Green Purchase Behavior Research Articles

Environmental Awareness and Green Trust Mediating Green Marketing’s Impact on Coconut Coir Product Purchases Behavior

Recent years have seen a notable shift in consumer behavior towards sustainability, driven by heightened environmental awareness. This shift has significantly influenced purchasing decisions, particularly regarding green products like coconut coir-based items, valued for their eco-friendliness, biodegradability, and versatility. As consumers become more knowledgeable about environmental issues, they increasingly seek products that align with their values, leading to the rise of green marketing strategies. This research examines the role of environmental awareness and green trust in mediating the impact of green marketing on the purchasing behavior of coconut coir products. Utilizing both primary and secondary data, the study collected responses from 179 participants through a structured survey. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SMART PLS 3.0 software. The analysis included two measurement models: the outer model assessed the validity and reliability of latent variables, while the inner model evaluated the relationships between them. Findings reveal that green marketing significantly enhances green buying behavior, environmental awareness, and green trust. Specifically, green marketing positively impacts purchasing behavior through both environmental awareness and green trust. In conclusion, this research demonstrates that green marketing effectively influences consumer behavior towards sustainable products. By fostering environmental awareness and building consumer trust, green marketing not only encourages the purchase of eco-friendly products but also contributes to a larger cultural shift towards sustainability.

Does Green-Label Influence Green Purchase Intention, Attitude, Subjective Norms, Behavioral Control, and Willingness To Pay as Moderation?

The purpose of this study was to test and analyze influenced eco-labels, attitudes, subjective norms, and behavioral control on green purchase intention, as well as willingness to pay as a mediator to strengthen the influence green purchase intention (GPI) on green purchase behavior (GPB). The population of this study were Millennials and Gen Z who had purchased green products in Jabodetabek. The number of samples was 181 samples, determined based on Hair's Theory which allows for an unknown population. The sampling technique used nonprobability sampling and purposive sampling. Data analysis used the Least Square Partial Structural Equation Model (PLS-SEM). The results showed that eco-labels did not influence green purchase intention, but influenced green attitude and behavioral control. Conversely, ecolabels did not influence subjective norms. Furthermore, willingness to pay was unable to moderate the influence of green purchase intention on green purchase behavior.

Consumption Values and Green Purchase Behaviour among University of Uyo Students in Akwa Ibom State, Nigeria

The need to maintain a healthy lifestyle has led to a significant increase in the demand for goods and services that are environmentally friendly. However, previous investigations suggest that not only companies and the government, but also students, who play a significant role in consumption activities, should initiate solutions to environmental issues. In this study, the researchers investigate the influence of consumption values (functional, social, emotional, conditional, and epistemic) on the green purchase behaviour of university students in Akwa Ibom State, Nigeria. A cross-sectional research design was adopted for this study. A simple random sampling technique was used to draw 400 students from selected faculties of the University of Uyo. A structured questionnaire measured on a five-point Likert scale was used to collect data from the respondents. The collected data were tested and analysed using a simple linear regression approach. Findings from the study show that consumption values (functional value, social value, emotional value, conditional value, and epistemic value) have a significant influence on the green purchase behaviour of students in Akwa Ibom State. The researchers recommend that students should develop strategies that will improve their consumption behaviour towards purchasing environmentally friendly products.

What matters in the linkage between value orientations and usage behavior of electric ride hailing service?

PurposeThis research aims to investigate the relationship between value orientations, attitude, behavioral intention and usage behavior of electric ride hailing service in Vietnam through the moderating role of social influences.Design/methodology/approachIn total, 552 valid questionnaires were collected using the survey questionnaire to analyze the effects of value orientations on attitude toward electric ride hailing and behavioral intention. Besides, this study investigates the mediating effect of attitude toward electric ride hailing and behavioral intention in the relationship with the behavior usage of electric ride hailing service as well as the moderating effect of social influence.FindingsThree types of value orientations stimulate attitude toward electric ride hailing service and behavioral intention. In addition, attitude toward electric ride hailing service and behavioral intention play the mediating role in the effect of value orientations on behavior usage. Specifically, social influence plays a negative moderating role in the linkage between attitude towards and behavioral intention of electric ride hailing service and between intention and the behavior usage.Originality/valueWhile numerous studies have investigated the influence of customers’ value orientations on multiple green purchase behaviors, this study offers new insights into the moderating role of social influence in the linkages between attitude, behavioral intention and usage behavior of electric ride hailing service.

Green Purchase Behavior of Young Consumers in India

Green Purchase Behavior of Young Consumers in India

Factors Affecting Green Purchase Behavior Among Undergraduate Students: A Conceptual Analysis

This study focuses on a literature review examining the factors affecting green purchase behavior among undergraduate students. In the modern world the latest technology adaptation, allows consumers to be exposed to such information about product quality and benefits to them and society before going to purchase and consume it. Therefore, many governments and manufacturers take proactive actions by producing more green and environmentally friendly products. With aggressive marketing strategies in targeting pro-environmental consumers, especially the younger generation. However, it could be one opportunity to study among undergraduate students as part of the younger generation who are commonly educated, this group could be a significant group for pro-environmental consumers. There are several factors could be studied such as environmental concern, perceived consumer effectiveness, environmental knowledge, attitude toward green products, willingness to pay, and green purchase intention. This conceptual analysis study can pave the way for developing a framework and further research analysis.

Green purchase behaviour of Arab millennials towards eco-friendly products: the moderating role of eco-labelling

Purpose This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL). Design/methodology/approach Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique. Findings ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers. Research limitations/implications The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials. Practical implications Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products. Social implications Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers. Originality/value To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior

Green purchasing behavior refers to the potential of consumers to reduce the impact on the environment and the excessive loss of natural resources in the procurement process as far as possible under the premise of meeting their own needs. This behavior is not only helpful in alleviating environmental problems but also is an important way to achieve sustainable development. However, whether consumers will increase non-green or excessive compensatory consumption behaviors due to the “moral permission” psychological tendency, present after purchasing green products, is an important question in the current research. This study explores the effect of green purchase intention on compensatory consumption behavior, with special attention to the moderating role of pro-environmental behavior in this relationship. With the increasingly severe global environmental problems, green consumption, as a pro-environmental behavior, has gradually become the focus of social attention. By analyzing the relationship between consumers’ green purchase intention and their subsequent compensatory consumption behavior, this study further reveals the important role of pro-environment behavior in the consumption decision-making process.

Bibliometric Analysis Using Vosviewer on Research Trends in Marketing with the Theme of Green Buying Behavior in Google Scholar

This paper aim to explores the emerging focus on environmentally conscious consumer practices. Utilizing a bibliometric approach, the study examines 352 scholarly articles sourced from Google Scholar, utilizing the Publish or Perish application and VOSviewer software for data visualization and mapping. Key findings highlight a steady increase in research interest, particularly after 2021, indicating a growing academic and practical emphasis on green buying behaviors. The study presents a chronological publication trend and identifies the most prolific publishers and researchers in the field. Additionally, the research network's mapping illustrates the central themes and connections among various factors influencing green buying behavior, such as consumer awareness, marketing strategies, and the environmental impact of consumer choices. This comprehensive bibliometric analysis not only charts the evolution of research in this area but also suggests that increased attention to green marketing strategies could significantly influence consumer behavior. This is visually supported by network and density visualizations that depict the relationships and research intensity in the field, pointing to potential future directions for both academic study and practical marketing applications

Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials

PurposeThe main objective of this study is to identify the variables influencing consumers' perceptions of sustainable purchasing intentions and the effects such perceptions have on actual sustainable purchasing behavior. This paper aims to develop an understanding of the postmillennial generation's consumption of sustainable products.Design/methodology/approachA structured questionnaire was used to collect data for quantitative analysis. It involved sampling a total of 251 respondents, which were postmillennials belonging to the twin cities of Pakistan. A series of tests were applied through Smart PLS4 for all the variables, including descriptive statistics and structural equation modeling.FindingsThe results revealed that there is a significant relationship of social value and electronic word of mouth with digital media usage (DMU). Whereas, link of functional and emotional value with DMU was insignificant. The results also portrayed that there exists a positive link between DMU and sustainable consumption behavior (SCB). Moreover, green purchase intention moderated the relationship between DMU and SCB.Originality/valueThere exists a research gap on the role of postmillennial behavioral regulation and digital media use, as potential influences on their purchase behavior. Despite the fact that digital media has been shown to influence millennials' purchasing decisions in the past, there is still a reluctance among postmillennials to engage in environmentally friendly practices. Consequently, research is necessary to comprehend sustainable consumer behaviors; especially from an unaddressed Pakistani perspective.

Pengaruh Personal Identity, Social Identity, Kredibilitas Influencer Terhadap Green Purchasing Behavior

This research tests and analyzes personal identity, social identity, influencer credibility on green purchasing behavior. And knowing which variables are the most dominant in influencing green purchasing behavior. The research uses a quantitative approach that uses causal relationships. The sample selection criteria in this study were aged 12 years to 43 years who had purchased and used Tisoo brand tissue and were in the Jabodetabek area. Questionnaires were collected from 100 respondens, the data was then processed using the multiple linear regression method. Based on the results of the analysis, it is known that the personal identity variable partially has a positive effect on green purchasing behavior. Meanwhile, the social identity variable and the influencer credibility variable partially have a negative effect on green purchasing behavior. Simultaneous hypothesis testing states that personal identity, social identity and influencer credibility have a positive effect on green purchasing behavior. and the most dominant variable in influencing green purchasing decisions is the personal identity variable. The implication is that companies like Tisoo should emphasize environmental values in their marketing and select influencers who understand eco-friendly products to encourage green purchasing.

What triggers people to buy green products?: Empirical evidence from an emerging market

AbstractEscalating awareness of consumers on environmental issues have not translated into demand for green products in emerging economies, resulting in a rising need for further research on green purchasing behaviour. Considering this gap, the current study investigates the association of eco‐label and environmental knowledge with green purchase behaviour, and explores the mediating impact of environmental attitude and green trust. In addition, this study examines the moderating role of perceived price in influencing such behaviour. The proposed research model is empirically tested with data collected from 600 customers in India. The results indicate that eco‐label, environmental knowledge, green trust, and environmental attitude are significantly associated with green purchase behaviour. Further, environmental attitude does not mediate the association between eco‐label and green purchasing behaviour, while this link is partially mediated by green trust. In comparison, environmental attitude plays a partial mediating role between green trust and green purchasing behaviour. Moreover, perceived price moderates the relationship between environmental attitude and green purchase behaviour positively, while negatively moderates the relationship of green purchase behaviour with green trust. The findings help to draw significant implications for environmental and green marketers, along with a better knowledge of the complicated consumer behaviour associated with the purchase of green products, which will ultimately help them to develop more viable green marketing strategies in India. Overall, this research will enhance the green marketing literature by providing insights into how marketers and businesses can trigger the green purchasing by consumers in emerging market.

Factors Affecting Green Purchase Behavior of Chinese Consumers in South Korea

Factors Affecting Green Purchase Behavior of Chinese Consumers in South Korea

Green Purchsing Behaviour among Generation Z Consumers in Kathmandu Valley

Purpose: The study attempts to examine the general perception regarding green products and determinants of green purchasing behavior. Subsequently, the purpose of this study is to examine the factors that influence green purchasing and general perception among Generation Z in Kathmandu valley. Design/Methodology/Approach: The causal comparative research design was employed in the study to investigate the causal link between determinants of green purchasing behavior. Data, gathered from 221 respondents through structured questionnaires distributed via KOBO toolbox, utilized convenience sampling. Quantitative analysis involved both descriptive and inferential statistics, employing the PLS-SEM method. Findings: The study finds environmental knowledge, government influence, and social influence have significant impact on green purchase behavior. However, environmental attitude, and environmental responsibility did not influence the green purchasing behavior of Gen Z in Kathmandu valley. Research Limitations/Implications: This study is limited to Generation Z in Kathmandu valley, utilizing cross-sectional data, which may restrict generalizability. Future research should explore the determinants of green purchasing behaviors. Nevertheless, the outcome of the study will assist all stakeholders, including policymakers and marketers in Kathmandu Valley. Practical Implication: The application of this study is extensive. The study's findings will assist businesses, marketers, policymakers, and environmental advocates. Understanding these factors can help businesses tailor their products, marketing strategies, and communication efforts to better appeal to this demographic, thereby increasing their market share in the growing green product market. Similarly, the study's findings can contribute to the promotion of sustainable consumption practices in Kathmandu Valley, aligning with global efforts to address environmental challenges. Originality/Value: To the best of the author’s knowledge, this study is one of the earliest studies to examine the relationship between green purchasing behavior among gen Z in Kathmandu valley by using PLS-SEM.

Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.

Exploring the influence of cultural values on green purchasing and its consequence

The principal aim of this research is to elucidate the causal dynamics among cultural values (namely collectivism, long-term orientation, and power distance), ethical attitudes (with a focus on teleological evaluation), and the propensity of consumers to opt for green hotels, all conceptualized within the Value-Attitude-Behavior (VAB) theoretical framework. This study further investigates the moderating role of status consumption on the relationship between power distance and ethical attitudes, as well as the impact of green purchasing behaviors on consumers’ subjective well-being. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 380 Korean respondents. The results confirmed the significance of all six hypothesized relationships: the three cultural values significantly impact teleological evaluations, status consumption has a significant moderating effect between power distance and teleological evaluation, and teleological evaluations significantly influence green purchase behavior, which in turn enhances consumers’ subjective well-being. These findings advance theoretical discussions and provide practical insights for the tourism and hospitality industry.

Factors influencing customer purchase behavior through purchase intention on green cosmetic product

Introduction: The cosmetic industry provides several plastic packaging problems for the environment. It has been shown that 120 billion units of packaging are produced annually by the global cosmetic industry. Campaigns for environmentally friendly products for cosmetic packaging are growing. This study aims to determine the effect of plastic packaging on the environment. Methods: Research on environmentally friendly cosmetic products was conducted by distributing online questionnaires distributed through online platforms. The total respondents of the questionnaire were 215 generation z people who were then analyzed with PLS-SEM. Findings: The results showed that personal norms have a significant effect both directly and mediated by green purchase intention on green purchase behavior. Conclusion: However, environmental concern does not have a significant effect, even though it has been mediated by green purchase intention on green purchase behavior in environmentally friendly cosmetic products in Indonesia. Novelty/Originality of this study: This study explores the factors influencing the purchasing behaviour of eco-friendly cosmetic products among Indonesian Generation Z and reveals the critical role of personal norms in driving sustainable consumption. This study provides valuable insights for the cosmetic industry in developing effective marketing strategies for eco-friendly products.

From intention to action: How environmental setback perception mediates green purchase behaviour

This research explores the interaction between perceptions of environmental degradation during the pandemic and their subsequent effect on eco-conscious purchasing activities. This study constructs a theoretical framework by combining insights from established behavioural and consumption value perspectives. We analyse responses from 390 participants and utilize structural equation modelling to validate our model. The main findings indicate that participants believed the environmental conditions deteriorated during the pandemic, a perception that mediated the link between intentions for green purchasing and actual purchasing actions. The study also examines the model results by the individual differences in age and gender. Furthermore, except for functional value price, most consumption values resulted statistically significant on attitudes towards green purchasing. These insights are pivotal, providing relevant implications for the fields of marketing, sustainability, and policymaking, elucidating novel determinants for consumer's eco-friendly purchasing intentions and behaviours in a post-pandemic scenario. Comprehending these novel determinants is crucial for establishing effective strategies to encourage sustainable consumption patterns and to mitigate potential setbacks in forthcoming crises.

Mechanisms of Media Persuasion and Positive Internet Word-of-Mouth Driving Green Purchasing Behavior: Evidence from China

As environmental issues intensify, sustainability development is becoming mainstream, with environmental topics gaining increasing attention in the media and online. Shifting consumer behavior in China toward green purchasing is crucial for mitigating environmental pollution and achieving sustainable, low-carbon consumption. This study constructed a theoretical model combining media persuasion (MP) and positive internet word-of-mouth (PIM) with green purchasing behavior (GPB), based on the Stimulus–Organism–Response (SOR) and persuasion theories, to explore consumer responses to environmental information campaigns. A total of 357 valid samples were collected through an online questionnaire survey and subjected to analysis using the structural equation model (SEM). The results indicate that MP, PIM, and environmental attitude (EA) significantly influence GPB. Specifically, EA partially mediates the relationship between MP, PIM, and GPB, while environmental knowledge (EK) negatively moderates the relationship between independent variables and EA. Additionally, EK moderates the mediating effect of EA. The findings highlight that the effective implementation of MPs and PIMs can facilitate the creation of positive EA, which stimulates consumer GPB. This is essential for promoting sustainable consumption. This research contributes to sustainability by providing insights and practical suggestions for developing green marketing strategies that support environmental goals.

Theory of Planned Behavior on Green Marketing Influence to Green Purchase Decision

This study investigates the correlation between green marketing and consumer buying behaviour, with a specific focus on Garnier Men consumers in Semarang. A total of 162 participants, who were well-acquainted with Garnier Men products and had knowledge of green marketing, were chosen using purposive sampling. The study utilises Structural Equation Modelling (SEM) with AMOS 24.0 software to analyse the data. The key findings suggest that green marketing has a considerable impact on consumer attitudes and subjective norms, but it does not have a direct effect on green purchase decisions. Attitudes, subjective standards, and perceived behavioural control were identified as key factors influencing green purchase behaviour. The report emphasises the necessity for organisations to prioritise these variables instead of exclusively depending on green marketing methods. Furthermore, the study emphasises the significance of providing concise and easily understandable information regarding the environmental effects of products. The research, however perceptive, is constrained to a particular demographic and product line, indicating that future research should encompass a wider array of age groups, professional backgrounds, and product categories in order to improve its generalizability.