Is Green Product Purchasing an Innovative Or Conspicuous Behavior?

2016 ◽  
Vol 44 (1) ◽  
pp. 29-44 ◽  
Author(s):  
Kyutae Park ◽  
Kyootai Lee
Keyword(s):  
Undergraduate Students ◽  
Mineral Water ◽  
Green Product ◽  
Purchasing Decisions ◽  
Green Products ◽  
Consumer Innovativeness ◽  
Premium Price ◽  
Public Self Consciousness

We investigated the influence of consumer innovativeness and public self-consciousness on green product purchasing behaviors (e.g., decision to purchase and pay a premium price). We conducted 2 experiments on 2 green products (mineral water and a car) with undergraduate students (N = 303) in Korea. The results revealed that consumer innovativeness played a generally marginal role in green product purchasing decisions, whereas public self-consciousness figured importantly in such decisions. However, public self-consciousness had no influence when products did not have logos identifying them as being green. In addition, the influence of the 2 variables on the purchasing behaviors was found to be contingent on the type of product. On the basis of these findings, we concluded that green product purchasing behaviors more closely reflect conspicuousness, rather than innovativeness.

Educated Young Consumer Purchase Behavior towards Green Products

2015 ◽  
Vol 6 (1) ◽  
pp. 48-63
Author(s):  
Gyaneshwar Singh Kushwaha ◽  
Nagendra Kumar Sharma
Keyword(s):  
Regression Analysis ◽  
Linear Regression Analysis ◽  
Essential Element ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Survey Questionnaire ◽  
Green Products ◽  
Young Consumers ◽  
Premium Price

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

scholarly journals Green Product dan Keputusan Pembelian Konsumen Muda

2021 ◽  
Vol 12 (1) ◽  
pp. 130-142
Author(s):  
Nia Resti Dianti ◽  
Eristia Lidia Paramita
Keyword(s):  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Green Product ◽  
Direct Influence ◽  
Purchasing Decisions ◽  
Green Products ◽  
Product Identification ◽  
Young Consumers ◽  
Indirect Relationship ◽  
Positive Direct

The purpose of this study is to determine whether there is an effect between green product made by the company on the decision to buy green products among young consumers in Indonesia, using green product identification as a moderating variable. This study uses multiple linear regression analysis (MRA) techniques. Data were obtained through questionnaires to 200 young consumers. The results of this study indicate that green products have a significant and positive direct influence on the purchasing decisions of young consumers. However, when green product identification is included as the moderating variable, the indirect relationship pattern between green products has a positive but insignificant effect on the purchasing decisions of young consumers. Thus, it is concluded that the decision of young consumers to buy green products is actually determined by the awareness of the importance of green products, not green product identification.

Educated Young Consumer Purchase Behavior Towards Green Products

2019 ◽  
pp. 821-837
Author(s):  
Gyaneshwar Singh Kushwaha ◽  
Nagendra Kumar Sharma
Keyword(s):  
Regression Analysis ◽  
Linear Regression Analysis ◽  
Essential Element ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Survey Questionnaire ◽  
Green Products ◽  
Young Consumers ◽  
Premium Price

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

scholarly journals “Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior

2022 ◽  
Vol 14 (2) ◽  
pp. 689
Author(s):  
Piyanoot Kamalanon ◽  
Ja-Shen Chen ◽  
Tran-Thien-Y Le
Keyword(s):  
Purchase Intention ◽  
Environmental Concern ◽  
Environmental Knowledge ◽  
Purchase Behavior ◽  
Environmental Concerns ◽  
Green Product ◽  
Green Products ◽  
Consumer Innovativeness ◽  
Tpb Model ◽  
The Relationship

Many consumers are concerned about environmental issues and have expressed interest in purchasing green products. However, actual sales of green products are still not as high as expected. Therefore, marketers of green products may need to investigate the factors driving green purchase behaviors. In this study, we proposed an extended theory of planned behavior (TPB) model that links consumers’ environmental concerns, perceived image of the company, consumer innovativeness, and environmental knowledge with green product purchase behavior. We applied a quantitative approach to collect the data via online questionnaires through Amazon MTurk. With 974 useable samples, the data were analyzed with structural equation modeling (SEM) using Smart PLS. The results showed that green purchase intention positively and significantly affects green purchase behavior. Moreover, the multigroup analysis revealed that the direct influence of green purchase intention on green purchase behavior is higher in developing countries than in developed countries. Regarding the direct effect on green purchase intention, attitude toward green products, perceived consumer effectiveness (PCE), environmental concern, and company’s perceived green image are significant antecedents of the intention to purchase, with attitude toward green products being the most robust antecedent among the three. However, subjective norms do not act as a direct antecedent of purchase intention. For the indirect effect on green purchase intention, four main antecedents (attitude toward green products, subjective norms, PCE, and environmental concerns) indirectly impact purchase intention via the mediating role of the perceived green image of the company. This study contributes to existing literatures via extending the TPB model. Regarding attitude-intention-behavior model, we found that environmental concern complements the model as an antecedent of green purchase intention. Moreover, a company’s perceived green image mediates the relationship between four antecedents and green purchase intention. Therefore, marketers of green products may also enhance future purchases by promoting the green image of the company. Particularly, we found that environmental knowledge positively moderates the relationship between environmental concern and a company’s perceived green image. We added on the empirical evidence that PCE plays a crucial role in stimulating green purchases as its direct positive influence on green purchase behavior is larger than that of green purchase intention. Moreover, consumer innovativeness positively moderates the relationship between PCE and green purchase intention.

scholarly journals Faktor-Faktor Yang Mempengaruhi Buying Decision Konsumen Green Product Di Jakarta

2021 ◽  
Vol 3 (4) ◽  
pp. 904
Author(s):  
Annisa Shofi Ayuningtyas ◽  
Tommy Setiawan Ruslim
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Equation Modeling ◽  
Green Product ◽  
Purchasing Decisions ◽  
Green Products ◽  
Environmental Consciousness ◽  
Green Advertising ◽  
Hypothesis Model ◽  
Buying Decisions

Indonesian people are still less involved in the practice of minimizing ecosystem damage, such as not switching to using green products to reduce plastic waste. The number of green products sold in Indonesia itself is not small, but the demand is not too much. In fact, by increasing consumer purchasing decisions for green products, it can help Indonesia become a more environmentally friendly country. The purpose of this study was to examine the effect of environmental consciousness, eco-label, attitude, green advertising, and price on green product consumer buying decisions. This study uses Structural Equation Modeling (SEM) to analyze the hypothesis model with SmartPLS. This study used 260 samples obtained through the distribution of online questionnaires.. The results of this study indicate that environmental consciousness, attitude, and price positively and significantly affect the buying decisions of green products consumers, while eco-labels, and green advertising positively but not significantly affect the buying decisions of green products consumers.Masyarakat Indonesia masih kurang terlibat dalam praktik meminimalisir kerusakan ekosistem, seperti belum beralih menggunakan produk ramah lingkungan untuk mengurangi sampah plastik. Produk ramah lingkungan yang dijual di Indonesia sendiri jumlahnya tidak sedikit, namun peminatnya belum terlalu banyak. Padahal dengan meningkatkan keputusan pembelian konsumen terhadap green product, dapat membantu Indonesia menjadi negara yang lebih ramah lingkungan. Tujuan penelitian ini adalah untuk menguji pengaruh dari environmental consciousness, eco-label, attitude, green advertising, dan price terhadap buying decision konsumen green product. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menganalisis model hipotesis dengan SmartPLS. Penelitian ini menggunakan 260 sampel yang didapatkan melalui pedistribusian kuesioner secara online. Hasil dari penelitian ini menunjukkan bahwa environmental consciousness, attitude, dan price secara positif dan signifikan mempengaruhi buying decision konsumen green product, serta eco-label, dan green advertising secara positif namun tidak signifikan mempengaruhi buying decision konsumen green product.

scholarly journals A demographic analysis of consumers’ preference for green products

2019 ◽  
Author(s):  
Abdul Bashiru Jibril ◽  
Michael Adu Kwarteng ◽  
Miloslava Chovancova
Keyword(s):  
Sample Size ◽  
Practical Implication ◽  
Demographic Factors ◽  
Herbal Product ◽  
Nonparametric Test ◽  
Green Product ◽  
Green Products ◽  
Chi Square ◽  
Chi Square Test ◽  
Strength Of Association

Purpose – the aim of this research is to understand and present the outcomes of the strength of association between consumers and the use of the green (herbal) product from a demographic viewpoint. By extension, it measures the magnitude of dependents among demographic factors influencing the use of the green product in a developing country. Research methodology – to evaluate consumer’s demographics on the use of the green (herbal) product, 207 participants took part in the survey through a structured questionnaire. Data were obtained from users of green products (specifically herbs) in Ghana. A nonparametric test precisely chi-square test (x2) and Spearman's correlation rs were employed for our empirical analysis. Findings – the paper indicated the youthful population as the highest number of users of the green product in the herbal market. Results from the nonparametric test (Spearman’s rho) revealed that demographic factors (gender, age, education, and occupation) have an inverse relationship on the use of the green product. Whiles the chi-square test also discloses insignificant relationships among the observed attributes. This suggests that there is no empirical evidence to support the claim that use of green product depends on demographic factors of consumers. Research limitations – the limitation of this study considered the research scope, taking into account a smaller sample size for the study hence, future researchers should expand the sample size as well the other demographic variables necessary for a similar study. Practical implications – the practical implication of this study gives insights to practitioners and marketers in the herbal industry on how best they can progress in their quest to sustain in the business. Originality/Value – the present study aided in widening the scope of consumer behaviour towards the green product in the marketing discipline taken into consideration the widespread competition in the business nowadays especially in the herbal (green product) market

scholarly journals MARKETING OF GREEN PRODUCTS- CUSTOMER PERSPECTIVE

2021 ◽  
pp. 4-6
Author(s):  
M. Renuka Devi ◽  
G. A. HEMA
Keyword(s):  
Environmental Impact ◽  
Human Health ◽  
Climatic Condition ◽  
Toxic Elements ◽  
Green Marketing ◽  
Organic Fertilizers ◽  
Green Product ◽  
Value Proposition ◽  
Green Products ◽  
Customer Perspective

A green product as one that has less of an environmental impact or is less detrimental to human health that the traditional product equivalent. Now-a-days, peoples are becoming more conscious about health and environment. Green products will be produced by using organic fertilizers, without using any pesticides, insecticides, any inorganic fertilizers, or toxic elements. So, the demand for such products has doubled when compared to the last ten years. The changing climatic condition is not just a talk but has become an international concern. This awareness is greatly affecting consumer's purchasing decision. Even marketers are taking measures to minimize the production of harmful wastes. In the present scenario, brands producing green products use green marketing to communicate their value proposition to the market. Green products will be healthier in nature and safe to use.In this present study, to make a research on green products marketing among the consumers and their perspective.

scholarly journals EFEK NILAI KONSUMSI TERHADAP NIAT PEMBELIAN KEMBALI PADA GREEN PRODUCT

2016 ◽  
Vol 12 (1) ◽  
pp. 83
Author(s):  
Yosephine Angelina Yulia ◽  
Wisnu Untoro
Keyword(s):  
Social Value ◽  
Epistemic Value ◽  
Green Product ◽  
Repurchase Intention ◽  
Green Products ◽  
Factors Affecting ◽  
Product Consumption ◽  
Consumption Values ◽  
Functional Value ◽  
Emotional Value

Abstrak: Efek Nilai Konsumsi terhadap Niat Pembelian Kembali pada Green Product. Tujuan dari penelitian ini adalah untuk menerapkan teori nilai konsumsi untuk menentukan faktor-faktor yang mempengaruhi perilaku pilihan konsumen mengenai produk ramah lingkungan, dan meneliti pengaruh nilai-nilai konsumsi seperti nilai fungsional, nilai sosial, nilai emosional, nilai kondisional, dan nilai epistemis terhadap niat membeli kembali produk ramah lingkungan. Populasi penelitian ini adalah konsumen yang menggunakan produk ramah lingkungan yang ada di kota Surakarta. Penelitian ini mengambil sampel sebanyak 100 responden secara purposive. Analisis data menggunakan analisis regresi berganda. Berdasarkan data dapat diketahui bahwa nilai konsumsi yang terdiri dari nilai fungsional, nilai sosial, nilai emosional, nilai kondisional dan nilai epistemik terbukti berpengaruh positif terhadap niat pembelian kembali pada produk ramah lingkungan. Kata kunci: Produk ramah lingkungan, nilai konsumsi, sikap konsumen, niat pembelian kembali. Abstract: The Effect of Consumption Values to Repurchase Intention of Green Products. This study was aimed to apply the theory of consumption values to determine the factors affecting the behavior of consumers regarding the selection of green products, and examine the influence of consumption values such as the functional value, social value, emotional value, conditional value, and epistemic value to repurchase intention of green products. The population of this research is green product customers in Surakarta city. This research selected 100 respondents purposively. Based on the data showed that the consumption values that consist of functional value, social value, emotional value, conditional value and epistemic value had a positive effect on repurchase intention of green products. Keywords: Green product, consumption values, consumer behavior, repurchase intention.

scholarly journals Green Product Purchase Intention

2018 ◽  
Vol 2 (2) ◽  
pp. 60
Author(s):  
Aang Muhammad Nur Shidiq ◽  
Arry Widodo
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Green Product ◽  
Direct Effects ◽  
Green Products ◽  
Brand Knowledge ◽  
Independent Variables ◽  
Production Distribution ◽  
Knowledge And Attitude ◽  
Environmentally Sound

Green products are environmentally sound products, designed and processed in a way to reduce the effects that may pollute the environment, whether in production, distribution and consumption. This study is conducted to determine the effect of green brand knowledge mediated attitudes toward the green brand and how it affects the intention to buy green products manufactured by Twin Tulipware. The purpose of this research is to know and analyze how the green brand knowledge, how the attitude toward the green brand, how the intention to buy green products, the amount of influence knowledge and green attitude to purchase intention of green products manufactured by Twin Tulipware directly and indirectly. The researchers use three research variables categorised as the independent variables and dependent variable. The research method applied in this study is a quantitative inquiry. Sampling is done by non-probability sampling method with accidental sampling type, with 100 respondents, knowing and using Twin Tulipware product. The data are collected by using questionnaires. The results show that the direct effects of green brand knowledge on the intention to buy green products are 49.5% and indirect influence through the attitude toward the green brand is 21%. Therefore, the total effect of green brand knowledge on the intention to buy green products through the attitude of the green brand is 70.5%. Knowledge and attitude have a R2 (R Square) value of 56.6% of the intention to buy green products.

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