Pro-environmental Purchasing Behavior Research Articles

How Do Individualism and Collectivism Influence Pro-Environmental Purchasing Behavior Based on Environmental Self-Identity?

Consumer behavior contributes to the environmental crisis worldwide. This study examines the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged 20–69 online. We analyzed the data using correlation, paired t-tests, and multiple regression analyses. First, we found that the group with high-level environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref. female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on environmental self-identity.

Shopping bags: own or plastic? Theoretical explanation of pro-environment consumer behavior in Vietnam

Shopping bags have posed significant environmental burdens. The integrated model of theory of planned behavior (TPB) and norm activation model (NAM) was proposed to predict individuals' choice of shopping bags. Data from a cross-sectional study with a total of 536 respondents in Vietnam was used to test the proposed models and hypotheses. Results from linear regressions indicated that socioeconomic factors possibly were confounding factors for the main associations. Results from structural equation modeling showed that revised TPB, revised NAM and integrated model of TPB and NAM were good fit. Controlling for socioeconomic factors, mediation analyses showed that personal norms mediated the relationship between. The results of this research contribute to theory development in the area of pro-environmental purchase behavior.

The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain

Changing consumption behavior can offer co-benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value-social norm-enjoyment-based motivation (VSE) model and test the factors that influence individual pro-environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that individuals who endorse bio-altruistic values who engage in eco-friendly environmental behavior in apparel domain are influenced by descriptive norms and injunctive norms. Further, enjoyment-based motivation was found to be a key mediator among bio-altruistic value, descriptive norms, and injunctive norms on pro-environmental purchasing behavior. However, injunctive norms do not directly influence purchasing behavior, but rather, are integrated to enjoyment-based intrinsic motivation, then indirectly affect purchasing behavior.

Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh

Does consumers’ consumption of green products represent a method of satisfying their need for uniqueness? Does it enhance their self-image? In order to answer these questions, the present study attempts to understand how personal-level factors (such as the need for uniqueness) and product-level factors (such as self-expressive benefits) drive customers to go green. Survey-based data were collected from 247 customers in Bangladesh and 132 customers in Peru during 2017–2018. A hierarchical linear regression analysis was employed to test the proposed hypotheses. The results of this study highlight the important role played by the need for uniqueness as a major driver of green behavior among customers in both countries. Furthermore, self-expressive benefits were found to represent another reason on the part of customers in both Peru and Bangladesh for buying green products. This study hence contributes to the current literature by strengthening existing knowledge of the drivers of pro-environmental purchasing behavior in developing countries.

Comprehensive model for understanding and enhancing pro-environmental purchase behavior: Towards a conceptual framework

Inculcating pro-environmental purchase behavior is beneficial to both individuals and the society at large. The TPB has been generally applied to understand and examine pro-environmental purchase behavior. However, as the underpinnings of this theory are not adequate to understand the entire process of the development of pro-environmental purchase behavior, a more comprehensive theoretical framework is required. Combining the TPB with the VBN Theory provides such a comprehensive theoretical framework. Moreover, the presented model incorporates green perceived value and green Skepticism to predict pro–environmental purchase behavior strongly and to tackle the puzzle like green marketing myopia meticulously. It suggests that pro – environmental purchase behavior may be strongly predicted by pro- environmental purchase intention, green perceived value and green skepticism. The implications of this framework for theory and practice are discussed, as directions for future research, which would be of use to researchers and practitioners in the societal marketing field.

Pro-environmental Purchasing Behavior of Consumers

This study aims to examine the value of personal norms in addition to the theory of planned behavior (TPB) variables (i.e., attitude toward behavior, subjective norm, perceived behavioral control, and behavioral intention) in explaining consumers’ pro-environmental purchasing behavior. The hypotheses and model were formulated and tested with structural equation modeling using the data from 281 consumers who are active members of a U.S.-based recycling company. Model fit statistics indicate a good fit of empirical data and model structure for pro-environmental purchasing behavior. The findings suggest that while personal and subjective norms, attitudes toward behavior, and intention explain consumers’ pro-environmental purchasing behavior, perceived behavioral control does not have any power in explaining behavior-related intention. Policy makers and marketing professionals are advised to adopt various social and sustainability marketing strategies that focus on communicating different normative aspects of purchasing decisions to promote pro-environmental consumer behaviors. The normative concerns covered in the environmental behavior studies are mostly limited to “subjective norms” as represented in the TPB, which has been widely adopted in the behavioral studies. By extending the TPB with “personal norms,” this study contributes to the better explanation of environmentally relevant purchase behaviors of consumers.

The effect of purchase situation on realized pro-environmental consumer behavior

Why do pro-environmental consumers not always make pro-environmental purchases? Little research exists on the role of purchase situations (Belk, 1975). This study analyzes whether purchase situation explains why customers' intentions do not always align with their pro-environmental purchase behavior. Carrington, Neville, and Whitwell's (2010) model, that proposes situational context plays a key role in altering the trajectory of good intentions as they transfer to actual behavior, is also employed. This study empirically tests, using Australian consumers (n=772), the effect of purchase situations on the disparity between intentions and purchase behavior. The results show that purchase situation moderates the intention–behavior relationship, and that time, price, willingness to drive long distances, availability, and ease of purchase influence the relationship. The findings have theoretical implications for understanding the factors that affect consumers' purchase behavior, and practical implications for how to realize pro-environmental consumer behavior.

Thinking green, buying green? Drivers of pro-environmental purchasing behavior

Purpose – The theory of planned behavior (TPB) served as a framework for identifying major antecedents of everyday green purchasing behavior and for determining their relative importance. Design/methodology/approach – The German market research institute GfK provided data (n = 12,113) from their 2012 household panel survey. A two-step structural equation modeling approach was applied to test both the measurement and the structural model. Findings – Willingness to pay (WTP) was the strongest predictor of green purchasing behavior, followed by personal norms. The impact of attitude is insignificant. This implies an attitude – behavior gap. Research limitations/implications – Individuals overestimate their self-reported WTP and behavior, which suggests that the share of explained variance is in reality lower. It has to be doubted whether consumers are objectively able to judge products by their environmental impact. Even if consumers are willing to buy a “greener” product, their subjective evaluation might be incorrect. Further research should be based on actual purchasing data. In addition, the attitude – behavior gap should be scrutinized by further research to identify further barriers to green consumption. Practical implications – Consumers need to be aware that their consumption behavior can make a difference. They have to value the benefits of green products and understand why these are priced higher. Firms can apply pricing and promotional strategies addressing personal norms and inducing a higher WTP to capitalize on the opportunities of the green market segment. Originality/value – The study integrates WTP and personal norms as critical predictors into the TPB and furthermore expands the extant literature on green purchasing behavior to cover daily consumer goods extending beyond organic food. This enhances understanding of the structure of the constructs and determines their relative importance.

Executive summary of “Thinking green, buying green? Drivers of pro-environmental purchasing behavior”

Executive summary of “Thinking green, buying green? Drivers of pro-environmental purchasing behavior”

Consumers' evaluations of ecological packaging – Rational and emotional approaches

Ecological marketing claims have been criticized for confusing or misleading buyers, leading to calls for more rationality in promoting and evaluating ‘green’ products. However, emotions are important drivers influencing pro-environmental purchase decisions. This study investigates consumers' emotional and rational evaluations of pro-environmental packaging. A conceptual model incorporates individuals' general environmental concerns, their rational beliefs about environmental effects of product consumption and emotions evoked. Hypotheses are tested with 312 Norwegian consumers who evaluated a beverage container incorporating organic material. Purchase intention was significantly influenced by general environmental concern, but not by rational evaluations of benefits. Rational evaluations had differing effects on positive and negative emotions. Both positive and negative emotions had significant direct effects on purchase intention. This paper contributes to evidence that emotions rather than rational evaluations are key drivers for changing pro-environmental purchase behavior and adds new knowledge about the role of negative emotions evoked by pro-environmental packaging.

Cross-cultural comparison of New Environmental Paradigm and pro-environmental purchase behavior in Korea, USA & Sweden

Cross-cultural comparison of New Environmental Paradigm and pro-environmental purchase behavior in Korea, USA & Sweden

Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics

No previous studies have tried to investigate the individual differences which facilitate the translation of social norms into personal norms. In addition, explicit explanation has not been given in the relationship between personal norms and behavior. To fill these gaps in previous research traditions, the current study aims to investigate: (1) the relationships between social norms and personal norms, and between personal norms and behavior; (2) the moderating effect of self-esteem and social connectedness in the links between social norms and personal norms, and the moderating effect of the awareness of consequences and the perceived seriousness of the consequences in the links between personal norms and pro-environmental behavior. A structural model confirmed that social norms have a positive effect on personal norms, which have a positive impact on behavior. The results also confirmed that self-esteem and social connectedness have a positive moderating effect on the relationship between social norms and personal norms; the perceived seriousness of environmental problems has a positive moderating impact on the link from personal norms to pro-environmental behavior. Theoretical and practical implications are discussed in the conclusion.

ADOPTING SOCIO-DEMOGRAPHIC CHARACTERISTICS IN PROFILING GREEN CONSUMERS: A REVIEW OF HYPOTHESES

In the last three decades worldwide environmental consciousness has increased dramatically as well as profiling green consumers have gained tremendous attention in the past. Segmenting and targeting markets base on pro-environmental purchase behavior are essential when companies positioning their green products. Socio-demographic characteristics have gained a lot of attention as the key profiling variables. Such characteristics have been employed by many scholars more frequently for the bases of segmenting and profiling green consumers. However, most existing studies of green consumers’ socio-demographic were US based. The present article attempts to review the common hypotheses of socio-demographic characteristics in profiling green consumers. The present article reviews five general hypotheses relating to socio-demographics and environmental consciousness of green consumers, namely the gender, age, education level, income, and occupation hypotheses, as well as the theoretical explanation for each hypothesis. Most previous studies tend to have the same conclusion in the gender, age, education level, and income characteristics. Critics to socio-demographic characteristics and a need to conduct green marketing research in Indonesia was also reviewed. Key words: profiling, socio-demographic, green consumer, hypotheses.