Green Purchase Intention Research Articles

GREEN PACKAGING AND BRANDING IMPACT ON GREEN PURCHASE INTENTION WITH GREEN BRAND IMAGE AS A MEDIATOR: STUDY AT LOVE BEAUTY AND PLANET OF GEN Z IN WEST JAVA

In the present era, there has been a widespread global adoption of environmental consciousness, leading to a swift transformation in people's actions and attitudes. Observing this occurrence, companies are starting to adjust and incorporate environmental considerations into account by creating and producing environmentally sustainable products or services. One of the ways of contributing is by providing sustainable packaging options for their products.This article aims to examine the influence of green packaging and branding on the intention of Generation Z consumers in West Java to purchase Love Beauty and Planet items that are environmentally friendly. A digital survey was undertaken to gather data from 255 individuals. Subsequently, the questionnaire data was analyzed using Structural Equation Modelling (SEM) employing the Partial Least Squares (PLS) technique through SmartPLS 4. In the end, this study found that Gen Z in West Java sees green packaging and branding as a significant direct force towards green purchase invention. This study also found that green brand image is an important factor in driving green purchase intention. However, this study concentrates on a particular brand and customer profile. Therefore, future research can investigate different brands or specialized markets as the primary subject.

ENVIRONMENTAL CONCERN: DOES IT DRIVE GREEN PURCHASE INTENTION OF SUSTAINABLE PACKAGING?

The growing importance of environmental concern as a critical issue has recently increased. Lower environmental damage raises consumer awareness of the importance of environmental preservation. Environmental concern triggers consumers’ interest in purchasing products with sustainable packaging. This study aims to examine factors driving the green purchase intention of sustainable packaging. The Theory of Planned Behavior (TPB) was utilized to identify the green purchase intention with six antecedents: subjective norm, price consciousness, perceived consumer effectiveness, perceived social media marketing, environmental concern, and perceived behavioral control. The data was analyzed using Structural Equation Modeling (SEM). The results revealed that the perceived social media marketing activities are the most influential driver of the green purchase intention, followed by the perceived behavioral control. Further, this study found that the environmental concern stimulates the perceived consumer effectiveness. This research contributes to marketers, companies, and the government to target appropriate marketing activities and engage potential consumers in purchasing the products with sustainable packaging.JEL: M31, Q56.

The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam

The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam

Tourism Development and Environmental Sustainability in the European Union: Moderating Role of Institutional Governance

This study examines the dynamic effects of tourism and institutional governance along with other variables on CO2 emissions (COE) in the 15 selected European Union (EU) economies over the period 1995-2018. The novel empirical evidence of this study is twofold. First, countries’ bloc effect is controlled based on the entry and exit information of EU countries, and second, in order to capture and better apprehend the aspects of institutional quality meaningful for carbon-neutral tourism in sample countries, interaction effects of tourism receipts and index of institutional quality are examined. For the robust results, non-linear autoregressive distributed lag (ARDL), fixed effects and generalized method of moments (GMM) based models are estimated, wherein the results of the non-linear ARDL approach reveal that there are no asymmetric effects of tourism and institutional quality, that intrinsically affect pollution. Specifically, the findings reveal that tourism development and trade openness can reduce COE. Also, there is evidence of the existence of an environmental Kuznets curve (EKC) in the region. Though institutional quality alone has been found to have an unfavorable impact on the environment yet the interaction term of tourism and institutional quality into the framework reveals a significant and negative impact on COE in the selected region. Therefore, it is suggested that the EU economies should develop effective strategies to improve their present institutional governance framework in such a manner that will help to promote tourism, green purchase intentions of tourists, economic development, trade liberalization and environmental quality.

ChatGPT-powered chatbot as a green evangelist: an innovative path toward sustainable consumerism in E-commerce

ABSTRACT The purpose of the current article is to propose the construction of ChatGPT as a green evangelist (CGGE) and to develop and validate the CGGE scale using two independent studies. Study 1 mainly adopted exploratory factor analysis to test whether the twenty items of the CGGE construct and the eight items of consumer equilibrium can represent these constructs statistically via exploratory factor analysis. Furthermore, through Study 2, this study primarily tested the convergent and discriminant validity of CGGE and consumer equilibrium. Finally, further analysis explains the relationship between CGGE and consumer equilibrium through green purchase intentions at different levels of brand credibility, including high and low levels, using structural equational modeling. Study 1 showed that the initial twenty items of CGGE are appropriately loaded on four factors and the eight items of consumer equilibrium are appropriately loaded on single factors. Study 2 demonstrated that CGGE could significantly predict consumer equilibrium through green purchase intentions at different brand credibility levels. This article contributes to the advancement of the unified theory of acceptance and use of technology (UTAUT) and research and provides a valuable tool for future empirical research on ChatGPT.

Consumer behavior and tourists’ green purchase intention of Gen Z consumers: Moderating role of environmental knowledge

The study aims to analyze how factors such as environmental attitude, subjective norms, perceived behavioral control, and environmental knowledge impact the willingness of Generation Z tourists in Indonesia to make green or environmentally friendly purchases. It also explores the moderating role of environmental knowledge in the relationship between environmental attitude and green purchase intentions. The analysis focuses on Generation Z respondents, totaling 543 individuals. The paper employs the structural equation modeling (SEM) method. The results show that when considered individually, consumer behavior, encompassing environmental attitude, subjective norms, and perceived behavioral control, exerts a significantly positive impact on green purchase intentions. These results suggest that tourists’ attitudes toward the environment, influence from family or friends, and the ability to control their actions are pivotal in fostering green purchase intentions while traveling. Furthermore, the study demonstrates a substantial positive correlation between environmental knowledge and tourists’ green purchase intentions. Additionally, environmental knowledge moderates environmental attitude, amplifying its positive effect on tourists’ green purchase intentions. This highlights the vital role of environmental knowledge, which not only stimulates green purchase intentions but also motivates tourists to adopt pro-environmental behavior by opting for eco-friendly products.

The Effect of Environmental Concern, Attitude, Green Brand Knowledge, Green Perceived Value on Green Purchase Behavior with Green Purchase Intention As A Mediating Variable on Green Beauty Products

As time goes by, the beauty industry continues to develop, such as the idea of sustainable beauty. Therefore, it is important for brands to increase consumer purchases in order to compete. The purpose of this study is to examine the effect of environmental concern, attitude, green brand knowledge, green perceived value on green purchase behavior with green purchase intention as a mediating variable on green beauty products. The sample in this study amounted to 236 respondents who were collected with purposive sampling technique to consumers of “TBS” products in Jakarta. Testing the research hypothesis was carried out using the PLS-SEM method. The results of this study indicate that environmental concern, attitude, green brand knowledge, green perceived value have a positive and significant influence on green purchase intention. Green purchase intention was found to have a positive and significant influence on green purchase behavior. In addition, green purchase intention can also positively and significantly mediate the influence between environmental concern and attitude towards green purchase behavior on green beauty products.

The influence of key opinion leaders on consumers' purchasing intention regarding green fashion products

Using Key Opinion Leaders (KOLs) is an emerging marketing strategy to promote green fashion products. However, research on the influence of KOLs on consumers' purchase intentions for green fashion products remains insufficient. Therefore, this study investigated how KOLs gained consumer trust and affected their green purchase intentions by applying the stimulus-organism-response (SOR) framework. Based on a literature review, this study considers KOL features, including reputation, perceived fit, and production involvement, and KOL content features, including content quality, aesthetic quality, and interactive content. To empirically verify these relationships, we conducted an online survey of Vietnamese consumers. We collected four hundred valid responses and employed structural equation modeling (SEM) to test the hypotheses based on the SOR framework. Of the six latent variables, KOL's perceived fit and interactive content were positively associated with consumer trust and strengthened their intention to make green purchases. Given the limited knowledge and low awareness of organizations of green products, this study recommends leveraging KOLs as a powerful marketing method to provide consumers with a more comprehensive understanding of the benefits associated with green fashion products. Furthermore, the limited applicability of the SOR framework (two of the six latent variables were significant) reveals the need for more studies on KOLs by further testing the SOR framework in different contexts or using alternative frameworks.

Leveraging environmental corporate social responsibility to promote green purchases: The case of new energy vehicles in the era of sustainable development

Leveraging on the theoretical integration of stimulus-organism-response (S-O-R) theory, stakeholder theory, and self-consistency theory, an investigation is undertaken to explore the effectiveness of environmental corporate social responsibility (ECSR) in shaping green buying intentions using the world’s largest economy of new energy vehicles (NEVs), China, as a case. An analysis of data from 306 NEV owners in four Chinese cities demonstrated that ECSR directly and indirectly, via green trust and green brand image, shapes green purchasing intentions positively. However, green self-concept consistency was found to weaken the connections ECSR, green trust, and green brand image. From a theoretical perspective, this exploration enhances our understanding of environmentally-driven micro-CSR (individual-level CSR) by shedding light on the factors influencing consumers' intentions to engage in green consumption (new energy) of high involvement products (vehicles). Noteworthily, this examination uncovers the social-psychological mechanisms that drive these intentions and underscores the significance of maintaining consistency in self-concept, particularly within collectivist societies. From a practical standpoint, this research offers valuable guidance for marketing approaches, particularly in the NEV sector, thereby contributing to SDG7 on clean energy and SDG12 on responsible consumption and production.

Study on the Influencing Factors of Green Purchasing Intentions among College Students in a University in Guangdong

The Industrial Revolution has led to a continuous decline in global environmental quality, exacerbating environmental issues in recent years and gradually drawing public attention to ecological concerns. In the context of promoting sustainable development globally, green purchasing behavior, particularly among the millennial generation of college students, is gaining increasing attention due to its minimal negative impact on the environment. This article, based on extensive literature review and a case study of a university in Guangdong Province, employs the Theory of Planned Behavior and utilizes SPSS software for data analysis. It concludes that college students' environmental knowledge, ecological values, perceived self-efficacy, and group pressure significantly influence their green purchasing intentions. The study aims to provide support and reference for related research.

GREEN PURCHASE INTENTION ANALYSIS FOR MENSTRUAL CUP PRODUCTS

This research discusses sustainability that impacts the environment. We as humans find it very difficult not to coexist with objects that have plastic materials. Especially for women, who use sanitary napkin products for single use and have a negative impact on the environment and for the women themselves can be attacked by diseases, Such as cancer. Menstrual Cup is a replacement product for disposable sanitary napkins that has better benefits compared to other menstrual products. However, in Indonesia itself, Menstrual Cup is still something foreign and taboo because of the way it is used and the negative stigma given to consumers. The research that has been conducted aims to determine how much influence Green Product Knowledge and Consumer Doubts have on the Green Purchase Intention of Menstrual Cup products. This research used Explanatory Research with a quantitative approach. Data was collected online using a web link from Qualtrics Survey, using a Semantic Differential scales. The questionnaire link was distributed through social media such as: Whatsapp, Instagram and so on. The number of respondents taken was 128 Gen Z female respondents who have experienced menstruation and who have never used a menstrual cup. The data was processed using Multiple Linear Regression. The research method used is quantitative research using multiple linear regression analysis. The findings of this study are that there is a positive influence of the Green Product Knowledge variable and the Consumer Doubt variable which does not have a significant effect on Green Purchase Intention. The results of this study can provide insight to companies and future researchers. It is also hoped that this research can be expanded to include and focus on single or married women, Gen Z, Gen Millennials and others. The limitation of this research is on Gen Z women in Jakarta who have never used menstrual cup products. There is not much research about menstrual cup, especially in Jakarta Indonesia.

Does Green Purchase Intention Mediate the Effect of Ethical Self Identity on Green Purchase?

This research aims to examine the influence of ethical self-identity on green purchasing, mediated by green purchase intention. The study elucidates pro-environmental behavior concerning the purchase of environmentally friendly products that support issues related to the circular economy in the digital era. The research methodology employs a quantitative deductive approach to test hypotheses. A survey research design was used to investigate green purchasing behavior, with a sample size of 205 respondents from the Surakarta city area. Non-probability sampling was utilized employing the purposive sampling method. Instrument tests included assessments for convergent validity, discriminant validity, as well as reliability tests using Cronbach's alpha and composite reliability, confirming valid and reliable results. These instrument tests and hypothesis testing were conducted using Smart PLS 3.2.9 software, generating output for the outer model and inner model. Data analysis involved a two-step algorithm process and bootstrapping. The analysis results indicate that ethical self-identity and green purchase intention significantly influence green product purchasing behavior. It was evidenced that the intention to purchase green products mediates the influence of ethical self-identity on green product purchasing behavior.

THE EFFECT OF GREENWASHING ON BRAND EQUITY AND GREEN PURCHASE INTENTION AT GARNIER IN JAKARTA

Climate change and global warming are causing various natural disasters. One of the causes is packaging waste from consumer-packaged goods products (in the form of food, drinks, and dairy products such as soap, cosmetics, etc.) which are difficult to decompose. Public awareness is needed to preserve the environment, one of which is by using environmentally friendly products such as Garnier through the "green beauty" movement. The purpose of this research is to examine how greenwashing affects brand equity, including brand trust and brand association with Garnier products, and to examine the effect of brand equity on green purchase intention. The quantitative and descriptive method was used by distributing questionnaires via Google form to 128 respondents in Jakarta using the Structural Equation Model (SEM) analysis tool to test the hypothesis. The results showed that the five hypotheses proved significant and acceptable, namely, green brand equity has a positive effect on green purchase intention, brand credibility, and brand associations are also proven to have a positive effect on green brand equity, while greenwashing has a negative effect on brand credibility and brand associations, especially in consumer-packaged goods. Thus, Garnier is expected not to do greenwashing so that it can maintain consumer trust in Garnier products and continue to improve campaign programs that invite people to care about the environment, one of which is by buying environmentally friendly packaging products such as Garnier.

Investigating consumer's buying behaviour of green products through the lenses of extended theory of planned behaviour

PurposeThe study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green purchase along with moderating effects of green trust and willingness to pay on purchase behaviour in an emerging market.Design/methodology/approachA total of 417 useable responses were recorded from three different states of north India to resolve the issues related to demographic diversity in country by using a structured questionnaire. Structural equation modelling, mediation and moderation analyses were used to investigate the hypothesised relationships.FindingsThe research unveiled that environmental concern, subjective norm have significant direct and indirect influence on green purchase intention via attitude. Furthermore, this study also elucidates that green trust significantly moderates attitude–behaviour, and intention–behaviour relationships, whereas willingness to pay does not significantly moderate these relationships in proposed model.Practical implicationsThis study provides interesting insights regarding consumers of emerging market toward green purchase. These insights are useful for marketers to design more focused strategies for enhancing the consumers' preferences for green products and promotion of pro-environmental behaviour in emerging markets.Originality/valueThe novel insights of this study are the mediating role of attitude in an emerging market in extended TPB model and exploration of the moderating role of green trust and willingness to pay premium to reduce the attitude–behaviour and intention–behaviour gaps for enhancing the consumers' preferences for green purchase.

The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice

Drip pricing practice, which involves promoting a seemingly low initial price and then introducing add-on price components without upfront disclosures, is commonly seen as a deceptive advertising practice that can lead to negative associations. Here, we provide an alternative perspective by investigating that whether consumers form positive or negative opinions about drip pricing depends on their expectation of encountering it and their overall familiarity with this practice. That is, this research reveals that when consumers’ general familiarity with drip pricing is low, higher expectations of drip pricing create greater perceptions of price fairness and purchase intentions. Moreover, our findings indicate that higher consumer expectations of drip pricing lead to positive attributions and evaluations of the detailed pricing information, resulting in higher perceptions of price fairness, which, in turn, increases purchase intentions. Further, we show that when consumers have high expectations of encountering drip pricing, they evaluate ­pricing information more positively and deception less harshly, resulting in greater purchase intentions than when they do not expect it.

The psychology of green behavior: when growth mindset, peer influence and warm glow meet the individual self

PurposeThis study in Iran examined the role of internal and external psychological factors that affected green purchase intention. Moreover, it examined these variables' direct and indirect effects and green purchase intention on green purchase behavior.Design/methodology/approachAn extended version of the theory of planned behavior (TPB) was employed, based on which a theoretical model was designed to reach the authors’ aim. An online questionnaire was used to collect data. For data analysis, confirmatory factor analysis, structural equation modeling, the bootstrapping method and the Preschool Language Scale (PLS) product-indicator approach were conducted to test the proposed conceptual model.FindingsResults show that self-identity, self-interest, self-efficacy and a growth mindset have a positive impact on green purchase intention. However, the study found no predictive effect from peer influence and warm glow. In addition, self-efficacy and green purchase intention significantly affect green purchase behavior. The study reveals that green purchase intention substantially mediates the relationship between self-interest, growth mindset, warm glow and green purchase behavior. Further, warm glow moderates the impact of peer influence, self-identity and self-efficacy on green purchase intention. This study emphasizes the critical role of dispositional factors on green purchase intention and behavior.Originality/valueFew studies consider the effect of the individual self, a growth mindset, a warm glow and peer influence on green purchase intention simultaneously. In addition, the authors introduced a different version of the TPB model. Further, this research also conducted how these variables, directly and indirectly, affect green purchase behavior.

Interest In Buying Millennial Generation Electric Motorcycles with Theory of Planned Behaviour and Environmental Concern as Determining Factors

The solution of environmental problems is to use environmentally friendly products. This research uses the theory of planned behaviour, norm activation model, and moral norm as mediating variables to test consumers' interest in purchasing electric motorcycle. Data collected from 157 respondents who are the millennial generation and analyse with SmartPLS 3.0. Based on research findings, environmental concern has a significant effect on perceived behavioural control, green purchase attitude, and green purchase intention. Perceived behavioural control has a significant effect on green purchase attitude. Moral norms and green purchase attitude do not have a significant effect on green purchase intention. Then moral norms cannot mediate between subjective norms and green purchase intention. Research findings explain that environmental factors are the determining factor for someone to adopt an electric motorcycle.

Trust Strengthening Models for Amplifying Generation Z's Interest in Purchasing Sariayu Martha Tilaar's Green Products in Alignment with Sustainable Development

Objective: The purpose of this study is to investigate how eco-labels, green advertising, and knowledge about green products impact trust in environmentally friendly products and how trust ultimately influences the intention to purchase green products. Theoretical Framework: This study delves into the theoretical framework of green marketing in the cosmetics sector of Indonesia. It focuses on two dependent variables: green purchase intention and trust. The study also explores how the eco-label, green advertising, and green product knowledge variables influence green trust, which impacts green purchase intention. Method: For this study, a quantitative approach was taken using the statistical software application tool SmartPLS 3.0. The population analyzed with SEM consisted of Generation Z individuals aged 12 to 26 who had purchased Sariayu's clean beauty green product. A sample size of 385 respondents was used to represent the population. Result and Conclusion: Knowing eco-labels and green products significantly impact green trust, whereas green advertising does not. The level of green trust influences the intention to purchase green products. Originality/Value: This research is expected to improve the performance of Sariayu Martha Tilaar's green products and encourage Generation Z to switch to using environmentally friendly cosmetics. This study introduces a model that includes eco-labels, green advertising, knowledge about green products, trust in green products, and the intention to purchase green products. The study focuses on Generation Z as the target audience.

Peran Citra Merek Hijau dan Kesadaran Hijau Terhadap Niat Beli Hijau pada Konsumen IKEA di Indonesia

Today's furniture industry has developed rapidly and has become a secondary need for all levels of society. Nowadays, there has been a lot of work done on developing green products, and the need has occasionally grown. This is influenced by a number of elements, such as green brand awareness and purchasing intentions, that are environmentally friendly. There is, however, still little research that demonstrates the connection between brand image and environmental awareness and intention to buy. This study aims to analyze the role of green brand image and green awareness in influencing green purchase intentions among IKEA consumers in Indonesia. Quantitative research design by utilizing online questionnaires for data collection to confirm variables of green brand image, green awareness, and green purchase intention in IKEA products in Indonesia. The study included 110 respondents throughout Indonesia who were selected using convenience sampling techniques. Data analysis using SEM-PLS with a confidence level of 95% (p<0.05). According to research, green brand perception positively and significantly affects consumers' intentions to buy green products, while brand perception positively and significantly affects consumers' awareness of green issues, which in turn positively and significantly affects consumers' intentions to buy green products. The study's conclusion is that IKEA products and related businesses should be aware of the factors that influence consumers' intents to buy green products, particularly the green brand's perception and consumer awareness. Thus, it is important to instill knowledge and public awareness to choose environmentally friendly products to instill information that IKEA is top of mind in the development of sustainable environmentally friendly 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.