Reducing food waste generation in Thailand through environmental consciousness, green marketing, and purchasing discipline: Mediating role of recycling behavior

Global warming is indeed one of the significant problems the planet is currently facing. In order to cope with global warming concerns the green practices are introduced around the globe that is associated with waste reduction, resource conservation and healthy living are considered to be important. Therefore, consumers are more intended to purchase the green-products. Researchers reported that the principles of green marketing and environmental consumer behavior have not been explored in a collaborative way. The targeted population is the consumers of the shopping malls of urban areas of Pakistan. The data were collected via questionnaire and collected data was analyzed through hierarchal regression. The findings exhibited that the green marketing practices, i.e. (green ads, eco-labeling, green-branding) has positive, substantial effect on environmental awareness and CBB, and environmental awareness partially intermediates in an association between green-marketing facets i.e. (green-ads, eco-labeling, green-branding) and CBB. The study concluded that the creation of an efficient green product and marketing strategy is extremely essential for marketers, which can contribute to higher profits and customer patronage.

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Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing

Society and Business Review ◽

10.1108/sbr-05-2020-0076 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

George Kofi Amoako ◽

Joshua Kofi Doe ◽

Robert Kwame Dzogbenuku

Keyword(s):

Corporate Social Responsibility ◽

Business Ethics ◽

Social Responsibility ◽

Ethical Behavior ◽

Brand Loyalty ◽

Green Marketing ◽

Content Type ◽

Mediating Role ◽

Corporate Social

Purpose This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing. Design/methodology/approach Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model. Findings The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty. Research limitations/implications This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation. Practical implications By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR. Social implications The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs. Originality/value To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.

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Mediating role of opinion seeking in explaining the relationship between antecedents and organic food purchase intention

Journal of Indian Business Research ◽

10.1108/jibr-06-2014-0042 ◽

2015 ◽

Vol 7 (4) ◽

pp. 321-337 ◽

Cited By ~ 10

Author(s):

Shivendra Kumar Pandey ◽

Arpita Khare

Keyword(s):

Purchase Intention ◽

Empirical Studies ◽

Organic Food ◽

Primary Data ◽

Environmental Consciousness ◽

Content Type ◽

Mediating Role ◽

Food Purchase ◽

Opinion Seeking

Purpose – The purpose of this paper is to understand the effect of antecedents like environmental consciousness and cosmopolitanism (COS) on organic food purchase intention (OFPI) with the possible mediation of opinion seeking (OS) and opinion leadership (OL). Design/methodology/approach – A model drawn largely from environmental value–attitude–system model (Dembkowski and Hanmer-Lloyd, 1994) has been proposed and tested. Primary data from four cities across India were collected using a survey. Findings – COS was the primary factor determining purchase intention. A full mediation of OS behaviour was observed between environmental consciousness and OFPI. No effect of OL on OFPI could be established. Research limitations/implications – Because COS is positively affecting the organic food patronage and cosmopolitans are more likely to be socially responsible consumers, the organic food (OF) manufacturers should target brick and mortar stores in more cosmopolitan cities like Bangalore, Delhi, etc. The mediating role of OS has wider implications for marketers and advertisers both. In line with both theoretical underpinning (theory of planned behaviour), empirical studies (Chakrabarti and Baisya, 2009) and ours, it seems that the customer seeks credible information before purchasing organic food. The word-of-mouth and social media are recommended channels for similar reasons. The websites are a must for OF manufacturers because retailers may not provide adequate promotion/information of the products to the consumers. Practical implications – This study enables marketers in the field of OF domain to target the customers better. It also guides them to have a good integrated marketing communication to cater to the opinion-seeking phenomenon of consumers. Originality/value – The paper investigates the OFPI model better suited to urban cities in India. COS construct usage is a novelty of the paper as well as the mediation of opinion-seeking behaviour. Findings have value both for researchers and practitioners in the OF domain.

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Examining the Mediating Role of Altruism in the Relationship between Empathic Tendencies, the Nature Relatedness, and Environmental Consciousness

Center for Educational Policy Studies Journal ◽

10.26529/cepsj.1032 ◽

2021 ◽

Author(s):

Nudar Yurtsever ◽

Duriye Esra Angın

Keyword(s):

Mediating Effect ◽

Cluster Sampling ◽

Environmental Consciousness ◽

Mediating Role ◽

Nature Relatedness ◽

Screening Model ◽

Study Results ◽

Nature Relatedness Scale ◽

The Relationship

A study was conducted using a correlational screening model to determine the mediating effect of altruism in the relationship between empathic tendencies, the nature relatedness and environmental consciousness. The participants of the study, selected via random cluster sampling design, are composed of 305 pre-school teachers working in pre-schools and kindergartens in a city located in Turkey’s Aegean region. The ‘Empathic Tendency Scale’, ‘Altruism Scale’, ‘Nature Relatedness Scale’, and ‘Environmental Consciousness Scale’ were used as data collection tools. The analyses of the sub-purposes were carried out using the PROCESS macro (Model 4) developed by Andrew Hayes using the SPSS infrastructure. When the study results were examined, the indirect effects of the empathic tendency on nature relatedness and environmental consciousness were found to be significant. Thus, altruism was the mediator for the relationship between the empathic tendency and nature relatedness (β=.13, 95% BCA CI [.08; .19]) and for the relationship between emphatic tendency and environmental consciousness (β=.36, %95 BCA CI [.18; .57]).

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Drivers of Green Purchase Intentions: Green Self-Efficacy and Perceived Consumer Effectiveness

Global Journal of Enterprise Information System ◽

10.18311/gjeis/2016/15740 ◽

2017 ◽

Vol 8 (3) ◽

pp. 27 ◽

Cited By ~ 8

Author(s):

Nitika Sharma ◽

Rekha Dayal

Keyword(s):

Self Efficacy ◽

Structural Equation ◽

Equation Model ◽

Purchase Intentions ◽

Green Marketing ◽

Purchasing Behavior ◽

Mediating Role ◽

Perceived Consumer Effectiveness ◽

Green Purchasing

Purpose: This study aims to combine the literature of consumer behavior and green marketing into a new managerial framework of green motivation. In addition, the present study proposes an original framework to explore the influence of Green Self-Efficacy (GSE) on Green Buying Intentions (GPI) of consumers through the mediating role of Perceived Consumer Effectiveness (PCE). Design/Methodology/Approach: The current study summarizes the literature of four concepts namely green self-efficacy, perceived consumer effectiveness and green purchase intentions to develop a new framework to enhance green purchasing intentions. A questionnaire was administered to empirically verify the hypothesis and data collected from Indian consumers were analyzed using Structural Equation Model (SEM) and Hayes’s Mediation Model. Findings: The study found the positive and significant effect of GSE on GPI through PCE. In addition, the relationship between GSE and GPI are partially mediated by PCE. The conclusions drawn in the study is useful for marketers to understand the factors that affect the purchasing intentions of the consumers and will help them improve the strategies in order to increase green sales. Indeed, green marketing is a distinct and distinguish way of positioning a product or company which can benefit the society with improved environmental conditions and healthy products. Originality: Although researchers have been studying the role of green motivation, particularly in the context of green purchasing behavior, it may safely asserted that the boarder dimension of GM, GSE and PCE have been remained under-researched. This study proposes an original framework to enhance GPI via GSE and PCE.

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Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

Sustainability ◽

10.3390/su11092653 ◽

2019 ◽

Vol 11 (9) ◽

pp. 2653 ◽

Cited By ~ 15

Author(s):

Thi Thu Huong Nguyen ◽

Zhi Yang ◽

Ninh Nguyen ◽

Lester W. Johnson ◽

Tuan Khanh Cao

Keyword(s):

Purchase Intention ◽

Online Survey ◽

Purchase Intentions ◽

Green Marketing ◽

Mediating Role ◽

Green Food ◽

The Relationship ◽

Moderating Role ◽

Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

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