Research on mechanism of consumer innovativeness influencing green consumption behavior

2014 ◽  
Vol 5 (2) ◽  
pp. 211-224 ◽  
Author(s):  
Kefu Lao
Keyword(s):  
Low Income ◽  
Behavioral Control ◽  
Research Area ◽  
Green Marketing ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Initial Attempt ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Green Consumption

Purpose – The purpose of this paper is to explore the mechanism of the influence of consumer innovativeness (CI) on consumer-reasoned green consumption (GC) behavior to understand more about this behavior and help improve the practice of green marketing. Design/methodology/approach – To understand more about GC behavior and help to improve the practice of green marketing, this paper tries to explore the mechanism of CI influences on consumer-reasoned GC behavior. Findings – This study shows that CI has a significant influence on GC behavior. Its mechanism is that CI directly influences consumer attitude, subjective norm (SN) and perceived behavioral control (PBC) of GC, and then further influences GC intention and behavior. The direct influence of GC attitude on intention is not significant, but GC intention is indirectly influenced via SN by attitude. Moreover, male, young, highly educated and high-income consumers have stronger CI; the influence of CI on GC behavior is more significant in male, old, less-educated and low-income consumers. Research limitations/implications – This research focuses on consumption behaviors which are reasoned and environment condition-constrained only, and its findings cannot be generalized to impulsive consumption behaviors. The influence of CI on impulsive consumption behaviors should be further researched. Practical implications – Company managers should utilize new technology and design to make green products more innovative and fashionable to attract more customers. Social implications – Instead of environment protection propaganda and education, society and market supervisors should lay the key point of GC incentive on the draft and implementation of law and regulation. Originality/value – This research is an initial attempt to establish the relationship between CI and GC behaviors and generate a news research area in green marketing.

Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective

2020 ◽  
Vol 32 (1) ◽  
pp. 20-40
Author(s):  
Manita Matharu ◽  
Ruchi Jain ◽  
Shampy Kamboj
Keyword(s):  
Structural Equation ◽  
Behavioral Control ◽  
Sustainable Consumption ◽  
Consumer Attitudes ◽  
Sharing Economy ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Content Type ◽  
Consumption Behavior ◽  
The Impact

PurposeThe purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.Design/methodology/approachThis research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.FindingsThe findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.Research limitations/implicationsThis study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.Originality/valueConsumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Sobuj ◽  
Adnan Maroof Khan ◽  
Md. Ahashan Habib ◽  
Md. Mazedul Islam
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Content Type ◽  
Young Consumers ◽  
Purchase Behaviors

Purpose The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the theory of planned behavior. Design/methodology/approach Data were collected by a survey among 198 respondents in Bangladesh in terms of consumer attitude, subjective norm (SN), perceived behavioral control (PBC), environmental concern (EC), environmental knowledge (EK) and purchase intention (PI). Structural equation modeling approach was used to find out the influencing factors. Findings The study reveals that purchase intention is significantly influenced by attitudes, SN, EC and EK of consumers. Consumers perceived behaviors variable is always not an accurate predictor to control actual purchase behavior. SN and EK were found to be highly influential to eco-friendly apparel purchase patterns among young consumers in Bangladesh. Research limitations/implications This study provides key marketing insights for retailers and practitioners on how strategically they can decide for fashion consumers, specifically the young group in Bangladesh. Eco-friendly apparel purchase behaviors will gradually influence the retail business contexts for retailers. The study reveals the need for eco-labeling and marketing strategies of eco-friendly apparel products among young consumers to communicate benefits and green values among wider consumers. Findings were restricted to specific young consumers group in Bangladesh and did not examine purchase behaviors of other consumer segment. Originality/value The study reveals that Bangladeshi young consumers are becoming concerned about purchasing apparel products. It provides valuable insights for entrepreneurs, practitioners and marketers to trace and perceive purchase behavior of the Bangladeshi young consumers while adopting a strategic marketing approach.

Intention to adopt cryptocurrency: a robust contribution of trust and the theory of planned behavior

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bahadur Ali Soomro ◽  
Naimatullah Shah ◽  
Nadia A. Abdelmegeed Abdelwahed
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Online Survey ◽  
Behavioral Control ◽  
Perceived Behavioral Control ◽  
Cross Sectional ◽  
Content Type ◽  
Intention To Adopt ◽  
Positive Effect ◽  
Practical Implications

PurposeAt present, the adoption of cryptocurrency investment has brought consideration to the globe. The present paper attempts to investigate the intention to adopt cryptocurrency (IACR) among the potential investors of Pakistan.Design/methodology/approachThe theory of planned behavior (TPB) is applied to underpin the conceptual framework. The study uses a quantitative approach. The study collects cross-sectional data through an online survey questionnaire. In the last, the authors utilized 334 samples for outcomes.FindingsFindings of the SEM reveal a significant positive effect of attitude, subjective norms (SNs), perceived behavioral control (PBC) and trust on IACR.Practical implicationsThe outcomes of an investigation would develop further intention and trust towards cryptocurrency adoption. The results would support developing favorable policies regarding the reduction of the ban on cryptocurrency in Pakistan to make easier transactions of the investors further. Possibly, it brings several opportunities in all segments of society in making the digital transaction modes through cryptocurrency. Finally, the findings would further validate the TPB in the context of cryptocurrency.Originality/valueThe study provides a better understanding of cryptocurrency and investors IACR. The empirical evidence further develops the other individuals' intentions towards cryptocurrency usage.

Using the theory of planned behavior to understand the students’ pro-environmental behavior: a case-study in a Portuguese HEI

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elisabete Correia ◽  
Sara Sousa ◽  
Clara Viseu ◽  
Joana Leite
Keyword(s):  
Higher Education ◽  
Latent Variables ◽  
Positive Impact ◽  
Behavioral Control ◽  
Environmental Behavior ◽  
Perceived Behavioral Control ◽  
Education Students ◽  
Environmental Attitude ◽  
Content Type ◽  
Main Determinants

Purpose Through the application of the theory of planned behavior (TPB), this study aims to explore the main determinants of higher education students’ pro-environmental behavior. Design/methodology/approach An online survey was conducted among the students of a public higher education institution (HEI) in Portugal, from March to May of 2020. The data were analyzed with the structural equation modeling technique, considering environmental attitude, knowledge, subjective norm and perceived behavioral control as exogenous latent variables, and pro-environmental intention and behavior as endogenous latent variables. Findings The results show that the students’ environmental attitude and knowledge have no significant impact on their pro-environmental intention, while the students’ subjective norm and perceived behavioral control have a positive impact on their pro-environmental intention. The results also reveal that the students’ perceived behavioral control and pro-environmental intention have a strong and positive impact on their pro-environmental behavior. Research limitations/implications This study focuses on the students from a single public HEI, in accounting and administration area, and deepens environmental behavior in relation to resources’ consumption. Practical implications This study provides findings that can be useful for HEIs to be more effective in their policies, strategies and practices to improve students’ environmental behavior. Originality/value The paper contributes to the literature by exploring the main determinants of higher education students’ pro-environmental behavior in a Portuguese HEI and extending the TPB considering the additional variable environmental knowledge.

A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

2014 ◽  
Vol 4 (2) ◽  
pp. 158-177 ◽  
Author(s):  
Kevin K. Byon ◽  
Soonhwan Lee ◽  
Thomas A. Baker
Keyword(s):  
Purchase Intention ◽  
Behavioral Control ◽  
Group Analysis ◽  
Subjective Norm ◽  
Cross Cultural ◽  
Perceived Behavioral Control ◽  
World Cup ◽  
Global Marketing ◽  
Fifa World Cup ◽  
Content Type

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different. Design/methodology/approach – A self-administered questionnaire was developed to measure the four constructs of the theory of planned behavior (TBP) as well as demographic information. Upon completion of the psychometric properties test of the TPB, a SEM was conducted to examine the proposed hypotheses. The same fit indices as with the measurement model were adopted to evaluate the model fit. Finally, a multi-group analysis was conducted to examine if the proposed relationships are different based on nationality (American vs Korean samples). A comparison of χ2 value between unconstrained and constrained models was employed to assess whether the two groups are statistically different. Findings – SEM revealed that subjective norm and perceived behavioral control were predictors of purchase intention. In this study, a multi-group analysis was conducted to examine if the proposed relationships in our model are different based on nationality. As a result, we found that two groups (i.e. American vs Korean) exhibited notable differences in subjective norms in determining purchase intentions of the 2010 FIFA World Cup sponsored products. Originality/value – Sponsors for mega sporting events, like the FIFA World Cup, must develop global marketing plans that appeal to worldwide audiences. Sport marketers, therefore, need cross-cultural marketing analysis on equivalence and bias so that they better understand how spectators from different cultures behave after consuming the same event. Thus, application of the TPB in cross-cultural studies aimed at understanding consumer intention after spectating the FIFA World Cup would provide marketers with valuable information for the formation of global marketing strategies.

scholarly journals An investigation of social entrepreneurial intentions formation among South-East European postgraduate students

2016 ◽  
Vol 23 (4) ◽  
pp. 1120-1141 ◽  
Author(s):  
Kostas Politis ◽  
Panayiotis Ketikidis ◽  
Anastasios D. Diamantidis ◽  
Lambros Lazuras
Keyword(s):  
Behavioral Control ◽  
Entrepreneurial Intentions ◽  
Perceived Behavioral Control ◽  
Social Entrepreneurs ◽  
Online Questionnaire ◽  
Content Type ◽  
Postgraduate Students ◽  
East European ◽  
Personal Attitude ◽  
Research Findings

Purpose The purpose of this paper is to investigate the formation of social entrepreneurial intentions (SEIs) in postgraduate students in the South-East European region. Design/methodology/approach A quantitative approach (self-administered online questionnaire) is used to gather data. The total number of the questionnaires that were collected and analyzed through SPSS statistical suite was 115 from which 111 were valid. Findings From the proposed five hypotheses set in the literature, only the personality trait theory was totally rejected because it failed to predict social and commercial entrepreneurial intentions (EIs). The remaining hypotheses were found to be valid. The study’s key finding is that the chosen theory (Ajzen’s theory of planned behavior (TPB)), is able to predict both kinds of intentions. An alarming key finding is that tensions in mission focus seem to be present in the early shaped intentions of potential social entrepreneurs. Research limitations/implications Research findings impose that major educational and policy efforts are needed to promote the theme of social entrepreneurship (SE). The results indicate that most of the postgraduates have not yet fully understood the mindset of SE as they were confused about the synergy of the goals (inherent in their social vs profit intentions). Originality/value This research contributes in three major ways to the literature. First, it shows that SEIs seem to be shaped similarly to EIs; determined mostly by two of the motivational factors of the TPB (personal attitude and perceived behavioral control). Second, it shows which factors seem to affect both constructs and third, it adds to the literature by showing that tensions in mission focus are evident early on in the intentions’ formation process, underlying the necessity of immediate educational and legislative precautions.

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.

Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea

2018 ◽  
Vol 22 (2) ◽  
pp. 86-104 ◽  
Author(s):  
Bangwool Han ◽  
Minho Kim ◽  
Jaehoon Lee
Keyword(s):  
Service Quality ◽  
Behavioral Intentions ◽  
Online Shopping ◽  
Behavioral Control ◽  
Estimation Method ◽  
Perceived Behavioral Control ◽  
Normative Structure ◽  
Content Type ◽  
Cross Border ◽  
National Borders

Purpose Using the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important others, and cross-border online purchasing behavioral intention. The effects of E-S-QUAL and CNFU on attitude are examined with data collected from Korean consumers who have cross-border online purchasing experience. Design/methodology/approach The authors evaluate the research model in this study and test the hypotheses using partial least squares, an OLS regression-based estimation method that focuses on predicting independent variables hypothesized to have a causal relationship that maximizes the explanatory variance of the dependent variable. Findings Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention. Also, beliefs about self-efficacy and normative structure regarding cross-border online purchasing positively affect behavioral intentions. Originality/value This paper develops a conceptual model explaining consumers’ intentions to shop online across national borders. To the best of the authors’ knowledge, none of the previous studies have particularly mentioned the associations between beliefs about e-service quality and actual behavioral intentions in the context of cross-border online shopping. Also, the important role of CNFU has been ignored as one of the factors that can affect consumers’ decisions to shop online beyond national borders. In regard to this matter, the authors aim to investigate cross-border online shopping factors that can help international e-commerce gain a better understanding of the needs of their consumers.

From physical to digital: what drives generation Z for mobile commerce adoption?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepti Verma ◽  
Vaibhav Tripathi ◽  
Ajai Pratap Singh
Keyword(s):  
Gender Differences ◽  
Behavioral Intention ◽  
Behavioral Control ◽  
Mobile Commerce ◽  
Survey Method ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Intention To Adopt ◽  
Generation Z ◽  
Significant Difference

Purpose This study aims to identify factors affecting generation Z as the early adopters of mobile commerce (m-commerce). The research seeks to explore their behavioral intention to adopt m-commerce in India with consideration of gender differences while providing empirical validation for the theory of planned behavior (TPB). Design/methodology/approach In this study, a modified TPB model has been used to explain generation Z’s intention to adopt m-commerce. The proposed model was tested using a survey method with a sample of 245 students from a private university in Northern India. Subgroup analysis was performed to find gender differences in the process of adopting m-commerce. Findings All three independent constructs have a positive influence on the behavioral intention of generation Z to adopt m-commerce. Further, the male subgroup has a lower beta value for attitude and higher beta value for subjective norm in comparison to the female subgroup. For perceived behavioral control, no significant difference in beta value across gender could be established. Practical implications A better understanding of generation Z behavioral intentions will be of great use to telecom companies, marketers and electronic commerce companies to formulate strategies to expedite the use of m-commerce. As gender plays an important role in attitude and subjective norms, companies are advised to target their communication tactics in accordance to gender. Originality/value To the best of the authors’ knowledge, this study is one of the first to test TPB and generation Z association in the context of m-commerce adoption in India. Data regarding the difference between the two genders has also shed light on the uniqueness of the context.

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.

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