scholarly journals Green Marketing, Ecolabel and Purchase Intention on Food Products during Covid-19

2021 ◽  
Vol 1 ◽  
Author(s):  
Nariman Aulia ◽  
Janti Gunawan ◽  
Muniroh Sumarsono
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Daily Basis ◽  
Marketing Mix ◽  
Green Marketing ◽  
Consumer Attitude ◽  
Manufacturing Companies ◽  
Green Food ◽  
Communication Approach

The Covid-19 Pandemy has increased consumer’s awareness of the health issues and what they eat on a daily basis. Within the fast-moving consumer goods (FMCG) category, ecolabel is used to differentiate environmental friendly food and conventional food. However, not all of the healthy products are having ecolabel. This might happened because consumers do not know about the product, the price does not fit with their budget, the promotion does not reach the consumers and many other reasons. During the Covid-19 Pandemy, food manufacturing companies may need to adjust the massage to meet their targetted market. Therefore, this study examines how green marketing, ecolabel and Covid-19 pandemic relate to consumer’s purchase intention of food products. What aspects are they considering? An online survey was conducted in May – June 2020, involving 349 valid respondents, from 34 provinces in Indonesia. This study found that green marketing mix is positively associated with consumer attitude. Interestingly, only green products and green promotion are positively associated with the green marketing mix. Green price and green place are not significantly related to the green marketing mix. Furthermore, ecolabel and Covid-19 pandemic are positively associated with consumers’attitude. This consumers attitude is then positively associated with green food products’ buying intention. The findings of this study imply the need for food producers to allocate attention to food labelling, through good products and promotion. As of Covid-19 pandemic, this study found that the respondents will continue their healthy habit to protect themselves against health issue in the future. This offers positive signals to producers and marketing communication to develop a better communication approach for consumers.

scholarly journals Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

2019 ◽  
Vol 11 (9) ◽  
pp. 2653 ◽  
Author(s):  
Thi Thu Huong Nguyen ◽  
Zhi Yang ◽  
Ninh Nguyen ◽  
Lester W. Johnson ◽  
Tuan Khanh Cao
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Mediating Role ◽  
Green Food ◽  
The Relationship ◽  
Moderating Role ◽  
Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

Green attitude and purchase intention towards environmental friendly product

2018 ◽  
Vol 6 (1) ◽  
pp. 17
Author(s):  
Kit Teng Phuah ◽  
Mun Waei Ow ◽  
Sukjeet Kaur Sandhu ◽  
Umi Kalsom Kassim
Keyword(s):  
Purchase Intention ◽  
Food Products ◽  
Subjective Norms ◽  
Green Marketing ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Moderator Variable ◽  
Intention To Purchase ◽  
Environmental Friendly ◽  
The Relationship

In this modern era, societal marketing business ethics and corporate social responsibility has become the guideline for green marketing strategies and practices. Consumer concerns towards the environment are the evidence which steadily increases the ecologically conscious marketplace. Consumers' awareness and attitude on food products which market in green marketing is important in guiding their purchasing intention of environmental friendly food products. The purpose of this research is to determine the moderation of consumer attitude on the relationship of subjective norms and perceived behavioral control and consumer purchase intention towards environmental friendly food products. Simple random sampling was used in this study and 151 respondents were interviewed using structured questionnaires. Descriptive analysis, reliability test and hierarchical multiple regression were used to accomplish the objective of this study. The results indicate that there is evidence to conclude that the consumer attitude is moderator in the relationship between subjective norms and their intention to purchase environmental friendly food products. However, attitude is not a moderator variable in the relationship between perceived behaviour control and consumer intention to purchase environmental friendly food products. 

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Consumer attitudes and buying behavior for green food products

2019 ◽  
Vol 121 (2) ◽  
pp. 320-332 ◽  
Author(s):  
Eunju Woo ◽  
Yeong Gug Kim
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Food Products ◽  
Equation Modeling ◽  
Future Research ◽  
Buying Behavior ◽  
Content Type ◽  
Green Food ◽  
Functional Value ◽  
Emotional Value

Purpose The purpose of this paper is to apply the multidimensional construct of green perceived value (GPV) to the buying behavior of green food products to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy green food products. Design/methodology/approach This study adopted four GPVs (i.e. functional value, conditional value, social value and emotional value) and explored the relationships among GPV, attitudes and purchase intention. A total of 300 self-administered questionnaires were distributed, from which 253 usable responses were obtained. Findings The relationships between six constructs and 20 indicators were measured using structural equation modeling. All the underlying dimensions had a significant effect on consumers’ attitudes, significantly affecting their purchase intention. Originality/value Implications for future research and marketing strategies in the field of purchasing behaviors of green food products are discussed.

scholarly journals THE GREEN MARKETING MIX: A REVIEW OF CUSTOMERS’ BODY SHOP PURCHASE INTENTION

2019 ◽  
Vol 3 (2) ◽  
pp. 400
Author(s):  
Genoveva Genoveva ◽  
Lyliana Levina
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Action Plan ◽  
Marketing Mix ◽  
Environmental Issue ◽  
The Body ◽  
Green Marketing ◽  
Body Shop ◽  
Purposive Sampling ◽  
The Body Shop

Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan.  Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop®  is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop  towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hannah L. Neumann ◽  
Luisa M. Martinez ◽  
Luis F. Martinez
Keyword(s):  
Social Responsibility ◽  
Environmental Sustainability ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Consumer Attitude ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Content Type ◽  
Perceived Consumer Effectiveness

Purpose This study aims to test for factors affecting environmental sustainability and purchase intention in the fashion industry. Accordingly, the authors developed a framework that depicts the relationships between perceptions of social responsibility, consumer attitude, trust, purchase intention and perceived consumer effectiveness. Design/methodology/approach An online survey was conducted with an internationally diverse sample of 216 consumers. Data were analysed using partial least squares structural equation modelling. Findings The results indicated that perceptions of social responsibility directly affect consumers’ attitudes towards these fashion brands, as well as trust and perceived consumer effectiveness. Also, consumers need to perceive sustainability efforts of these brands as altruistic, and trust was found to be a direct predictor of purchase intention. However, both consumer attitude and perceived consumer effectiveness did not predict purchase intention. Research limitations/implications The survey was primarily distributed to young people. Therefore, a generalisation of the findings to other age groups might be limited. Practical implications Practicing managers should emphasise the fact that environmental sustainability and fast fashion brands could be sustainable to increase trust among consumers. Social implications When it comes to environmental issues, positive perceptions regarding the companies’ social responsibility efforts are vital to enhance both consumers’ trust towards the brands and their individual feeling of empowerment. Originality/value This study intends to shed light on the key elements that shape consumers’ attitudes and willingness to purchase green apparel.

scholarly journals Efek Green Marketing Mix terhadap Minat Beli Produk Ramah Lingkungan

2021 ◽  
Vol 5 (2) ◽  
pp. 220
Author(s):  
Krismi Budi Sienatra ◽  
Egar Sekar Evani
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Marketing Mix ◽  
Service Industries ◽  
Green Marketing ◽  
Environmental Damage ◽  
Analysis Tool ◽  
Green Product ◽  
Sample Number ◽  
Potential Buyer

The spread of environmental issue requires business units to prioritize sustainability in the system or products. Gradually the community becomes more aware of life environmental damage and efforts to preserve the environment. Under the conditions, like this environmental-friendly products are shown by several product and service industries. The purpose of this research is to find out whether green product and green promotion have positive impact on purchase intention of Eco bouquet product. The variables that are used are Green Product (X1), Green Promotion (X2) and Purchase Intention (Y). The object of this research is a florist who provides flower bouquets and souvenirs. The populations of this research are potential buyers and all the followers in promotion media, totally 150 people. Sample number collection in this research were accidental sampling technique on potential buyers, that is, a technique that is done accidentally where anyone who is considered suitable to be the source of data will be sampled in this research. The analysis tool that is used is multiple linear regression. The result of the regression analysis states that green product and green promotion have significant influence on purchase intention of Eco bouquet products. Maraknya isu lingkungan menuntut unit-unit usaha mengedepankan keberlanjutan (sustainability) dalam sistem maupun produk mereka. Masyarakat lambat laun semakin sadar akan kerusakan lingkungan hidup dan upaya-upaya untuk melestarikan lingkungan. Dalam kondisi seperti ini, produk ramah lingkungan dimunculkan oleh beberapa industri produk dan jasa. Penelitian ini bertujuan untuk mengetahui apakah bagian dari konsep green marketing mix yaitu green product dan green promotion memiliki dampak positif terhadap minat beli produk Eco Bouquet. Variabel yang digunakan yaitu Green Product (X1), Green Promotion (X2) dan Minat Beli (Y). Obyek penelitian ini adalah florist yang menyediakan buket bunga dan souvenir yang ramah lingkungan. Populasi dalam penelitian ini adalah potential buyer Noir Florist, yaitu seluruh konsumen yang tahu tentang produk florist secara umum, konsumen yang pernah melakukan pembelian dan seluruh pengikut media promosi florist Eco Bouquet yang berjumlah 150 orang. Pengambilan jumlah sampel pada penelitian ini menggunakan teknik accidental sampling pada potential buyer Noir Florist, yaitu teknik yang dilakukan secara kebetulan dimana siapa saja yang dianggap cocok menjadi sumber data yang akan menjadi sampel dalam penelitian ini. Alat analisis yang digunakan adalah regresi linear berganda. Hasil analisis regresi menyatakan bahwa green product dan green promotion memiliki pengaruh yang signifikan terhadap minat beli produk Eco bouquet.

scholarly journals The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia

2020 ◽  
Vol 7 (2) ◽  
pp. 51
Author(s):  
Nora Abdullah Al-Masoud
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Survey Method ◽  
Purchase Decision ◽  
Marketing Practice ◽  
The Impact ◽  
Decision Making Tool

Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on purchase intention and decision. A quantitative research strategy was adopted through the survey method, where questionnaires were distributed through online survey-monkey to Instagram subscribers and dwellers of the KSA. Descriptive and inferential statistical data analyses were applied to generate useful information, and a documentary review was performed to supplement the primary findings. This study established that characteristics of e-WOM, attributes of the e-WOM reviewer, characteristics of social media site for e-WOM, demographic aspects of consumer, and reputation of the brand, influence effectiveness of e-WOM and customer purchase intention and decision on products. Significantly, it was established that quality, quantity, recency, and consistency, of e-WOM impact customer purchase intention and purchase decision towards food products. Nevertheless, it was ascertained that most respondents trust e-WOM as an objective and effective purchase decision-making tool. However, this study was conducted in the KSA and majorly employed quantitative rather than mixed-methods methodology, thus limiting its generalizability.This study originates from the need to improve marketing strategies given the growth of social media marketing against traditional marketing. Likewise, it adds value to existing knowledge about marketing practice and recommends further research in comparing the impact of e-WOM on customer purchase intention, decision, experience, and loyalty, across various social media sites and different nations for the generalized understanding of e-WOM as a marketing tool.

scholarly journals The role of subjective knowledge and perceived trustworthiness in fair trade consumption for fashion and food products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tim Eberhardt ◽  
Marco Hubert ◽  
Helena Maria Lischka ◽  
Mirja Hubert ◽  
Zhibin Lin
Keyword(s):  
Fair Trade ◽  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Content Type ◽  
Subjective Knowledge ◽  
Product Categories ◽  
Consumption Behaviour ◽  
Information Trustworthiness

Purpose The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food. Design/methodology/approach Data were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK. Findings The results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products. Practical implications This paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets. Originality/value This research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.

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