scholarly journals AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GREEN PRODUCT PURCHASE INTENTION OF MILLENNIALS

2021 ◽  
Vol 2 (1) ◽  
pp. 45-59
Author(s):  
Mohd Maaz Khan Sherwani ◽  
Mohd. Azmi Khan ◽  
Mohd. Amanullah ◽  
Amgad S. D. Khaled
Keyword(s):  
Factor Analysis ◽  
Willingness To Pay ◽  
Purchase Intention ◽  
Structural Equation ◽  
Point Of View ◽  
Equation Modeling ◽  
Extensive Literature ◽  
Green Product ◽  
Brand Knowledge ◽  
The Impact

This paper looks into the sustainability aspect from millennials point of view and highlight the factors which influence their buying decision to prefer green or eco-friendly products over traditional products. Initially, those factors were identified which have an impact on green product purchase intention and their relationship is assessed. To explore the factors, an extensive literature review was conducted and three factors green brand knowledge, attitude towards green brand and willingness to pay were found to be pertinent. This study adopts a conclusive research design to investigate the impact of these factors on green product purchase intention. Data was analyzed through exploratory factor analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) on a sample size of 376. Results of study showed that all the constructs namely green brand knowledge, attitude towards green brand and willingness to pay have direct and positive effect on green product purchase intention.

scholarly journals The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Hoang Thi Phuong Thao ◽  
Lu Van Bao Long ◽  
Nguyen Le Thai Hoa
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Brand Positioning ◽  
Brand Knowledge ◽  
Organic Rice ◽  
The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

scholarly journals Green product purchase intention: impact of green brands, attitude, and knowledge

2016 ◽  
Vol 118 (12) ◽  
pp. 2893-2910 ◽  
Author(s):  
Norazah Mohd Suki
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Green Product ◽  
Brand Positioning ◽  
Content Type ◽  
Brand Knowledge ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

scholarly journals A Study of Young Chinese Intentions to Purchase “Online Paid Knowledge”: An Extended Technological Acceptance Model

2021 ◽  
Vol 12 ◽  
Author(s):  
Aiting Xu ◽  
Wei Li ◽  
Zhiyu Chen ◽  
Shouzhen Zeng ◽  
Llopis-Albert Carlos ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Technological Acceptance Model ◽  
Acceptance Model ◽  
The Impact

Under the catalysis of knowledge anxiety and cognitive surplus, knowledge sharing platforms has experienced rapid growth, which has accelerated the integration of knowledge resources online. As with all new successful and sustainable business products, the consumers will play an important role in the future development of online paid knowledge. Therefore, we constructed an extended technological acceptance model by examining factors that influence young Chinese people's willingness to pay for online paid knowledge. The study surveyed 405 young Chinese participants, in which the extended technological acceptance model was tested by using structural equation modeling. Findings indicate that perceived ease of use is positively associated with perceived usefulness and associated attitudes, whereas perceived usefulness and attitude is positively associated with purchase intention. Perceived risk and group conformity are found to indirectly affect consumers' willingness to pay. The study advances the current body of knowledge by empirically testing the impact of perceived risk and the role of cultural influence (group conformity) on purchasing intention. Finally, theoretical and practical implications are discussed.

scholarly journals The Mediating Role of Environmental Attitude on the Impact of Environmental Concern on Green Product Purchasing Intention

2019 ◽  
Vol 8 (2) ◽  
pp. 5-18 ◽  
Author(s):  
Ebru Onurlubaş
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Environmental Concern ◽  
Equation Modeling ◽  
Green Product ◽  
Environmental Attitude ◽  
Mediating Role ◽  
Purchasing Intention ◽  
The Impact

Environmental pollution, increasing damages in the nature and deformation of ecosytem have started to worry consumers and the environemental concern has formed in time. Consumers who have environmental concern and wish to lend a healthy and clean environment to next generations, then started to consider the damages of their products to the nature in a higher degree. Thus, consumers with environmental concern have placed more importance to green products, which do not pollute the nature, use natural resources less, enable recycling, but are environmental friendly. The aim of this study is to investigate the impact of environmental concern on green product purchase intention, and to also investigate the mediating role of environmental attitude on the mentioned impact. Research data were gathered from 410 individuals residing in İzmir city using the face-to-face questionnaire method. Then, the data were tested with Crobach Alpha Method, Test of Normality, Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modeling and Sobel test. Based on research findings, it is observed that environmental attitude has a mediating role on the impact of environmental concern on green product purchasing intention. It is also determined that, environmental concern has a meaningful impact on environmental attitude and green product purchasing intention, and environmental attitude has a meaningful impact on green product purchasing intention.

The Impact of Human Values and Knowledge on Green Products Purchase Intention

2019 ◽  
pp. 266-283 ◽  
Author(s):  
Brahim Chekima ◽  
Khalifa Chekima
Keyword(s):  
Cultural Values ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Environmental Knowledge ◽  
Human Values ◽  
Equation Modeling ◽  
Green Product ◽  
Green Products ◽  
The Impact

Marketing managers keenly seek to understand the green market. However, insufficient information on how to foster consumers' green behavior is slowing the growth of green markets and becoming a barrier for firms when communicating strategies for effectively promoting green products. Therefore, this chapter attempts to examine the impact of environmental knowledge and cultural values on consumers' green purchase intentions. A survey was administered and a total of 200 valid questionnaires were obtained. Structural equation modeling (SEM) technique was used to assess the model. The finding shows that cultural values significantly related to green product purchase intention. The results also indicate environmental knowledge is not a significant factor influencing buying intention of green products. The discussions and implications of these findings are further elaborated.

scholarly journals Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh

2021 ◽  
Vol 3 (2) ◽  
pp. 1-15
Author(s):  
Imtiaz Uddin Chowdhury ◽  
Mohammed Alamgir
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Environmental Concern ◽  
Analysis Data ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Green Product ◽  
Young Consumers ◽  
The Impact

The present study aims to determine critical factors affecting the green product purchase intention of Bangladeshi young consumers. In order to investigate the relationship, a formal questionnaire survey has been conducted targeting young Bangladeshi consumers, aged between 18 and 32 years old. A total of 400 responses have been finally screened out for analysis. Data analysis was carried out through partial least square structural equation modeling (PLS-SEM). The findings show that young consumers’ green purchase intention (GPI) is largely determined by their attitude,  environmental concern (EC), and willingness to pay (WTP). However, the impact of perceived moral obligation (PMO), on green purchase intention has been found insignificant. The study leaves specific implications for the strategic marketing decision-makers who strive to promote green product consumption in Bangladesh.

Green buying behavior in India: an empirical analysis

2018 ◽  
Vol 9 (2) ◽  
pp. 179-192 ◽  
Author(s):  
Richa Chaudhary
Keyword(s):  
Willingness To Pay ◽  
Environmental Sustainability ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Value ◽  
Equation Modeling ◽  
Green Product ◽  
Buying Behavior ◽  
Content Type ◽  
And Behavior

Purpose Using insights from theory of planned behavior (TPB), this study aims to examine the determinants and their relative importance in predicting green buying behavior among young educated consumers in India. Design/methodology/approach Data are collected from 202 young Indian consumers using online questionnaire survey. Confirmatory factor analysis is used to ensure the reliability and validity of study measures in the present context. Structural equation modeling is used to test the proposed research model. Findings Findings confirm perceived value and willingness to pay premium as significant predictors of the green purchase intention. In turn, green purchase intention significantly influenced green buying behavior. Practical implications This study by advancing the understanding on the factors influencing green product purchase intention and behavior among Indian youths will help the policymakers to design policies and programs to encourage the adoption of green purchase behaviors, which in turn will help in addressing the problem of environmental sustainability, which the whole world is struggling with. Originality/value This study validates the importance of TPB framework in comprehending consumer green product purchase intention and behavior in a culturally different context of India. Thus, this study contributes to the green marketing literature by examining the unique combination of variables in predicting green buying behavior in an integrated framework. It also extends the TPB by demonstrating the importance of additional constructs, perceived value and willingness to pay in predicting green purchase intention and behavior among young millennials in India.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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