Green Consumption Research Articles

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

Willingness to Boycott Russian Goods in China: How Political Ideology Shapes Consumer Preferences in an Authoritarian Context

ABSTRACT Who is likely to engage in Anti-Russian boycotts in China? While existing literature focuses on ethnocentrism and nationalism as drivers of political consumerism, this article explores political boycotts that contradict the dominant discourse of the Chinese Communist Party. Drawing on original survey data, the article uses two ideological dimensions—social authoritarianism and attitudes to economic organisation – to delineate three distinct ideological leanings in China: liberalism, the New Left and neo-authoritarianism. The article demonstrates that liberals are more likely than others to support the boycott of Russian products. Additionally, all three groups are more willing to boycott Russian goods if they hold egalitarian attitudes. The findings shed light on the causes of anti-Russian sentiment in China and its likely implications for the Russian economy.

Matching Is Best: Enhancing Effects of Future Orientation and Construal Level on Green Consumption

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being.

Research on political participation in contemporary Albania – an overview

ABSTRACT This article takes stock of research on political participation and civic engagement in Albania, a country generally perceived as lacking a civil society and a democratic political culture. Rather, Albanian political culture since the 1990s has been characterized by political conflict and a dysfunctional parliamentary life. On top of this comes widespread public dissatisfaction and a general lack of interest in politics. The general assumption is that a democratic political culture remains to be developed. Reviewing articles on public engagement in English-language journals and reports published in the recent decade, the overall picture is that research on Albanian political participation is poorly developed. There is a considerable amount of research and NGO reports dealing with formal political activity (electoral participation and party membership) and – in particular – studies of social movements, including protests and demonstrations. Other forms of participation are largely overlooked, like political consumption, social involvement, and civic engagement.

The role of motivation and knowledge in promoting green consumer behavior in Saudi Arabia and Pakistan

This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

Eco-Chic stays: The influence of green communication on guest booking intentions

In this paper, we examine how green communication impacts luxury hotel bookings using data from China. To determine whether green communication has an impact on guests’ decision-making processes, 384 questionnaires were distributed across four major Chinese cities, Beijing, Shanghai, Guangzhou, and Shenzhen. Among the mediators and moderators were perceived brand integrity, intrinsic green motivation, and environmental knowledge. Results indicate that the combinations of perceived brand integrity and green intrinsic motivation affect guests’ booking intentions along with environmental knowledge, according to the results of this study. Luxury hospitality managers can use this research to develop a theoretical framework for sustainable communication with green consumers.

Sustainability Across the Status Spectrum: The S-Shaped Relationship Between Social Status and Green Consumption

The relationship between social status and green consumption is pivotal in addressing the climate crisis, yet previous research reveals conflicting perspectives. We analyze a nationally representative panel survey of more than 63,000 British respondents, tracking their green consumption, attitudes, and behaviors across multiple years. The findings reveal a previously unidentified S-shaped relationship between social status and green consumption, challenging existing models that propose inverted U-shaped, negative linear, or positive linear associations. This S curve demonstrates a gradual increase in green consumption at lower levels of social status, followed by a steep rise in the middle range and then a leveling off among the highest-status individuals. Crucially, this pattern persists even when we control for income, with high-status individuals exhibiting stronger proenvironmental attitudes and engaging more in nonpecuniary green behaviors. These findings offer insights for policymakers and marketers aiming to promote eco-friendly behaviors across socioeconomic segments.

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.

Corrigendum to “Green horizons: Synergized green technological innovation and green energy consumption on ecological degradation”

Corrigendum to “Green horizons: Synergized green technological innovation and green energy consumption on ecological degradation”

Retraction: Moderating role of policy incentive and perceived cost in relationship of environmental awareness and green consumption behavior.

Retraction: Moderating role of policy incentive and perceived cost in relationship of environmental awareness and green consumption behavior.

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.