“I buy green products for my benefits or yours”: understanding consumers' intention to purchase green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ying Sun ◽  
Tieshan Li ◽  
Shanyong Wang
Keyword(s):  
Consumer Behavior ◽  
Social Dilemma ◽  
Social Pressure ◽  
Price Sensitivity ◽  
Empirical Validation ◽  
Green Products ◽  
Content Type ◽  
Purchasing Intention ◽  
Green Purchasing ◽  
The Relationship

PurposeThis research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory.Design/methodology/approachData were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis.FindingsThe results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention.Originality/valueFirst, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.

Loyalty program in Africa: risk-seeking and risk-averse adventurers

2014 ◽  
Vol 69 (2) ◽  
pp. 137-157 ◽  
Author(s):  
Shogo Mlozi
Keyword(s):  
Consumer Behavior ◽  
Consumer Products ◽  
Loyalty Programs ◽  
Risk Averse ◽  
Loyalty Program ◽  
Content Type ◽  
Risk Seeking ◽  
Proposed Model ◽  
First Time ◽  
The Relationship

Purpose – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Design/methodology/approach – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Findings – The findings for overall model differed from the moderating factors of high risk, low risk, first-time visit and repeat visit. Also, the results are interesting when satisfaction is tested as a mediator. Practical implications – Practitioners could consider the fact that repeat visits may change tourists’ perceptions toward destination and may even increase their inclination to take on risks. This may impact innovation of consumer products in tourism. Also, policy makers could benefit on how loyalty programs can be developed to increase performance. Originality/value – The study offers specific strategic recommendations toward different groups of tourists (i.e. first-time, repeat visitors, risk averse, risk seeking) and proposes logic for setting up a loyalty program as a long-term strategy for success.

The effect of green purchasing on purchasing performance: the moderating role played by long-term relationships and strategic integration

2016 ◽  
Vol 31 (2) ◽  
pp. 312-324 ◽  
Author(s):  
Javier González-Benito ◽  
Gustavo Lannelongue ◽  
Luis Miguel Ferreira ◽  
Carmen Gonzalez-Zapatero
Keyword(s):  
Design Methodology ◽  
Purchasing Management ◽  
Environmental Practices ◽  
Content Type ◽  
Strategic Integration ◽  
Green Purchasing ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose – The purpose of this paper is to analyse the relationship between the environmental management of purchases and firm performance. The authors examine the moderating role played by two variables: the establishment of long-term relationships with suppliers and the strategic integration of the purchasing function. Design/methodology/approach – The authors conduct an empirical study on a sample of 100 Portuguese firms. Findings – Evidence reveals that green purchasing management improves the performance of the purchasing function, although the impact is greater when the organisation forges lasting alliances with its suppliers. Originality/value – This paper contributes to the study of the consequences of introducing environmental practices into the purchasing function, especially with regards to the formation of a panel of sustainable suppliers. Specifically, this research provides evidence to show that the implementation of those practices has positive impacts on the operating performance of the purchasing function and that the said effect is greater when a firm establishes long-term relationships with its suppliers.

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.

The impact of brand personality on consumer behavior: the role of brand love

2019 ◽  
Vol 23 (1) ◽  
pp. 30-47 ◽  
Author(s):  
Cristela Maia Bairrada ◽  
Arnaldo Coelho ◽  
Viktoriya Lizanets
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Negative Information ◽  
Active Engagement ◽  
Self Disclosure ◽  
Brand Love ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

Consumer behavior in the omni-channel supply chain under social networking services

2019 ◽  
Vol 119 (8) ◽  
pp. 1785-1801 ◽  
Author(s):  
Bo Yan ◽  
Yan-Ru Chen ◽  
Xiao-Tai Zhou ◽  
Jing Fang
Keyword(s):  
Supply Chain ◽  
Consumer Behavior ◽  
Social Networking ◽  
Structural Equation ◽  
Mobile Terminal ◽  
Equation Model ◽  
Social Networking Services ◽  
Content Type ◽  
The Relationship ◽  
Positive Effect

Purpose The purpose of this paper is to analyze how social networking services (SNSs) affect consumers’ behaviors on the omni-channel supply chain by using a reverse research method. Design/methodology/approach Initially, a questionnaire was administered to obtain data on the relationship between the perception factors of channels and consumer behavior. Subsequently, a structural equation model was constructed, and consumer behavior were determined in the omni-channel supply chain. Finally, the importance of various factors that affected consumer behavior in the omni-channel supply chain under SNSs was determined. Findings Conclusions affirm that a positive effect on consumer channel behaviors occurs when buyers obtain information from social network platforms. However, regardless of online, offline, or mobile terminal, shortcomings are indicated in consumers’ lack of feedback on purchased goods and the bias of feedback. Originality/value The study explored ways to efficiently apply SNSs in building the omni-channel supply chain. Meanwhile, corresponding suggestions were provided such that companies will know about consumer needs.

Towards green product consumption: effect of green marketing stimuli and perceived environmental knowledge in Indian consumer market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepak Jaiswal ◽  
Bhagwan Singh ◽  
Rishi Kant ◽  
Abhijeet Biswas
Keyword(s):  
Environmental Sustainability ◽  
Emerging Market ◽  
Green Marketing ◽  
Policy Implications ◽  
Environmental Knowledge ◽  
Green Products ◽  
Cognitive Approach ◽  
Content Type ◽  
Purchasing Behaviour ◽  
Green Purchasing

Purpose Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market. Design/methodology/approach The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects. Findings The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent. Research limitations/implications The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption. Originality/value The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.

Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

Blending the past and present in a retro branded music concert: the impact of nostalgia proneness

2018 ◽  
Vol 27 (5) ◽  
pp. 484-497 ◽  
Author(s):  
Damien Hallegatte ◽  
Myriam Ertz ◽  
François Marticotte
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Music Industry ◽  
Content Type ◽  
The Past ◽  
Rock Band ◽  
The Impact ◽  
The Relationship

Purpose Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely investigated together empirically despite their interconnections. Design/methodology/approach An experiment including four different scenarios blending retro and contemporary stimuli was conducted on 181 subjects. Two rock band variables were manipulated: song set list (i.e. list of songs) and band lineup. Findings The findings suggest that mixing the past and present for a retro brand impacts consumer behavior. A more nuanced explanation is suggested by showing that a retro brand has a strong effect on consumers’ intentions to attend and willingness to pay, but not on their WOM intentions, when these consumers are more prone to feeling nostalgia. Originality/value Nostalgia and retro branding appear to be interconnected concepts, but few studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.

Impact of brand consciousness, perceived quality of products, price sensitivity and product availability on purchase intention towards ‘green’ products

2020 ◽  
Vol 19 (1) ◽  
pp. 107-118
Author(s):  
Sargam Bahl Walia ◽  
Harish Kumar ◽  
Naveen Negi
Keyword(s):  
Purchase Intention ◽  
Explanatory Power ◽  
Perceived Quality ◽  
Price Sensitivity ◽  
Green Products ◽  
Product Availability ◽  
Simple Regression Analysis ◽  
Quality Of Products ◽  
The Relationship

This study attempts to investigate the factors underlying fluctuations in the purchase intentions of consumers towards selected green products specified herein as fast-moving consumer goods (FMCGs). A survey was conducted covering 500 respondents associated with four retail outlets selling green products and conventional products in Dehradun, Uttarakhand. Factor analysis was first applied to the survey data to reduce the number of variables to be considered in the process of investigation without losing the significance of the explanatory power of variables. This led to the extraction of the maximum common variance from all variables. Simple regression analysis was then carried out to understand the relationship between the dependent variable (purchase intention) and the independent variables (brand consciousness, perceived quality of products, price sensitivity and product availability). The results show that brand consciousness, perceived quality of products, price sensitivity and product availability have significant effects on the purchase intention of consumers towards green products. The relative importance of the factors that affect consumers’ purchase intention has been analysed, and the practical and theoretical implications of the results of the study are also discussed.

Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge

2019 ◽  
Vol 121 (2) ◽  
pp. 275-288 ◽  
Author(s):  
Tommaso Pucci ◽  
Elena Casprini ◽  
Costanza Nosi ◽  
Lorenzo Zanni
Keyword(s):  
Social Media ◽  
Product Knowledge ◽  
Purchasing Behavior ◽  
Content Type ◽  
Multinomial Logistic Model ◽  
Subjective Knowledge ◽  
Media Usage ◽  
Online Purchases ◽  
Purchasing Intention ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship.Design/methodology/approachA structured questionnaire was completed by a sample of 2,597 Italian wine consumers. A multinomial logistic model was used to assess how the investigated variables influenced online purchasing behavior.FindingsSocial media usage was found to be positively related to online wine buying, and consumer’s objective and subjective knowledge moderates the relationship between social media usage and online wine purchasing.Research limitations/implicationsWineries should acknowledge the relevance of social media in favoring online wine buying and adopt integrated multi-channel marketing strategies. Given that knowledge moderates the relationship between social media usage and online wine buying, in order to optimize the channel management, wineries should segment customers and prospects based on subjective and objective product knowledge.Originality/valueThe study represents one of the first attempts to investigate social media use and online wine purchasing behavior in Italy. In addition, it sheds light on previous research on the influence that objective and subjective knowledge has on consumer behavior.

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