Green Consumption Research Articles

Bridging the gap: exploring consumer knowledge, perceptions, and willingness to pay for aquaponics products across the UK

AbstractAquaponics (a sub-field of integrated agri-aquacultural practices (IAAS)) has emerged as a novel approach to combat global food security, reduce soil erosion and nutrient loss, and mitigate agronomic greenhouse gas (GHG) emissions. However, little remains known of potential consumer markets. Despite recent research throughout Europe, Central America, Australia, and the Middle East, this work represents the first large-scale evaluation of UK consumer understanding, assessment, and willingness to pay (WTP) for aquaponic products. Following analysis of 588 survey responses, we identify environmental awareness and green consumption, recognition of common UK eco-labels and sector-specific certification schemes, and consumer perceptions of aquaponics compared to conventional, locally sourced, and organic food production. Initially, 44% of survey respondents were familiar with aquaponics, with familiarity positively influenced by age and level of education. After presenting a definition of aquaponics (detailing its use and commonly cited socio-environmental benefits), consumer perceptions were mixed, with respondents broadly favourable to the practice despite uncertainty. Over 43% of consumers were willing to pay an associated price premium for aquaponic produce (valued, on average, as a 23% price increase over conventional alternatives). This willingness to pay was statistically in line with the organic market premiums and independent of prior familiarity with aquaponics as a food production system. These findings suggest a sizable consumer market for aquaponic produce and public interest in its sustainability benefits. Tailored marketing strategies could position aquaponic produce competitively alongside organic and environmentally friendly alternatives (irrespective of certification/eco-labelling), ensuring the long-term economic viability of the emerging aquaponics industry.

Impact of Green Tea Consumption and Its Extracts on Fat Reduction and Weight Loss

Introduction: Obesity and overweight are major health problems and challenges in the world today. It is the task of modern pharmacology, medicine and dietetics to search for new therapeutic methods to reduce body weight and body fat. Green tea has been a focus of research on its effects on weight reduction for many years. This article will analyse the available studies on the effectiveness of green tea on body weight and body fat reduction in obese and overweight people. Aim of the study: The aim of this review is to analyse the available literature in order to answer the question of whether green tea and green tea extracts (GTE) have an effect on weight loss, body fat reduction and associated metabolic processes.Materials and method: For a comprehensive review on the effects of green tea on weight and body fat reduction, we reviewed studies and literature available in databases such as PubMed and Google Scholar by searching through keywords such as ‘green tea’, ‘obesity’, ‘fat’, ‘weight loss’, ‘matcha’.Conclusion: green tea and its isolated substances such as epigallocatechin-3-O-gallate (EGCG) appear to have a positive effect on weight and body fat reduction in obese and overweight individuals. It is likely that consumption of green tea extract increases fat oxidation during exercise. In addition, supplementation had a positive effect in a group of diabetics, polycystic ovary syndrome and metabolically stressed patients. The best effects from supplementation were obtained by those who additionally had physical activity. It is suggested that research on green tea, especially on matcha, should continue, as very little reliable research has been produced on this topic

Analysis of factors on green consumption intention: a focus on wild freshwater aquatic products of the Yangtze River in China

Analysis of factors on green consumption intention: a focus on wild freshwater aquatic products of the Yangtze River in China

Analysis green consumption concept from a bibliometric

Analysis green consumption concept from a bibliometric

Cross-cultural perspectives on ethical consumption: A study of Swedish and Iranian citizens

Cross-cultural perspectives on ethical consumption: A study of Swedish and Iranian citizens

The Impact of Anthropomorphism Strategy on Green Consumption Behavior

The Impact of Anthropomorphism Strategy on Green Consumption Behavior

Do psychological costs matter? The mechanism of perceived value on green consumption behaviour

Green consumption is critical for achieving sustainable development goals. Many studies have focused on explaining why customers choose green consumption, but rarely have scholars considered the significant impacts of the psychological costs. This study conducted an online survey of 677 sampled individuals in China. A structural equation model (SEM) was adopted to explore how three types of psychological costs (i.e., stress, stigma, and autonomy) moderate the indirect relationships of perceived hedonic value and perceived utilitarian value with green consumption (i.e., green purchasing, recycling, and refusing to use disposable products) through the willingness to pay a green premium (WPGP). The results show that perceived values can promote green consumption behaviours by increasing WPGP. In addition, the indirect benefit of perceived hedonic value was shown to be stronger than that of perceived utilitarian value. However, the direct association of perceived hedonic value with green consumption was shown to be weaker (compared to perceived utilitarian value) when the influence of WPGP was excluded. Moreover, the indirect associations of perceived hedonic value with green consumption were stronger among individuals with high stress than those with low stress. In contrast, the indirect associations of perceived utilitarian value on green consumption were weaker for people with high stigma than those with low stigma. However, no evidence was found to show that autonomy can moderate the indirect relationships. These findings emphasize the different mechanisms of perceived hedonic value and perceived utilitarian value on green consumption, as well as the moderating role of psychological costs in understanding the relationship between perceived value and green consumption. Accordingly, this study suggests that policymakers should highlight the hedonic value rather than the utilitarian when encouraging a green lifestyle that involves a green premium. This is particularly true of situations with a high level of customers’ psychological costs. However, if there is no way to further increase people’s WPGP, then promoting the utilitarian value should be used to promote green consumption.

Predicting guest satisfaction and willingness to pay premium prices for green hotels

Green transformation in the hotel industry represents an undeniable trend yet poses financial challenges, particularly in emerging economies. Expanding on the service quality-satisfaction-behavioral intention paradigm, this study investigates the influences of green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth, guest satisfaction, functional value, and green experiential loyalty on green hotel premium payment. We collected 573 data points from China using purposive sampling. Partial least squares structural equation modeling was used to analyze the data. The findings revealed the positive effect of attitudes towards green hotels and green practices on guest satisfaction. The findings confirmed a positive correlation between guest satisfaction and willingness to pay a premium price for green hotels. This study also confirms the moderating effect of green experiential loyalty. Moreover, it recognizes gender, age, and income as partial moderating factors. These findings offer valuable insights into green hotel consumption research and assist practitioners in enhancing guest willingness to pay premiums and fostering sustainable industry development. The active implementation of strategies to boost guest satisfaction and willingness to pay premiums can further environmental conservation and support zero-carbon goals in the hospitality sector.

Do fear-of-COVID-19 and regional identity matter for the linkage between perceived CSR and brand evangelism? A comparative analysis in South Asia

PurposeThere is a dearth of evidence on how and when perceived corporate social responsibility (PCSR) contributes to brand evangelism in the consumer behavioural literature, especially during a pandemic situation. In an attempt to examine this phenomenon, this study investigates the effect of fear-of-COVID-19 (Coronavirus disease 2019) and regional identity on PCSR and brand evangelism effect in the South Asian retail context. It theorises linkages mainly from behavioural inhabitation system theory and social identity theory.Design/methodology/approachA survey was administered to a representative sample of 2,242 retail consumers representing Sri Lanka, Bangladesh, Pakistan and India.FindingsThe results revealed a positive impact of PCSR on brand evangelism, but interestingly varying levels of strength of the key relationships based on country-wise fear-of-COVID-19 and regional identity during the pandemic.Practical implicationsFor the first time, the results of this research shed light on incorporating consumers’ regional identity as well as consumer fear as cultural predictors for better explaining the PCSR and brand evangelism link of nations within a region. This has implications for both theory and practice in the domain of consumer behaviour.Originality/valueThe study reflects its originality by revealing the relevance of country level social identity and negative emotions of nations that can manipulate the business results of corporate ethical responsiveness from a consumer culture theory perspective, especially during and just after a crisis. These results underlie what is active inside consumer black box by explaining as to what external stimuli drive consumer collective and moral mind set in a given culture. This adds to the body of knowledge on ethical consumption behaviour more specific to consumer–brand interaction in market crises.

Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry

This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.

Analyzing Consumer Motivations and Behaviors Towards Upcycled Food from an Environmental Sustainability Perspective

Green energy consumption is a pressing global environmental issue that necessitates the optimization of food system circularity to effectively utilize natural resources. The rise of food technology has introduced upcycled food as a promising solution for reducing food waste and promoting sustainability. Despite its potential, research on consumer attitudes toward upcycled food remains scarce. This study investigates the role of upcycled food in shaping Taiwanese consumers’ behaviors in response to environmental challenges, utilizing the value–attitude–behavior (VAB) model with a focus on variables such as “product novelty”, “green perceived value”, and “ethical consumption”. Using convenience sampling, 297 valid responses were collected, achieving a response rate of 91.1%. Findings indicate that health values significantly enhance positive attitudes toward upcycled food, which in turn positively influences behavioral intentions. However, neither green perceived value nor product novelty significantly affected these intentions. These insights highlight the importance of prioritizing health values, consumer attitudes, and ethical consumption in marketing strategies for upcycled food to engage potential consumers and promote environmental sustainability. This study addresses a critical gap in the existing literature and suggests a strategic direction for the food industry.

Digital literacy and green consumption in rural households: the moderating effect of social participation

ABSTRACT Rural household consumption significantly contributes to global greenhouse gas emissions. Promoting green consumption among rural households is essential for achieving global sustainable development. By applying the cost signalling theory and the social affiliation hypothesis, our study, which utilized a panel dataset of 4179 rural households in China, found that digital literacy significantly enhances green consumption among rural households. The robustness of these findings is corroborated by instrumental variable method-based tests. Furthermore, our analysis reveals that social participation acts as a moderating factor, diminishing the impact of digital literacy on promoting green consumption in rural households. In contrast, environmental awareness does not exhibit a significant influence in this context. Research holds significant theoretical and practical importance in promoting green consumption among rural households.

Menyelami Etika Konsumsi: Berbelanja Kebutuhan Harian pada Individu yang Mengadopsi Gaya Hidup Berkelanjutan

The problem of excessive consumption and consumer egoism is pervasive in many markets. This phenomenon not only has a negative impact on the environment, but also causes social problems and the economic integrity of society. The culture of consumerism and technology influences consumption behavior, encouraging excessive purchasing and irrational consumption decisions. This research discusses consumption actions carried out by informants which are based on reducing waste and supporting local products. The method used in this research was interviews with 4 informants in Yogyakarta who live a sustainable lifestyle. The aim of this research is to provide a more specific understanding that consumption is not just an economic act, but is a complex social and cultural phenomenon that can provide a deeper picture of humans and their environment. This research aims to understand how consumers consume goods and services to create a positive impact on the environment and economy. By examining the role of technology in driving consumption, it is possible to identify areas where consumers can improve their needs and satisfaction. The research results showed that ethical consumption behavior was carried out by the informants unconsciously. This article highlights the role of individuals in influencing consumption habits and encouraging change towards more responsible consumption.

Consumers' green product purchase intention considering para-social interaction: An experimental study based on live-streaming e-commerce

Although live-streaming e-commerce plays an important role in promoting green consumption, there are still some obstacles to turning awareness into action. Consumers often weigh personal benefits against social benefits when making green purchasing decisions. Should streamers emphasize personal or social benefits when recommending green products? Which method of expression has better marketing effects? To address these questions, this study explores the impact of the interaction between green product message framing and benefit appeals on consumers' purchase intention and its internal mechanisms through two experiments and explores the moderating role of streamer traits based on para-social interaction theory. The results show that: (1) The interaction effects of green product message framing and benefit appeals impact consumers' green purchase intentions. (2) Green product utility perception and environmental self-responsibility mediate green product purchase intention. (3) Para-social interaction moderates the effects of green product message framing and benefit appeals on purchase intention. This research provides valuable insights for live-streaming e-commerce and related enterprises to optimize green marketing strategies and promote green consumption.

Extracting Political Interest Model from Interaction Data Based on Novel Word-level Bias Assignment

In democratic countries, political interest is deeply involved in people's daily lives. Research in political consumerism shows that product purchase decision is also influenced by the political orientation of the consumer. In traditional recommendation system design, user interest in an item is provided by a unified model. Recently, interest disentanglement methods have been introduced. It is shown that by disentangling interest factors such as conformity and private interest, recommendation performance can be significantly improved. However, few studies attempt to disentangle political interest in purchase behavior, which is bipolar. In this paper, we propose a method to extract political interest model from e-commerce interaction data, which is supported by a novel word-level political bias assignment. For the bias assignment part, we improved a political bias distilling method. For the political interest model extraction part, we extend a one-side bias method to make it support bipolar bias. We compare our method with state-of-the-art baseline methods in several evaluation settings, and the experimental results show that our method can achieve superior performance. Further investigation shows that our method is consistent with theories of political consumerism.

Effect of tea consumption on the development of hypertension, diabetes, and obesity: a bidirectional two-sample Mendelian randomization analysis

BackgroundThe effect of tea consumption on conditions such as hypertension, diabetes, and obesity has attracted significant global interest. However, the results of various studies on this topic have been mixed and somewhat contentious. Therefore, we conducted a Mendelian randomization (MR) analysis to investigate the causal relationships between tea consumption and the aforementioned health conditions.MethodsA bidirectional two-sample MR analysis was used to systematically explores the associations between tea consumption and hypertension, diabetes, and obesity. MR-Egger regression, weighted median, inverse variance weighted, and weighted mode methods were used to evaluate the potential causal associations. Leave-one-out sensitivity test was used to check the robustness of the IVW estimates.ResultsMR analysis indicated that genetically predicted tea consumption is associated with a protective effect against hypertension, with an odds ratio (OR) of 0.78 and a 95% confidence interval (CI) ranging from 0.64 to 0.95. Additionally, tea consumption appeared to have a potential protective effect on type 2 diabetes and obesity related to excessive calorie intake, influenced by specific single nucleotide polymorphisms (SNPs), namely “rs57462170” and “rs17685.” No causal link was observed between the consumption of green or herbal tea and hypertension, diabetes, or obesity. However, there was a marginal negative association between type 2 diabetes and tea consumption and (OR = 0.99; 95% CI: 0.97–1.00) and a significant negative correlation between obesity due to excessive calorie intake and green tea consumption (OR = 0.35; 95% CI: 0.16–0.78).ConclusionThis study demonstrates a protective causal relationship between the consumption of tea (including black and green teas) and reduced risk of hypertension. Furthermore, our results suggest that tea intake may also have a protective effect on type 2 diabetes and obesity. The results recommend further research to verify or refine these findings.

Enhancing Malaysia’s Halal Brand Identity: Insights and Strategies for Sustainable Global Halal Hub

Halal branding has become an essential strategy for businesses to cater to the needs of Muslim consumers and tap into a rapidly growing market. Malaysia has positioned itself as a global halal hub, attracting Organisation of Islamic Cooperation (OIC) food manufacturers and becoming a trusted source of halal products and services. However, developing a distinct Malaysia’s halal brand identity remains a challenge. This article explores the importance of developing a strong halal brand identity for the sustainability of Malaysia as a global halal hub. The study conducted in-depth interviews with eight identified respondents who were either chief executive officers, presidents of participating companies, or partners and directors of various government agencies at local and international branches. The study discusses successful halal brand identity campaigns undertaken by major global and regional brands, focusing on promoting halal values, ethical practices, and the benefits of halal products. To develop a strong halal brand identity, comprehensive marketing and communication strategies are recommended, utilising the effects theory to craft effective digital marketing strategies that resonate with Muslim consumers and promote ethical consumption.

New Zealand ethical consumption driven by universalism and personal achievement; can it also be fun?

ABSTRACT Overconsumption and environmental pollution in New Zealand are leading to the depletion of its resources, threatening its ecosystem. This paper explores New Zealanders’ ethical and sustainable consumption behaviour, and the motivations and values that drive them. Seventy in-depth interviews with a variety of ethical consumers were conducted and analysed using laddering technique to uncover drivers behind ethical consumption habits. Results reflect the complexity and variety inherent in ethical consumption, and its motivations and drivers. Most ethical behaviours are environmentally focused, aimed at pollution reduction and environmental conservation. Ethical behaviours with a social focus are directed at the local or the international community. Social justice, equality and unity of nature (all sub-values of universalism) are revealed as drivers of ethical behaviours, and are complemented by personal achievement (feeling capable) and feelings of enjoyment – consuming ethically can also be ‘fun’. The complexity of the findings highlights the need for customised messaging from policymakers and businesses to increase ethical consumption behaviours in New Zealand.

Green Consumption Helps Achieve Dual Carbon Goals

Green Consumption Helps Achieve Dual Carbon Goals

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.