Search Results (12)

Growing environmental concerns and regulatory pressures are prompting firms to re-examine packaging design to advance sustainability. Focusing on eco-designed retail packaging in the new-style milk tea industry, this study investigates how specific attributes of eco-designed retail packaging influence consumers’ purchase intention. Data were collected from 425 university students in Wuhan. We measured eco-designed retail packaging (ECRP) with a six-dimension scale (functional, aesthetic, eco-materials, eco-information, eco-production, and innovation) and tested the mediating role of green perceived value (GPV) using structural equation modeling (SEM). Results show differentiated effects of ECRP dimensions on GPV and purchase intention. Functional design and clear eco-information increase both GPV and purchase intention, whereas using eco-materials while directly raising purchase intention reduces GPV. Aesthetics and innovation mainly operate through direct enhancement of purchase intention rather than via GPV. GPV mediates part of the effects of functional attributes, eco-materials, and eco-information on purchase intention. The findings imply that optimizing functionality, information clarity, and material choices in eco-designed retail packaging can simultaneously elevate GPV and purchase intention. As green packaging becomes an industry imperative, this study provides theoretical and practical guidance for sustainable packaging innovation and green industry development. Full article

As the global context for sustainable actions increases continuously, understanding the psychological and demographic factors that influence green purchase intention (GPI) is vital for promoting sustainable consumer behavior. This study addresses the gap in the literature regarding how age affects sustainability consciousness (SC) and then influences GPI. The study employs a multidimensional construct measuring perception of people’s attitudes, knowledge, and behavior with respect to the economic, social, and environmental domain. The purpose of the study was to examine the direct and indirect effects of age on GPI through the mediators of sustainability knowledge (SKNOW), sustainability attitude (SATT), and sustainable behavior (SBEH). A serial mediation model (Model 6) developed by Hayes was applied using the PROCESS macro in SPSS version 26. Data were collected from a general adult population with purchasing power who independently make purchasing decisions in their household from Varazdin County, located in the northern part of the Republic of Croatia, representing different age groups and analyzed to test the hypothesis. In total 323 respondents participated. Results revealed that age had no direct effect on GPI, but significant indirect effects were found through the serial mediation. Specifically, the older groups showed stronger sustainability behavior, which significantly predicted GPI. The findings support the multidimensional structure of SC and highlight the importance of educational and behavioral strategies in promoting sustainable consumption, particularly tailored to specific age groups. This research contributes to sustainability and consumer behavior literature by demonstrating how age influences green purchase intention through serial mediation pathways. Full article

Promoting the transformation of green consumption has emerged as a critical pathway to address ecological constraints. However, existing research exhibits significant discrepancies in understanding the relationship between green attributes and purchase intention and lacks a deep unpacking of the underlying individual psychological mechanisms. Employing three situational experiments, this study integrates the chain effects of green attribute centrality (GAC), environmental concern (EC), and green trust (GT) to systematically explore the formation mechanism of consumers’ green purchase decisions. Results show three key findings: (1) When consumers exhibit high EC, GAC enhances their green purchase intention (GPI) more effectively; however, when EC is low, GAC demonstrates no significant differential impact on GPI. (2) The interaction between GAC and EC influences GPI via green perceived value (GPV) (i.e., this interaction effect is mediated by GPV). (3) GT further moderates these relationships: under high GT conditions, consumers with high EC show a stronger preference for high-centrality green products; conversely, under low GT conditions, such consumers exhibit a greater preference for low-centrality green products. This study provides a novel theoretical explanation and practical pathway for bridging the “attitude-behavior gap” in green consumption. It not only deepens the understanding of the mechanisms underlying green consumption decision-making but also offers precise references for enterprises to implement differentiated green marketing strategies and for policymakers to guide public green consumption. Full article

The current study aims to address the research gap regarding inconsistent findings on the effect of environmental knowledge (EK) in enhancing green purchase intention (GPI) by incorporating pro-environmental behavior (PEB) and environmental concern (EC) as factors to leverage green purchase intention. Five hypotheses were developed and tested using a sample of 300 respondents in Indonesia. Survey data from 300 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate the pivotal role of pro-environmental behavior in two ways. First, pro-environmental behavior mediates the relationship between environmental knowledge and green purchase intention. Second, while pro-environmental behavior enhances environmental concern, it is insufficient to fully strengthen green purchase intention; additional factors, such as the activation of ethical values of concern, are needed to reinforce this intention further. However, the limitations include reliance on quantitative cross-sectional data and focus on Bali, suggesting a need for longitudinal and cross-cultural studies. Practical recommendations include incorporating local communities in eco-tourism programs to ensure social acceptance and sustainability. In general, the results contribute theoretically by integrating knowledge, concern, and behavior into a cohesive model explaining green consumer intentions in tourism. This comprehensive approach supports efforts to transform individual values and behavior, which are critical alongside systemic or policy changes in advancing sustainable tourism. Full article

In recent years, increased environmental awareness has led consumers to adopt more eco-friendly lifestyles, including choosing green products to reduce their impact on the environment. With a particular focus on the green consumption behavior with regard to battery electric vehicles (BEVs) from two leading brands, Tesla (automotive) and Gogoro (scooter), in Taiwan, this study investigated the relationships among green perceived quality (GPQ), green perceived value (GPV), green brand image (GBI), green trust (GTR), and green purchase intention (GPI). After collecting 203 environmentally conscious respondents who are familiar with Tesla and Gogoro BEVs, the PLS-SEM was used to verify the research framework. The findings demonstrate that GPQ significantly impacts GBI and GPV; GBI significantly impacts GPV and GTR; and GPV significantly impacts GTR. As the key determinants of purchasing BEVs, GPQ, GBI, and GTR have significant effects on GPI, whereas the effect of GPV on GPI is not significant. In addition, this study also explored the moderation effect on green purchase behavior, revealing that the brand-specific cognition of Tesla and Gogoro moderates the relationships between green attributes (such as GPQ, GBI, and GTR) and GPI. This study contributes a more comprehensive understanding of the psychological and behavioral drivers behind green consumption behavior within the context of BEVs. This study not only sheds light on consumer behavior within dual-market dynamics in Taiwan but also offers a framework for other markets with similar environmental and infrastructural challenges. These insights can assist BEV companies to develop their sustainable marketing strategies, emphasizing the importance of developing a strong green brand image and green trust to boost BEV sales from the perspective of green perceived quality. Full article

This study investigates the mediating role of pro-environmental behaviours (PEBs) in the relationship between minimalism, collectivist culture, environmental concern, and green purchase intention (GPI) in emerging economies. This study aims to fill a gap in our understanding of how lifestyle choices, cultural values, and environmental consciousness influence sustainable consumption in collectivist settings. The study presents a new viewpoint on minimalism as an antecedent of pro-environmental behaviours, addressing deficiencies in the current literature regarding sustainability and consumer behaviour. The study utilises data from 385 participants across emerging economies and employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the links between components. Moreover, stringent validation methods, such as the heterotrait–monotrait ratio (HTMT), guarantee the trustworthiness and validity of the results. The findings indicate that minimalism, collectivist culture, and environmental concern favourably affect pro-environmental behaviours, which considerably mediate their influence on green purchase intention. Private PEBs exert a more significant impact on GPI than public PEBs, underscoring the significance of individual-level sustainable behaviours. These findings enhance the theoretical discussion on sustainability in emerging economies and provide practical insights for fostering sustainable consumer behaviours through culturally adapted techniques. Full article

This study aims to expand the current understanding of the antecedents and consequences of green purchase intention within the context of perceived green value (PGV). This study uniquely combines PLS-SEM and NCA to provide a comprehensive analysis of the factors influencing green purchase intention, offering a novel methodological contribution to the field. By examining the roles of influence and interaction as key precursors to perceived responsibility and self-efficacy, the research adds new dimensions to understanding how these factors shape green purchase intentions. Additionally, we explore how PER and PSE impact green purchase intention (GPI), primarily through their mediating effects. The survey data collected from consumers reveal that PGV positively influences GPI. Furthermore, both PER and PSE exhibit significant chain mediation effects, with the mediation effect of perceived environmental responsibility being particularly strong. This study provides actionable insights for policymakers and electric vehicle manufacturers, emphasizing the importance of green education, certification systems, and the promotion of environmental and economic attributes to foster green purchasing behavior. The findings suggest that government efforts should focus on intensifying green education and promoting the establishment of certification and evaluation systems for electric vehicle products. Meanwhile, electric vehicle manufacturers should highlight the environmental and economic benefits of their products to stimulate green purchasing behavior. Full article

This study examines the impact of IoT characteristics, key cultural dimensions, and safety concerns on consumer green purchase intentions. The research employed a survey approach, collecting responses from 278 consumers. Structural equation modeling (SEM) was used to test the hypotheses. The finding of the study indicates that IoT characteristics (IoTC), environmental concerns (EC), collectivism (GW), and individualism (ID) have a positive effect with attitude toward green purchasing (AGP), which further affect green purchase intentions (GPI). Attitude toward green purchasing (AGP) mediates the relationship between IoTC, safety concerns (SC), collectivism (GW), individualism (ID), and green purchase intentions (GPI). The study’s findings help us understand how IoTC, social concerns, and cultural factors affect consumer green purchase intention. Full article

This research aims to analyze the effects of perceived environmental responsibility (PER), environmental knowledge (EK), new ecological paradigm (NEP), and environmental collective efficacy (ECE) on the high-quality broiler purchase intention of China and Sierra Leone. Despite prior studies that have investigated the relationship between Hofstede’s cultural dimensions’ impacts on high-quality food (e.g., organic and green) purchase behavior, research on the moderating effect of uncertainty avoidance (UA) on the formulation of high-quality food purchase intention is rarely found. Based on this, a study was conducted via administrating an online structured questionnaire to 588 Chinese consumers and 410 Sierra Leoneans. The validity and reliability of the new conceptual model were examined through a confirmatory factor analysis, while structural equation modelling (SEM) was employed for the data analysis, and to test the hypothesized relationships among the variables. The results revealed that PER, EK, NEP, and ECE directly influence consumers’ purchase intention (PI) and actual purchase behavior (APB) for high-quality broilers in China and Sierra Leone. However, the results from Chinese consumers show that UA has a direct impact on high-quality purchase intention and actual purchase behavior, but was not found to have a moderate impact between the antecedents and purchase intention as well as actual purchase behavior, while UA positively moderates the relationship between PER, EK, ECE, and GPI, as well as between PI and APB in Sierra Leone markets. Therefore, the study concluded that enterprises in African markets, particularly Sierra Leone, can segment their customers and target them with persuasive positioning approaches by taking the cultural element (uncertainty avoidance) into account. This study enhances the methodology for learning about the preferences and behavioral patterns of cross-cultural consumers. Full article

The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer’s green purchase intentions. Full article

Environmental deterioration brought about by consumers’ non-feasible utilization pattern is putting a pressure on the environment and is obstructing sustainable development. To hinder this impact and stimulate a more sustainable economic growth, one solution is to lessen or move utilization patterns from conventional products to eco-friendly products. The authors conducted a review study of green purchase behavioral research across the 6-year period from 2015 to 2021, identifying 108 studies that met our inclusion criteria. The current review distinguishes different pervasive facilitators, motives, and obstacles influencing consumers’ decision-making process towards environmentally friendly products, and it gives potential clarifications for contradictions found in green purchase behavior (GPB). The paper reveals the main determinants of consumer’s GPB, and as a result of the review, 212 variables that affect green purchase intention (GPI) were identified. Moreover, 135 determinants that influence GPB were recorded. In this way, besides contributing to the literature, it will assist policymakers in formulating and employing strategies to persuade eco-friendly purchasing, and it will give an opportunity for marketers to generate proper marketing strategies for drawing in clients and guaranteeing ideal sales. Full article

In this modern age of digitalization, consumers have access to an ample amount of information regarding a product’s quality and benefits, which makes consumers more conscious of their consumption patterns and their impact on social and environmental development. Likewise, marketing strategies have also taken a dramatic leap forward and started focusing on social responsibility, ethics, and environmental protection. The notion of environmental sustainability has created a market niche over several decades and has captured the market of pro-environmental consumers. However, there are still many latent factors that are obstacles to shifting the behavior of consumers towards buying green products. The present study was conducted to recognize factors that affect the consumers’ behavior when purchasing eco-friendly products. They were collected from 1185 university students in Hungary. To analyze the data, multiple regression and exploratory factor analysis (EFA) were used. The results showed that willingness to pay (WTP) and green purchase intention (GPI) are the chief factors that affect the green purchase behavior (GPB) of these students. Environmental knowledge (EK) also has an important and positive impact on the green purchase behavior (GPB) of consumers, although regarding demographic variables, no such influence was noted. To conclude, the study showed that there was no bias in terms of age, gender, or qualification in the behavior of young students, as they have sufficient knowledge of environmental problems and are very willing to pay for environmentally friendly products. This study will create self-awareness among young consumers about their environmentally friendly purchasing behavior. This research will further benefit policymakers and marketers of the EU and Hungary to enhance their marketing strategies to promote their green products and their benefits. Future research can be developed on this theoretical framework and will help academicians to further reduce the research gap by using different constructs and methodologies. Full article