmetic products), it therefore has implications for the environment as well as for marketers of green cosmetic products.

Evaluating the reality of implementing the green supply chain management

The research aims to determine the size of the actual gap in green supply chain management in the General Company for Food Products / Detergent Production Directorate, which is represented by a set of dimensions (green purchasing, green design, green manufacturing, green marketing, reverse logistics), The research problem is represented by the environmental pressures exerted by the state, as well as to limit non-renewable resources and environmental pollution, and the high level of operation, which leads to an increase in environmental pollutants and the resulting waste, pollutants, and high costs borne by the company, which may increase and multiply in the future. The research adopted a case study approach to achieve the objectives of the study and reach the required scientific facts. The General Company for Food Products/Detergent Production Directorate was chosen as the spatial boundaries to conduct the study, and checklists were used to collect data to reach facts related to implementing the system and achieving the research objectives. Field experience, observation and discussion were also relied upon, and a number of statistical tools were used. To get the arithmetic mean. The results showed that there is a gap in the application of the dimensions of the green supply chain in the General Company for Food Products / Detergent Production Directorate, as it achieved (71.08%) of the total application rate, and this means that it is weak in most of its aspects.

“Exploring barriers towards green personal care products purchase: an integrated ISM-MICMAC approach”

Purpose The demand for green personal care products (GPPs) has been growing globally due to increasing health-care concerns. However, the purchase rate of these products among consumers remains low. This study aims to identify and model the key barriers to the purchase of GPPs. Design/methodology/approach For this purpose, the study used innovation resistance theory (IRT) as a framework to identify key barriers to the purchasing of GPPs. The barriers were identified through a systematic literature review and validated by industry and academia experts. Furthermore, using interpretive structural modelling and Matrice d’Impacts Croisés Multiplication Appliquée a un Classement, the study identifies the interrelationships among the barriers and categorizes them based on their driving and dependence power. Findings The findings reveal that limited availability, improper labelling standard and certification, poor performance of products and lack of government regulations are key barriers to the purchase of GPPs. Research limitations/implications The study contributes to the existing literature on green purchase behaviour. Furthermore, it informs marketing strategies to overcome the identified barriers and increase the purchase of GPPs. Originality/value This study is the foremost empirical study that identifies and analyses the industry specific barriers to GPPs based on experts’ input and under the purview of IRT.

How Minimalism Drives Green Purchase Intention in Collectivist Cultures

This study investigates the mediating role of pro-environmental behaviours (PEBs) in the relationship between minimalism, collectivist culture, environmental concern, and green purchase intention (GPI) in emerging economies. This study aims to fill a gap in our understanding of how lifestyle choices, cultural values, and environmental consciousness influence sustainable consumption in collectivist settings. The study presents a new viewpoint on minimalism as an antecedent of pro-environmental behaviours, addressing deficiencies in the current literature regarding sustainability and consumer behaviour. The study utilises data from 385 participants across emerging economies and employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the links between components. Moreover, stringent validation methods, such as the heterotrait–monotrait ratio (HTMT), guarantee the trustworthiness and validity of the results. The findings indicate that minimalism, collectivist culture, and environmental concern favourably affect pro-environmental behaviours, which considerably mediate their influence on green purchase intention. Private PEBs exert a more significant impact on GPI than public PEBs, underscoring the significance of individual-level sustainable behaviours. These findings enhance the theoretical discussion on sustainability in emerging economies and provide practical insights for fostering sustainable consumer behaviours through culturally adapted techniques.

Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity

ABSTRACTThis study aims to understand how followers' perceptions of environmental knowledge conveyed by greenfluencers and mediated by real and ideal self‐congruence affects followers' intentions to make environmentally friendly purchases and engage in pro‐environmental behaviors. Employing a quantitative research approach, data were collected from 224 followers of greenfluencers through nonprobabilistic sampling. Structural equation modeling (SEM) was utilized for analysis. Contrary to prior assumptions, our findings indicate that ideal self‐congruity does not significantly predict pro‐environmental intentions or behaviors. However, real self‐congruence emerged as a significant mediator, influencing both pro‐environmental behavior and the intention to engage in green consumption. This research contributes to understanding virtual relationships involving greenfluencers by highlighting the importance of real self‐congruence in crafting persuasive content and selecting influencers for effective promotion of green brands. We conclude that the use of greenfluencers can indirectly encourage pro‐environmental actions, promoting sustainability objectives and ecological awareness in society.

The impact of green marketing communication and green purchasing

The impact of green marketing communication and green purchasing

Environmental Awareness, Environmental Concerns and Perceived Consumer Effectiveness on Green Purchasing Behaviour among Malaysian Private University Students

Environmental Awareness, Environmental Concerns and Perceived Consumer Effectiveness on Green Purchasing Behaviour among Malaysian Private University Students