Search Results (155)

Green advertising messages often face challenges of abstraction and outcome ambiguity. To address this, we apply the framing effect theory to explore how concrete versus abstract expressions in green advertising interact with consumer perceptions. Drawing on the Stereotype Content Model (SCM), we propose a congruence framework: concrete messages align with competence appeals, while abstract messages align with warmth appeals. Through two experiments, we demonstrate that such congruence significantly enhances green purchase intention. Experiment 1 establishes the interaction effect between message framing (concrete vs. abstract) and appeal type (competence vs. warmth), revealing that concrete–competence and abstract–warmth pairings outperform mismatched conditions. Experiment 2 further validates advertising attitudes as a mediator and product involvement as a moderator, clarifying boundary conditions. These findings advance the theoretical understanding of framing effects in sustainability communication and offer actionable strategies for marketers: aligning message specificity (concrete/abstract) with appeal dimensions (competence/warmth) can amplify consumer engagement, particularly when tailored to product contexts. Full article

This study investigates the determinants of eco-buying behavior by drawing from the Theory of Planned Behavior (TPB) and considering green consumption values and prosocial attitudes. Using a cross-sectional survey of 436 adults in the UK and employing a two-step analysis with Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Condition Analysis (NCA), this research examines both sufficient and necessary conditions for sustainable purchasing behavior. The findings reveal that green consumption values and social influence are positively associated with green buying behavior, with green consumption values exerting the strongest influence. Conversely, prosocial attitudes and perceived behavioral control show no significant direct effects, yet age moderates the relationship between prosocial attitudes and green buying behavior. Moreover, NCA identifies green consumption values and perceived behavioral control as necessary conditions at specific thresholds, underscoring their importance in fostering high levels of green buying behavior. Additionally, a logarithmic relationship is observed between green consumption values and green buying behavior, suggesting diminishing returns at higher levels of green consumption values. Notably, the influence of green consumption values on green buying behavior is stronger among older individuals (35+), highlighting age-based differences in sustainable consumption. By integrating both sufficient and necessary conditions, this research addresses the attitude-behavior gap in sustainable consumption, offering novel insights into the roles of intrinsic values and social influences. These findings challenge established constructs like perceived behavioral control and highlight the relevance of advanced analytical methods in sustainable consumer research. The study contributes theoretical insights and practical implications for sustainable marketing strategies targeting value-driven consumers. Full article

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

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’ purchase intentions. Furthermore, it explores the moderating role of digital customer engagement (DCE) in the relationship between GPV and building brand equity. To verify the hypothesis, we performed the partial least squares structural equation model (PLS-SEM) as an analytical technique using 572 datasets from luxury consumers in China. The results revealed that GPV through GNPs significantly influences both brand attitude and brand trust. In addition, brand attitude and brand trust were found to have a significantly positive effect on purchase intention. Moreover, DCE was observed to positively moderate the relationship between GPV and brand trust. To enhance the purchase intentions for luxury brands, it is essential to foster brand attitude and brand trust by developing a multidimensional GPV through GNPs. Furthermore, DCE plays a crucial role in strengthening the brand trust component of GPV. Full article

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption. Full article

The main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO₂. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results. Full article

The main objective of this study was to assess whether social media directly influences purchase intention and how it indirectly influences key psychological determinants, such as environmental attitude, subjective norms, and perceived behavioral control, based on the Theory of Planned Behavior. A quantitative, cross-sectional, and correlational approach was adopted, with data collected through surveys of 430 people in Guayaquil, Ecuador, using a 5-point Likert scale. Reliability was tested using Cronbach’s alpha, while data analysis employed confirmatory factor analysis and structural equation modeling using SPSS 24 and AMOS 24. The results indicate that social media does not directly affect purchase intention but significantly influences environmental attitudes, subjective norms, and perceived behavioral control; consequently, these factors positively affect purchase intention. This study contributes to the literature by highlighting the indirect role of social media in shaping green purchasing behavior, suggesting that marketing strategies should focus on improving consumer attitudes, social support, and accessibility to organic products. Full article

The energy crisis has highlighted the need for a significant change in Kosovo’s lignite-based electrical energy system, particularly greater investments in renewable energy sources. These sources would provide greater price stability, centralized accessibility, and relatively affordable investment costs. This research tries to analyze the basic attitudes behind the behavior of the students from the agricultural faculty in Kosovo in order to acquire a better understanding of their preferences for renewable energy source purchases, using the Best–Worst Scaling (BWS) method and cluster analysis. Students’ perspectives on renewable energy show strong environmental and price conscientiousness in BWS methods (first and second rank), while the rate of eco-skeptic students reaches only 23% in the cluster analysis, which is a very promising sign of the younger generation’s growing dedication to sustainability. Students, as future decision-makers, can play a critical role in making the transition to a more sustainable and resilient agricultural system. Green transition in Kosovo can be reached by combining the importance of dissemination and marketing tools with the pressing demand for renewable energy solutions, which might be interesting not only for Kosovo, but (considering the expectable enlargement) also for the EU. Full article

As environmental issues become increasingly important to consumers, integrating green marketing strategies into corporate promotional efforts is essential. However, limited research has examined cultural differences in consumer responses to green marketing content. This study addresses this gap by exploring how eco-friendly social media posts influence consumer perceptions and behaviors, specifically regarding informativeness, entertainment, perceived relevance, brand attitude, purchase intention, and word of mouth (WOM). This research employs an experimental study with a sample of 2035 participants from Poland and the United States to examine cross-cultural differences in responses to green marketing content. The findings revealed that eco-friendly posts significantly enhance informativeness, entertainment, and relevance, leading to higher levels of brand attitude, purchase intention, and WOM compared to non-green content. Furthermore, the effects of eco-friendly messaging on consumer engagement differ between Polish and US participants, underscoring the importance of culturally tailored green marketing strategies. These results provide valuable insights for marketers aiming to develop effective and culturally responsive sustainable marketing campaigns that resonate with diverse consumer groups. This study extends the green marketing literature by examining how informativeness, entertainment, and perceived relevance affect consumer behavioral intentions, such as purchase intention and WOM. 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

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. Research shows that various factors influence consumers’ purchase intentions, with design-driven attributes and brand image playing crucial roles. However, their impact in the context of green agricultural product live streaming remains underexplored. This study, based on the S-O-R theory, investigates the factors that stimulate consumer purchase intentions for green agricultural products and reveals the influence of design-driven attributes on purchase intentions. A total of 472 valid responses were collected through a questionnaire. The results indicate that social presence and brand image have a positive impact on purchase intention, with green perceived value and emotional attitude acting as full mediators. However, design-driven attributes do not have a significant direct impact on purchase intention. Nevertheless, emotional attitude plays a significant mediating role between design-driven attributes and purchase intention. This study contributes to the research on consumer behavior and perceived value in live streaming environments, particularly emphasizing the importance of design-driven attributes, and provides insights for optimizing live streaming strategies and improving agricultural product design. 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 objective of this study was to identify the determinants of personal norm and to measure the effect of personal norm on green purchasing behavior as well as a possible mediating role of consumer LOHAS orientation in the effect of personal norm on green purchasing behavior in the hospitality context. A field study was designed to measure the hypothesized effects, and 418 consumers who regularly purchase summer holidays in hotels were included in the survey. Structural Equation Modeling (SEM) was employed in order to test the proposed hypotheses. The results confirm that social norm, the ascription of responsibility, and the attitude towards green purchasing behavior are the determinants of personal norm. Personal norm is found to affect both the green purchasing behavior and the LOHAS orientation of consumers. The results of the study also confirmed that LOHAS orientation does not mediate the effect of personal norm on green purchasing behavior due to the dominance of personal norm’s effect on LOHAS orientation. Academic as well as managerial implications are provided in the Discussion. The Conclusion provides the most important academic and practical contributions of the study, limitations related to the generalizability of the findings, and recommendations for future studies. Full article