An investigation of the impact of sustainability drivers and transformative mediators on green buying behavior in the US and Brazil

IF 2.4 4区 管理学 Q3 MANAGEMENT
S. S. Graça, V. P. Kharé
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Abstract

PurposeThis study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price value, attitude, and environmental knowledge) in influencing green buying behavior in a developed versus a developing country.Design/methodology/approachData was collected through a self-administered online survey in the United States (n = 195) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling software. Multi-group analysis was conducted to compare the impact of drivers and mediators on consumers' intention and willingness to buy green products and services between the two country groups.FindingsThe direct effects of price value, attitude, online education, and environmental knowledge, together with the indirect effects of perceived quality, social influence, and online education explain a significant amount of variation in driving consumer sustainability behavior in both countries. Differences between countries indicate that cultural and country's level of economic development moderate some relationships in the model. Affordable prices and social influences are stronger in Brazil.Practical implicationsOrganizations must educate consumers on relevant socio-ecological issues and communicate the positive aspects of their sustainable offerings as a proactive way to change consumers' attitude toward sustainability behavior, while recognizing the influence of family and friends in collectivist societies and price value in emerging markets.Originality/valueThis study is unique in drawing from three theories of green buying behavior and for empirically demonstrating the importance of distinct drivers and mediators under the context of countries in different stages of economic development (developed and developing). It provides a more global perspective on the topic and highlights the influential power of the key transformative mediators in the model.
美国和巴西可持续发展驱动因素和变革中介对绿色购买行为影响的调查
目的本研究比较了发达国家和发展中国家可持续性行为的三个驱动因素(感知质量、社会影响和在线教育)和三个变革性中介因素(价格价值、态度和环境知识)对绿色购买行为的影响。设计/方法/方法数据是通过美国(n = 195)和巴西(n = 209)的自我管理在线调查收集的。采用结构方程建模软件对假设模型进行检验。通过多组分析比较驱动因素和中介因素对两国消费者购买绿色产品和服务意愿的影响。价格价值、态度、在线教育和环境知识的直接影响,以及感知质量、社会影响和在线教育的间接影响,解释了两国在推动消费者可持续行为方面的显著差异。国家之间的差异表明,文化和国家的经济发展水平调节了模型中的某些关系。可承受的价格和社会影响在巴西更强。实际意义组织必须对消费者进行相关社会生态问题的教育,并传达其可持续产品的积极方面,作为改变消费者对可持续行为态度的积极方式,同时认识到家庭和朋友在集体主义社会中的影响以及新兴市场中的价格价值。原创性/价值本研究的独特之处在于借鉴了绿色购买行为的三种理论,并实证地证明了在不同经济发展阶段(发达国家和发展中国家)的背景下,不同驱动因素和中介因素的重要性。它为该主题提供了更全面的视角,并突出了模型中关键变革中介的影响力。
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来源期刊
CiteScore
5.40
自引率
9.70%
发文量
38
期刊介绍: The Baltic region has experienced rapid political and economic change over recent years. The challenges to managers and management researchers operating within the area are often different to those experienced in other parts of the world. The Baltic Journal of Management contributes to an understanding of different management cultures and provides readers with a fresh look at emerging management practices and research in the countries of the Baltic region and beyond.
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