With the strengthening of social environmental regulations, consumers’ green products purchasing intention is also increasing significantly. Simultaneously, green marketing activities have developed into a vital factor affecting consumers&rsquo...
Drawing on the literature on green innovation, recycling, digitalization, and human associative memory (HAM) theory, this study applies the concept of product transformation salience (PTS) to the context of green consumption, investigating how PTS af...
In response to escalating environmental pressures and the growing global consensus on comprehensive green initiatives, marketers encounter the challenge of effectively communicating with diverse green consumer segments. The purpose of this study is t...
Knowledge can influence the whole decision-making process of consumers. While green product knowledge is often conceptualized as a direct antecedent of green purchase intention, empirical findings in support of this relationship are inconsistent. Bas...
Environmental degradation is a serious problem in modern civilization as it causes changes in consumer behavior towards ecologically responsible purchasing. In order to understand the green product purchasing decision process, an extensive literature...
Transition to sustainability is a long-term challenge which should also actively engage consumers, as consumption causes environmental stress. In order to understand how consumers adopt eco-products, we conducted an extensive literature review of gre...
Investigating the correlation between information disclosure and consumers’ purchasing decisions is crucial for comprehending consumer behavior mechanisms and stimulating their buying behavior. Drawing upon signaling theory and the “stimu...
This study examines how the introduction of green new products (GNPs) by luxury brands contributes to building brand equity (i.e., brand attitude and trust) through green perceived value (GPV) and empirically assesses its impact on consumers’ p...
This study conceptualizes how artificial intelligence (AI)-based customer engagement strategies can shape consumers’ green purchasing intentions, focusing on the theorized roles of attitude and perceived risk toward green products as articulate...
This study examined the effect of environmental concern, attitude, subjective norm, perceived behavioural control, and availability on the intention to purchase green skincare products and the effect of purchase intention on the purchase of green ski...
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 f...
Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers’ purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims t...
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 a...
Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether...
This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires we...
This study aims to extend the stream of country image research through an empirical test primarily focusing on the relationship between the green country image of Korea, as well as the green trust and purchase intention of Korean products considering...
The transition to a circular economy depends on the widespread adoption of sustainable products by consumers. However, the point-of-sale purchase decision is a complex process, influenced not only by ethical arguments but also by sensory cues. This s...
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 investigat...
Green product companies usually convey product performance in either ambiguous or precise ways. Many studies have been conducted on the ambiguous and precise information presentation of traditional products, but few have examined which kind of inform...
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 positi...
The article deals with consumer behaviour when purchasing green products. It develops theoretical knowledge in the field of antecedents to purchase intention with a focus on the currently neglected consumer chemicals (detergents, cleaning agents and...
Sustainability and sustainable consumption have become key factors in the battle with global warming in general and environmental pollution in particular. To motivate consumers to make sustainable purchasing decisions, it is necessary to understand c...
With the rapid development of live streaming e-commerce, green agricultural products have become an important consumer category. However, sales still face challenges such as weak brand effects, content homogeneity, and the lack of professional hosts....
The protection of our natural environment and the rational use of our natural resources are topics that have gained enormous attention the last years, with thousands of people changing their buying behaviors and making more environmentally conscious...
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 fa...
With the growing influence of sustainable development in recent years, there has been an increasing focus on green consumption. Little previous research has highlighted the important influential role that social media information sharing plays in ove...
This study investigates the factors influencing green purchase behavior in emerging economies, focusing on Indonesian consumers’ preferences for organic food products. While sustainability awareness is growing globally, limited research has exa...
8 June 2020
This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous litera...
Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketin...
Over the years, the overconsumption of natural resources has been an issue of concern. Companies have been inducing sustainable practices and approaches to help the environment. By specifically applying the sustainability theory of planned behavior,...
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...
Rapid economic developments have led to the excessive consumption of environmental resources. Consumption patterns play a crucial role in deteriorating environmental conditions and influencing consumers to seek sustainability features while purchasin...
Due to environmental degradation, using environment-friendly products has become necessary to reduce carbon emissions. However, the consumption of such products is still below expectations because these products are usually costlier than their tradit...
The concept of green and sustainable has long been a global trend in consumerism. This study examines the mediating variables involved in the Theory of Planned Behavior (namely attitude, subjective norms, and perceived behavioral control) to explore...
6 September 2022
Environmental protection issues are closely related to moral factors, but little research has explored the factors affecting green purchase intention from the aspect of morality. Based on a perspective of ethical decision making, this study investiga...
This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers’ intention to purchase “green”, or sustainably and ethically produced, apparel. We use eight different types of gree...
Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in a...
With growing environmental consciousness and projections that green markets will represent 10% of global market value by 2030, a significant gap persists between consumers’ stated environmental concerns and their actual purchasing behaviour for...
Using the Information–Motivation–Behavioral Skills (IMB) model as a theoretical framework, we examine the direct effects of knowledge, attitude, and subjective norms on young women’s intention toward purchasing green cosmetics, and...
The market for green agricultural products has tremendous growth potential as the pressure on resources and the environment increases and the safety of agricultural products is garnering attention. The demand for green food (tea) is also rising as te...
Despite growing global interest in sustainable consumer behavior, limited research has explored how consumption values influence green purchase intention in the context of emerging markets. This study addresses this gap by examining the role of key c...
Global warming and depletion of the environment are more than a hunch; they are irrefutable facts. While caring for the environment seemed like a luxurious hobby twenty years ago, it has become a crucial necessity these days. However, the sustainable...
In the 21st century, green consumption has risen into a global trend, which inclines cosmetic companies to be more environmental-friendly and to have a larger green product portfolio to satisfy these new consumers’ needs. Social media contribut...
This study examines the impact of green supply chain management (GSCM) on consumers environmentally friendly purchase behavior. We surveyed 283 consumers and analyzed the data using SPSS 18.0, AMOS 18.0, and verified them with structural equation mod...
Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green...
Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet curr...
Despite extensive research on green consumption, consumer purchase intentions for bamboo products under China’s “replacing plastic with bamboo” policy remain underexplored, given growing plastic pollution concerns. Research remains...
Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, miti...
Promoting environmentally friendly behaviors is a pivotal strategy in addressing the climate crisis. The food industry’s impact on pollution and resource consumption underscores the importance of fostering eco-sustainable food consumption, whic...
This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, gree...
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