Model Of Consumer Behavior Research Articles

Environmental Communication as a Mediator in the Relationship between Environmental Concern and Attitude Towards Green Services in a Sequential Mediation Model: Evidences from Restaurant Industry

Tourism is a major economic activity of a nation but also contributes to about 5% of global emissions. Hospitality industry, a major arm of tourism industry, has initiated several measures for green sustainable practices. This research aims to understand the linkages between an altruistic mindset, environmental concern, environmental communication, green service attitude, and behavioural intentions through a sequential moderation model in the restaurant industry.
 A literature review was done to understand the theoretical construct of the proposed model and extant research for last 30 years to develop the consumer behaviour model. A modified model of Theory of Planned Behaviour was chosen as the base theory and through a review of the extant literature, a hypothetical model was created. A covariance-based structural equation model (CB SEM) was created to test the strength of relationships across the variables. The findings indicate that consumer environmental concern do not directly lead to positive attitude towards green services until it is mediated by environmental communication. This finding will help the green restaurants to adequately design suitable communication strategies to increase consumer awareness, positive attitudes and pro-environmental behavioural intentions.

Systematic Literature Review on Consumer Motivations Regarding Luxury

Purpose: The luxury industry is undergoing rapid changes owing to emerging technologies and social environments. This has resulted in changes in consumer perceptions, motivations, and behaviors. Thus, this study aims to understand the current advances related to consumer motivations towards luxury to advance the latest consumer profiles and behavior models in such a complex and rapidly changing context. Design/methodology/approach: The Scopus database was thoroughly searched for academic journal articles published in English related to consumer motivation for luxury products. A total of 141 articles were initially collected, and the abstracts of all articles were manually reviewed to verify their relevance. Irrelevant, incomplete, or duplicate articles were excluded, resulting in 119 articles for further analysis and synthesis. Findings: Four major themes based on research characteristics and analysis details were explored: (1) general consumer motivation, (2) motivation of different consumer groups, (3) motivation in different luxury product or service categories, and (4) brand strategy and the brandconsumer relationship. A holistic framework is proposed based on these themes to better understand consumer motivation in the luxury industry. Originality: Despite several studies on consumer motivation in the luxury industry, no comprehensive analysis has synthesized the two. This study aims to address this gap by conducting a systematic literature review.

Cross-Border Shopping on the European Union Fast-Moving Consumer Goods Market: Determinants of Lithuanian Shoppers’ Behavior in Poland

The sustainable economic development of a country or region can be encouraged by cross-border trade as it enables transnational cooperation and encourages entrepreneurs to search for more innovative and socially responsible practices. The Fast-Moving Consumer Goods (FMCG) sector was chosen for the research, as consumers purchase and use or consume these products frequently as they satisfy continuous consumer needs. The research supplements the scientific discussion on cross-border shopping and trade by presenting the research results from the Lithuania–Poland border region. The aim of the article is to identify the factors encouraging and suppressing Lithuanian customers shopping for FMCG in Poland. A questionnaire survey was provided in Poland and Lithuania by interviewing Lithuanians shopping for FMCG, and logistic regression was used. Key determinants of Lithuanian shopping behavior in the Polish FMCG market were established, i.e., economic and regional factors, income level, and professional activity. Finally, based on the research results, a model of Lithuanian consumer behavior in the cross-border FMCG market in Poland was composed and might be used and practically applied by local authorities and businesses to manage customer flows.

The public's antibiotic use behavioural patterns and their determinants for upper respiratory tract infections: a latent class analysis based on consumer behaviour model in China.

The irrational use of antibiotics among the public is a major contributor to antimicrobial resistance (AMR), which is a serious global threat. Prior studies have demonstrated that there are different behavioural patterns regarding antibiotic use among the public, and targeted interventions for subgroups with different behavioural patterns may be more effective. Thus, this study aimed to identify the public's behavioural patterns of antibiotic use for upper respiratory tract infections (URTIs) and their influencing factors. A cross-sectional survey was conducted among the general population in Chongqing, China. Consumer decision-making (Consumer Behaviour Model, CBM) was used to assess the public's behaviours regarding antibiotic use, including need recognition, information searching, alternative evaluation, obtaining antibiotics, antibiotic consumption, and postuse evaluation. Furthermore, a latent class analysis was used to identify the underlying behavioural patterns among the public. The identified behavioural patterns of antibiotic use were further linked with individuals' capacity, opportunity, and motivation factors of antibiotic use based on a multinominal logistic regression to explore possible determinants. A total of 815 respondents were enrolled in the study. The public's irrational use of antibiotics was prevalent, including antibiotic self-medication (39.63%), nonprescription antibiotic purchasing (59.02%), and early stopping of antibiotic prescriptions (76.56%). Participants had inadequate knowledge of antibiotics (Mean = 2.33, SD = 1.71), reported high availability to antibiotics (Mean = 7.13, SD = 2.41), held strong belief in antibiotic effectiveness (Mean = 10.29, SD = 2.71), and demonstrated a high perceived threat of AMR (Mean = 12.30, SD = 3.20). Four behavioural patterns regarding antibiotic use for URTIs were identified, namely, "antibiotic self-medicators" (n = 165, 20.25%), "formal health care seekers" (n = 216, 26.50%), "various treatment users" (n = 198, 24.20%), and "self-medication without antibiotics" (n = 236, 28.96%). Individuals' self-efficacy of antibiotic use, belief in antibiotic effectiveness, awareness of antibiotic side effects, perceived antibiotic availability, social influence, and demographics (age, education, medical insurance, and having a medical background) were significantly associated with the public's different behavioural patterns of antibiotic use for URTIs. This study calls for collaborative efforts among the public, physicians, policy makers, and the implementation of precise and multifaceted interventions to effectively reduce irrational use of antibiotics in the public. Such interventions include identifying subgroups within the public to provide more targeted education about antibiotics and the management of URTIs, reinforcing the regulation of antibiotic dispensing, and improving physicians' rational antibiotic prescriptions.

Perilaku Konsumsi Berkelanjutan (Sustainable Consumption Behavior) di Indonesia: Peran Environmental Concern, Perceived Consumer Effectiveness dan Altruism

The consumer consciousness and collective actions of the community constitute a primary challenge in striving for environmental conservation and enhancing social well-being as part of the sustainable development goals. One of the efforts to address this challenge is by adopting sustainable consumption behavior (SCB). In general, this research aimed to engage with sustainable development issues at the consumer level. This research specifically adopts the EECB (Ecologically Conscious Consumer Behavior) model measured by the factors of environmental concern (EC), perceived consumer effectiveness (PCE) and altruism (AL. This research used a survey method and collected data from 304 consumers in Indonesia. The results indicate that environmental concern is not a significant factor in predicting ECCB and confirm the gap between environmental concern and consumer actual behaviors also suggesting that Indonesian consumers still struggle to translate their environmental concern into actual action. Meanwhile, the PCE factor is known to influence ECCB significantly. However, altruism was not found to be a moderating factor in the relationship between PCE and ECCB, but instead strengthened the relationship between EC and ECCB.

Good morning, sunshine: How time‐of‐day of complaint submittal can affect customer satisfaction with company response time

AbstractTraditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time‐of‐day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no‐cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time.

An Extended Model of Consumer Behavior for Vegetables in the Market in Indonesia

Purpose: In this study, principal component analysis (PCA) was used to identify the key factors influencing consumer behavior in the context of vegetable consumption in traditional and modern markets. Theoretical reference: This common pattern of small-scale and subsistence-based vegetable production in agriculture, typically meeting local needs, results from limited competitiveness in the global vegetable value chain, largely due to relatively small national-scale vegetable production. Method: The use of multilevel structural equation modeling (MSEM) was employed to analyze consumer behavior at different levels within the sales model. This study involved the use of an online questionnaire that sought to explore vegetable consumer behavior in the year 2023. Results and Conclusion: The study emphasizes the dominant role of the economic factor in shaping consumer behavior, with economic conditions and personal income being pivotal influencers of purchase decisions. Cultural factors also play a positive role in decisions, highlighting cultural considerations. Social dynamics, psychological factors, and personal habits contribute significantly, while effective marketing strategies and customer satisfaction are crucial for influencing choices and fostering loyalty in the vegetable market. Implications of research: Furthermore, the study indicates that effective marketing strategies have a positive impact on purchase decisions and consumer loyalty. Well-designed marketing campaigns, promotions, and branding efforts can motivate consumers to choose specific vegetables and foster loyalty, highlighting the importance of strategic marketing in the vegetable market of Pekanbaru City. Originality/value: Additionally, the study emphasizes the intrinsic connection between consumer satisfaction and loyalty, emphasizing the significance of addressing consumer needs and expectations to cultivate and sustain loyalty in the vegetable market. Businesses that prioritize customer satisfaction are likely to enjoy repeat business and positive word-of-mouth referrals, enhancing their position in the market.

Determinants Of Intention To Use Islamic Mobile Banking On Millennial Generation: Evidence From Indonesia

This review means to test and dissect the determinants of goals of utilizing Islamic mobile banking. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) was used to conduct the study. This theory uses performance expectations, effort expectations, social influences, facilitating conditions, price values, hedonic motivation, and habits as predictors of intentions to use Islamic mobile banking. The Islamic way of life is the new coding construct that this study adds to the UTAUT2 model. 155 respondents from Indonesia's millennial generation served as the sample for this study. With the Structural Equation Model (SEM) as the analysis model and Warp PLS version 7.0 as the software, this study employed a quantitative approach. This study shows that the intention to use Islamic mobile banking is positively and significantly influenced by hedonistic motivation, price value, and habits. In the meantime, intention to use Islamic mobile banking is positively and insignificantly affected by performance expectations of effort, social influences, and conditions. The decision to use Islamic mobile banking as part of an Islamic lifestyle is then influenced by the variables of social impact and insignificant habits. In the context of the intention to use the behavior of using Islamic mobile banking, the findings of this study are anticipated to contribute to the prediction of a more in-depth model of consumer behavior from an Islamic perspective.

Applying Structural Equational Model (SEM) to Analysis of Perceived Social Media Influence on Intention to Buy Online Store by Consumer Trust and Hedonic Brand Image

Purpose: This research aims to examine the influence of social media perceptions which directly influence repurchase intentions which are mediated by consumer trust and hedonic brand image in an online shop by applying the Structural Equational Model (SEM) with Partial Lease Square (Smart PLS) technique.Methods: This research examines the effect of social media perception intervention on repurchase intentions which is analyzed with a population taken from consumers in four marketplaces, including Lazora.Com, Lazada.com, and Blibli.com. bukalapak.com. The number of samples in this research was 80 respondents. The sampling technique uses accidental, namely distributing questionnaires to consumers who meet in WhatsApp groups. The data was tested with the variable social media perception, purchase intention, consumer trust, and hedonic brand image. Data were analyzed using the Structural Equational Model (SEM) with Partial Lease Square (Smart PLS) technique.Result: The research results show that the indicator variables proposed to test the influence of perceived social media on repurchase decisions. The Q2 predictive relevance value shows that the perceived social and consumer trust contributes 0.7647 towards the intention to buy. The rest which is 0.2353 is affected by the other variable. Therefore, social media perceptions do not influence repurchase intentions, but social media perceptions influence repurchase intentions which are mediated by consumer trust and Hedonic Brand Image in an online shop.Research limitation: We found that there are perceived social media influence repurchase intention to buy mediated by consumer trust and Hedonic Brand Image in an online store. This will contribute to other research, creating Consumer trust and a Hedonic Brand image is very important to increase repurchase intention to buy in an online store. Practical implications – The findings of this study may contribute to consumer behavior models, online stores, and Tripple duties.Novelty: The novelty of this research is that consumer trust and hedonic brand Image can increase the intention to buy in an online store.

The Psychological Underpinnings of Turkish Consumer Choices: Xenocentrism

This study examines psychological drivers influencing Turkish consumer choices, specifically Xenocentrism’s role in purchasing decisions. Analyzing data from 377 young, urban, educated respondents, the research explores the relationship between Xenocentrism, Animosity, and Product Judgment affecting the willingness to buy U.S. goods. Employing Structural Equation Modeling (SEM) and validated scales, the study challenges the conventional belief that Animosity toward a foreign country reduces purchase willingness. Findings indicate that Personal and National Animosity may coincide with or increase the propensity to purchase despite Product Judgments. This suggests a complex consumer decision-making paradigm, where Animosity is intertwined with identity assertion and perceived product quality. Results show Turkish consumers’ purchase intentions are grounded in product excellence, with perceived superiority shaping xenocentric buying preferences. The implications extend to rethinking consumer behavior models in emerging markets, accounting for the nuanced influences of Animosity, product evaluation, and global cultural narratives. This nuanced understanding of Xenocentrism contributes to the literature by delineating how consumer Animosity and global cultural narratives inform behavior in a post-truth world, providing actionable insights for both theorists and practitioners in the field.

Risk and self-optimization analysis of the carbon tax policy based on scenario simulation

The double dividend of the carbon tax policy has been a controversial topic. To comprehensively evaluate the benefits and risks brought by the carbon tax policy and contribute to China’s emission reduction goals, this paper establishes a carbon tax policy cycle simulation model based on China’s economic and energy data from 2010 to 2020 to explore the winner-curse phenomenons of the policy. To alleviate the winner’s curse of the carbon tax policy, this paper introduces a consumer behavior model to explore the optimization degree of loss aversion effect on the carbon tax policy. The research results show that the carbon tax policy has three kinds of winner’s curse phenomenons, namely, the improvement of environmental quality and the reduction of market capital, the decline of national carbon intensity and the increase of carbon intensity of three major industries, and the reuse of the tax revenue and the increase of economic loss. The loss aversion of consumers can alleviate the negative effect of the carbon tax policy and strengthen the positive effect. In addition, during the implementation of the carbon tax policy, the loss aversion effect can also reduce the polluted population by about 2%. Finally, based on the research results, the paper puts forward some feasible policy suggestions.

Consumer behavior on the market of educational services: features of choosing a specialism and a higher educational institution

Methods. The results are obtained with the following methods: logical-analytical and generalization in the analysis of the main theoretical approaches to the formation of the model of consumer choice on the market of educational services; abstraction in determining the main components of the consumer behavior model on the market of educational services; methods of marketing research in determining the characteristics of consumer behavior on the market of educational services. Results. The segmentation of consumers of educational services was carried out and the main segments were identified, which demonstrate different types of consumer behavior, to which appropriate marketing efforts should be directed. The influence of internal and external factors on the behavior of consumers of educational services is determined. A model of the behavior of potential consumers of educational services has been developed, which depends on the motives and the presence or absence of a vector of further development. It has been established that the number of applicants is directly proportional to the level of loyalty of existing students. In order to build an effective marketing strategy, it is necessary to identify the motives that encourage applicants to choose certain specialism. Novelty. Behavior models of potential consumers of educational services depend on individually determined motives and the direction of the vector of the life trajectory (understanding of the further development of the personality). Understanding the possibilities of corporate communication and their use increases the level of satisfaction of both students and applicants. Practical value. The target segments of consumers of educational services and their behavioral characteristics at various stages of consumer choice taking into account individual motives have been determined.

Social Comparisons and Compensatory Consumption: The Art of Buying a Superior Self

This paper examines how consumers’ body satisfaction, beliefs about the malleability of their appearance, and incidental comparisons with upward vs. lateral social media influencers interact to affect the type of consumption behaviors they engage in. Based on propositions of the compensatory consumption behavior (CCB) model and the social comparison theory, this study employs an online experiment with a 2 (social comparison: upward/lateral) × 2 (body satisfaction: low/high) × 2 (implicit theory: entity/incremental) × 2 (product type: head- and body-related) mixed-factorial design among a sample of 192 women (19–35 years). The appearance of the influencers was manipulated (upward: thinner, primped models; lateral: average weight, natural models), as were the products being advertised, whereas body satisfaction and consumers’ implicit theory were measured. The results indicated that consumers were more persuaded to purchase products from lateral compared to upward influencers. Further, lateral influencers were more persuasive for head-related (vs. body-related) products, whereas upward influencers were more successful in promoting body-related (vs. head-related) products. A significant (p < 0.05) interaction between body satisfaction, implicit theory of appearance, and product type also emerged, supporting the proposals of the CCB model on how consumption behaviors are affected by felt discrepancies. These findings indicate that marketers can access more effective marketing results by collaborating with influencers that have a similar appearance to that of their target audience.

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

PurposeThe objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.Design/methodology/approachFor this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.FindingsThe results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.Research limitations/implicationsThe current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.Originality/valueOne of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

Моделі споживчої поведінки домогосподарств: еволюція від унітарних до колективних.

The problems of estimating and forecasting the economic behavior of households attract more and more attention of scientists, experts and even politicians. This is explained mainly by the popularity of modern tools for ex-ante assessment of the impact of economic and social reforms on the most important aspects of the population’s life: consumption of goods and services, economic activity, needs for social support, satisfaction with the standard of living and living conditions, etc. The article, which is primarily an overview, examines the peculiarities of the formation and development of unitary and collective models of consumer behavior of households, as a theoretical basis for the development of applied tools for evaluating corresponding economic processes. The main principles of creating unitary and collective models are highlighted, and the main advantages of the collective approach are substantiated. Some attention is paid to the role of the Pareto principle of efficient resource allocation in modeling the household behavior, and to the problems of forming equivalence scales of household incomes and expenditures. Issues of the effectiveness of the microsimulation approach in the development of applied tools for assessing the economic behavior of households, and the formation of an information support system for microsimulation modeling are discussed. It is noted that although microsimulation modeling is a relatively new area of research on the household economic behavior, it can ensure the development of adequate and effective applied reduced collective models. The characteristics of the household time use survey, as one of the main data sources for creating collective models, are given. The importance of the availability of representative microdata sets of other sample surveys characterizing both households and their members, in particular, such as the household income and living conditions sample surveys and labor force surveys is noted. The purpose of the article is to assess the evolution of economic models of household consumption behavior from unitary to collective, to determine the essence and advantages of collective models, to identify opportunities and effective ways of their practical usage for modeling the behavior of Ukrainian households. The novelty of the article is in the study of models of household behavior both in the historical perspective and from the point of view of increasing their adequacy based on more realistic assumptions and ways of formalizing models, determining the prospects of a microsimulation approach for the development of applied collective models. In the process of preparing the article, while summarizing the experience of scientific research in the field of modeling the economic behavior of households, methods of deduction and induction, analysis and synthesis were used. Comparison method made it possible to compare the unitary and collective approaches in modeling the consumer behavior of households, identify their similarities and differences. The conclusions summarize the main theses of the article and highlight the main directions of further research.

China’s New Retail Business Model: the Case of Super Species

Purpose: The aim of this study is to explore the purpose of investigating the business model of "New Retail” which is crucial for understanding industry innovation, enhancing the customer experience, exploring business model innovation, assessing economic impact, and recognizing global influence. Theoretical framework: This comprehensive theoretical framework provides the foundation for analyzing the multifaceted dynamics of "New Retail" with the inclusion of value proposition, value network, revenue model, tacit knowledge, and explicit knowledge. Design/methodology/approach: The research methodology employed in this study encompasses a case study of innovative retail businesses, Super Species. It investigates how these businesses have leveraged technology to enhance customer experiences. Findings: The study's findings underscore the pivotal role of "New Retail" in reshaping the traditional retail landscape through technology-driven innovations. It elucidates the impact of "New Retail" on industry dynamics and its potential to secure competitive advantages through analyzing the business model. Research, Practical & Social implications: This research has implications for understanding the transformative power of "New Retail" in the retail industry. It provides insights into consumer expectations, policy influence, and the integration of online and offline retail. Additionally, it highlights the importance of new retail business model and its effects on economic and global dimensions. Originality/value: The originality of this study lies in its comprehensive examination of "New Retail" as a transformative force in the retail industry. It explores the interplay of digital technologies, consumer behavior, government policies, and innovative business models, shedding light on the unique value proposition and implications of "New Retail."

Refining the freeloading and no purchase behavior in pay as you wish pricing

Pay as you wish (PAYW) pricing offers a radical shift from posted pricing schemes. Modeling consumer behavior under PAYW pricing promises insights into conditions under which PAYW is profitable. Firstly, this paper extends an established model that builds on inequity-averse consumers and models their behavior in PAYW as well as the seller’s profits. The paper uses a comprehensive approach to describe consumers with low fairness concerns and points to a new segment of consumers who were not considered in previous PAYW models. They are characterized by a decision not to buy a good under a PAYW pricing policy, even if they can get it for free, and are not strongly averse to advantageous inequity. Secondly, the paper discusses the profitability of PAYW with a suggested price when the seller’s ability to suggest high prices is limited. Thirdly, the paper incorporates the effect of disadvantageous inequity aversion on PAYW with a minimum price. Finally, the paper offers guidelines on how a seller should choose the optimal pricing policy.

Consumer E-Commerce Adoption and Behavior: A Perspective of Technology Acceptance Model (TAM)

Today, most countries facing new virus that called COVID-19 which it gives various impact to many sectors and towards economy itself. One of the industries that get an attention was food and beverage industry that led to a new trend like online food and delivery in China. Due to pandemic, the government enforce physical social distances and movement control to break the chain. As an effect, most business and social activities were curtailed for the time being, and most food and beverage companies were encouraged to shift their business strategies to online food delivery services. This study was prepared to know whether the consumer behavior can influence especially towards online food delivery services. Other than that, to identify whether online food delivery services convenience to use by the consumer. The objectives of this research were to see if there was a connection between the model of independent variables and consumer behavior towards online food delivery services during the pandemic. The hypotheses in this study are focused on perceived ease of use, time savings orientation, convenience motivation, protection, and privacy, all of which can influence customers behavioral intentions, particularly during pandemic crisis. Meanwhile, the sampling method that will be in use in this research was the non-probability sampling technique, which was a simple randomly sampling consumer with 211 respondents who age 18-41and above that contributed to this research. The researcher was used students, employed, self-employed and unemployed to be their respondents. All the questionnaire was distributed via online by using google form. The data was collected by using questionnaire and quantitative data and then this research will use SPSS and Smart PLS to collect and combine the data to get the result.

Consumption Modelling Using Categorisation-Enhanced Mental Accounting

Credibly representing category-of-goods mental accounting in an intertemporal optimisation framework is notoriously difficult, as this modelling approach imposes interrelations between the demand for different categories through first-order conditions. This breaks the principle of nonfungibility, contrary to the rationale of mental-accounting theory. Proofs that using intertemporal optimisation is futile in modelling this kind of behaviour are provided, and an alternative is developed: a procedural-behavioural merger of mental accounting and categorisation theories. The merger is necessary to enhance mental-accounting theory, which by itself does not inform about how mental budgets are formed, what they include and how money is spent from various accounts. A classification of six basic consumer types was devised, basing on the differences between their mental-accounting systems and variations of changes of expenditure in response to fluctuations of net disposable income and other possible stimuli. Representing the consumer problem as a behavioural procedure including spending on nondurable and frequently-bought durable goods as well as decisions whether or not to purchase very expensive durable goods, such as houses and flats, allows to model real-world features such as infrequent purchases and rare debt-taking. The devised working-life cycle models of consumer behaviour are consistent with microeconomic evidence on consumption, including those features that are not accounted for by various versions of the permanent income or buffer-stock models.

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.