Search Results (67)

This study aims to explore the impact of the green marketing mix (at the macro and micro level) implemented by outdoor brands on the attitudes and brand loyalty of Millennial and Generation Z (MZ generation) consumers toward these outdoor brands. Additionally, it seeks to examine the moderating effect of MZ generation consumers’ involvement in outdoor activities on the relationship between the green marketing mix (macro level) and brand attitudes. Using a cross-sectional research design, a quota random sampling method was employed to extract a sample of 500 MZ generation consumers who had purchased an outdoor brand at least once in South Korea. To evaluate the reliability and validity of the measurement model, a confirmatory factor analysis was conducted, followed by a bifactor structural model analysis with a moderator of outdoor involvement to test the hypotheses. The results indicate that the green marketing mix implemented by outdoor brands had a significantly positive effect on consumers’ attitudes toward outdoor brands. Specifically, green products, green pricing, and green promotion positively influenced consumers’ attitudes toward outdoor brands. Furthermore, the level of involvement in outdoor activities significantly moderated the effect of the green marketing mix on brand attitudes. Notably, the higher the MZ generation’s involvement in outdoor activities, the stronger the impact of the green marketing mix on their attitudes toward outdoor brands. Finally, brand attitudes were found to have a significant positive effect on brand loyalty. Based on these findings, meaningful theoretical and practical implications are discussed. Full article

Societies across the globe are growing increasingly environmentally aware, resulting in more and more consumers demanding eco-friendly product alternatives. This phenomenon is also evident in the beauty industry, with many beauty brands striving to add green beauty products to their range and new green beauty product brands continuously emerging in markets. Despite the increased popularity of green beauty products, there is a paucity of published research concerning the antecedents of consumers’ green beauty product brand purchase intentions. As such, the goal of this study was to apply an extended version of the theory of planned behavior to ascertain the factors that predict consumers’ green beauty product brand purchase intentions. Following an explanatory research design, data were gathered from 500 consumers in South Africa. Data analysis comprised structural equation modeling. Confirmatory factor analysis revealed a reliable and valid seven-factor measurement model with good model fit. The path analysis results indicate that collectively perceived environmental knowledge, perceived behavior control, green beauty product ethicality beliefs, green beauty product attitudes, socio-altruistic values, and subjective norms account for 77 percent of the variance in consumers’ purchase intentions toward green beauty product brands. The findings of this study provide a comprehensive view of the antecedents of consumers’ green beauty product brand purchase intentions, which will be of significant value to beauty product marketers in or seeking to enter the green product market. In addition, the psychometric properties and strong predictive power of this model reflect a research instrument that can be used in future research into consumers’ purchase intentions toward green beauty products. Full article

(1) Background: With the growing severity of global environmental issues and increasing consumer health consciousness, green consumption has become a prominent focus in both research and practice. However, studies on the mechanisms of health consciousness and environmental awareness influencing the purchase intentions of sports enthusiasts toward sustainable sports products remain relatively limited. This study investigates how health consciousness and environmental awareness impact the green consumption behavior of sports enthusiasts through psychological pathways, including attitude, subjective norm, and perceived behavioral control, aiming to reveal their underlying mechanisms. (2) Methods: Based on the extended Theory of Planned Behavior (TPB), this study developed a theoretical model incorporating health consciousness and environmental awareness. Data were collected via a questionnaire survey, yielding 407 valid responses. The sample was gender-balanced (52.8% male, 47.2% female), predominantly consisting of young individuals aged 26–35 (44.7%) and 18–25 (28.0%), with primary occupations being company employees/managers (46.2%) and students/teachers (25.3%). The collected data were analyzed using SPSS and AMOS software to systematically evaluate the research hypotheses and the model’s applicability. (3) Results: The model exhibited excellent fit indices, with a χ²/df value of 2.129, an RMSEA value of 0.053, an RMR value of 0.029, and GFI, CFI, NFI, and NNFI values all exceeding 0.90, indicating that the model structure adequately explained the relationships among latent variables. All research hypotheses were significantly supported (p < 0.01), demonstrating that health consciousness and environmental awareness not only directly influence purchase intentions but also exert significant indirect effects through attitude, subjective norm, and perceived behavioral control. (4) Conclusions: Health consciousness and environmental awareness are critical drivers of sports enthusiasts’ purchasing behavior for sustainable sports products. This study deepens the understanding of the mechanisms underlying green consumption behavior and offers practical implications for related businesses. Companies should enhance product healthiness and environmental friendliness while optimizing consumer psychological perceptions to increase purchase intentions. Full article

The energy transition currently defines the economic development of all market sectors, driven by technological progress and increasing environmental awareness. The requirements of a sustainable economy and green energy are evolving dynamically to address environmental challenges, emphasizing the reduction of CO₂ emissions as well as energy efficiency and renewable energy sources. It is essential to study consumer attitudes toward products manufactured using green energy, including FMCG (fast-moving consumer goods) products. The aim of this article is to examine the impact of the energy transformation, and consequently rising energy costs, on the decision-making process of consumers of FMCG products produced in accordance with the principles of sustainable development (including green energy). It explores the factors influencing their purchasing decisions and the role that generation plays in this process. Understanding how different generations respond to the energy aspects of economic functioning is crucial for the future development of the energy sector and the implementation of sustainable economic models. Therefore, it is essential to conduct research that demonstrates the extent of the influence of increasing consumer awareness of energy transformation within the framework of sustainable development. Full article

This study examines how the green marketing mix—comprising green product, price, place, and promotion—affects consumers’ environmental attitudes and green purchase intentions, incorporating environmental knowledge as a moderating factor, focusing on a sample of 334 environmentally conscious consumers from second- and third-tier cities in China. Structural equation modeling (SEM) was used to analyze the data collected through SPSS 24 and AMOS 26. The results indicate that green promotion, price, and place significantly influenced environmental attitude, while green products did not show a significant effect. Both green products and promotions positively affected green purchase intention, whereas price and place had no notable impact. Environmental attitude strongly influenced green purchase intention, emphasizing its critical role in shaping consumer behavior. Interestingly, higher levels of environmental knowledge weakened the link between environmental attitude and green purchase intention, potentially due to increased skepticism toward environmental claims and the onset of “green fatigue”. By analyzing data from consumers in China’s second- and third-tier cities, this study provides valuable insights into the unique dynamics of green consumer behavior in emerging markets, offering strategic guidance for companies to develop more effective and environmentally responsible marketing approaches. It offers insights for policymakers to promote a sustainable, eco-conscious society. Full article

The 2024 Report on the Work of the Chinese Government promotes trade in consumer goods and green consumption. Therefore, better understanding is needed of consumer attitudes and behaviors toward environmental protection and sustainable development. The relationships among future orientation, construal level, and green consumption were explored using a delayed-effect design to conduct two surveys at one-month intervals with 160 participants (100 women and 60 men). The results showed that (1) future orientation positively predicted green consumption intention and green consumption behavior, and (2) the construal level significantly moderated the influence of future orientation on green consumption. Specifically, a high construal level and high future orientation predicted the greatest green consumption intention, green consumption behavior, and green consumption decisions, while at a high construal level, future orientation positively predicted green consumption intention and behavior, with a greater tendency to purchase environmentally friendly rather than hedonic products. At a low construal level, future orientation had no significant effect on green consumption intention, behavior, and intention to purchase environmentally friendly products. This study is important for promoting public awareness of the importance of green consumption and encouraging green consumption behaviors to achieve the goals of sustainable development and protect the environment and social well-being. Full article

With the rising trend toward sustainable consumption and the pivotal role of social media in the buying behavior, brands are keen to promote sustainable products through these platforms. Virtual influencers (VIs) have emerged as lower-cost and scandal-resistant alternatives to human influencers (HIs). However, their artificial nature may evoke credibility concerns, potentially undermining marketing effectiveness. Currently, it is unclear whether humans or virtual influencers achieve better endorsement outcomes for sustainable products. This study explores the effectiveness of VIs and HIs in endorsing sustainable products and the conditions under which VIs may outperform HIs. Through two studies (N = 1097), we investigate the impact of influencer type, advertising appeals, and product involvement on consumer purchase intentions and brand attitudes. Our findings reveal that, in low-involvement product scenarios with emotional appeals, HIs are more effective, while in high-involvement product scenarios featuring rational appeals, VIs exhibit superior effectiveness. These results suggest that the choice of influencer type should be tailored to the product involvement level and the nature of the advertising appeal, providing guidance for brands to enhance the impact of their green marketing strategies. Full article

The main purpose of this study was to reveal the relationships between green purchasing intention, sustainability consciousness, environmental attitude, and ecotourism experience within the scope of the theory of planned behaviour. The results of the analysis showed that there are positive relationships between sustainability consciousness, environmental attitude, ecotourism experience, and green purchasing intention. The model was tested using SPSS with 435 survey responses. Tourists with a higher consciousness of sustainability develop positive attitudes toward the environment. Tourists with positive attitudes toward the environment intend to purchase more green products. However, while tourists with more ecotourism experience have stronger green purchasing intentions, less ecotourism experience does not affect green purchasing intentions. This study highlights the critical role of sustainability consciousness in shaping environmental attitudes and behaviours. Full article

Recent advancements in research on green marketing indicate that green marketing strategies have a notable impact on consumers’ attitudes, intentions, and behavior. However, despite consumers expressing environmental concerns and holding positive attitudes toward green initiatives, their enthusiasm is not consistently translated into actual purchase intentions and green purchases, revealing a noticeable gap between attitudes, intentions, and behaviors. To date, the drivers contributing to this gap have been narrowly investigated, particularly focusing on consumers’ growing apprehensions about greenwashing. Based on an integrated framework of the theory of planned behavior (TPB) and green purchase behavior (GPB), the present study probes the conditional indirect effect of consumers’ attitudes toward green purchases on green purchase behavior through their purchase intentions that are moderated by greenwashing concerns. An online survey with 364 participants indicates that purchase intentions mediate the relationship between attitudes and green product purchase behavior. Attitude toward green products in high (compared to low) levels of greenwashing concerns seems to have a significantly less positive effect on green purchase intention and in turn on green purchase behavior. Full article

The concept of sustainable development has gained significant traction in recent years, leading to a growing emphasis on green consumption. Previous studies have rarely emphasized the important role of sustainability awareness in influencing green consumption. This study explores the mechanism of the influence of sustainability awareness on green purchase intention, using the theory of planned behavior as a conceptual framework. The aim is to contribute to the promotion of environmental protection and green consumption. The research used an online five-point Likert scale questionnaire and collected data from university students in China. Useable data were collected from 419 respondents and were then validated and analyzed using structural equation modeling (SEM) and the PROCESS macro for SPSS 22.0. The findings suggest that attitudes toward green purchases, subjective norms, and perceived behavioral control have a positive effect on green purchase intention; sustainability awareness significantly and positively moderates the direct effect of attitudes toward green purchases on green purchase intention and the predictive effect of subjective norms on green purchase intention; and sustainability awareness significantly and negatively moderates the direct effect of perceived behavioral control on green purchase intention. The findings can be used to develop strategies that influence university students’ intention to purchase green products. Full article

The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption. Full article

The increasing commitment to sustainable consumption has intensified the scholarly focus on the determinants of environmentally friendly consumer behavior. This investigation provides an insight into the intricate interplay between green consumer values, functional (FV), conditional (CV), social (SV), and emotional (EV), and their impact on buying behavior (BB). Using survey data, we scrutinized the mediating roles of attitudes toward purchasing green products (APGP) and receptivity to green communication (RGC). Using partial least squares structural equation modeling (PLS-SEM), the empirical analysis yielded a mix of supported and unsupported claims about the mediation effects on the relationship between consumer values and buying behavior. Direct effects of FV on BB were significant, but the indirect effect through APGP was not, suggesting that APGP does not mediate the relationship between FV and BB, and that consumers’ functional value perceptions influence their buying behavior independently of their attitudes toward green products. Both direct and indirect effects of EV and FV on BB through APGP and RGC were significant, suggesting partial mediation. The results suggest that APGP and RGC partially mediate the effects of EV and FV on BB but do not mediate the effects of CV and SV on BB. Comparing these findings with previous research, we observe some parallels and divergences. Our study confirms the significant direct effect of FV on buying behavior, consistent with previous studies that underscore the importance of tangible benefits in influencing consumer decisions. Furthermore, the significant direct and indirect effects of EV on BB and APGP in our results are consistent with previous research, suggesting that emotional factors play a decisive role in green purchasing behaviors. However, factors such as CV and SV were found to have no impact in our research compared to previous studies. These discrepancies suggest that while CV influences attitudes, it may not strongly influence purchasing behavior through the mediating constructs in our model. Furthermore, the results imply that social factors may influence attitudes but do not necessarily translate into actual purchasing behavior in our context. Our study also reveals that RGC plays a substantial role in influencing buying behavior, indicating a significant total effect greater than indicated in previous research. These insights illuminate the complex mechanisms by which consumer attitudes and communication receptivity shape eco-conscious purchasing choices. Theoretical contributions enrich the discourse on green consumer behavior, while practical implications guide marketers in crafting communication strategies that resonate with consumer values and attitudes, thus fostering sustainable consumption patterns. Full article

This paper aimed to understand consumer behaviour based on different constructs of buying behaviour antecedents, which included attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through an online survey of 650 respondents, we investigated the characteristics that affect consumer behaviour in Italy. A structural equation modelling (SEM) method was then used to explore the effects of the identified constructs on people’s buying behaviour, as well as evaluate their relative importance. On the one hand, the findings showed that among the identified constructs, attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behaviour and openness to green publicity. On the other hand, green publicity only shows a weak impact on buying behaviours, while peoples’ attitudes towards digital channels have a positive effect on both eco-friendly consumption and on buying behaviour. In other words, the results suggest that people’s digital propensity, paired with environmental sensibility, may affect the online purchase of sustainable food. In light of the above, these results should be important for makers and experts dealing with green products, particularly sellers. In fact, sellers and marketers should consider our results as insights into their segmentation, targeting, and positioning strategies in markets. Full article

The present research investigates the determinants that impact the decision-making process about sustainable purchasing. The study’s conceptual framework encompasses customer attitudes, values, beliefs, environmental awareness, perceived environmental impact, price and value, and product attributes. The study aims to comprehend the inclination toward environmentally friendly purchases and the elements that promote their behavior. The study employs quantitative techniques using SEM-PLS, a robust approach for formulating hypotheses and performing mediation and moderation analysis, to comprehend the dynamics of green purchase behavior. The web survey conducted from 30 October 2023 to 16 December 2023 forms the basis of the data analysis. Throughout this period, 744 responses were collected in total. The study’s findings establish correlations between characteristics and the propensity of individuals to buy environmentally friendly products. Personal attitude, subjective norm, and perceived behavioral control are factors that are associated with variables that impact the relationship between customer attitudes and the intention to buy environmentally friendly products. The study significantly contributes to domain marketing by establishing a new concept called “sustainable product evaluation”. This concept includes factors such as perceived environmental values and beliefs, perceived environmental impact, and product features. Incorporating a new variable improves the comprehension of the factors that influence environmentally conscious decision-making among Saudi Arabian consumers. While the majority of our sample was university students, we want to understand sustainable consumption behavior. The results may not reflect the general population. Due to this constraint, we advise diligence when interpreting the results in light of public attitudes and experiences. Full article

Unsustainable consumption of resources remains one of the significant environmental issues that prevent the achievement of sustainable development. Green consumerism forms part of the solutions to decrease unsustainable consumption globally. This study aimed to determine the level of awareness and attitudes of students at the University of Johannesburg towards green consumerism. Data was collected using an online questionnaire, and 404 questionnaires were collected and analyzed using descriptive statistical analysis and R-studio, which was used to generate a generalized linear model. There was a significant relationship between income and faculty, showing that these factors influenced the participants’ level of awareness regarding green consumerism. The purchasing behavior of the participants is mostly influenced by the price and quality of products instead of the impact of a product on the environment. Overall, this study contributes to the existing literature on green consumerism concerning students. It recommends companies ensure that the prices of eco-friendly products are affordable and that companies should increase their green initiatives so that customers can be more aware of green consumerism. Full article