scholarly journals The influence of green marketing on consumer purchase behavior

2016 ◽  
Vol 7 (2) ◽  
pp. 77-85 ◽  
Author(s):  
Jeevarathnam P. Govender ◽  
Tushya L. Govender
Keyword(s):  
South African ◽  
Developed Countries ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Purchasing Decisions ◽  
Socially Responsible ◽  
Consumption Behavior ◽  
Significant Difference ◽  
High Knowledge

Global warming, pollution and climate change are some of the problems that have become an increasingly concerning issue internationally. Environmental deterioration has led to businesses changing the way in which they conduct themselves, leading to the emergence of green marketing. A considerable amount of research has been conducted on green marketing and consumer behavior, mainly, in developed countries. There is, however, a noticeable dearth of knowledge pertaining to consumers in South Africa. Thus, the aim of this paper is to examine, at an exploratory level, the influence of green marketing on the purchasing behavior of South African consumers. A survey was conducted on a sample of 100 consumers using a quantitative, exploratory and descriptive design. The results indicate that South African citizens have high knowledge levels on the issues facing the environment. Elements of the green marketing mix, specifically, green promotion, were found to raise awareness and encourage positive change in consumption behavior. A large proportion of respondents preferred to patronize socially responsible retailers. Furthermore, respondents preferred green products over standard alternatives. However, they were price sensitive which affected their purchasing decisions. It emerged that there was no significant difference between low and high income earners in terms of price sensitivity, and no significant difference between lower and higher qualified respondents in terms of knowledge and awareness of environmental degradation and green marketing

Drivers of Socially Responsible Purchasing Behavior

2012 ◽  
Vol 1 (4) ◽  
pp. 41-52
Author(s):  
Min-Young Lee ◽  
Scarlett C. Wesley
Keyword(s):  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Socially Responsible ◽  
Consumer Responses ◽  
Global Management ◽  
Social Entity ◽  
Perceived Consumer Effectiveness ◽  
Socially Responsive ◽  
Ethical Purchasing ◽  
Corporate Social

Retailers and companies increasingly employ corporate social responsibility (CSR) as a global management strategy. They are motivated to act in a socially responsive manner to their global customers not only to fulfill their ethical obligations as a social entity but also due to the marketing and financial benefits resulting from consumer responses to CSR initiatives. Therefore, many retailers develop or participate in CSR activities and hope their actions can be recognized by others. Further, CSR activities are more likely to be perceived and accepted by consumers who show ethical purchasing behavior while shopping. Ethical purchasing behavior or socially responsible purchasing behavior is formed by their beliefs and norms which are influenced significantly by the culture they belong to. This study examined the differences between two countries with opposite cultures (i.e., the U.S. and South Korea) by considering the drivers (i.e., perceived consumer effectiveness, awareness, collectivism) and a consequence (i.e., satisfaction) of ethical purchase behavior. The findings suggested that perceived consumer effectiveness and awareness are important drivers to generate consumers’ commitment to companies’ CSR initiatives in general and the effectiveness is stronger in Korea than in United States. Implications and limitations were discussed.

scholarly journals Integration Consumer Response during the Pandemic Covid-19 on Advertising: Perception Study on Eco Labeling and Eco Brand Products Eco Care

2021 ◽  
Vol 1 (2) ◽  
pp. 45-56
Author(s):  
Rennyta Yusiana ◽  
Arry Widodo ◽  
Umi Sumarsih
Keyword(s):  
Quantitative Methods ◽  
Linear Regression Analysis ◽  
Environmentally Friendly ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Ordinal Scale ◽  
Measurement Scale ◽  
Buying Behavior ◽  
Substantial Impact ◽  
Significant Difference

Environmentally friendly assurance, or commonly known as eco label, indicates that the product is guaranteed quality. Currently, the Indonesian government supports green marketing actions carried out by companies. One of the supports provided by the government is the provision of eco labels for green products. To analyze an advertisement through the concept of green marketing, one of the supporting elements of communication in promotion is and eco brand and eco label. This research is a descriptive analysis using quantitative methods involving 100 respondents determined by the Bernoulli formula. Respondents are consumers who use eco care products during the covid-19 pandemic. The measurement scale used in this study is the ordinal scale and the Likert scale. This research used multiple linear regression analysis. The results of hypothesis testing demonstrate a significant difference in customer buying behavior between the eco label, eco brand and environmental advertisement. The partial hypothesis test (t test) revealed that the factors (e.g eco label, eco brand and environmental advertisement) had a substantial impact on customer buying behavior. The coefficient of determination describes the relationship between these variables. Time affects most of consumer buying behavior and the rest is influenced by external factors. This study focusing the determine the effect of using environmentally friendly products on consumers to buy as measured through, eco brands, environmental advertisements and eco labels in Bandung-Indonesia either directly or indirectly. Furthermore, analysis is deemed necessary to expand the sample size and investigate a broader cluster of samples to boost the understanding of consumer purchase behavior. This study provides input on relevant theories on the theory of reasoned action, especially on the sub-variables regarding the eco label, eco brand, environmental advertisement, and consumer purchase behavior, and supports increased use and consumer behavior.

scholarly journals The Influence of Eco-Brand, Eco-Labelling and Environmental Advertisement on Consumer Purchasing Behavior through Brand Image

2020 ◽  
Vol 9 (2) ◽  
pp. 211-220
Author(s):  
Ina Rizqiyana ◽  
Wahyono Wahyono
Keyword(s):  
Data Analysis ◽  
Sampling Method ◽  
Brand Image ◽  
Environmental Concern ◽  
Sampling Technique ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Analysis Method ◽  
High Level

The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect of green marketing tools namely eco-label, eco-brand and environmental advertisement on consumer purchase behavior with brand image as an intervening variable. The sampling method used is purposive sampling technique through questionnaire with 115 respondents who are consumers of Ades in Semarang. The data analysis method used is path analysis. The results of this study show that eco-brand and eco-labelling have positive and significant effect on consumer purchase behavior while environmental advertisement has negative and significant effect on consumer purchase behavior. Eco-brand, eco-labeling and environmental advertisement have positive and significant effect on consumer purchase behavior through brand image. Brand image has a role as an intervening variable between eco-brand, eco-labeling and environmental advertisement to consumer purchase behavior. 

Membangun brand image positif melalui Green marketing? Pengaruh green marketing, brand image dan environmental knowledge terhadap keputusan pembelian

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Yuaniko Paramitra, SE., MSM.
Keyword(s):  
Brand Image ◽  
Sampling Technique ◽  
Green Marketing ◽  
Environmental Knowledge ◽  
Purchase Behavior ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Environmental Care ◽  
Positive Effect

<em>The purpose of this study is to analyze the effect of green marketing on green purchase behavior. The research was conducted in an explanatory, and using quantitative. The study sample was 66 of the participants in the environmental care activities. The sampling technique used in this study is purposive sampling. The results showed that the variables of green marketing, brand image and environmental knowledge simultaneously and partially had a positive effect on green purchase behavior. While brand image and environmental knowledge variables can increase the influence of green marketing on purchasing decisions.</em>

scholarly journals Relation among ecological affect, concern and knowledge and purchase behavior: a study regarding Mexican Consumers.

2019 ◽  
Vol 18 (3) ◽  
pp. 73-100
Author(s):  
EMIGDIO LARIOS-GÓMEZ
Keyword(s):  
Environmental Knowledge ◽  
Purchase Behavior ◽  
Ecological Knowledge ◽  
Purchasing Behavior ◽  
New Approach ◽  
Consumption Behavior ◽  
Sustainable Marketing ◽  
Quantitative Descriptive ◽  
Ecological Concern ◽  
The Relationship

Objective: The objective of the research was to analyze sustainability and social development, in the search to determine the relationship between the constructs: Ecological Affect (EA), Ecological Concern (EC) and Ecological Knowledge (EK); And green purchasing behavior (GPB) in consumers.Method: It was a quantitative descriptive study in a sample of 1,550 (valid 96%) consumers chosen according to the criterion of convenience (men and women between 21 and 55 years), in Mexico. With the using the Likert scale. Regarding the measurement of dependent and independent variables, he used the various subscales that make up the revised scale of attitudes and environmental knowledge (EAKS).Originality / Relevance: The studies on ecological behavior in Mexico is relatively new, there are few works related to the purchase of environmental products from the perspective of ecological purchasing behavior.Results: The consumer in Mexico presents a positive attitude toward the purchase of organic products and is even willing to stop buying those companies that pollute. The stakeholders (Society, Government, Company and universities) stimulate consumption in those individuals who are really committed to the environment, being aware of the economic change, for a change of health.Theoretical / methodological contributions: This work contributes to the literature of organic consumption behavior in Mexico, little explored until now.Social contributions / for a gesture: A new approach is given to the Maloney Scale, from a sustainable marketing perspective.

scholarly journals Uncovering Chinese Stereotypes and Their Influence on Adolescent Male Makeup Purchasing Behavior

2017 ◽  
Vol 5 (1) ◽  
pp. 248 ◽  
Author(s):  
Kelly Lau
Keyword(s):  
Social Categorization ◽  
Purchase Behavior ◽  
Adolescent Male ◽  
Traditional Values ◽  
Purchasing Behavior ◽  
Purchasing Decisions ◽  
Research Areas ◽  
Behavior Development ◽  
Chinese Adolescent ◽  
The Impact

The consumption of makeup amongst males has not been fully explored by academics nor catered by the marketplace. Therefore, the desires of users are unsatisfied and as their existence are virtually unrecognized. Purchasing is the result of interactions between consumers and their respective societies. This qualitative study aims to reveal male Chinese adolescent makeup purchase behavior by exploring the impact of stereotyping on this emerging segment. Stereotyping contributes to the development of social categorization and can also be an external factor which influence purchasing decisions. The occurrence of makeup being stereotyped as being feminine is a key variable of this study. Findings pinpointed China as being a conservative market with strong traditional values. Not only was China an unfavorable environment in which to develop male makeup as a new life style, but stereotyping was also a strong influencer of social categorization. Even though stereotyping heavily influenced male Chinese adolescent purchasing behavior, it did so in a positive way, guiding adolescents to acknowledge their purchase desires and to explore new values in their conservative society. The lack of research into the male purchasing process was a key inspiration of this study. This study identified possible further research areas for academics and marketeers, especially in terms of male consumer behavior development.

scholarly journals PENGARUH PEMASARAN HIJAU, CITRA MEREK DAN PENGETAHUAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN

2019 ◽  
Vol 7 (1) ◽  
Author(s):  
Yuaniko Paramitra
Keyword(s):  
Brand Image ◽  
Sampling Technique ◽  
Green Marketing ◽  
Environmental Knowledge ◽  
Purchase Behavior ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Environmental Care ◽  
Positive Effect

<em>The purpose of this study is to analyze the effect of green marketing on green purchase behavior. The research was conducted in an explanatory, and using quantitative. The study sample was 66 of the participants in the environmental care activities. The sampling technique used in this study is purposive sampling. The results showed that the variables of green marketing, brand image and environmental knowledge simultaneously and partially had a positive effect on green purchase behavior. While brand image and environmental knowledge variables can increase the influence of green marketing on purchasing decisions.</em>

scholarly journals Comparative Study on the Characteristics of Sporting Goods Consumption Behavior of Chinese College Students

2021 ◽  
Vol 2 (1) ◽  
pp. 38-39
Author(s):  
Lihua Yu ◽  
Eung-Soo Oh
Keyword(s):  
College Students ◽  
Performance Analysis ◽  
Consumer Satisfaction ◽  
Three Dimensions ◽  
Purchase Behavior ◽  
Chinese College Students ◽  
Consumption Behavior ◽  
Foreign Brand ◽  
Significant Difference ◽  
Sporting Goods

College students are the main group of sports consumption in the future. Therefore, it is very important to understand the motivation of college students' sporting goods consumption and evaluate the importance and satisfaction of college students' purchase behavior of sporting goods. Currently, there are mainly three evaluation methods based on satisfaction, such as SERVQUAL model (service quality) proposed by Parasuraman A in 1985, the SERVPERF model (service performance) proposed by Cronin and Taylor in 1992, and the IPA (Important Performance Analysis) proposed by Martilla and James (1977). The IPA method used matrix coordinates to identify the important factors considered by consumers and the degree of consumer satisfaction with these factors, forming four quadrants of superiority, maintenance, improvement, and disadvantaged areas, thereby judging the elements that should be concentrated and prioritized for improvement. IPA analysis is widely used in many fields such as in tourism (Duke & Persia, 1996; Deng, 2007; Hudson et al., 2004; Oh, 2001; Wade & Eagles, 2003), in education (Alberty & Mihalik, 1989; Ortinau et al., 1989), in sports services (Kwon & Chung, 2018; Antonio Rial et al., 2008; Erjuan & Bingshu, 2016; Meng, 2018). Therefore, this article used the IPA analysis method to study 386 Chinese college students who participated in the consumption of sporting goods. The data were analyzed by frequency analysis, exploratory factor analysis, reliability analysis and Importance-Performance Analysis using SPSS. The results of this study were as follows. First, the motivation of college students' sports goods consumption is divided into three dimensions such as conspicuousness, practicality, and individuality. Among them, the conspicuous factor is related to student age, grade, monthly allowance, and brand awareness. Second, the pre-consumption importance and post-consumption satisfaction are divided into six dimensions such as environment, function, price, after-sales, design, and brand. Among the important dimensions considered before consumption, female believe that the consumption environment and product functions are more important than male. Compared with non-sports students, sports majors think brand is more important than normal brand. In terms of domestic and foreign brand recognition, LiNing and Nike are considered the most wanted brands. In the post-consumption satisfaction dimension, students are more satisfied with the environment, function, and brand. Third, pre-consumption importance and post-consumption satisfaction are statistically significant difference (p = 0.000). The IPA analysis showed that marketers should continue to maintain their product design advantages and focus on improving the convenience of after-sales service and consumer environmental sanitation conditions to better meet the needs of different college students.

Green Marketing:Assessment of Relationship Between Attitude and Purchasing Behavior of Iranian Consumers

GIS Business ◽  
2019 ◽  
Vol 14 (4) ◽  
pp. 77-84
Author(s):  
Gholamreza Haghighatdoust
Keyword(s):  
Energy Efficient ◽  
Environmental Awareness ◽  
Green Marketing ◽  
Competitive Advantages ◽  
Survey Questionnaire ◽  
Purchasing Behavior ◽  
Purchasing Decisions ◽  
Chi Square ◽  
Knowledge And Attitude ◽  
Consumer Lifestyles

Consumers green purchasing decisions are strongly influenced by attitudes, behaviour and  concern for ecological issues, which subsequently affects consumer lifestyles. The purpose of present study is to examine the suitability of the variables characteristic of consumers’ purchasing decisions specific to environmental awareness. The criteria of consumers’ knowledge and attitude and energy efficient products were explicitly studied. Data was collected from 400 respondents from the southern region of Iran by administering a survey questionnaire. The statistical analysis done through the Chi-square testing. The results showed that the overall environmental awareness had a significant impact on consumers’ buying decisions endorsing the utility and applicability of green concerns to marketers and retailers to incorporate the same in marketing mix. Rather than making  big claims, marketers must put into practice the competitive advantages of green marketing products  and ensuring the preservation of the environment.

An investigation of the neural correlates of purchase behavior through fNIRS

2018 ◽  
Vol 52 (1/2) ◽  
pp. 224-243 ◽  
Author(s):  
Murat Perit Çakir ◽  
Tuna Çakar ◽  
Yener Girisken ◽  
Dicle Yurdakul
Keyword(s):  
Near Infrared ◽  
Purchase Behavior ◽  
Polar Regions ◽  
Purchasing Behavior ◽  
Purchasing Decisions ◽  
Functional Near Infrared Spectroscopy ◽  
Content Type ◽  
Complementary Method ◽  
Neural Activities ◽  
Traditional Research

Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.

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