Perceived Consumer Effectiveness Research Articles

Moderating effect of subsidy policy on intention to purchase residential rooftop solar panel systems

PurposeThe adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users’ intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers’ purchase intention of SPS.Design/methodology/approachUsing G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data.FindingsResults demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS.Originality/valueThis study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers’ purchase intention towards SPS in India.

How and when consumer corporate social responsibility knowledge influences green purchase behavior: A moderated-mediated model

Due to global warming and climate change, consumers worldwide are now carefully evaluating corporate social responsibility (CSR) practices when choosing which businesses to engage with, aiming to enhance their resilience to the adverse effects of these global issues. The current study employs the theories of reasoned action and planned behavior to explore how consumer CSR knowledge (CCK) impacts green purchase behavior (GPB) and consumer environmental attitude (CEA). Additionally, it assesses the mediating influence of CEA on the connection between CCK and GPB, while also examining the moderating role of perceived consumer effectiveness (PCE) in the interactions between CCK and GPB directly and via CEA. Primary data were collected through surveys from 336 EMBA students in Bangladesh over a three-month period, spanning from 9 August to November 8, 2022. The collected data and the suggested model were analyzed and validated using Mplus. The results show that CCK significantly improves GPB and CEA. CEA partially mediates the relationship between CCK and GPB. PCE significantly moderates the relationships between CCK and CEA directly and via CEA, such that CCK positively influences CEA and GPB when PCE is high only. Lastly, the current study documented theoretical and practical implications and concluded that CCK encourages consumers to adopt environmentally friendly attitudes, which in turn motivates them to exercise green behaviors such as GPB.

The Consequences of Social Responsibility: A Study of Fast Fashion Brands

This research aims to analyze the positive impact of social responsibility carried out by fast fashion brand on consumers’ attitude, trust, perceived consumer effectiveness and brand awareness. Using purposive sampling method, there were 175 respondents participated in the survey. The data was analyzed using structural equation model. The results revealed that brand’s social responsibility activities influence attitude, trust, perceived consumer effectiveness and brand awareness. However, the authors did not find any significant effect of perceived consumer effectiveness and brand awareness on purchase intention. This research can help fast fashion marketers to design a comprehensive message to convey to public that they carry out CSR programs. This study contributes to the literature of green marketing by examining the effect of CSR conducted by fast fashion brand on various response of consumers. The findings can help companies to design and communicate appropriate CSR initiatives in order to enhance consumers’ positive perception.
 
 Keywords: Corporate social responsibility, attitude, trust, perceived consumer effectiveness, brand awareness, purchase intention.

Impact of Green Packaging, Perceived Consumer Effectiveness, and Social Influence on Green Consumption Behavior: The Mediating Role of Green Satisfaction and the Moderating Role of Environmental Awareness

The purpose of this study was to look at how green packaging, perceived consumer effectiveness, and social influence affect green consumption behaviour, as well as the moderating role of environmental awareness and the mediating role of green satisfaction. As consumers show signs of growing environmental consciousness and increased willingness to purchase green products. In order to gather information for this purpose, 290 Pakistani consumers of fast-moving consumer goods (FMCG) were surveyed. The research hypotheses were evaluated for validity using the PLS-SEM technique. Green packaging, perceived consumer effectiveness, and social influence all positively influence green satisfaction. Furthermore, green satisfaction positively influences green consumption behaviour. Finally, the study discovered that environmental awareness does not influence the relationship between PCE and green satisfaction. The theoretical and managerial implications, research limitations, and future directions have all been addressed.

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.

Factors affecting sustainable consumption behavior: Roles of pandemics and perceived consumer effectiveness

The objective of the study is to assess the roles of pandemics and perceived consumer effectiveness in factors affecting the sustainable consumption behavior in the Vietnam's context. Based on two main theoretical foundations: Ajzen's TPB theory (1991) and Schwartz's NAM model (1977), the study used both qualitative and quantitative research methods with 9 scales of 43 observed variables. 645 valid survey responses were collected from five major cities in Vietnam in 2022 and were analyzed by using SPSS and SmartPLS 3.8 softwares. The results showed that pandemics have positive impacts on factors affecting the sustainable consumption behavior, including: environment concern, attitudes, subjective norms, perceived behavioral control, personal norms. Except the subjective norms factor which did not reach statistical significance, the remaining hypotheses were tested to have positive impacts on the intention and sustainable consumption behavior. In addition, the study also demonstrated a positive moderating effect of perceived consumer effectiveness on the relationship between intention and sustainable consumption behavior. Some managerial implications and future researches are also suggested.

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.

The influence of dispositional traits on Generation Z's intention to purchase sustainable clothing

PurposeAim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes.Design/methodology/approachA survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing.FindingsThe examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases.Originality/valueThis study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship.Research limitations/implicationsSome methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing.Practical implicationsThis research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing.ResultsEnvironmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.

The influence of cultural factors on interactive outdoor advertising in Shanghai: an analysis of consumer attitudes, behaviors and socio-economic environment

Due to the development of interactive technologies, outdoor advertising has undergone a substantial evolution recently. However, depending on the cultural environment, interactive outdoor advertising may or may not be beneficial. Shanghai offers an intriguing location for investigating the effects of cultural elements on consumer reactions to interactive outdoor advertising because it is a vibrant and culturally varied metropolis. The scope of this study is limited to Shanghai's interactive outdoor advertising. It explores how cultural influences affect consumer attitudes and behaviors, taking into account both city residents and tourists. The purpose of the study is to shed light on the efficacy of interactive outdoor advertising and the influence of cultural factors on customer behaviors. Based on it, this study aims to investigate the impact of cultural factors, consumer attitudes and behaviors, and the socio-economic environment on outdoor advertising in Shanghai, as well as the moderating role of perceived consumer effectiveness. This study adopts a quantitative research method with a cross-sectional approach. A longitudinal research design is utilized, collecting data in five phases from a sample of 375 respondents. The respondents comprise a mix of local residents and visitors to Shanghai. The data collection process includes surveys and interviews to gather information on consumer attitudes, behaviors, and the socio-economic environment. Smart PLS is employed for data analysis, enabling the examination of relationships between variables. The study found that cultural factors such as individualism, uncertainty avoidance, and long-term orientation have a significant impact on consumer attitudes towards outdoor advertising. Moreover, the study revealed that consumer effectiveness plays a moderating role in the relationship between cultural factors and consumer attitudes. Overall, this study contributes to the existing literature by providing a comprehensive understanding of the factors that influence consumer attitudes towards outdoor advertising.

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.

Income Quality and Organic Food Purchase Intention: The Chain Mediating Role of Environmental Value, Perceived Consumer Effectiveness

Concerns about income inequality and environmental pollution have been important aspects of achieving sustainable development goals. Promotion and use of organic food is one important way to reduce resource consumption and waste. In this study, the structural equation model (SEM) was used to analyze 450 questionnaire data, and the environmental values and perceived consumer effectiveness were used as mediating variables to explore the influence mechanism of income quality on the organic food purchase intention. An extended Value—Attitude—Behavior (VAB) theory was used as the research framework, and the results showed that: (1) income quality had a significant positive effect on environmental values, perceived consumer effectiveness, and organic food purchase intention; (2) perceived consumer effectiveness had a significant positive effect on organic food purchase intention and played a partial mediating role; and (3) environmental values and perceived consumer effectiveness played a chain mediating role between income quality and organic food purchase intention.

Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior

This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.

Understanding the effect of proactive personality and perceived consumer effectiveness on low-carbon travel intention

Choosing low-carbon transportation is an effective strategy for mitigating carbon emissions. This study utilized the Theory of Planned Behavior (TPB) framework to investigate the influences of proactive personality and perceived consumer effectiveness on low-carbon travel intention. By surveying urban residents, we examined the effects of subjective norm, behavioral attitude, perceived behavioral control, proactive personality, and perceived consumer effectiveness on low-carbon travel intention. The findings indicated that subjective norm, behavioral attitude, perceived behavioral control, proactive personality, and perceived consumer effectiveness have positive impacts on low-carbon travel intention. Notably, subjective norms have the greatest influence on behavioral intention, followed by proactive personality, while perceived consumer effectiveness has the least impact. Furthermore, this study identified attitude and perceived behavioral control as mediating factors between proactive personality, perceived consumer effectiveness, and low-carbon travel intentions. These findings reaffirmed the universal applicability of the TPB in individual decision-making contexts. The results also suggested that to promote low-carbon travel, it is crucial to not only focus on the social aspects of urban residents but also leverage the potential of individuals with a proactive personality.

Impact of Perceived Consumer Effectiveness on Green Buying: A Moderated Mediation Model

Green purchase behavior is the purchase of environmentally friendly products. These purchase decisions are a result of many factors which researchers have tried to study in the past. The objective of this study is to understand the green buying behaviour in Pakistan and examine the factors that affect this green buying behaviour. Some cognitive measures such as perceived consumer effectiveness, perceived environmental knowledge and green perceived value that play an important part in shaping attitudes are being studied. These attitudes then lead to behaviors according to the belief-attitude-behavior model on which this study is based. To discover how these beliefs and attitude affect green purchase behavior, a questionnaire is designed. Theory of Planned Behavior has been used in this study to understand and investigate the relation of different variables with green purchasing behaviour. The research findings indicated that an increase in knowledge of consumers regarding environmental issues resulted in them engaging in pro- environmental behavior. The findings were similar for effectiveness and perceived value measures although it was established that people gave more importance to quality and did not strongly feel that their individual actions played a major role in changing environmental conditions.

Development of a sustainable consumption measurement scale

AbstractSustainable consumption has been recognized since the 1990s; however, advances in the studies have been modest and have not yielded significant breakthroughs. The urgent need to adopt sustainable consumption has been emphasized by consumers, practitioners, and researchers, but despite efforts by social and government agencies, progress in relation to adoption remains insufficient. The multivariate nature of sustainable consumption is one reason for this insufficient progress. Previously developed literature‐based instruments have been univariate or limited in their dimensions and inadequate for measuring the phenomena they purport to measure. Hence, in this study, we develop a measurement scale to address this gap. The scale encompasses dimensions relevant to contemporary society and is informed by prior research and primary data. Data were collected through in‐depth interviews with sustainability specialists, a nominal group technique with engaged consumers, a survey of 255 students, and a survey of 808 consumers from diverse regions of Brazil, all resulting in a heterogeneous sample. The final data analysis included an exploratory factor analysis and a confirmatory factor analysis, which resulted in a final model that comprised eight dimensions: activism, personal sacrifice, communitarianism, environmental concern, healthy food, perceived consumer effectiveness, search for information, and social concern. Of these dimensions, personal sacrifice, environmental concern, and social concern are the archetypes of the present generation. The variables of these dimensions have not been accounted for in previous scales, making our new scale more comprehensive and contributing to a better understanding of sustainable consumption. This new comprehensive scale will aid future studies in sustainable consumption, contributing to a better understanding of this construct. We expect that this scale will help improve the monitoring of the progress made in sustainable behavior and the assessment of management practices of sustainable consumption. Future studies should be carried out to validate the dimensions in different cultural contexts.

Consumer minimalism for sustainability: Exploring the determinants of rental consumption intention

AbstractThe burgeoning growth of a sharing economy model in the form of a rental business has created a keen interest in understanding various underlying factors that go on to impact consumer behavior. This article aims to understand the antecedents of “rental consumption,” and also examines the concepts of consumer familiarity and minimalism, perceived reputation, ascription responsibility, and perceived consumer effectiveness with the moderating role of consumer skepticism. We empirically tested our proposed framework and examined the mediating role of consumer minimalism vis‐à‐vis its impact on rental consumption behavior. We analyzed data (N = 365) with structural equation modeling AMOS 25 and Process Macro. The findings presumably would enhance the literature on the “sharing economy” by integrating the VBN theory, consumer minimalism, and rental consumption intention. We conclude with theoretical contributions and forward‐looking research directions that emphasize the shift in consumer behavior with minimalistic value, and its implications for organizations operating in a sharing economy.

Factors Influencing Purchase Intention toward Thai Traditional Medicine in Chanthaburi, Thailand

The purpose of this research is to obtain a deeper understanding about purchase intention of herb for consumption and actual physiological wellbeing towards Thai traditional medicine in Chanthaburi, Thailand. This research used Simple Linear Regression and Multiple Linear Regression. The independent variables of the study consist of attitude, health consciousness, perceived value, herb knowledge, herb safety concern, perceived consumer effectiveness, and purchase intention of herb for consumption. The dependent variables include purchase intention of herb for consumption and actual physiological wellbeing. The questionnaire was spread out via online There were 385 respondents, collecting adopting convenience sampling and snowball sampling. The findings of this study showed that five out of six of the independent variables significantly affect purchase intention of herb for consumption, which are perceived consumer effectiveness, herb knowledge, attitude, health consciousness, and herb safety concern, excluding perceived value. Moreover, purchase intention of herb for consumption significantly influence actual physiological wellbeing. There are some limitations in this research such as limitations of online survey, target respondents, time and there is few research about Thai traditional medicine that study on purchase intention of herb for consumption. The research is about the important variables that influence purchase intention of herb for consumption and actual physiological wellbeing.

Investigating Relationship between Environmental Knowledge and Attitudes towards Electric Vehicles: An Emerging Economy Context

In order to investigate the impact of environmental information on the purchase of electric automobiles, the present research applied the Theory of Planned Behavior. Using primary data (n = 214), the proposed research model was validated using covariance-based structural equation modelling. The findings confirmed a positive relationship between attitudes towards electric vehicles and environmental knowledge. It was discovered that purchase intentions and perceived consumer effectiveness were significantly related. Control over availability also has a significant impact on buyers’ intentions. The study’s findings were unable to show a significant indirect relationship between environmental knowledge and purchase intentions. However, in this study, purchase behavior was significantly predicted by individuals’ purchase intentions. In particular, females were found to have stronger buy intentions than their male counterparts when it came to the effects of consumer perceived efficacy and control over availability (significant moderation of gender). The study’s empirical findings had a variety of theoretical and practical ramifications.

The impact of green marketing on collective behaviour: Experimental evidence from the sports industry

AbstractThis paper aims to investigate how supporters perceive and react to environmental messages that call for reducing the environmental impact of sporting events. Based on prospect theory, we randomly provided 1423 supporters attending football events in Europe with (1) a negative (perceived loss for supporters), (2) a neutral (no perceived gain or loss) or a (3) a positive (perceived gain for supporters) environmental message and measured their attitudes towards the message, pro‐environmental behavioural intentions and perceived consumer effectiveness. Our results reveal that supporters show traits of collective behaviour during sports events that may lower the in‐stadium effectiveness of environmental messages. The environmental commitment of the favoured sports club increases the influence of green marketing on supporters with higher levels of environmental values and knowledge, but only when they depart from a collective identity. This paper contributes to green marketing literature revealing that modelling collective behaviours of members of groups exposed to highly emotional situations should be coordinated with information and awareness‐raising campaigns in everyday life. We also contribute to the prospect theory showing that loss aversion prevails in risk‐free conditions even though it does not directly shape supporters' behavioural intentions.

Green smartphone purchase intentions: A conceptual framework and empirical investigation of Indian consumers

Smartphone e-waste has been largely ignored in the academic literature despite its devastating effects, especially in lower-income countries. This research explores the role of antecedents in consumers’ evaluations of the positive and negative aspects of buying green smartphones and examines the extent to which their evaluation facilitates or inhibits purchase intentions. It also explores the extent to which celebrity endorsement and brand trust moderate the relationship between the antecedents and purchase intentions, presenting a framework based on Stimulus-Organism-Response (SOR) theory and Dual-Factor Theory (DFT) assessing these relationships. A questionnaire was developed based on a literature review, and qualitative data was administered in India using the mall-intercept method. The study found that eco-conscious consumers believe that purchasing green smartphones helps fulfill their ethical obligations, positively impacts perceived consumer effectiveness, and connects with their emotional values. It also found that eco-consciousness was positively related to skepticism towards green claims, perceived quality risk, and perceived personal inconvenience. Consumers with stronger ethical obligations and higher perceived consumer effectiveness were more likely to purchase green smartphones, whereas skepticism towards green claims and perceived quality risk discouraged purchase. Celebrity endorsement was found to moderate the relationship between perceived consumer effectiveness and green smartphone purchase intentions, while brand trust moderated the relationship between ethical obligation and green smartphone intentions, with brand trust overcoming skepticism towards green claims and perceived quality risk inhibitors. The research provides insights and suggestions for smartphone marketing based on the findings.