Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Unboxing the green box: an empirical assessment of buying behavior of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tehreem Raza Ch ◽  
Tahir Mumtaz Awan ◽  
Haider Ali Malik ◽  
Tayyba Fatima
Keyword(s):  
Social Media ◽  
Environmental Concern ◽  
Green Marketing ◽  
Social Media Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Buying Behavior ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

PurposeBecause of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.Design/methodology/approachIn this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.FindingsThe findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.Originality/valueThe influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

The theory of planned behaviour and intention of purchase sport team licensed merchandise

2016 ◽  
Vol 6 (2) ◽  
pp. 228-243 ◽  
Author(s):  
Min Soo Kim ◽  
Jeffrey James
Keyword(s):  
Purchase Intention ◽  
Behavioral Control ◽  
Role Identity ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Sport Team ◽  
Past Behavior ◽  
Licensed Merchandise

Purpose – The purpose of this paper is to predict intentions to purchase sport team licensed merchandise (STLM) using the theory of planned behavior (TPB). Design/methodology/approach – Three constructs of the TPB such as attitudes, subjective norms, and perceived behavioral control (PBC) were used to predict purchase intention of STLM. In an effort to increase the level of prediction, additional elements – past behavior and role identity – were included. A total of 384 university students participated in the survey. Findings – The results indicated that attitude, subjective norms, and PBC accounted for 64 percent of the variance in purchase intention of STLM. Past behavior and role identity explained an additional 9.3 percent of the variance in purchase intentions. Past behavior was the strongest predictor of purchase intention. Originality/value – The results showed the efficacy of the TPB in predicting purchase intentions of STLM.

Social media as a marketing tool for events

2019 ◽  
Vol 10 (1) ◽  
pp. 28-44 ◽  
Author(s):  
Ayman Abdo Harb ◽  
Deborah Fowler ◽  
Hyo Jung (Julie) Chang ◽  
Shane C. Blum ◽  
Wejdan Alakaleek
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Actual Behavior ◽  
Content Type ◽  
The Social ◽  
Perceived Enjoyment ◽  
Marketing Tool ◽  
The Impact

PurposeThis study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.Design/methodology/approachThis study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.FindingsBy using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).Practical implicationsThis study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.Social implicationsThis study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.Originality/valueThe value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Entrepreneurial intentions of private university students in the kingdom of Bahrain

2018 ◽  
Vol 10 (1) ◽  
pp. 43-57 ◽  
Author(s):  
Minwir Al-Shammari ◽  
Rana Waleed
Keyword(s):  
Role Models ◽  
Positive Relationship ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Entrepreneurial Intentions ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Total Response Rate ◽  
Social Valuation ◽  
The Government

Purpose This study aims to explore the level of entrepreneurial intentions (EIs) among students in three private universities in Bahrain. The examined factors that are expected to shape EI are personal attraction toward becoming an entrepreneur, perceived behavioral control and subjective norms and social valuation of entrepreneurship. Design/methodology/approach A close-ended questionnaire was used to collect data of the study. The total number of questionnaires distributed was 1,530 questionnaires, while the total number of the valid questionnaires retrieved was 550, which makes the total response rate to be 36 per cent. Findings Regression analysis results indicated that students’ personal attraction toward entrepreneurship and perceived behavioral control had a significant strong positive relationship with their EI. In addition, there was a significant moderate positive relationship between students’ perceived subjective norms and social valuation of entrepreneurship with their EI. Originality/value The findings showed that entrepreneurial education is needed to improve students’ skills and knowledge and enhance their EI and perceived behavioral control. In addition, it is important to expose students to entrepreneurial role models and their businesses and to promote entrepreneurial careers as desirable and feasible options that may bring more advantages than working in the government or private sector.

Behavioral Intention of Traveling in the period of COVID-19: An application of the Theory of Planned Behavior (TPB) and Perceived Risk

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sujood - ◽  
Sheeba Hamid ◽  
Naseem Bano
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Behavioral Intention ◽  
Perceived Risk ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Aviation Industry ◽  
Perceived Behavioral Control ◽  
Essential Information ◽  
Content Type

Purpose This paper aims to examine travelers` behavioral intention of traveling in the period of coronavirus by employing the theory of planned behavior. The framework incorporates attitude, subjective norms, perceived behavioral control and a very crucial construct, i.e. perceived risk, as per the current critical scenario of COVID-19. Design/methodology/approach Data was collected using a survey instrument on the internet by posting the questionnaire link over social network web pages of online traveling websites. The data was analyzed using structural equations modeling with AMOS 22.0 and SPSS software, and the proposed hypotheses were statistically tested. The sample under consideration constitutes 417 responses. Findings Empirical findings suggest that attitude, perceived behavioral control and perceived risk are significant for predicting behavioral intention while subjective norms do not. And these variables explained about 35 percent of the variance in behavioral intention of traveling in the period of coronavirus. Research limitations/implications This study can benefit travelers, tourism and hospitality industry, governments, aviation industry and other relevant organizations as this paper offers the latest updates and essential information regarding traveler`s intention of traveling in the period of coronavirus. The study mainly focuses on India, so the generalizations of results to other countries are unwanted. Originality/value The primary value of this paper is that it tested the theory of planned behavior by incorporating perceived risk in the context of COVID-19. To the best of authors’ knowledge, in Indian context, there is no study which has tested the TPB by adding perceived risk in explaining the Indian citizens’ behavioral intention of traveling in the period of Coronavirus.

Green product attributes and green purchase behavior

2019 ◽  
Vol 57 (4) ◽  
pp. 1018-1042 ◽  
Author(s):  
Aasha Sharma ◽  
Cyril Foropon
Keyword(s):  
Decision Making ◽  
Interaction Effect ◽  
Behavioral Control ◽  
Purchase Behavior ◽  
Decision Making Process ◽  
Perceived Behavioral Control ◽  
Product Attributes ◽  
Green Products ◽  
Content Type ◽  
Purchase Patterns

PurposeNowadays, understanding green consumers has become very critical given its implications for marketers to understand and communicate green purchase patterns on the one hand, and to design and strategize both product offerings and customer services on the other hand. The purpose of this paper is to examine the interaction effect of product attributes on the degree of environment concern, the intention of green purchase and a series of green purchase proposed patterns. This paper is built on the theory of planned behavior, and expands it by replacing subjective norms and perceived behavioral control with respectively environmental knowledge and perceived consumer effectiveness, and also by extending purchase behavior to three types of purchase patterns, namely, unconditional purchase, conditional purchase and accidental purchase.Design/methodology/approachThe interaction effect is analyzed through ANOVA, whereas path analysis is used to understand path strengths of proposed model, which is assessed through standardized regression weights and significance throughp-value.FindingsOverall, this study reveals the importance of product attributes in the decision-making process of green purchasers.Research limitations/implicationsThis study deals with environmental behavior in general, and further research with a focus on specific behaviors is needed in this field investigating the rise of green consumption.Practical implicationsProduct attributes play a role in the decision making of consumers willing to buy green products, and both communication and promotion of green products should integrate product attributes accordingly.Originality/valueWorldwide, consumers are buying more and more green products, and this study leads to a better understanding of the decision-making process of consumers’ green products.

scholarly journals Integrating theories to predict clothing purchase on SNS

2019 ◽  
Vol 119 (5) ◽  
pp. 1015-1030
Author(s):  
Jordi Pujadas-Hostench ◽  
Ramon Palau-Saumell ◽  
Santiago Forgas-Coll ◽  
Jorge Matute
Keyword(s):  
Conceptual Model ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Online Questionnaire ◽  
Content Type ◽  
Critical Elements ◽  
Self Image

Purpose The purpose of this paper is to design and test a conceptual model integrating uses and gratifications (UGT), self-image congruity (SIC), and theory of planned behavior (TPB) theories to identify the drivers that lead users to develop intentions to purchase clothing products through social networking sites (SNS). Design/methodology/approach Using an online questionnaire, data were collected from customers of clothing products who visit the SNS of their preferred clothing brands (n=1,003). Empirical results, using partial least squares regressions, were used to test the conceptual model. Findings The results supported the model and showed, as the main result, that purchase intention through the use of SNS is positively affected by intentions to use SNS and SNS use. SNS use is influenced by intentions to use SNS and by UGT. Intentions to use SNS are positively affected by UGT, attitude and perceived behavioral control (PBC). Attitude is positively influenced by UGT, SIC, PBC and subjective norm. Social implications These findings reveal that the critical elements in achieving purchase intentions in users through SNS include obtaining their participation by managing the SNS according to users’ self-image and offering useful gratifications. Originality/value This paper integrates theories of SIC, UGT and the TPB in a context of technology post-adoption to understand users’ purchase intentions through SNS. By establishing this novel theoretical integration approach, this paper furthers insight into purchase intentions through SNS.

Hello Kitty livery is just a glimpse of Hello Kitty experiential package

2015 ◽  
Vol 25 (1) ◽  
pp. 75-94 ◽  
Author(s):  
Stephen W. Wang ◽  
Waros Ngamsiriudom
Keyword(s):  
Purchase Intention ◽  
Potential Role ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Experiential Marketing ◽  
Related Services ◽  
Content Type ◽  
Consumer Purchase Intention

Purpose – Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as part of their experiential marketing efforts. The campaign aims at differentiating their airline from competitors through delivering and/or reforming consumers’ flying experience. The paper aims to discuss this issue. Design/methodology/approach – Based on data collected from Taiwan, this study investigated the influence of four antecedents – attitude toward celebrity-themed aircrafts, subjective norms, perceived behavioral control and celebrity worship − on purchase intention. Findings – The results revealed significant positive relationships between all four antecedents and purchase intention. Furthermore, celebrity worship changed the relationships between attitude, subjective norms, as well as perceived behavioral control and intentions. Originality/value – This study investigates the potential role of marketing program of airlines with a fictional celebrity-themed aircraft that offer immersive flying experience to consumers. The experience starts on the outside where consumers can see the aircraft painted with celebrity-themed livery, and on the inside where the consumers get to experience many celebrity-related products, services, and spirit. According to the results, airlines can influence consumer purchase intention of the airlines services by offering consumers more celebrity related services, including celebrity-themed aircraft, customized products, and limited-amount souvenirs for their patronage. The results also demonstrate that celebrity worship has a significantly moderating effect on consumers’ perception on purchase intention. The results can vary depending on the intensity of celebrity worship.

scholarly journals Impact of Green Product Knowledge and Perception on Green Purchase Intention: Moderating Role of Price Consciousness

2020 ◽  
Vol 9 (4) ◽  
pp. 456-464
Author(s):  
ALI HAIDER ◽  
MALIK MUHAMMAD FAISAL ◽  
FIZZA ASIF
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Primary Data ◽  
Product Knowledge ◽  
Green Products ◽  
Niche Markets ◽  
Future Directions ◽  
Price Consciousness ◽  
Moderating Role

Green products are rapidly moving from niche markets to large market segments and number of consumers purchasing green products are rapidly penetrating mainstream markets (Roberts, 1996). As majority of the consumers are concerned about environment, green markets are developing rapidly and quickly (Peateie and Crane, 2005). These green markets have created essence of doing green marketing. Price is one of such factors that may prevent a green consumer to buy an eco-friendly product (Bonini and Oppenheim, 2008). Tanner and Wölfing Kast, 2003 also confirms this relationship between buying intentions of consumers and price of green products.Also, environmental consciousness among customers is increasing making them more concerned about green and responsible purchasing of food. By analyzing this by using theory of reasoned actions, green purchase intentions is affected differently by different and type of prices. Data collected from a sample of 400 consumers while, structured questionnaires were used to gather primary data from consumers. For hypothesis testing process macro was used. CFA was run by using AMOS. There have been discussed results alongwith recommendations and future directions at the end. Keywords: Consumer Product Knowledge, Perceived Quality, Perceived Saving, Consumer Green Attitude, Green Purchase Intention, Price Consciousness.

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