SOCIAL MEDIA AND SUSTAINABLE BEHAVIOR: A DECISION MAKING FRAMEWORK USING INTERPRETIVE STRUCTURAL MODELING(ISM)

The growing population and consumer income have led to more consumption activity globally. The increased consumption requires further extraction of resources and pressure on existing resources. The damage effects are reflected in global warming, environmental pollution, and decreased flora fauna. In addition, human activities are perennially damaging the environment. High resource extraction and consumption activity require a more prudent use of resources and product choices. This study attempts to identify and prioritize the potential drivers for sustainable consumption through the Interpretive Structural Modeling (ISM) approach. ISM helps to obtain qualitative data instead of quantifiable factors resulting from modeling. Thirteen drivers of sustainable consumption were finalized after extensive literature review and expert’s consultation. Thirty respondents were sampled to collect data. The relationship between drivers was further established. Incentives, Labeling and Values Norms were the most important drivers of sustainable consumption. The study's findings would help policymakers to develop strategies to promote sustainable consumer practices among millennials. Adopting sustainable consumption would promote green consumption, improve the environment and save valuable resources.

Shopping Motivation and Green Consumption: A Study about Green Buying Behavior of Pakistani Consumers

Natural resource depletion, increase in global population, climate change, and unsustainable consumption behaviors have all wreaked havoc on the ecosystem around the world. Increased consumption of green products is among the most effective strategies in adoption of sustainable consumption. The purpose of current research is to investigates the effect of shopping motivation (utilitarian) antecedents’ impact on utilitarian motivation and also discussed the mediating effect of utilitarian motivation on the association between utilitarian motivation antecedents and intention to purchase green products. Online survey was used to collect the data and SEM(structural equation modeling) was used to analyze data. The antecedents of shopping motivation (utilitarian) influence the intention of consumer about green buying. Four out of five hypothesis were supported. The findings of current research enable practitioners and managers to formulate strategies for sustainable consumption.

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Research background: Even though antecedents of green consumption have already been considered in numerous scientific articles, their findings still remain inconsistent. Furthermore, far less attention has been paid to understanding the underlying mechanism of cultural values, including collectivism and long-term orientation, and perceived environmental knowledge influencing intention to purchase environmentally friendly products, as well as the meditating role of green purchase willingness in the linkages between antecedents and green purchase intention. In addition, some previous studies suggested that it might be meaningful and significant to explore these linkages in the cross-cultural context with different levels of economic development. Purpose of the article: This study explored the effects of cultural dimension, perceived environmental and green purchase willingness with regard to intention to purchase environmentally friendly products of Vietnamese and Polish customers. Moreover, the mediating role of green purchase willingness was also investigated in this study. Methods: To achieve the objectives of this research, customer surveys were conducted in two developing countries ? Vietnam and Poland. Two convenience samples of 611 Vietnamese consumers and 301 Polish consumers have been recruited from 03 May to 03 October 2020. The structural equation modelling (SEM) was utilized to examine the conceptual framework and test the proposed hypotheses. Findings & value added: The research revealed that green purchase willingness became the most influential factor to predict green purchase intention in both cultures. Also, perceived environmental knowledge was found to have substantial effects on willingness and intention to purchase environmentally friendly products in both countries, even though the influential degree in Poland was much higher than that in Vietnam. Remarkably, cultural dimensions were found to significantly affect green consumption in the collectivist culture of Vietnam, while these relationships were not significant in Poland. This study was expected to significantly contribute to the existing literature by boosting our understanding of the importance of cultural values and perceived knowledge environment in promoting green consumption in the cross-cultural context.

CONSUMER ENVIRONMENT RESPONSIBILITY AND CONCERN ON GREEN CONSUMPTION: UNAVAILABILITY OF ECO-PRODUCT MODERATION

Since the emergence of negative issues about the environment, caused human awareness level began to emerge. The green lifestyle is now starting widely applied by the people. The purpose of this study is to build a research framework, which helps companies to generate green consumption intention through the predictors of environmental responsibility mediated by environmental concern and moderated by green product unavailability. This research is classified as quantitative that used associative design with case study approach on Nutrifood company. The research model used is Structural Equation Modeling with questionnaire survey method to compile data from 269 people who know and have looked for Nutrifood products in Indonesia. The findings of this study reveals that environment concern is an important precursor and intermediary that helps encourage green consumption intention through consumer environment responsibility. The green products unavailability has moderating role between environment responsibility and green consumption intentions.

Determinants of Zero Waste Lifestyle Adoption Among Generation-Z

Research on green consumption has two streams, the stream about how consumers consume green products (consume differently) and the stream about how to consume less. Most research focus on the stream about consume differently, therefore this study would like to contribute to the latter research stream by understanding the determinants of zero waste lifestyle adoption. The 3R theory (Reduce, Reuse, Recycle) is used in this study. The object of this study is generation-Z who live in Indonesian big cities, aged between 15 - 24 years. Data collection is done by using online questionnaire to 322 respondents. This study uses descriptive research design and judgemental sampling to collect the data. Data analysis is done by using structural equation modelling. Variables used in this study are attitude toward zero waste lifestyle, social norm, personal norm, altruistic motivation, and social media activity. The findings of this study are social media activity significantly influence reduce, reuse, and recycle behavior, social norms significantly influence recycle behavior only, while other factors do not significantly influence zero waste lifestyle adoption of generation-Z. This study gives insight that social media has significant role in changing consumer behavior to be more sustainable.

Gender-Related Beliefs, Norms, and the Link With Green Consumption

Although extant literature provided abundant evidence that men and women are different in their environmental behaviors, there is a lack of integration of gender differences in green consumption and the underlying mechanism that associates with these disparities. Therefore, to solve this existing gap, the current paper reviewed existing literature on green consumption with threefold purposes. First, presenting an integrated view of gender-different green consumption patterns along with the relationship of gender-related beliefs and individuals’ pro-environmental behavior based on existing evidence. Second, interpreting how gender differences are generated based on the value-belief-norm (VBN) theory, and the theory of social roles. Third, analyzing previous studies, providing implications for future research, and then proposing suggestions for marketing practitioners in the green products industry. Accordingly, this article compared men’s and women’s different behavior in green consumption and discussed how and why they behave differently. Generally, women show a more positive green consumption intention, consume less carbon, and purchase green products more frequently. Whereas men are doing better than women in terms of environmental knowledge, and in some regions, they express higher concerns about environmental problems. It interprets individual differences in green consumption based on VBN theory from a unique insight—gender. It also identified some barriers for both men and women to participate in green consumption, and then proposed several suggestions to improve the public willingness of engaging in green consumption.