The effect of retailer CSR and consumer environmental responsibility on green consumption behaviors: mediation of environmental concern and customer trust

IF 3.6 3区 管理学 Q2 BUSINESS
Saad Saif, Hashim Zameer, Ying Wang, Qadir Ali
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Abstract

Purpose

Growing environmental issues worldwide need the engagement of all stakeholders to compliance with the decisions of global leaders made at COP21 and COP26. In this regard, the present study looks at the influence of retailer social responsibility and consumer environmental responsibility by reinforcing consumer’s green consumption behaviors. Similarly, the proposed study incorporates the mediating role of customer trust and environmental concern to understand whether retailer corporate social responsibility and consumer environmental responsibility strengthen green consumption behavior.

Design/methodology/approach

Multiple hypotheses have been developed in light of the theoretical analysis of the available literature. The information was gathered through a survey method. A web-based portal was used to administer the survey, and 340 useable responses were processed by SPSS 23.0 and AMOS 23.0 for experiential analysis. First, the validity and reliability were evaluated. The authors then tested potential relationships using structural equation modeling.

Findings

Survey data analyzed using the SEM approach reveal that consumer environmental responsibility and retailer CSR does not drive green consumption behavior directly. However, green concern and consumer trust mediates the relation of consumer environmental responsibility and retailer CSR towards green consumption behavior. Another mediating path was also tested through environmental responsibility and green concern among retailer's CSR and green consumption behavior. The outcomes of this path are also significant.

Practical implications

The study holds promising implications for green consumption behaviors. The following can be achieved by implementing more sustainable supply chain strategies, such as lowering carbon footprint, purchasing eco-friendly goods and supporting environmental causes through retailers and consumers as well.

Originality/value

This study investigated the joint contribution of retailer CSR and environmental responsibility to green consumption for the first time. The work strengthens the body of knowledge in the field of managerial decision-making and creates new directions for scholarly investigation.

零售商企业社会责任和消费者环境责任对绿色消费行为的影响:环境关注和客户信任的中介作用
目的 全球日益严重的环境问题需要所有利益相关者的参与,以遵守全球领导人在 COP21 和 COP26 上做出的决定。为此,本研究通过强化消费者的绿色消费行为,探讨零售商社会责任和消费者环境责任的影响。同样,本研究还结合了顾客信任和环境关注的中介作用,以了解零售商的企业社会责任和消费者的环境责任是否会强化消费者的绿色消费行为。通过调查方法收集信息。调查采用网络门户进行,340 份可用答卷经 SPSS 23.0 和 AMOS 23.0 处理后进行经验分析。首先,对有效性和可靠性进行了评估。结果使用 SEM 方法分析的调查数据显示,消费者的环境责任和零售商的企业社会责任并不直接驱动绿色消费行为。然而,绿色关注和消费者信任对消费者环境责任和零售商企业社会责任与绿色消费行为之间的关系起着中介作用。另一个中介路径也是通过环境责任和绿色关注检验零售商企业社会责任与绿色消费行为之间的关系。实践意义本研究对绿色消费行为具有积极意义。通过实施更可持续的供应链战略,如降低碳足迹、购买环保商品以及通过零售商和消费者支持环保事业,可以实现以下目标。这项工作加强了管理决策领域的知识体系,并为学术研究开辟了新的方向。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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