Determinants of Consumer Purchase Intention and Behavior toward Green Product: The Moderating Role of Price Sensitivity
DOI:
https://doi.org/10.14738/abr.81.7429Keywords:
Perceived consumer effectiveness; health consciousness; social influence; green purchase intention, green purchase behavior, price sensitivity.Abstract
The purpose of the current study is to investigate a set of determinants favoring the green purchase intention and behavior. The literature review enabled us to mostly distinguish the following determinants: perceived consumer effectiveness, health consciousness, and social influence. The moderating role of price sensitivity is also examined. The Structural Equation Modelling (SEM) was used to test the research hypotheses. The findings of a quantitative study involving 320 consumers of green products indicated positive and significant impacts of these three motives on consumer purchase intention. However, they have weak direct impacts on consumer behavior. Full mediating roles of green purchase intention were confirmed between perceived consumer effectiveness, health consciousness, social influence and consumer behavior. The positive relationship between green purchase intention and behavior was found inversely influenced by consumer price sensitivity. The present study provides managerial insights for green marketers in order to boost green consumption in developing markets.
References
Agan, Y., Acar, M.F., Borodin, A., 2013. Drivers of environmental processes and their impact on performance: a study of Turkish SMEs. Journal of Cleaner Production. 51, 23-33. https://doi.org/10.1016/j.jclepro.2012.12.043
Ajzen, I., 1985. From intentions to actions: a theory of planned behavior. In: Kuhl, J., Beckman, J. (Eds.), Action Control: from Cognition to Behavior. Springer, Heidelberg.
Ajzen, I., 1991. The theory of planned behavior, Organizational Behavior and Human Decision Processes, Vol.50 No.2, pp. 179-211
Ajzen, I., Fishbein, M., 1980. Understanding Attitudes and Predicting Social Behavior. Engelwood Cliffs, Prentice Hall, NJ.
Ajzen, I., Fishbein, M., 2005. The influence of attitudes on behavior. In: Albarracín, D., Johnson, B.T., Zanna, M.P. (Eds.), The Handbook of Attitudes.
Al Mamun, A., Fazal., S., Bin Ahmad, G., Yaacob, M, Mohamad., M.R. 2018. Willingness to pay for environmentally friendly products among low-income households along coastal peninsular Malaysia. Sustainability, 10, 5, 1316
Arli, D., Tan, L.P., Tjiptono, F., Yang, L., (2018). Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness. International Journal of Consumer Studies. 42, 389-401.
Brochado, A., Teiga, N., Oliveira-Brochado, F., 2017. The ecological conscious consumer behavior: are the activists different? International Journal of Consumer Studies. 41 (2), 138-146.
Byrne, B.M., 2004. Testing for multigroup invariance using AMOS graphics: a road less traveled. Struct. Equ. Model.: Multidiscip. J. 11 (2), 272-300. http://dx.doi.org/10.1207/s15328007sem1102_8
Chen, K., Deng, T., 2016. Research on the Green Purchase Intentions from the Perspective of Product Knowledge. Sustainability. 8(9), 943
Chen, Y.S., Chang, Ch. H., 2012. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision. 50(3), 502-520.
Zinoubi, Z. G. (2020). Determinants of Consumer Purchase Intention and Behavior toward Green Product: The Moderating Role of Price Sensitivity.
Fornell, C., Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research. 18, 39-50.
Ghvanidze, S., Velikova, N., Dodd, T.H., Wilna, O.T., 2016. Consumers' environmental and ethical consciousness and the use of the related food products information: The role of perceived consumer effectiveness. Appetite. 107, 311-322.
Gould, S.J., 1988. Consumer attitudes toward health and health care: a differential perspective. Journal of Consumer Affairs. 22, 96-118.
Hair, J.F., Ringle, C.M., Sarstedt, M., 2013. Partial Least Squares Structural Equation Modelling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46(1-2), 1-12.
Jaiswal, D., Kant, R., 2018. Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services. 41, 60-69.
Junior, S. S. B., Silva, D., Gabriel, M.L.D.S., Braga, W.R.O., 2015. The Effects of Environmental Concern on Purchase of Green Products in Retail. Procedia - Social and Behavioural Sciences. 170, 99-108.
Kabadayıa, E.T., Dursunb, I., Koçak Alana, A., Tuğrul Tuğera, A., 2015. Green purchase intention of young Turkish consumers: Effects of consumer’s guilt, self-monitoring and perceived consumer effectiveness. Procedia - Social and Behavioural Sciences. 207, 165-174.
Kai, C.; Haokai, L., 2016. Factors affecting consumers’ green commuting. Eurasia J. Math. Sci. Technol. Educ. 12, 527–538.
Kanchanapibul, M., Lacka, E., Wang, X., Chan, H.K., 2014. An empirical investigation of green purchase behavior among the young generation. Journal of Cleaner Production. 66, 528-536.
Kang, J., Liu, C., Kim, S., 2013. Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness, and perceived personal relevance. International Journal of Consumer Studies. 37, 442-452.
Kautish, P., Paul, J., Sharma, R., 2019. The moderating influence of environmental consciousness and recycling intentions on green purchase behaviour. Journal of Cleaner Production. 228, 1425-1436.
Kim, Y., 2011. Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness. Seoul Journal of Business. 17(1), 65-92.
Kim, Y., Choi, S. M., 2005. Antecedents of Green Purchase Behaviour: an Examination of Collectivism, Environmental Concern, and Pce in NA. Advances in Consumer Research. 32, 592-599.
Kinnear, T.C., Taylor, J.R., Ahmed, S.A., 1974. Ecologically concerned consumers: who are they? Journal of Marketing. 38(2), 20-24.
Lai, C.K.M., & Cheng. E.W.L., 2016. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53, 67-76.
Langner, S., Hennigs, N., Wiedmann, K. P., 2013. Social persuasion: targeting social identities through social influencers. Journal of Consumer Marketing. 30(1), 31-49.
Lin, P.C., Huang, Y.H., 2012. The influence factors on choice behaviour regarding green products based on the theory of consumption values. Journal of cleaner production, 22, 11-18.
Liobikienė, G., Grincevičienė, Š., Bernatonienė, J., 2017. Environmentally friendly behaviour and green purchase in Austria and Lithuania. Journal of Cleaner Production. 142, 3789-3797. https://doi.org/10.1016/j.jclepro.2016.10.084
Low, W.S., Lee, J.D., & Cheng, S.M., 2013. The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and Consumer Services, 20(1), 1-10.
Lu L., Chang H., & Chang A., 2015. Consumer personality and green buying intention: The mediate role of consumer ethical beliefs. Journal of Business Ethics, 127, 1, 205-219
Marian, L., Chrysochou, P., Krystallis, A., & Thogersen, J., 2014. The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food Quality and Preference, 37, 52-60.
Michaelidou, N., & Hassan, L.M., 2008. The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies. 32(2), 163-170.
Minbashrazgah, M.M., Maleki, F., Torabi, M., 2017. Green chicken purchase behavior: the moderating role of price transparency. Management of Environmental Quality: An International Journal. 28 (6). 902-916.
Pagiaslis, A., Krontalis, A.K., 2014. Green consumption behaviour antecedents: environmental concern, knowledge, and beliefs. Psychology and marketing. 31(5). 335-348.
Perkins-Svensson, N., 2013. The Role of Social Identity in the Ethical Consumer’s Decision-Making Process: An Exploratory Study. The Undergraduate Awards library. Durham University. Available at:http://www.undergraduatelibrary.org/2013/psychology/role-social-identity-ethicalconsumer%E2%80%99s-decision-making-process-exploratory-study. Accessed in 23.5.2019.
Pinto, D.C., Nique, W.M., Herter, M.M., Borges, A., 2016. Green consumers and their identities: how identities change the motivation for green consumption. International Journal of Consumer Studies. 40(6). 742-753.
Reed, A., 2002. Social identity as a useful perspective for self-concept based consumer research. Psychology and Marketing, 19(3), 235-266.
Rödiger, M., & Hamm, U., 2015. How are organic food prices affecting consumer behavior? A review. Food Quality and Preference, 43, 10-20.
Rödiger, M., Plaßmann, S., & Hamm, U., 2016. Organic consumers’ price knowledge, willingness-to-pay and purchase decision, British Food Journal, 118 (11), 2732-2743.
Sala, S., Anton, A., McLaren, S., Notarnicola, B., 2017. In quest of reducing the environmental impacts of food production and consumption. Journal of Cleaner Production. 140, 387-398.
Salah, M., Boudiche, S., Ameur, M., Amara, S., & Bornaz, S. (2015). Etude du comportement du consommateur vis-à-vis du lait biologique et dérivés et développement de la filière lait biologique en Tunisie, Journal of Newsciences, 1. http://www.jnsciences.org/component/content/article.html?id=209:strategie-de-developpement-de-la-filierelait-biologique-en-tunisie-a-travers-la-chaine-de-valeur. Accessed 2 February 2019.
Sangroya, D., Nayak, J.K., 2017. Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production. 151, 393-405.
Shaw, S., Rosen, R., Rumbold, B., 2011. What is integrated care? London: Nuffield Trust. Available at: http://www.nuffieldtrust.org.uk/publications/what-integrated-care. Accessed in 14.July 2019.
Singh, A., Verma, P., 2017. Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of Cleaner Production. 167, 473-483.
Stock, R.M. (2005), “Can customer satisfaction decrease price sensitivity in business to- business markets?” Journal of Business-to-Business Marketing, 12, 3, 59-87. https://doi.org/10.1016/j.jclepro.2017.08.106
Tajfel, H., Turner, J. C., 1979. An integrative theory of intergroup conflict. In W.Austin & S. Worchel (Eds.), the Social Psychology of Intergroup Relations (33-48). Pacific Grove, CA: Brooks/Cole.
Teng, C.C., & Lu, C., 2016. Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite. 105, 95-105.
Walser-luchesi, A., & Nanopoulos, P., 2007. La mesure de l’évaluation des produits par les prix : une contribution par l’analyse conjointe, 12èmes Journées de Recherche en Marketing de Bourgogne, Novembre. Bourgogne. France.
Wang, T., 2017. Social identity dimensions and consumer behaviour in social media. Asia Pacific Management Review. 22. 45-51.
Wesley, S. C., Lee, M.Y., Kim, E. Y., 2012. The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behaviour in South Korea. Journal of Global Marketing. 25, 29-44.
Westhoek, H., Lesschenb, J.P., Rood, Y., et al., 2014. Food choices, health and environment: effects of cutting Europe's meat and dairy intake. Global Environmental Change. 26, 196-205.
Yadav and Pathak., 2016. Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behaviour. Journal of Cleaner Production. 135, 732-739.
Zhu, Q., Li, Y., Qi, Y., 2013. Green food consumption intention, behaviours and influencing factors among Chinese consumers. Food Quality and Preference. 28, 279-286.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Zohra Ghali Zinoubi
This work is licensed under a Creative Commons Attribution 4.0 International License.
