Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khan Md Raziuddin Taufique ◽  
Shahidul Islam
Keyword(s):  
Climate Change ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Environmental Attitudes ◽  
Positive Influence ◽  
Subjective Norms ◽  
Content Type ◽  
Environmental Deterioration ◽  
Perceived Consumer Effectiveness

Purpose Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh. Design/methodology/approach This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data. Findings The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant. Practical implications Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior. Originality/value This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.

scholarly journals HASRAT KONSUMEN YANG MENGIKAT (BINDING CUSTOMER DESIRES)

2018 ◽  
Vol 16 (2) ◽  
pp. 82-92
Author(s):  
Sulis Riptiono
Keyword(s):  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Subjective Norms ◽  
Basic Theory ◽  
Binding Properties ◽  
Research Gap ◽  
The Creation

Desires in the marketing context are defined as the phase of the sequence in marketing that begins with the creation of awareness, and then interest is usually at the stage when the customer really wants the product or service that is being marketed. Desire is a form that is seen as a precursor in making actual purchases. Desire is more than want of consumers to try and have the product, the consumer's curiosity towards the product is directed to the interest to buy. Desires are created to convince consumers that they have a great desire to have the product or service offered according to their needs. Desire is not enough to explain its impact on increasing consumer buying interest and consumer behavior, but the desire that has binding properties to consumers that called binding costumer desires can increase buying and behavioral interests. Binding costumer desires is used to fill the research gap about subjective norms against purchase intention by using the basic theory of the theory of reaction action (TRA) and theory of planned behavior (TPB).

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.

Young adults and wine consumption a qualitative application of the theory of planned behavior

2014 ◽  
Vol 116 (5) ◽  
pp. 832-848 ◽  
Author(s):  
Ana Patrícia Silva ◽  
Isabel Figueiredo ◽  
Tim Hogg ◽  
Miguel Sottomayor
Keyword(s):  
Young Adults ◽  
Young People ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Theoretical Framework ◽  
Subjective Norms ◽  
Content Type ◽  
Wine Consumption ◽  
And Behavior ◽  
Attitudes And Behavior

Purpose – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Design/methodology/approach – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Findings – The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system. Research limitations/implications – Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied. Social implications – This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine. Originality/value – This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.

Modeling anti-malware use intention of university students in a developing country using the theory of planned behavior

Kybernetes ◽  
2019 ◽  
Vol 48 (8) ◽  
pp. 1565-1585
Author(s):  
Ali Vafaei-Zadeh ◽  
Ramayah Thurasamy ◽  
Haniruzila Hanifah
Keyword(s):  
Information Security ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Price Level ◽  
Subjective Norms ◽  
Intention To Use ◽  
Security Awareness ◽  
Content Type ◽  
Information Security Awareness ◽  
Perceived Price

Purpose This paper aims to investigate the impact of perceived price level and information security awareness on computer users’ attitude. Moreover, this study aims to investigate the effect of attitude, subjective norms and perceived behavioral control (PBC) on intention to use anti-malware software. Design/methodology/approach Data were collected using a structured questionnaire from 225 students of five public universities in Malaysia. Purposive sampling technique was used in this study. AMOS 24 was used to test the research framework using a two-step approach. Findings Findings give support to some of the hypotheses developed with R2 values of 0.521 for attitude and 0.740 for intention. Perceived price level had a negative effect on attitude while information security awareness had a positive effect on attitude and intention. Attitude, subjective norms and PBC were all positively related to intention, but perceived price level did not affect intention. This suggests that benefits of using anti-malware are more than its price value. Therefore, the price has no direct effect on intention to use. Research limitations/implications University computer networks are as open and inviting as their campuses. Therefore, this research can be helpful to the universities to safeguard their networks and encourage the students to use anti-malware. However, using anti-malware software will enable an individual to identify and prioritize security risks, quickly detect and mitigate security breaches, improve the understanding of security gaps and safeguard the sensitive data by minimizing the risks related to malware. Originality/value This study ventured to model the information security behavior of anti-malware usage by individual users by using the theory of planned behavior with the addition of two new variables, perceived price level and information security awareness to explain the behavior better.

The role of subjective norms in theory of planned behavior in the context of organic food consumption

2014 ◽  
Vol 116 (10) ◽  
pp. 1561-1580 ◽  
Author(s):  
Abdullah Al-Swidi ◽  
Sheikh Mohammed Rafiul Huque ◽  
Muhammad Haroon Hafeez ◽  
Mohd Noor Mohd Shariff
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Structural Equation ◽  
Organic Food ◽  
Subjective Norms ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Moderating Effects ◽  
Content Type

Purpose – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach – Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings – Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention. Practical implications – The paper provides useful insights for the academics and marketers. Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food. Originality/value – Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan.

scholarly journals Cash Waqf Literacy Index and Determinants of Public Intention to Pay Cash Waqf

2021 ◽  
Vol 8 (12) ◽  
pp. 249-259
Author(s):  
Muthiah . ◽  
Lukman Mohammad Baga ◽  
Imam Teguh Saptono
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Latent Variables ◽  
Structural Equation ◽  
Behavioral Control ◽  
Positive Influence ◽  
Subjective Norms ◽  
Equation Modeling ◽  
Low Literacy ◽  
And Behavior

This research aimed to analyze the cash waqf literacy index and factors influencing public intention to pay cash waqf. The analysis used is theory of planned behavior (TPB) and structural equation modeling (SEM) to measure the relationship of latent variables, i.e. cash waqf literacy, religiosity, attitudes, subjective norms and behavior control. The SEM model in this study was processed using Lisrel version 8.3 software. The results showed that the cash waqf literacy index of people in Jabodetabek was 59.04%, which is still included in the low literacy category. The results also showed that cash waqf literacy, religiosity, attitudes, subjective norms and behavioral control have a significant and positive influence on the intention in paying cash waqf. Keywords: Literacy Index; Cash Waqf; Religiousity; Theory of Planned Behavior; SEM.

Halal vaccination purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Syeda Nazish Zahra Bukhari ◽  
Salmi Mohd Isa ◽  
Goh Yen Nee
Keyword(s):  
Theory Of Planned Behavior ◽  
Sample Size ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Group Analysis ◽  
Measurement Model ◽  
Subjective Norms ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Content Type

Purpose The purpose of this study is to empirically examine the determinants of purchase intention of Halal vaccination and compare the results between Muslim consumers in Malaysia and Pakistan. It focuses on analyzing the influence of various factors on the purchase intention of Halal vaccination and determining whether the relationships are significantly different in the two Muslim-majority countries. Design/methodology/approach The study is based on the extended theory of planned behavior and self-congruity theory. The variable of religiosity was added with the three variables of the theory of planned behavior, i.e. attitude toward Halal vaccinations, subjective norms and perceived behavioral control. It shows the congruity between Muslim consumer and Islamic brands and proposes a wider range of determinants in the framework. The study’s sample size was 378, and the respondents were Muslim consumers in Malaysia and Pakistan. Purposive sampling technique was used to extract the sample from three cities in each country. Partial least square (PLS) was used to statistically analyze the data using PLS–structural equation modeling approach. The measurement model was analyzed, and invariance of the measurement model was established. Afterward, the hypotheses were tested, and multi-group analysis was performed through Henseler’s multi-group analysis (MGA) and Permutation test. Findings The results indicate a lack of significant relationships between the independent variables and the purchase intention of Halal vaccination except in the case of subjective norms. This construct has a significant but inverse relationship in the case of Pakistan’s Muslim consumers, which can be attributed to the presence of consumer skepticism regarding the issue of Halal vaccination. The MGA results reveal a statistically significant difference in the influence of religiosity on purchase intention between the two countries, depicting differences in the brand–self congruity perceptions of consumers in the two countries. Research limitations/implications The sample size was relatively small due to the limited time duration. Originality/value The area of Halal vaccination has been given limited attention in academic literature. This study addresses this area that has limited research and is greatly attractive to a large number of brands targeting the Muslim consumer market. The results of the study can form a foundation for creating the branding strategy of this product category and assessing its demand in various Muslim markets.

scholarly journals A Perspective of Theory of Planned Behavior and Attribution Theory for PBB P2 Taxpayer Compliance in Probolinggo

2018 ◽  
Vol 2 (2) ◽  
Author(s):  
Veronica Sulistianingtyas ◽  
Rosidi Rosidi ◽  
Imam Subekti
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Attribution Theory ◽  
Behavioral Control ◽  
Tax Compliance ◽  
Positive Influence ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Compliance Behavior ◽  
Positive Effect

This study aims to show that attitude to comply, subjective norms, and perceived behavioral control had affect the intent to obey. Furthermore, perceived behavioral control and intention to abide affect on PBB tax compliance refers to the Theory of Planned Behavior. This study also adds a variable: the sanctions, that refers to Attribution Theory which predicted to affect PBB taxpayer compliance behavior. The sample was PBB taxpayers who have tax object in Probolinggo. The results showed that the attitude to obey had positive influence on the intention to comply, subjective norms had negatively affected on the intention to obey and perceived behavioral control had positive influence on the intention to obey. Moreover, these results also prove empirically that the intention to obey and perceived behavioral control had positive effect on PBB tax compliance, while the sanctions have no effect on PBB tax compliance. In addition, the intention to obey have the effect of partial mediation on relationships perceived behavioral control and PBB taxpayer compliance.

Predicting physical and verbal aggression perpetration among teenage boys: an application of the theory of planned behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kayvan Alimoradi ◽  
Seyed Hedayat Davarpanah ◽  
Parvaneh Taymoori ◽  
Afshin Ostovar ◽  
Khaled Rahmani
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Physical Aggression ◽  
Behavioral Control ◽  
Verbal Aggression ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Aggression Behavior

Purpose Aggression has been introduced as one of the serious problems in public health. The purpose of this paper is to evaluate the ability of the extended theory of planned behavior (TPB) to predict the physical and verbal aggression behavior. Design/methodology/approach In this research, 462 teenagers were evaluated through the demographic questionnaire along with the main structures of the TPB as a predictor of behavior. After one month of follow-up, physical and verbal aggression was evaluated. Demographic data were analyzed descriptively by SPSS21 and predictability of the structures for intention and behavior of the physical and verbal aggression was analyzed by AMOS. Findings Mean and standard deviation of participants’ age were 14.70 and 1.12 years, respectively. In this research, 22.5% of the participants did not show physical aggression over the last one month and 20% of them did not show verbal aggression over the last month. Path analysis revealed that the variables of the TPB predicted 61% and 32% of variance of intention and physical aggression behavior, respectively, while these variables could describe 43% and 22% of the variance of intention and verbal aggression behavior, respectively. All of the concepts could be significant predictors of the behaviors. Subjective norms were the best predictor of the intention for physical and verbal aggression. Intention and perceived behavioral control were good predictors of physical and verbal aggression. Research limitations/implications Given the role of subjective norms in intention and also the role of intention and perceived behavioral control of people for aggression, it can be concluded that emphasis on social and psychological education about subjective norms, peer groups and self-control can help reduce this problem. Originality/value A few studies have predicted behavior occurrence in the future. Given the lack of focus on the role of constructs that may bring about future behaviors, the current research was conducted to use the structures of the TPB to predict behavioral intention as well as perpetration of physical and verbal aggressive behaviors, independently.

Extending the theory of planned behavior to understand consumers’ intentions to visit green hotels in the Chinese context

2018 ◽  
Vol 30 (8) ◽  
pp. 2810-2825 ◽  
Author(s):  
Jing Wang ◽  
Shanyong Wang ◽  
Yu Wang ◽  
Jun Li ◽  
Dingtao Zhao
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Environmental Concern ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Tpb Model ◽  
Perceived Consumer Effectiveness ◽  
The Impact ◽  
Green Hotels

Purpose This paper aims to explore the intention of consumers to visit green hotels in China through the theory of planned behavior (TPB) extended by adding perceived consumer effectiveness and environmental concern. Design/methodology/approach The TPB model is used as the basic theoretical framework but is extended by adding two critical variables. Data is collected from 324 respondents by using a self-administered questionnaire survey and analyzed with the assistance of structural equation modeling. Findings The empirical results show that perceived consumer effectiveness and environmental concern have positive effects on the attitude and the intention of consumers to visit green hotels, and that perceived consumer effectiveness has the largest effect. However, in China, the impact of environmental concern on the intention of consumers to visit green hotels is relatively limited, and the subjective norm has a strong effect. In addition, this research verifies the usefulness of the extended TPB model in understanding the intention of consumers in green hotels industry in China. This is evidenced by a comparison of the initial TPB model with the extended TPB model where the explanatory power has improved from 65 to 68 per cent. Originality/value This research contributes to TPB theory by addressing certain gaps in the literature regarding the intention of consumers to visit green hotels in China. Furthermore, considering the limitations of the TPB model, two pro-social variables, namely, perceived consumer effectiveness and environmental concern, are incorporated into the TPB model to better understand the intention of consumers to visit green hotels. Also, this research addresses the gap that studies on the role of perceived consumer effectiveness are limited in the tourism and hospitality management literature. The results indicate that perceived consumer effectiveness has the largest influence on the intention of consumers to visit green hotels.

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