Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market

Factors affecting millennials' green purchase behavior: Evidence from Saudi Arabia

In light of the growing adoption of green products in emerging markets, there's a need to delve deeper into the green purchase behavior GPB of millennials in this context. Using the theory of planned behavior as a foundation, this study aims to improve clarity by developing and testing a theoretical model that establishes the effect of various factors on millennials' GPB. Motivated by this need and recognizing the importance of justifying the theoretical gap, a survey was conducted with 1094 students from the School of Business at King Faisal University, and data were analyzed using SmartPLS-3.3.2 The results reveal that green behavioral control, green environmental awareness, and green product value have positive and significant effects on GPB. In contrast, green product trust, green price sensitivity, and green perceived quality have no significant effect on GPB. The results highlight the significance of these factors in shaping millennials' GPB, providing valuable insights for researchers, marketers, and policymakers. In the future, a cross-sectional study should be conducted using an extensive approach to increase this study's generalizability. This study has theoretical, managerial, and policy implications for the promotion of green products.

Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers

The purpose of this study is to examine factors affecting green food product purchase intentions and, specifically, to specify the role of past behaviour in shaping purchase intentions for these products and in switching to environmentally friendly food purchases. As for the theoretical framework, the Theory of Planned Behaviour (TPB) was used, with certain modifications proposed; namely, additional constructs were included: past behaviour, knowledge, and trust in green food. Data were collected from 650 green product consumers in Poland. The online survey method was employed. The research revealed that past behaviour is a powerful indicator, which, to the greatest extent, explains purchase behaviours towards green food. This paper explores the fact that attitudes are also strongly linked to green food purchase intentions. Moreover, social norms, trust, and knowledge also have a positive effect on the intention to purchase green food products. Perceived behavioural control is relatively weak but statistically significant. The extended model explains 57% of the variance in green food purchase intentions. By incorporating past behaviour into the TPB, this study gives a new insight into understanding the inconsistency between positive attitudes towards green food and real purchase behaviours. The results of the study provide managers working in the food sector with relevant guidelines for the design of marketing strategies.

Drivers of green purchasing behaviour: a systematic review and a research agenda

Background: Green purchasing is an important aspect of sustainable consumption, which decreases society's environmental effect. Although numerous research has been conducted to investigate the determinants of green buying behaviour, there has been a lack of effort in comprehensively analysing these findings. The purpose of this study is to examine the available literature on the factors that influence green purchasing behaviour. Methods: The review focused on empirical research published in peer-reviewed English-language publications between 2017 and 2021 in Web of Science and Scopus. The research took place from May to June 2021. Mixed Methods Appraisal Tool (MMAT) is used to assess the risk of bias in systematic literature reviews. Results: 41 articles were included, with significant focus on the retailing sector. Most of these studies were centred in Asian countries, primarily China and India. The Theory of Planned Behaviour was the most prominent, appearing 15 times, followed by the Theory of Reasoned Action (seven times). Analysis identified five main themes and 15 sub-themes related to green purchase behaviour drivers. These themes were categorized by occurrence: People (34 papers), marketing (13), knowledge (12), environment (12), and influence (nine). The dominant driver was people (34 studies), encompassing sub-themes including motivation (three), perception (eight), behavioural (13), and psychographic characteristics (10). Conclusions: This study has given an overview of the present status of green purchasing behaviour, which serves as a foundation for future studies and guidance for policymakers and practitioners. However, it does not include unpublished materials and non-English papers. Secondly, it focuses on articles from two databases within the last five years which doesn't encompass all article types, prompting the need for future exploration. Thirdly, extending the review's time frame could unveil more pronounced GPB patterns. Lastly, although all eligible papers were assessed based on criteria, the chance of overlooking some papers is acknowledged.

Research on the driving path of carbon inclusive system to green behavior of the public: based on procedural grounded theory and multiple intermediary model

As an emerging carbon emission reduction mechanism, the carbon inclusive system (CIS) develops an important effect in promoting public green behavior and has been piloted in some provinces and cities in China. Under this background, this paper deeply analyzes the public's attitude towards CIS and its influencing factors based on the grounded theory and 1120 questionnaires, and comprehensively discusses the action path of CIS on public green behavior by using multiple regression model, bootstrap method, and placebo test. The results show that CIS can promote the public to implement green behavior, and system operation, internal psychology, and government behavior are important factors that affect the incentive effect of CIS. Among them, incentive effect and green willingness play multiple intermediary and chain intermediary roles in the path of CIS on green behaviors. Further heterogeneity analysis shows that the influence path of CIS on green behavior is different among diverse gender groups, incentive choice preference groups, and family types. This study has reference value for improving the design of CIS and constructing diversified incentive mechanism of CIS.

The role of socio-demographic variables and buying habits in determining milk purchasers' preferences and choices

Emerging new purchasing behaviors have been reflected in the sales trends of dairy products, mainly in cow milk consumption. This study aimed to investigate the preferences of milk purchasers toward different product attributes, by considering both individuals' socio-demographic characteristics (SD) and milk purchasing habits (PH) as independent variables in the milk consumption model definition. To achieve this objective, a questionnaire was administered to a sample of 1,216 residents in Northwest Italy. The application of the Best-Worst scaling (BWS) methodology to define the purchasers' declared preferences toward a set of 12 milk attributes, showed that milk origin and expiry date are the most important attributes for milk choice in the decision-making process. The correlation analysis showed that the SD and milk purchasing habits variables affect the definition of stated preferences heterogeneously between the intrinsic, extrinsic, and credence attributes.

Pro-Environmental Behaviors: Relationship With Nature Visits, Connectedness to Nature and Physical Activity

PURPOSE

Examine the association of visits to the natural environment, connectedness to nature, physical activity, and the adoption of pro-environmental behaviors (PEBs) in individuals aged 18 years or older.

DESIGN

Cross-sectional study.

SETTING

City of Vila Real, located in the north of Portugal.

SUBJECTS

We recruited 194 individuals (61 men and 133 women) aged 18-75 years.

MESURES

A self-administered questionnaire was used to measure nature visits, connectedness to nature, PEBs, and demographic characteristics. Neighborhood green space was appreciated through a Simplified Land Occupation Map and physical activity was measured using ActiGraph accelerometers (wGT3X-BT).

ANALYSIS

Correlations and nonlinear canonical correlation analysis were used to analyze the data. The coefficients of canonical and multiple correlations were calculated.

RESULTS

Nature visits were associated with involvement in environmental volunteering (V = .317, P ≤ .05) among men. In these, higher levels of moderate-vigorous PA were associated with green travel behavior (η² = .325, P ≤ .05). Connectedness with nature was related (P ≤ .05) to private sphere behaviors, such as purchase of eco-products (η2 = .191) and local/seasonal products (η2 = .186) in females and encouraging care and protection of natural environment (η2 = .336, P ≤ .01) in males.

CONCLUSIONS

Nature visits, connection to nature, and physical activity levels were related to the adoption of PEBs in the private and public sphere, and these relationships differed between men and women.

Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

In the last few decades, humans have consumed more resources than in all of previous history. Hence, we are living in times in which the topic of environmental protection is a global concern. The paper aims to conduct a systematic literature review on consumer behavior, as well as identifying the main factors that interfere with consumer behavior toward green products. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on consumer perceptions of green products. Using this search strategy, a literature analysis was performed based on papers extracted from Web of Science, Emerald Insights, Springer Link, and Science Direct. As a result, various factors that influence consumer behavior toward green products were identified, such as social norms, natural environmental orientation, the company's perceived green image, green product characteristics, perceived risks and inconvenience of buying green products, perceived benefits of buying green products, institutional trust, sociodemographic characteristics, and consumer confidence. Even though completing a systematic literature review is not something new in academic research, the novelty of this paper is found in its theme: consumer behavior toward green products. Although the analyzed articles highlight quite varied reasons, the articles emphasize that the green products should take into account the needs, expectations, and perceptions of customers.

Exploring Factors Affecting Sustainable Consumption Behaviour

Business development policies cover both marketing and sales functions, as they are so intertwined in most firms. Thus, managers should comply with the factors that influence sustainable consumption behaviour. The study aims to investigate the effect of environmental knowledge (EK), materialism (MAT), environmental influences (EI), the promotion of sustainable consumption (PSC), and sustainable consumption behaviour intention (SCBI) on sustainable consumption behaviour (SCB). Although many studies have examined sustainability issues for various groups of countries, activities in this critical field in Bulgaria are severely limited, and integrated research on the subject is non-existent. This paper focuses on the importance of investigating various factors that influence sustainable consumer behaviour. A total of 489 complete and usable responses were collected from participants from all regions of Bulgaria between May 2022 and July 2022. The partial least square-structural equation modelling (PLS-SEM) and SmartPLS 4 software were employed to test the hypothesised relationships. The results indicated that EK and MAT significantly affected SCBI. Additionally, the analysis revealed the statistically significant impact of EK, MAT, EI, PSC, and SCBI on SCB. Moreover, this study demonstrated that SCBI significantly mediated the relationships between EK and SCB and between MAT and SCB. Finally, the outcomes of the moderation analysis showed that age moderated the relationship between SCBI and SCB.

Analysing the Influence of Companies’ Green Communication in College Students’ Green Purchase Behaviour: An Application of the Extended Theory of Planned Behaviour Model

In recent years, there has been a growing concern about the environmental impacts of consumers’ behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through the application of the theory of planned behaviour (TPB), in this research, we studied the influence of some key variables on college students’ green purchasing behaviour, namely perceived behavioural control, subjective norms, green attitudes, and green purchase intentions. The TPB model was extended to the analysis of the influence of the companies’ green communication on students’ green purchase behaviour. To achieve the proposed goal, from March to April of 2021, a survey was conducted among the students of a higher education institution (HEI) in Portugal, allowing us to gather 432 valid responses. The findings suggested that all the variables, except the subjective norms, had a positive influence on the students’ green purchase intentions. Moreover, it was observed that students’ intentions had a positive influence on their green purchase behaviour. This research provides important results not only for policymakers to promote more sustainable behaviours among consumers but also for companies to be more aware of the importance of green communication.

Assessment of Eco-Innovation Drivers within the Informal Sector in Ghana

Informal enterprises and their activities dominate the economy of the Sub-Saharan Africa (SSA). However, despise the increasing volume of eco-innovation research in recent years, the drivers of the eco-innovation of small medium enterprises (SMEs) in the informal sector remain largely unknown. Drawing from a triple theoretical anchoring method (entrepreneurship theory, shareholder theory, and resource theory), this study tests the validity of a set of eco-innovation drivers developed around the concept among firms of the informal sector in Ghana. The conceptual framework was tested using structural equation modeling and the data were obtained using the World Bank’s Ghana Informal Enterprise Survey (GIFS) as an area-based frame to survey 285 local entrepreneurs (n = 285). The results confirmed that informal enterprises do eco-innovate (mainly incremental innovation), and that innovation activities are driven by a government’s incentive regulations, market demand, and local entrepreneurs’ characteristic of hometown identity. This research highlights the contributions of the informal sector to sustainable development and draws the attention of policymakers, non-government agencies, and researchers on the drivers leading eco-innovation activities in the informal sector. The results could be used for future policy formulation.

Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context

The present study investigates the association between green marketing mix strategies and the green buying intentions of consumers in an emerging economy. The focus is on the green buying intentions of millennials towards green personal care products and the impact of green marketing strategies on it. The moderating role of the environmental attitude of consumers and the role of consumers’ demographics as control variables are also assessed. The study used structural equation modeling to corroborate 405 responses of millennial consumers of green personal care products. Multi-group analysis was used to assess the control variables. Findings indicate that green products, green place, and green promotional strategies significantly impact green buying intentions. The moderating role of environmental attitude provided some interesting results. Income and education play a significant role in the green buying intention of different customers. Marketers can expressly understand the critical areas of their strengths and the direction in which the efforts need to be channeled in their upcoming endeavors.

Is Covid‐19 changing sustainable consumer behavior? A survey of Italian consumers

Since the beginning of 2020, the world has been hit by the SARS‐CoV‐2 virus that causes Covid‐19. To hamper its spread, policymakers of many countries have put in place strong countermeasures, including lockdowns, that have led to significant changes in people's lifestyles and daily routines. This article aims at assessing the changes caused by Covid‐19 in sustainable consumer behavior under multiple perspectives, contributing to advance knowledge at the intersection between consumer dynamics and sustainable consumer behavior literature. A survey was conducted on 1.535 Italian consumers between December 2020 and February 2021. Respondents were asked to assess the extent to which their consumption behavior—purchase frequency, willingness to pay a premium price, sense of moral duty to purchase, social influence to purchase—related to several categories of sustainable products changed due to the pandemic, as well as the extent to which the pandemic impacted on many other aspects, including their environmental awareness, concern, and habits. Results show that Covid‐19 generated relevant changes. Consumers have increased their purchase frequency and willingness to pay for sustainable products, show growing attention to environmental issues, and behave more sustainably. Further, the extent of change is strongly affected by socio‐demographic variables, such as gender, age, income, and education. For instance, women reported a higher shift towards sustainable consumption and behavior than men. Understanding these changes is important to guide marketers and policymakers to respond promptly and effectively to them and to leverage on them to foster a transition towards a more sustainable society.

Green Purchasing: Past, Present and Future

In recent years, discussions on green purchasing have increased; most studies were concentrated in developed countries, with limited studies conducted in developing countries. This study aims to systematically analyze studies that have discussed green purchasing. Using the Scopus database, 142 studies from 61 journals published during the period 1998 to 2021 were analyzed. Our analysis focused on three fundamental aspects: the determinants, the effect of green purchasing, and exploring the theoretical foundations and the most common theories that the studies relied on. The analysis results focused on researchers’ demographic and physiological determinants based on the theory of planned behavior. There has been a development in discussing the determinants related to products and marketing and social and environmental determinants in recent years. The analysis results of the studies that addressed green purchasing show that green purchasing contributes to sustainable development. This study contributes to decision-makers by identifying the mechanisms of persuasion that motivate consumers to buy green products and provides a clear picture of the contribution of green purchasing to improving company performance and thus achieving sustainability, which encourages stakeholders to devise policies, promotional, and marketing strategies through which they can attract consumers.

The Effect of Fear of COVID-19 on Green Purchase Behavior in Pakistan: A Multi-Group Analysis Between Infected and Non-infected

The coronavirus disease 2019 (COVID-19) pandemic and its effects on an individual's life have altered the consumer behavior. In the context of purchase and consumption, a shift from conventional to green purchase has been noticed. Although the factors underlying this shift were relatively unexplored, the study aimed to identify the factors that influenced a significant role in the green purchases during the outbreak and the relationship of these factors with green purchase behavior (GPB). Subsequently, this study investigates and interprets the role of fear of COVID-19 (FCV), psychological distress (PD), and mortality salience (MS) in predicting consumer's GPB. This research adopted a quantitative methodology using data collected from 432 respondents in various cities across Pakistan. Smart-PLS 3 was used to evaluate the measurement model, structural model, and multi-group analysis (MGA). Despite having the negative psychological and physical impact of the pandemic, a significant proportion of customers have switched to healthier and sustainable products. This research revealed that the FCV, PD, and MS plays a substantial role in adopting GPB. All the direct relationships were positive and significant. In addition, MS and PD partially mediate the effect of FCV on GPB. Furthermore, the MGA revealed that the infected respondents were interested in purchasing green products than uninfected respondents due to their FCV; conversely, the PD and MS were higher in uninfected individuals than infected ones. However, there is a vast literature on GPB, but little has investigated the cumulative impact of FCV, PD, and MS on GPB.

Examining COVID-19-Related Changes toward More Climate-Friendly Food Consumption in Germany

The present study examined the overall potential that the COVID-19 pandemic and its restrictions have for the promotion of climate-friendly food consumption in Germany. We looked at COVID-19-related changes in people’s climate-friendly food-consumption behaviors by comparing retrospectively self-reported performances between the time period in which the COVID-19 restrictions were in place and the pre-COVID-19 period. Furthermore, we examined the durability of such COVID-19-related changes with regard to an imagined post-COVID-19 period and the role of people’s personal climate-protection norms in COVID-19-related behavioral changes. To do so, we conducted two online surveys in June/July 2020 with German consumers: (a) an online study in a sample that was representative of the German population (NCOR1 = 3092) and (b) another online study in a smaller sample of German consumers (NCOR2 = 300). Altogether, the data from both surveys indicated several COVID-19-related changes toward more climate-friendly food consumption, not only during the COVID-19 pandemic and its restrictions, but also with regard to long-term changes in a potential post-COVID-19 period. Furthermore, our results also provide initial empirical evidence that people’s personal climate-protection norms are relevant moderating factors of these short- and long-term COVID-19-related behavioral changes.

The Impact of Consumers’ Green Skepticism on the Purchase of Energy-Efficient and Environmentally Friendly Products

Interest in and acquisition of energy-efficient items and pro-environmental products and the scale of these purchases depend on consumer attitudes, especially those related to beliefs that such products are usually more expensive than their nonenergy-efficient counterparts. However, green skepticism is a phenomenon that weakens the willingness to buy both energy-efficient and pro-environmental products. This skepticism is enhanced by the phenomenon of greenwashing, which has become a popular way of competing, whereby companies strive to appear to be more environmentally friendly than they are. Therefore, we wanted to investigate consumer attitudes toward energy-efficient products and environmentally friendly purchases. We conducted a survey using a computer-assisted web interview (CAWI) technique throughout Poland. The research sample included 1000 individuals and was representative of gender, age, and place of residence. The results of our study showed that women, people with a higher education, and people in better financial situations accept higher prices for products that do not cause environmental damage. Moreover, willingness to pay higher prices for products that do not cause environmental damage correlates negatively with a negative assessment of producers’ social responsibility and with a negative assessment of consumers’ social responsibility. We proposed theoretical and practical implications.

“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.

Understanding Public Environmental Awareness and Attitudes toward Circular Economy Transition in Saudi Arabia

Circular economy (CE) has been globally acknowledged as a national sustainable development (SD) strategy to confront resource shortages and environmental contamination challenges. Although public behaviors and lifestyles play an essential role in achieving sustainability, in developing countries, few studies explored the role of public awareness, attitudes, and lifestyles on CE transition. Thus, it is necessary to elicit public opinion to understand their awareness and attitude regarding CE strategy to determine obstacles to CE implementation and approaches of overcoming them. This study thus focuses on understanding public awareness and attitudes to CE transition in Saudi Arabia. Data were collected through a questionnaire survey distributed to 402 residents of the Dammam Metropolitan Area. The results indicated that the respondents had little understanding of the CE concept due to limited awareness of the topic. However, they held an optimistic attitude towards trash separation and classified their trash as “can be sold”, “reused”, and “exchanged for a new one”. Furthermore, the respondents’ level of awareness regarding the CE transition is positively related to their level of education. In contrast, the inclination towards resource conservation and pro-environmental behavior positively correlates to the age demographic. This paper thus contributes to the empirical literature on CE transition by exploring the public awareness and attitudes towards its implementation in Saudi Arabia.

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

The Impact of Ecological Knowledge on Young Consumers’ Attitudes and Behaviours towards the Food Market

The subject literature around the world puts a strong emphasis on the discrepancy between the positive attitude towards the idea of sustainability and consumer behaviour. These issues are the subject matter of this paper, which aims at both the identification and evaluation of selected aspects of knowledge, attitudes and eco-friendly behaviour of consumers connected with their choice of foods. The authors made an attempt of answering the question, to what extent do the level of knowledge and the declared eco-friendly attitudes have an impact on specific purchasing decisions. In the empirical observations, the conceptual model of the effects of the environment (knowledge, attitude, behaviour) on the customers’ ecological awareness was used. The analysis conducted on the basis of this model indicated that stimulating the demand for ecological products is implemented mainly by the processes of raising awareness, which leads to expanding the consumers’ knowledge concerning ecological farming and eco-friendly foods. In such a way the consumer awareness is built, especially by educational campaigns and promoting/endorsing the ecological foods targeted at young consumers.