Search Results (191)

As the global agri-food system faces escalating climate-related challenges, developing localized low-carbon short food supply chains (SFSCs) has become a vital strategy for sustainable agriculture. To elucidate the psychological drivers of green consumer behavior within this context, this study integrates the Stimulus–Organism–Behavior–Consequence (SOBC) framework with the Theory of Planned Behavior (TPB). The aim is to investigate the continuous purchase intentions of Taiwanese consumers for organic cocoa. Data collected via an online survey from 377 consumers with prior cocoa consumption experience were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that personal attitudes and perceived behavioral control positively drive consumption intentions, whereas subjective norms do not. This suggests that consumption behaviors rely on substantive product evaluation rather than social pressures. Additionally, green product attributes and environmental values significantly enhance TPB constructs. Importantly, consumption intentions translate positively into perceived consumer effectiveness and continuous purchase intentions. By elucidating the psychological mechanisms underlying sustainable food choices, this study highlights the value of Taiwan’s “Tree-to-Bar” model. Practically, the findings highlight potential implications for policymakers and agribusinesses regarding how environmental attributes are communicated through front-of-pack (FOP) labels that emphasize local production and low-carbon mileage. Such approaches may help make environmental information more accessible to consumers, although their effectiveness should be evaluated in future research. Full article

This study examines the determinants of Generation Z’s purchase intention for environmentally friendly public transportation in Indonesia, a mode of transport that continues to experience suboptimal ridership. We investigate the effect of consumers’ awareness of green product attributes and operational processes, as well as their exposure to green promotions, on green brand sustainability and, subsequently, on green purchase intention. The study involved 400 Generation Z respondents aged 19 years or older residing in Jakarta, Indonesia. Data were analyzed using Structural Equation Modeling (SEM) with LISREL11.0. The results show that green product awareness, green process awareness, and green promotion exposure significantly influence green brand sustainability, explaining 69 percent of its variance, with green product awareness being the most dominant predictor. Furthermore, green purchase intention is significantly shaped by these antecedents and green brand sustainability, collectively explaining 84 percent of its variance. The findings demonstrate that strengthening environmental awareness across product attributes, operational processes, and promotional communication can substantially increase Generation Z’s intention to use sustainable public transportation. This study extends the research on green consumer behavior and provides strategic insights to strengthen sustainability in the public transportation sector. Full article

This study examined the influence of social media content and online member group support on the environmental attitudes and green self-identity of organic food consumers in Ecuador, Peru, and Chile. Based on the Stimulus–Organism–Response (SOR) framework, data were collected from 766 consumers in Ecuador (n = 310), Peru (n = 259), and Chile (n = 197) through an online survey, the participants were adults from Ecuador, Peru, and Chile with different educational backgrounds who had purchased or consumed organic products during the month preceding the survey. The proposed model was assessed using partial least-squares structural equation modeling. The results revealed that both social media content and online member group support positively influenced environmental attitudes, while environmental attitudes significantly strengthened green self-identity, which in turn positively affected purchasing behavior of organic products. Although some relationships varied across countries, the mediating effects of environmental attitudes were consistently supported. Furthermore, the Measurement Invariance of Composite Models procedure established compositional invariance for all constructs across the three country pairs, and multigroup analysis did not identify significant differences in structural relationships between Ecuador and Peru or between Ecuador and Chile. These findings confirm the transnational robustness of the proposed framework, providing valuable insights into how digital social environments influence environmental attitudes, strengthen ecological self-identity, and promote the purchase of organic foods. Full article

Consumer behavior evolves unexpectedly, and understanding new perspectives according to market trends is a key factor in identifying the most commonly recurring consumption demands. In this context, this study aimed to examine the associations among green consumption orientation, consumer ethical beliefs and green purchasing intention. Based on a quantitative and explanatory study with the participation of 411 Peruvian consumers, this study demonstrated that green consumption orientation has a direct and negative association with consumers’ ethical beliefs, while green consumption orientation has a direct and positive association with green purchasing intention. Finally, green purchasing intention has a direct and negative association with the ethical beliefs of Peruvian consumers. These findings reveal a reconfiguration of the ethical framework of Peruvian consumers, where green consumption orientation acts as a catalyst for the intention to purchase eco-friendly products, but at the same time generates tensions with traditional ethical beliefs. This phenomenon suggests that consumers are developing new value systems that prioritize environmental sustainability over conventional ethical considerations, which represents both a challenge and an opportunity for companies seeking to position themselves in the green market. Full article

Given the growing concerns about climate change and sustainability, uncovering the factors that influence consumers’ decisions to adopt green products remains a pressing inquiry. This study uses the theory of planned behavior (TPB) and the PLS-SEM method to confirm that environmental concern (EC), perceived behavioral control (PBC), attitude (AT) and subjective norms (SN) influence green product purchase intention (PI). According to this research, environmental concern is the main determining factor for the purchase intention of green products. A structured quantitative survey was applied to a sample of 421 people. The analysis was conducted using WarpPLS 8.0. The results show that environmental concern and perceived behavioral control play a crucial role. Individuals’ confidence in their ability to influence environmental conservation efforts is important in their purchasing decisions. Subjective norms play a mediating role and have a smaller impact but contribute significantly to shaping the societal context that influences green purchase decisions. Attitudes have a significant, nonlinear impact on purchase intention. This study encourages green marketing strategies and public policies oriented towards green products, targeting accessibility barriers to green products and changing green purchasing patterns, to contribute to sustainable consumption objectives, offer directions for future research and increase competitiveness. Full article

Green prepared dishes are an emerging food-consumption format that links convenience, food safety, and sustainable consumption. In this study, “green” denotes a sustainability-oriented product profile involving food-safety assurance, resource-conscious packaging or sourcing, and waste-reduction potential, rather than formal organic certification. However, existing studies have mainly relied on linear behavioral models and have paid limited attention to nonlinear and asymmetric consumer decision mechanisms. This study integrates the stimulus–organism–response framework with explainable machine learning to predict consumers’ sustainable purchase intention toward green prepared dishes. Based on 805 valid questionnaires collected in Jilin Province, China, predictors were organized into three dimensions: environmental and health cognition, socioeconomic and infrastructural conditions, and sustainable behavioral propensity. The sample represents a regional online consumer profile in Jilin Province rather than a national probability sample. Six classifiers were trained using SMOTE–Tomek resampling and Optuna-based hyperparameter optimization. XGBoost achieved the best predictive performance, with an F1-score of 0.894, an AUC of 0.934, and an MCC of 0.702. Unlike conventional black-box machine learning, the SHAP-based interpretation translated ensemble predictions into transparent feature-level and case-level explanations. Accordingly, the model interpretations are framed as predictive associations rather than causal mechanisms. The study reveals an asymmetric decision pattern in which core behavioral willingness functions as a non-compensatory barrier, while channel convenience, delivery efficiency, and after-sales support facilitate purchase intention among consumers who already show high behavioral readiness. The findings suggest that green prepared-dish strategies should prioritize trust-based advocacy and word-of-mouth, reliable channel design, low-risk trial experiences, and collaborative food-safety governance rather than relying only on short-term traffic acquisition. Full article

Under a dual-carbon background, promoting substantive green innovation in manufacturing enterprises has become a central topic in green transition research. This paper constructs an evolutionary game model involving manufacturing enterprises and consumers under market mechanisms and government intervention to analyze the evolutionary patterns and stability conditions of their strategic choices. Using case data and numerical simulations, it explores the role of government guidance in addressing market failures and fostering green innovation in manufacturing. The findings reveal the following: (1) Under market mechanisms, system evolution is influenced by multiple factors. If enterprises prioritize short-term gains by accelerating symbolic green innovation, consumer trust erodes, leading to a shift toward traditional consumption and ultimately driving the system toward market failure. (2) Under government intervention, incentive subsidies must reach a specific threshold to effectively guide manufacturers toward substantive green innovation. Such subsidies also lower the marginal cost of low-carbon consumption, enhancing consumer willingness to purchase green products. Furthermore, government regulation demonstrates positive promoting effects on the green behaviors of both manufacturers and consumers, with a more pronounced impact on the former. (3) The policy combination of incentive subsidies and government supervision significantly shapes evolutionary trajectories through a synergistic mechanism of “reward incentives and regulatory rigidity.” Policy mismatches may trap the system in market failure. Only when subsidy intensity sufficiently compensates for innovation costs and regulatory capacity exceeds enforcement efficiency thresholds can the system stably evolve toward a substantive green innovation, low-carbon consumption state, fostering a virtuous cycle of supply–demand synergy. Full article

This study aims to investigate the antecedents to ‘green personal care product’ (GPCP) awareness and purchase intention. Based on the theory of planned behavior (TPB) and sustainable consumption (SC), a conceptual model is developed and tested. Data collected from 455 Gen Z consumers from India were analyzed using structural equation modeling. The results confirmed a positive association of subjective norms, perceived behavioral control (PBC), and social media influence with attitude towards GPCPs. The findings indicate that attitude and health consciousness are positively associated with awareness, which in turn leads to purchase intention. Further, the findings support the positive role of environmental consciousness in driving consumers to engage in pro-environmental behavior. This study underscores the importance of health consciousness and environmental consciousness in driving individuals to engage in green purchase behavior. The findings from this study provide valuable insights into an individual’s attitude towards GPCPs and awareness of GPCPs, especially in the context of environmental sustainability. This study recommends actionable strategies to policymakers and marketers to advertise the benefits of consuming healthy products. The implications for theory and practice are discussed. Full article

This study explores how Artificial Intelligence (AI) shapes Green Purchasing Behavior through cognitive and attitudinal mechanisms by implementing the Stimulus–Organism–Response (SOR Model) Theory. It analyzes AI as an external stimulus that influences Environmental Knowledge and Green Truth, which, in turn, affects Environmental Attitudes and Green Purchasing Behavior. A cross-sectional quantitative design was employed using survey data collected from 412 consumers in the province of Guayas (Ecuador). The data were analyzed using partial least-squares structural equation modeling (PLS-SEM). The results indicate that AI exerts a weak influence on Green Purchasing Behavior; instead, its impact operates primarily through indirect pathways. Specifically, AI significantly enhances Environmental Knowledge and promotes Green Truth, subsequently shaping consumers’ Environmental Attitudes. Furthermore, Environmental Attitude emerged as the strongest predictor of Green Purchasing Behavior, confirming its central role in translating internal evaluations into consumption decisions. These findings contribute to the literature by integrating AI into sustainable consumption models and demonstrate that its effectiveness depends on its ability to generate credible and meaningful internal responses rather than directly influencing behavior. Full article

Climate change constitutes a significant environmental challenge, and carbon footprint labeling has emerged as a key policy instrument to promote low-carbon consumption. This study examines long-term trends in consumer purchase intention for carbon-footprint-labeled products in Korea, drawing on nationwide survey data collected over an 11-year period (2009–2019). The results demonstrate that environmental concern, perceived severity of climate change, understanding of the carbon footprint system, and exposure to low-carbon and green media are positively associated with purchase intention. Among these factors, perceived contribution to greenhouse gas reduction is identified as the most influential and consistent determinant over time. Importantly, the analysis focuses on purchase intention rather than actual purchasing behavior. Given the well-documented attitude–behavior gap in sustainable consumption, the findings should be interpreted as indicative of behavioral intention. By documenting long-term changes in consumer perceptions and intentions, this research provides insights into the impact of environmental information on consumer decision-making and offers policy recommendations to enhance the effectiveness of carbon labeling. Full article

Growing consumer awareness of environmental and health issues has increased demand for sustainable products, yet a persistent gap remains between positive attitudes and actual purchasing behavior. This study addresses inconsistent findings in prior literature regarding the effects of psychological drivers on willingness to pay a premium for green products. Drawing on the Theory of Planned Behavior and value-based perspectives, this study examines how environmental concern, health consciousness, and consumer innovativeness influence purchase intention and willingness to pay a premium (WTP) for green cosmetics. Data were collected from 872 respondents in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (MGA) to capture demographic heterogeneity. The results show that all three drivers significantly influence purchase intention, which in turn affects WTP and acts as a partial mediator. Demographic differences further moderate several relationships, highlighting heterogeneity in green consumer behavior. This study contributes by integrating psychological drivers, behavioral mechanisms, and demographic heterogeneity into a unified framework to explain willingness to pay for green cosmetics. The findings offer practical insights for developing targeted strategies to promote sustainable consumption in emerging markets. Full article

Despite the growing interest in organic personal care products (OPCPs), their repurchase remains challenging, as product quality may be difficult to verify even after use. Integrating the theory of consumption values (TCV) with reference dependence theory (RDT), this study conceptualizes post-use loyalty as a comparative benchmarking process and positions comparative perceived quality (CPQ) as a mechanism linking realized values to repurchase intention (RPI). Using survey data from 298 OPCP consumers, we employed partial least squares structural equation modeling (PLS-SEM), necessary condition analysis (NCA), and importance–performance map analysis (IPMA). The results indicate that efficacy, hedonic, and health values are positively associated with RPI, whereas environmental value is associated with CPQ rather than directly with RPI. CPQ mediates the effects of efficacy and hedonic value on RPI, lending support to comparative evaluation in post-use loyalty formation. Consumer expertise also conditions these relationships, with environmental value more salient among higher-expertise consumers and hedonic cues more influential among lower-expertise consumers. NCA suggests threshold effects for stronger repurchase outcomes, while IPMA highlights consumer expertise as an important but underperforming lever. Overall, the study provides a diagnostic account of the trial–repurchase gap in OPCPs and offers insights into retention in sustainability-oriented credence-based categories. Full article

To address climate change, reducing food loss along the production and supply chain is a global priority. Addressing this challenge requires a shift in agrifood systems toward greater sustainability, in which new technologies and novel foods appear as promising strategies. Among emerging novel foods, 3D-printed foods are an interesting new food technology for food loss reduction, resource optimization, and by-product valorization. However, to reach market success, it needs consumer acceptance, a topic far unexplored, particularly in the Italian context. To fill the literature gap, this article investigates Italian consumers’ intention toward 3D-printed savory snacks using an extended Theory of Planned Behavior, based upon the relevant literature. Survey data were collected, and partial least squares structural equation modeling was performed to test research hypotheses. Results show that attitude and subjective norms are the strongest predictors of purchase intention. In addition, perceived usefulness is shown to be a powerful construct, positively impacting attitude and subjective norms, while self-identity as a green consumer reinforces perceptions of the benefits of 3D-printed foods. Sensory appeal impacts consumer attitude. These insights have practical policy and micro-level applications, suggesting tailored strategies, educational campaigns, and supportive policies and marketing campaigns for fostering acceptance of 3D printing in the agrifood sector. Full article

Consumer decisions play an important role in shaping sustainable consumption outcomes. This study focuses on green purchase intention among young adult consumers in Turkey and examines how cognitive factors, social factors, and consumer individual characteristics are related to intention formation, with green loyalty considered as a moderating element. The data was obtained from 200 young adults via online surveys and though social networks commonly used in Turkey, and analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis shows that green purchase intention varies in relation to these factor groups, and that green loyalty influences the way several relationships operate within the model. The study contributes to ongoing discussions in consumer behavior and sustainable marketing by providing context-specific evidence relevant to organizations aiming to encourage eco-friendly product choices and more responsible consumption among younger consumers. This study is grounded in consumer behavior theory and uses selected elements of the theory of planned behavior and the attitude–behavior–context framework to organize the analytical framework. The findings offer insights that are relevant for both academic research and marketing practice within a sustainable consumption context. Full article

This study adopts the theory of planned behavior to investigate consumers’ purchasing decisions under extreme weather conditions. Specifically, this paper examines how extreme global weather events motivate consumers to consider purchasing green products and prioritize environmental sustainability in their consumption choices. It further explores whether consumers’ adoption of green products enhances their satisfaction under abnormal global climate conditions, as well as how consumer satisfaction subsequently improves individuals’ mood, anxiety, and cognitive states. Structural equation modeling was employed to test the hypothesized model using data collected from 352 valid respondents in China. As the global community strives to achieve net-zero CO₂ emissions by 2050, numerous firms and manufacturers have incorporated green product concepts to advance sustainable operations. The empirical results reveal that anxiety and cognition are positively related to green purchasing decisions, which in turn exert a positive influence on consumer satisfaction. Based on these findings, this study proposes actionable strategies to promote green consumption behavior by accounting for relevant psychological factors. Full article