Search Results (13)

The purpose of this research is to uncover consumers’ willingness to pay more (WTPM) and their choice behavior (CB) for organic food products using the Theory of Consumption Values (TCV) while also examining how skepticism toward organic labeling impacts the relationship between WTPM and CB. This study includes 374 survey responses collected using purposive sampling. The statistical software package IBM SPSS 28 was utilized for factor analysis and reliability, while CFA, validity, and structural assessments were carried out using AMOS 28 software. Process Macro 4.1 was employed to study the interaction of skepticism. This study reveals that consumers favor organic foods due to various values: price, social, emotional, epistemic, and conditional. Despite this, only price value directly affects the willingness to pay more. Once committed, consumers are willing to pay more, yet skepticism can hinder this commitment. Marketers should highlight the health, eco-friendliness, and value benefits of organic food products through advertisements and infomercials linking organics to daily life. Emotional appeals can stress the harms of non-organic foods, though skepticism must be managed delicately by gaining consumers’ trust. 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

This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS 20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on purchasing behavior (β: 0.128), they significantly inform attitudes (β: 0.406) and ecological awareness (β: 0.277) of millennials who purchase organic products. This paper is among the pioneering research to delineate the correlation between green advertising elements and the purchasing patterns of green products among millennials in a developing nation. It concludes that marketing strategies centered on green advertising and eco-labels do affect millennials’ attitudes and environmental consciousness, but only advertising has a direct impact on purchasing behaviors, contrary to eco-labels. The research bears social significance as it affirms that millennials are attentive to environmental issues and are actively engaged in promoting sustainability. Full article

Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior. Full article

Changing individual habits towards greener choices is an essential ingredient in tackling the environmental crisis. Engaging in green behavior may improve psychological wellbeing. Although the intention to buy green products is widespread, the eco-friendly market is struggling to leave the ground. Greenwashing can increase skepticism towards green advertising, which in turn can hinder the intention to buy green products. Conversely, a better knowledge of environmental issues can promote a positive attitude towards environment and thus the intention to purchase green products. This study aimed to investigate if trust in green claims can mediate the relationships of green advertising skepticism and environmental knowledge with the intention to buy green food. An online survey was administered to 410 Italian consumers (63% female; 18–78 years). Our mediation model explained 23% of the variability in intention. Trust fully mediated the relationship between green advertising skepticism and intention to buy green food, while it partially mediated the relationship between perceived environmental knowledge and intention. Specifically, GAS was associated with lower INT through lower TR, whereas PEK was linked to higher INT though higher TR. The findings of this study can provide green market operators and policy makers with valuable information to encourage green food purchases. Full article

Organic farming has become popular and in demand among health-conscious people nowadays. Organic vegetables are grown using organic seeds and natural fertilizers. People have turned to using organic food products not only due to them being fresh and full of nutrition but also being eco-friendly. The present study is carried out to outline pricing decisions for a greengrocer of organic products. The grocer grows and sells fresh vegetables with the input of greening efforts. The grocer uses advertisements to promote sales. Product demand is influenced by the selling price of the product, greening efforts, and advertising efforts. The problem is formulated into a mathematical model to obtain optimum policies to maximize the total profit of the greengrocer. The model is validated by an illustration. The impact of small-scale changes in inventory parameters on decision variables is studied to analyze managerial aspects. The results show that the sales volume increases due to advertisements and greening efforts up to a certain level. Once the peak sales level is achieved, such investments are of no use, and they cause a drop in overall profit. The selling price of the product can be reduced in the absence of advertisement efforts, but, eventually, it causes a fall in the sales volume. Full article

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market. Full article

The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among Vietnamese consumers, leading to a question about the importance of situational factors, which this article focuses on. Based on attitudes; subjective norms; perceived norms, which are mentioned in the theory of planned behavior (TPB) and consumer choice theory; and social norms from social categorization theory, the research created a questionnaire and then sent it to respondents who were in charge of buying food for their family in Hanoi. Then, 423 of the 570 responses received were used to create the structural equation model (SEM) with four distinct stages in AMOS statistical software, which evidences the crucial role of situational factors. Subjective norms and social norms have the highest positive impact on organic food purchase among households in Hanoi. Moreover, households’ organic food purchase is also positively affected by perceived behavior control and the availability of products but negatively affected by the price of products, which strongly fits with TPB, social categorization theory, and other studies. In particular, there is no evidence about relationships between knowledge of or attitude toward organic food and family income and organic food purchase among households in Hanoi. In addition, age and education status do not have any impact on respondents’ behavior in organic food purchase in this city. Finally, the authors propose some suggestions to promote organic food consumption among households in Hanoi. First is that businesses specializing in the production and supply of organic products should focus on customer care activities, innovate business models, and advertise to attract customers to use organic products. Second is that the government should issue regulations to encourage businesses to invest in the research and production of organic products as well as implement strict regulations to penalize violations in the production and supply of organic products. Full article

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 modeling. To support the primary data analysis results, we conducted focus group interviews (FGIs) of 16 consumers. According to the primary data analysis, consumers’ subjective norms and perceived behavioral control positively influence GSCM. However, attitude did not have a significant influence. In the FGI, consumers show a highly positive attitude and purchase intention toward the GSCM of companies. However, they exhibit mistrust and lower purchase intentions toward advertising or marketing campaigns promoting GSCM to consumers. In contrast, the influence of subjective norms was found to be different for different products. In addition, a high price—regarded as the biggest barrier among perceived control factors—raises purchase intentions if consumers are provided with good and transparent information about green products. Thus, this study buttresses the fact that if a company uses GSCM practices as an eco-friendly marketing strategy that reduces consumer distrust and considers product characteristics, it can have a positive effect on consumers’ decision to purchase eco-friendly products. Full article

This study investigates the future existence of firms that are engaged in environment-oriented activities. Recently, strategic activities for firms’ sustainable growth has been critical for the environment. We use regression analysis to examine the relationship using firms listed in the Korea Stock Exchange market from 2014 to 2018. We use five aspects of environment-oriented activities: organization, management, strategy, performance, and shareholders, provided by the Korea Corporate Governance Service. The empirical results indicate that the firms participating in environment-oriented activities are likely to predict future cash flow, implying firms’ sustainability. We also claim that firms engaged in environment-oriented activities are likely to advertise their pro-environmental engagements, resulting in firms’ sustainable existence in the future. These findings are robust when we use the aggregate value as an alternative measurement. Our finding provides useful information for corporate practice. Active involvement in environmental activities can be used as a strategy that leads to superior performance. These efforts will contribute to enhancing the public image and improving green competitiveness. From the perspective of regulators, the non-financial information assessment supports the government’s eco-friendly policy that emphasizes environment-oriented activities. The results indicate that transparent information for external investors seeking to invest in firms are engaged in environment-oriented activities. Full article

Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals’ perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic. Full article

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing. Full article

Sustainability and eco-friendly towers have been among the most discussed topics of contemporary high-rise building design. High-rise buildings have been an important part of the modern economy with their concentration of human capital and branding value for the urban context. In addition, during the recent years, to address the problems of sprawl, environmental, and ecological concerns, sustainable high-rise building design has gained further significance and visibility in architecture and planning literature. In existing literature, sustainability of high-rises is defined mainly through ecological design and green architecture principles in individual building scale. However, sustainability in the case of high-rises remains an ill-defined term, as there is neglect of further long term effects of these buildings on the social, cultural, economic, and resiliency contexts of cities. When not integrated with the broader urban context, sustainability falls into the gap to be perceived as “greenwash”, which stands for a superficially-employed concept used as a fashionable branding strategy. Within this general framework, this study will examine the emerging towers in Bayrakli, Izmir, which is designated by the local government as a high-rise development zone. The study will focus on high-rise buildings (completed and under construction) in relation to the perception of sustainability and question whether or not sustainability is used as a greenwash branding strategy or a contextual element that is well-embedded in architectural design process and urban planning decisions. The method of research will be a descriptive case study through semi-structured interviews with the design team and real estate professionals of the buildings, as well as media analysis and consideration of the local municipality reports about Bayrakli. The results indicate that sustainability has become a principle embraced and advertised in the building scale as an environmental concern more than it is embraced in the urban and social context. Full article