Green Purchase Behavior Research Articles

Research Trends of Green Purchasing Behaviour: A Decades Systematic Review

Natural resources are the World's assets that are useful for ensuring the future of mankind so that the topic of environmental protection has become a global concern. Using environmentally friendly products will certainly minimize the negative impact on the environment. There has been a rapid growth in green marketing research and its impact on customer behavior in recent years which is interesting to study. This article aims to find out: (1) How literature in the field of green purchasing behaviour has grown? (2) What is the next area of GLB research is lacking? (3) Where is the country that has done the most research on GPB? The review was performed using Scopus for the period 2013 to 2023 and uses VOSviewer as auxiliary software and uses Publish or Perish to help group data. The final sample comprised is 86 articles were found and sorting. The result shows that 2022 was the peak of publication. These values led to the identification of 43 items and 4 clusters. This study has added to existing knowledge and understanding of important and recent factors in the adoption of green purchase behavior.

Analysis of Consumer Awareness’ Values and Attitudes towards Green Purchase Behavior: Study on Millennial and Generation Z

Environmental problems made the Indonesian people aware of green buying behavior. Various environmental movements spread throughout Indonesia, and people's attitudes and behavior toward being environmentally friendly changed. However, research indicates that there is still a gap between environmental knowledge and behavior. This study aims to explain how consumer environmental awareness influences green buying behavior, boosted by green product quality collected by distributing questionnaires to 388 Millennial and Generation Z respondents in West Java. The results show that consumer environmental awareness positively influences green buying behavior with the support of attitude toward environmental problems bolstered by the quality of the green product. However, environmental awareness does not succeed in influencing green buying behavior if it is through an attitude toward eco-social advantages. Then, information on a green product does not directly affect green buying behavior but is successful if there is a booster from the quality of the green products.

Influence of Environmental Knowledge and Green Trust on Green Purchase Behaviour

This study investigates the influence of environmental knowledge and green trust on green purchase intentions and behavior, and the mediating role of purchase intentions. Through questionnaire surveys and statistical analysis, the research findings reveal that environmental knowledge and green trust significantly influence green purchase intentions and actual green purchasing behaviour. The results of this study hold significant meaning for the formulation of environmental education and environmental advocacy strategies, contributing to enhancing consumers' environmental awareness and promoting green purchasing behaviour.

Green Purchase Behavior in Malaysia: A Mediation Effect Analysis Based on the TPB

This investigation was done by a group of educated consumers residing in Malaysia. The Theory of Planned Behaviour (TPB) was used to study their behavior in purchasing green products. The study used PLS-SEM to conduct an online survey with 330 educated customers in Malaysia. The results showed that the link between green purchasing attitudes, subjective norms, perceived behavioral control, and green purchase behavior among educated Malaysian consumers was mediated by green purchasing intention. However, some of the results were different from previous findings. Perceived behavioral control would be significantly negatively related to green buying behavior. A green purchasing attitude has no direct effect on green buying behavior. This study provides a reference for relevant policymakers or green marketing strategies.

Antecedents of Green Purchasing Intentions among Higher Education Population in Malaysia

This empirical study aims to operationalize the relationship between the direct and indirect influence of factors on green purchase behavior through the mediation of green purchase intention in the context of the Malaysian higher education population. It employed Structural Equation Modeling to assess the strength of relationships between the constructs. The research findings indicate that green purchase intention mediates the relationship between its antecedents and green purchase behavior. This indirect effect is more prominent in the factors of environmental knowledge and green trust. The study helps scholars further understand the facilitating mechanisms of green purchase behavior.

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Green … but at what cost? A typology and scale development of perceived green costs

Despite people's growing interest in eco-friendly products, there are still hesitations in action. People perceive costs around the purchase of environmentally friendly alternatives. The present study aims first to conceptualize and organize these green costs in a typology and then operationalize them in a measurement scale. Following the literature on measurement theory, the authors report the results of five studies in developing, purifying and validating the perceived green costs scale (Perceived Green Costs Scale: PGCS). The authors follow Churchill's paradigm for developing a measurement scale and complement it with a nomological validity analysis using Structural Equation Modeling. The typology of perceived green costs incorporates nine types of costs. The operationalization of this typology of costs brought forth nine first-order constructs, eight of which amount to a second-order construct: one-time switching costs (Switching Costs) and the remaining one represents repeated purchase costs (Purchase Costs). The Perceived Green Costs Scale demonstrates reliability of the measure, internal consistency and convergent and divergent validity. Furthermore, the Switching Costs construct confirms the Perceived Green Costs Scale's predictive validity by significantly predicting actual green purchase behavior. Interestingly, the Switching Costs display a significant mediating effect between green attitude and green behavior, extending the theory of planned behavior in a sustainable consumption context. The findings advance knowledge on the green behavioral gap and behavioral frictions in sustainable consumption and help identify the root cause of unsustainable behavior in hopes of eliminating it and designing better customer journeys towards eco-friendly purchases Further implications for brand managers, customer experience architects, educators and consumers are discussed in hopes of catalyzing change toward a more sustainable future.

Examining the Factors That Shape Green Purchase Behavior: The Role of Subjective Norms, Self-Efficacy, Attitude and Intention

This study main objective is to analyze the emerging phenomenon of eco-friendly green environments in the domain of marketing. It is essential to increasing the market penetration of ecological products to get consumers to adopt a positive attitude toward green purchasing. Specifically, the study examined the role of green self-efficacy, subjective norms, and green purchase attitude in predicting the effect of intention in green purchase on the association among these factors and actual green purchase behavior. Data from 224 consumers with prior experience buying eco-friendly products is used. Results showed that subjective norms, green self-efficacy, and green purchase attitude important impact on intention to green purchase, which leads to predicted actual green purchase behavior. The mediation of intention toward green purchase was found to be partial. Therefore, this study suggests that interventions aimed at promoting green purchase behavior should focus on enhancing consumers' green self-efficacy, subjective norms, and green purchase attitude, as well as strengthening the intention-behavior relationship.

Influence of Environmental Concern on Green Purchasing Behavior among Undergraduate Students in Sri Lanka

Aims: The main objective of the study was to determine how the consumers’ pro environmental concerns affected their green buying behavior in sports science and management undergraduate consumers. Furthermore, determining the green buying behavior of consumers and willing to pay for eco green products and awareness of the green products were also among the specific objectives of the study. Study design: This research is a quantitative investigation with a cross-sectional design, involving the collection of data at a single point in time. The primary objective of the study is hypothesis testing, specifically examining the association between individuals' pro-environmental concerns and their green purchasing behavior. The researchers had limited involvement in the data collection process, which relied on a questionnaire, and the study took place in a natural, non-contrived setting. The individual students served as the units of analysis for this study. Place and Duration of Study: The study's sample consisted of 140 Sports Science students from the Department of Sports Science within the Faculty of Applied Sciences at the University of Sri Jayewardenepura in Sri Lanka (n=140). Data collection occurred from June 2022 to September 2022. Methodology: The observed variables of the study were pro environmental concerns, consumers’ environmental concern, consumers’ health concerns, consumers’ economic concerns, consumer’s energy saving concerns and recycling concerns along with awareness of green products. A pre-tested Likert Scale questionnaire was used to accessed information and the validity and reliability was also measured. Results: The results indicate that consumers’ pro-environmental concerns significantly affect their green buying behavior. The environmental concerns, health concern, economic concerns, energy saving concerns and recycling concerns positively affected the green buying behavior. Also, it was found that consumers are willing to buy green products. The survey findings disclose that consumers’ awareness towards green products, high level of green buying behavior products and their pro environmental concern impacts their green buying behavior. Conclusion: Consumers are willing to buy green products. The survey findings disclose that consumers’ awareness towards green products, high level of green buying behavior products and their pro environmental concern impacts their green buying behavior.

How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

PurposeThis cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.Design/methodology/approachUsing data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.FindingsFirst, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.Originality/valueThis study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.

Impact of social media influencers' credibility on millennial consumers' green purchasing behavior: a concept paper on personal and social identities

Purpose The purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap. Design/methodology/approach Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm. Findings Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications. Research limitations/implications This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications. Practical implications This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come. Social implications As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices. Originality/value Original thought developed based on research, theoretical and market gaps.

Factors Influencing Green Purchase Behavior: Price Sensitivity, Perceived Risk, and Attitude towards Green Products

The present study analyzes the effectiveness of consumer price sensitivity in expanding the use of green products. It investigates how the purchase behavior of Iranian consumers is affected by different aspects of perceived risk, such as financial, performance, psychological, and social risks. This study uses the four main concepts of ‘Perceived Risk’ (PR), ‘Attitude towards Green Products’ (AGP), ‘Price Sensitivity’ (PS), and ‘Green Purchase Behavior’(GPB) to develop a model to increase green purchase intention. This research uses an experimental study, using a survey method (questionnaire distribution)to confirm the hypotheses and discover its management concepts, and uses Structural Equation Modeling (SEM). The results show that the variable of “Perceived Risk” has a positive effect on “Attitude towards Green Products” and “Price Sensitivity”. “Attitude towards Green Products” has a positive effect on “green purchasing behavior” while “Price Sensitivity” has a negative effect on “green purchasing behavior”. This study focuses on existing literature by providing experimental evidence showing the importance of green consumption in the Iranian industry. The present model provides valuable input to policymakers and marketers to work from the perspective of policies and green marketing strategies and the research framework of purchasing green products to preserve the environment and the prevalence of green consumption among consumers.

Sustainability factors affecting caregivers' toy preferences: An evaluation of e‐commerce best sellers in Turkey

AbstractToys make a considerable clutter in homes over time unless managed responsibly. Given the ease of buying anything these days, especially toys, due to the rise of online shopping (Richards et al., 2020), toy piles can grow quickly. Current literature on the sustainability of toys is based on physical touch points, such as material, design, assembly, or transport, and suggested methods to enhance sustainability performance up to the “before‐use” phase. Our study focuses on how consumers address the issue of sustainability in toys, from the moment they intend to buy a toy to the time they terminate the toys' use, with a focus on green purchase behavior. We used data from a survey to depict 220 Turkish caregivers' perceptions of sustainability with snowball sampling to build an analytic hierarchy process system. The aim was to understand caregivers' approaches to toy sustainability factors in general and to interpret their motivations for green purchase activity. Among the eight sustainability criteria explicitly set for toys, child development‐related factors dominated durability, while price was found to be ineffective. This study of six best‐selling toys for 3–6‐year‐olds on a shopping site revealed that long‐term use is crucial for sustainability in toys. We observed that digital platforms are insufficient to convey the sustainability features of products, and thus propose a concept that evaluates the sustainability performance of toys and advises the consumer about the sustainability potential of the toys on the sales site.

Have I purchased the right product? Consumer behavior under corporate greenwash behavior

AbstractExtensive research on corporate greenwash behavior has been conducted within sustainable consumption, yet aware of green product information asymmetry remains largely unexplored. Drawn upon value‐attitude‐behavior hierarchy, this study investigates the impact of corporate greenwash behavior on green purchase behavior among customers in Taiwan, with a particular focus on the mediating role of green trust and environmental attitudes and on the moderating role of green product information asymmetry. Customers purchasing green products in northern Taiwan were surveyed using an online questionnaire. Data were gathered on two distinct occasions via a survey, yielding responses from 390 consumers in Taiwan. Our findings reveal that green trust mediates the relationship between corporate greenwash behavior and environmental attitudes and environmental attitudes mediates the relationship between green trust and green purchase behavior. Interestingly, while an green product information asymmetry weakens the negative relationship between corporate greenwash behavior and green trust, and strengthens the positive relationship between environmental attitudes and green purchase behavior. Our study contributes new insights into the relationship between corporate greenwash behavior on green purchase behavior within the unique context SDG 12 for responsible consumption and production goals, highlighting the complex interplay of green product information asymmetry to green trust and green purchase behavior.

Spirituality: An Attitudinal Variable among Other Factors that Drive Purchase Behaviour of the Green Consumer Segment

This paper empirically examines “Spirituality” (an understudied construct) as one of the variables influencing consumers’ decision to buy green products among other factors, such as Environmental Concern (EC), Perceived Environmental Knowledge (PEK), Green Peer Influence (GPI), and Perceived Consumer Effectiveness (PCE). The data was collected through a structured questionnaire, and 418 responses were gathered. The research model is based on the Theory of Planned Behaviour (TPB) by applying structural equation modelling using WarpPLS software. A significant direct relationship between EC, PCE, and Spirituality with Attitude and purchase of green products was observed as hypothesized indicating Spiritual beliefs of consumers impact their green purchase behaviour. The study adds to the literature by providing an additional construct of spirituality to existing models of consumer behaviour as per TPB. The study holds important implications for marketers suggesting that if the products are seen as environmentally friendly and ethical, then they can have a good place in the hearts of the consumers.

How green intrinsic and extrinsic motivations interact, balance and imbalance with each other to trigger green purchase intention and behavior: A polynomial regression with response surface analysis

This research aims to examine how green extrinsic and intrinsic motivations individually and jointly affect green purchase intention and actual behavior, drawing on the integration of self-determination theory and the theory of planned behavior. Based upon a sample of 4062 consumers in Vietnam, we methodologically adopted a polynomial regression with response surface analysis to shed the light on how a higher degree of eco-friendly consumption intention and behavior is synthesized from the balance between high green extrinsic and intrinsic motivations. Conversely, a large imbalance between green extrinsic and intrinsic motivations will lower the level of environmentally friendly consumption. Additionally, this study indicates that green purchase intention is the most important predictor of green purchase behavior, and that green purchase intention significantly mediates the insolated and joint effects of green extrinsic and intrinsic motivations on eco-friendly consumption behavior.

Consumers’ motivations to purchase green organic foods with special reference to the consumers in Dhaka City

Green organic food is manufactured with environment-friendly technology and has no negative effect on the environment. The aim of this study is to investigate the motivators that influence Bangladeshi consumers' green organic foods purchasing behavior. Data were collected from 100 people using the convenience sampling technique. Questionnaires were employed as research instruments. The Statistical Package for Social Science (SPSS) for Microsoft Windows version 11 was used to analyze the data. The researcher carried out correlation analysis to investigate the relationship between the variables, as well as regression analysis to evaluate the effect of the independent variables on the dependent variable. All of the factors, including peer influence, green advertising, environmental knowledge, and willingness to pay were found to be highly correlated with green purchasing behavior. Regression analysis revealed that environmental knowledge and willingness to pay have a significant role in the suggested model. Peer influence and green advertising have the lowest effect on consumers’ green purchasing behavior. The study's implication is that it allows companies to focus more on these motivators that motivate consumers to purchase green organic foods.

Motivating Factors Influencing Green Buying Behavior of Generation Z: An Application of Theory of Planned Behavior (TPB)

This study used the Theory of Planned Behavior as the theoretical foundation to investigate the motivating factors influencing Generation Z consumers' green purchasing behavior in Pakistan. Using a random sampling technique, the researchers gathered information from over 300 Gen Z consumers between the ages of 10 and 25 using a survey questionnaire. Utilizing a quantitative research approach, the study used Smart PLS 3.0 software and Partial Least Square Structural Equation Modelling (PLS-SEM) to analyze the data. Green purchase intention, green buying behavior, green attitudes, perceived behavioral control, and green social norms were the variables examined. The results of the study indicate that there is a significant relationship between "green attitudes," "green social norms," and "green purchase intention” with green buying behavior, with a p-value of less than 0.05 and t-value where of more than 1.96. However, with a p-value larger than 0.05 and a t-value less than 1.96, green perceived behavior control was not a significant predictor. Overall, the study indicates that Pakistan's Generation Z customers are more concerned with environmental issues and are favorably inclined to buy eco-friendly goods. These findings have implications for managers who can create more environmentally friendly products specifically targeting Gen Z.

People’s Attitude towards Green Marketing Communication and Green Purchasing Behavior

The purpose of this study is to determine whether the level of customer interaction with green marketing communications from companies influences their proclivity to engage in green purchasing behavior. This study also investigates the relationship between customer qualities, specifically their environmental attitudes, and the degree to which customers are responsive to green marketing materials supplied by businesses. A self-administered survey was done among people over the age of eighteen who live in Punjab, Pakistan. A total of 150 valid responses were received. Regression analysis, linear correlation, and descriptive analyses were among the analytical techniques used. Based on the study's findings, it is possible to conclude that customers do value green marketing messages from businesses. Furthermore, a substantial association was found between consumers' green purchasing behavior and their responsiveness to business green marketing messages. Furthermore, the findings confirm the assumption that women are more likely to be open to green marketing communications from businesses, and that individuals with a higher degree of education are more likely to be environmentally concerned.

The Impact of Green Advertising Practices Dimensions on Consumer Green Purchasing Behavior in Food Sector of Afghanistan

Afghanistan faces pressing environmental issues such as deforestation, pollution, and soil degradation. Limited awareness of eco-friendly practices worsens these problems, necessitating a study on people's attitudes toward the environment. Additionally, Afghanistan is susceptible to climate change's adverse effects, including more frequent floods and droughts. Research can identify effective strategies to combat climate change through green practices, benefiting public health and the economy for a sustainable future. This research, grounded in the theory of planned behavior, examines the influence of green products and environmental awareness on consumers' eco-friendly purchasing habits. It also explores how environmental concerns impact the relationship between green products, awareness, and purchasing behavior. Statistical tools like regression, correlation, and variance inflation tests were employed to analyze data from 249 respondents using SPSS, confirming that green products play a pivotal role in shaping consumers' eco-friendly purchases. The study contributes in three significant ways: firstly, it bridges a gap in the literature by connecting environmental awareness, green products, and consumer behavior. Secondly, it empirically introduces environmental concerns as a contextual or moderating variable. Lastly, the study offers a unique perspective by focusing on Afghanistan. Practitioners can find valuable insights in this research, highlighting the importance of green awareness, environmental concerns, and eco-friendly consumer behavior.