Search Results (172)

This research proposes an adaptation of the quality–loyalty model in which affective commitment is integrated as a key factor in the proposed framework. The study presented a comprehensive framework encompassing 11 hypotheses formulated from an extensive literature review. Empirical data collected from 679 environmentally conscious consumers predominantly residing in Vietnam’s three principal urban centers were employed to evaluate these hypotheses. The assessment was executed utilizing the partial least squares structural equation modeling technique. The results of this research authenticate the appropriateness of the integrated model in studying green consumption, verify the critical role of affective commitment in the newly introduced model, and identify the high impact of affective commitment on green loyalty intention and green purchase behavior. This research also shows that other factors of the quality–loyalty model have significant influences on affective commitment and green loyalty intention. Moreover, this study signifies the crucial role of green perceived quality in fostering affective commitment and green loyalty intention. Green perceived quality was identified as a key factor influencing green loyalty intention and played a crucial role in encouraging customers to purchase environmentally friendly products. Full article

Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders. Full article

Growing awareness of sustainable development and green consumer concerns is driving the market expansion for green agriculture products. E-commerce live streaming gives rural enterprises a new channel through scenario-building and interaction, while agro-tourism integration combines resources to generate a variety of promotion scenarios. This study examines the effects of external stimuli, including social networks, resource endowment, infrastructure, and the characteristics of e-commerce streamers, on the perception, trust, perceived value, and purchase intention of green consumption. It is based on the SOR (Stimulus–Organism–Response) theoretical model and focuses on e-commerce live streaming in the agriculture-tourism integration scenario. According to a structural equation modeling (SEM) analysis of 350 consumer questionnaires, these external stimuli primarily influence purchase intention through perceived value, trust, and green consumption cognition, with resource endowment having the most significant impact. The effects of infrastructure on perceived value and streamer attractiveness on green consumption cognition are not statistically significant. This research not only broadens the use of the SOR model in the emerging field of agritourism integration but also offers rural businesses theoretical backing and useful guidance to maximize e-commerce live marketing and enhance agritourism integration. Full article

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 green products. This study investigates how green brand positioning influences consumer purchase intention for green technology products, examining the mediating roles of self-image congruence and functional congruence, and the moderating effects of product involvement level and product optionality. A quantitative survey was conducted with 354 US participants who possess at least a bachelor’s degree and have experience with technology products, using validated scales through structural equation modelling and mediation analysis. The findings demonstrate a significant positive relationship between green brand positioning and purchase intention. Self-image congruence partially mediated this relationship, while functional congruence also served as a significant mediator. The product involvement level positively moderated the mediation effect of self-image congruence, whereas product optionality negatively moderated the mediation effect of functional congruence. Green brand positioning effectively enhances purchase intention when consumers perceive alignment with their environmental self-image and when products maintain a functional equivalence to non-green alternatives. Companies should focus on building environmental self-congruence while ensuring product quality to maximise green marketing effectiveness and bridge the intention–behaviour gap. Full article

This study examines the behavioral mechanism of sustainable consumption through which greenwashing (GW) perception influences consumers’ intention to purchase green food, with a particular focus on Chinese consumers. Grounded in the value-based adoption model (VAM), we propose a structural model that incorporates perceived benefit (PB) and perceived sacrifice (PS) as mediating variables and GW perception as a moderating variable. Using survey data from 347 Chinese respondents, the analysis is conducted via partial least squares structural equation modeling. The results indicate that environmental knowledge, environmental awareness (EA), green food characteristics (GFCs), and consumer characteristics significantly enhance PB, whereas EA and GFCs reduce PS. PB has a positive effect on green food purchase intention, whereas PS has a negative effect. Notably, GW perception does not significantly moderate the relationship between PB and purchase intention, but it does intensify the negative impact of PS on purchase intention. This suggests that consumers who are sensitive to GW are more likely to reject green food products when they experience a high PS. This study contributes to the literature by extending the application of the VAM in the context of sustainable consumption and offering empirical insights into the psychological effects of GW. Practical implications include marketing strategies aimed at reducing PS and fostering trust through transparent, verifiable green claims. Policymakers are encouraged to improve certification systems and public education efforts to alleviate consumer skepticism in the green food market. Full article

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 research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. 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 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

Background: guarana and green tea are known as compounds that may improve cognitive performance due to their high content of caffeine and other neurostimulants, such as theobromine in the case of guarana and ECGC (apigalocatechin-3-galate) in that of green tea. Methods: this study investigates the effects of Paullinia cupana (guarana) and Camellia sinensis consumption on students’ intellectual performance. The study group consisted of 33 students, mostly women, from various faculties. During the studied period, they consumed 2 g guarana per day for ten days and 1.5 g green tea per day for ten days. The students completed three cognitive tests before and after administration of the products, measuring reaction speed, memory, and attention. They also completed questionnaires regarding health status, product information, product quality, purchase intention, consumer confidence in the product, and perception of effects and preferences. Results and discussion: the results showed that both guarana and green tea fostered significant improvements in cognitive performance. However, more people felt the effect of guarana than the effect of green tea. The study found a strong correlation between cognitive effects and guarana administration, including improvements in energy and retention of information. For green tea, a calming effect and state of well-being were the most relevant responses. Conclusions: the findings suggest that guarana and green tea may constitute a useful strategy for improving academic performance. However, further research is needed to determine optimal doses, frequency of consumption, and potential long-term effects on cognitive function. Full article

Product environmental information is considered a useful strategy to translate consumers’ intention into actual green product purchase behaviors. The underlying theoretical explanations of the importance of information await exploration. This research applies a theory of planned behavior lens to study the theorical mechanism of how product environmental information affects consumer behaviors in the e-commerce context. E-commerce product environmental information is covered in the theoretical model as a new variable which can be studied for its impact on consumer behaviors. As results show, the intention and perceived behavioral control can both positively impact behavior. Specifically, information on behavioral consequences, mediated by perceived control of behavior, can significantly improve purchase behavior for durable products such as air conditioners. Meanwhile, information frequency can positively moderate the relation of perceived behavior control to behavior. For fast-moving consumer goods, information such as online buyer reviews and product ratings can enhance behavior through a chained mediation effect due to intention linked with subjective norms. Information also has heterogeneous impacts on consumers with different demographic attributes. These results can provide practical implications for market practitioners adopting diverse information presentation strategies to promote green products on e-commerce platforms and addressing the gap between intention and behavior. Full article

The main objective of this paper is to assess the influence of claims suggesting the eco-friendly nature of products present on food product packaging, consumers’ purchase intentions, and brand image. To achieve this, an experimental study was conducted in which participants were presented with packaging prototypes to explore their purchase preferences and attitudes toward the brand. The study involved two types of food products—apple juice and a box of chocolates. Some packaging prototypes featured pro-environmental attributes, while others did not. The results confirm the positive impact of pro-environmental packaging elements on consumers’ purchase intentions and brand perception. “Eco-friendly” brands were perceived as high-quality and more appealing. In both product categories, the majority of respondents preferred brands incorporating pro-environmental elements on packaging. These findings highlight the potential benefits for brand owners of integrating sustainability-focused content into packaging, which can serve as a competitive advantage in the food market. Full article

Ora-pro-nobis (OPN) enriches gluten- and lactose-free bread, while improving nutritional quality and sustainability due to its high nutritional value, adaptability to diverse climates, and low resource requirements for cultivation. This study evaluated the impact of incorporating different concentrations of OPN (0–24%) on the physicochemical (e.g., centesimal composition, specific volume, and color analysis), functional (e.g., total phenolic compounds and antioxidant capacity), and sensory quality (e.g., acceptance test and purchase intent) of gluten-free and lactose-free sweet bread. The results revealed that the addition of OPN led to a 63% increase in protein content and a 65% increase in ash content (p < 0.05). Higher OPN concentrations also enhanced the specific volume by up to 35% (p < 0.05), yielding softer and more voluminous loaves. Texture analysis showed reductions in crumb hardness and chewiness by up to 74.8% and 59.4%, respectively (p < 0.05), attributed to OPN’s water retention and gas-trapping abilities during fermentation. Furthermore, OPN addition resulted in a darker crust and a dark green crumb, with a remarkable increase in total phenolic compounds (up to 464%) and antioxidant capacity (up to 503%) (p < 0.05). Sensory evaluations indicated that OPN did not affect the overall impression compared to the control bread (p > 0.05), with all samples achieving purchase intention scores >3.0 points. Thus, incorporating OPN in gluten-free and lactose-free bread not only enhances nutritional and functional properties but also supports sustainable food production, presenting an innovative solution for consumers with dietary restrictions seeking health-oriented, eco-friendly products. 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