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

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.

Achieving green product and process innovation through green leadership and creative engagement in manufacturing

PurposeThe aims of this study were three-fold: to determine the impact of green transformational leadership on creative process engagement, green product innovation and green process innovation; to examine the association of creative process engagement with green product and process innovation and to identify the mediating influence of creative process engagement in the association between green transformational leadership and green process and product innovation.Design/methodology/approachData was collected through a survey questionnaire from 291 middle- and lower-level managers and employees through simple random sampling in four high-tech manufacturing industries situated in Beijing, Shanghai and Shenzhen in China. We examined the data through structural equation modeling using partial least squares to test the study hypotheses.FindingsThe findings unveiled that green transformational leadership and creative process engagement positively influence green product innovation and green process innovation. Similarly, green transformational leadership is positively linked with creative process engagement. The findings further revealed that creative process engagement mediates the impact of green transformational leadership on green process and product innovation. Hence, our findings provide strong support for the role of green transformational leadership and creative process engagement in improving green process and product innovation.Research limitations/implicationsOur sample is limited to China and collected from high-tech manufacturing industries.Practical implicationsDrawing on the componential theory of creativity, the authors suggest that organizational leaders, specifically those who practice green transformational leadership, should increase creative process engagement among subordinates, as it is a crucial intangible resource for green process and product innovation.Social implicationsWe suggest that a combination of green transformational leadership and creative process engagement improves green process and product innovation as well as the environmental performance of a business by eliminating all forms of hazardous material and waste.Originality/valueThis work is one of the earliest empirical studies to evaluate the influence of green transformational leadership on fostering green product and process innovation and the mediating impact of creative process engagement on the linkage among green transformational leadership, green product and process innovation within the manufacturing context.

Spatiotemporal Pattern Evolution in Global Green Trade Networks: Implications for Health Economics

Big health industry is an industry that provides whole process and all factor products and services for human comprehensive physical and mental health. With the increasingly close relationship between health and environment, green products take into account the characteristics of environmental protection, resource intensification, safety, and health, so that the green product industry for the purpose of health and environmental protection has become an important branch of the big health industry. To give a clear portrayal of changes in the global green product trade system, this study derives relevant trade data from the World Bank and the UN Comtrade and by analyzing the spatiotemporal evolution characteristics of the global green product trade pattern from 2001 to 2018, and it explores the product structure and status changes of countries (regions) in the global trading system for green products. According to the research findings, the closely connected global trade network for green products continues to expand. This is a typical network comprising “smaller worlds”; the focus of green product exports has largely stayed unchanged, while imports are shifting from North America and East Asia towards North America, Europe, and the Middle East; the spatial structure of the network shows a transition away from the original transcontinental “dual arch” pattern with the United States at the core towards a “transcontinental + intracontinental” one characterized by the coexistence of “multiple arches” centering around Europe and Asia; the trade network adopts a “point-to-point” model, with no obvious interdependence and competition between countries (regions); furthermore, geographically proximate and culturally similar countries are prone to have closer trade ties. By clarifying the global trade network of green products industry under the background of big health industry, it will help to deepen the understanding of the relationship between participating countries, promote the long-term and stable development of national health industry trade, provide the public with more safe and harmless products, better meet the global public’s health needs, and effectively enhance the sustainability of public health.

Switching Intent of Disruptive Green Products: The Roles of Comparative Economic Value and Green Trust

This study explores consumers’ motivations to switch to new products in the context of disruptive innovation and investigates the role of comparative economic value and green trust. Switching from an existing product to a disruptive green product not only involves benefits but also requires major sacrifices, which are not encountered in the context of continuous innovation. In this study, the relationships between comparative economic value, green trust, self-accountability, and disruptive green product switching intent are examined. Data were collected from China with self-administered questionnaires regarding the disruptive green product. Results of a structural model reveal positive relationships between comparative economic value, green trust, and disruptive green product switching intent. In addition, green trust mediates the effects of the comparative economic value on the disruptive green product switching intent, and self-accountability moderates the relationship between green trust and disruptive green product switching intent. From a practitioner perspective, the research is important because it illuminates the consumer’s motivations regarding product switching in the hitherto unexplored field of automobiles, for which we have shown that our extended model yields meaningful results.

Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

The indiscriminate consumption patterns worldwide have brought in its wake severe problems like pollution and global warming, and this has ultimately called for green products awareness and consumption. The main purpose of this study was to assess the effect of university students’ awareness of green products on their green purchasing intentions. The specific objectives were to identify whether awareness, price, availability, value and quality influence university students’ intention to purchase green products, and to investigate how awareness, price, availability, value and quality predict university students’ intention to purchase green products. A structural equation modeling was used to analyze data collected from an online survey of 478 students. Results show that green perceived quality has the utmost significant positive impact on university students’ green purchase intentions; however, green perceived availability had the slightest impact on university students’ intention to purchase green products. The study is the foremost to conclude that green product awareness impact on university students green purchase intentions is greatly driven by price, high value and extraordinary quality. However, availability is not a critical influencing factor when it comes to green purchase intentions of university students. The implications of study, limitations and further research are discussed.

PENGARUH 4P GREEN MARKETING MIX TERHADAP KEPUASAN PELANGGAN BLOOMKA SKINCARE

This study aims to analyze and prove whether there is an effect of green product, green orice, green place and green promotion on customer satisfaction. This research method is quantitative with a sample of 100 bloomka customer respondents who are domiciled in the DKI Jakarta area. The data analysis technique used is descriptive analysis and inferential analysis with Smart PLS 3.0 analysis tool. The results of this study indicate that the green product variable has an effect on customer satisfaction of 0.369. Green price has an effect on customer satisfaction of 0.286. Green place has an effect on customer satisfaction of 0.208. Green promotion has no effect on customer satisfaction.Penelitian ini bertujuan untuk menganalisis dan membuktikan apakah terdapat pengaruh green product, green orice, green place dan green promotion terhadap kepuasan pelanggan. Metode penelitian ini yaitu kunatitatif dengan sampel sebanyak 100 responden pelanggan bloomka yang berdomisili di wilayah DKI Jakarta. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan alat analisis Smart PLS 3.0. Hasil dari penelitian ini menunjukan bahwa variabel green product berpengaruh terhadap kepuasan pelanggan sebesar 0,369. Green price berpengauh terhadap kepuasan pelanggan sebesar 0,286. Green place berpengaruh terhadap kepuasan pelanggan sebesar 0,208. Green promotion tidak berpengaruh terhadap kepuasan pelanggan.