Environmental corporate social responsibility initiatives and the attitude-intention-behavior gap in green consumption

IF 2.9 Q2 MANAGEMENT
Cong Doanh Duong
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引用次数: 3

Abstract

Purpose The purpose of this study is to use the theory of planned behavior and a moderated mediation model to bridge the gap between attitude, intention and behavior in the context of green consumption. The study will focus on how environmental corporate social responsibility initiatives play a positive moderating role in the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchasing behavior. Design/methodology/approach A representative sample of 583 consumers was gathered from five major cities in Vietnam using a mall-intercept survey method. The moderated mediation model and the formulated hypotheses were tested using the PROCESS macro. Findings The results of our study reveal that green purchase intention is not only positively and directly associated with environmentally friendly purchase behavior but also significantly mediated the green purchase attitude–behavior link. Environmental corporate social responsibility initiatives were found to positively moderate the direct effect of attitude toward green products on green purchase intention. More importantly, our study also yielded that the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchase behavior is positively moderated by environmental corporate social responsibility initiatives. As such, the indirect impact of environmentally friendly purchase attitude on green purchase behavior through green purchase intention was stronger when the level of environmental corporate social responsibility initiatives was higher. Practical implications The results of this study have practical implications and offer valuable recommendations for marketing practitioners, administrators and policymakers. These recommendations can help promote corporate social responsibility practices among firms, encourage environmentally friendly consumption among consumers and contribute to the overall sustainable development of the country. Originality/value This study has made significant contributions to the existing literature on pro-environmental behavior by addressing the gap between attitude, intention and behavior in sustainable consumption. Furthermore, to the best of the author’s knowledge, this is the first study to use a moderated mediation model to shed light on the moderating effect of environmental corporate social responsibility initiatives on the direct and mediated relationships among attitude, intention and behavior in the context of green consumption.
环保企业社会责任倡议与绿色消费中的态度-意图-行为差距
目的本研究的目的是利用计划行为理论和适度中介模型来弥合绿色消费背景下态度、意图和行为之间的差距。本研究将重点研究环境企业社会责任倡议如何在绿色购买意愿对绿色产品态度和环境友好购买行为之间关系的中介作用中发挥积极的调节作用。设计/方法/方法采用商场截距调查方法,从越南五个主要城市收集了583名消费者的代表性样本。使用PROCESS宏对调节中介模型和公式化假设进行了测试。研究结果表明,绿色购买意愿不仅与环境友好型购买行为呈正相关,而且在绿色购买态度-行为之间存在显著的中介作用。环境企业社会责任倡议被发现积极调节对绿色产品的态度对绿色购买意愿的直接影响。更重要的是,我们的研究还表明,绿色购买意愿对绿色产品态度和环境友好购买行为之间关系的中介作用受到环境企业社会责任倡议的正向调节。因此,当环境企业社会责任倡议水平较高时,环保购买态度通过绿色购买意愿对绿色购买行为的间接影响更强。实际意义本研究的结果具有实际意义,并为营销从业者、管理者和决策者提供了宝贵的建议。这些建议有助于促进企业的社会责任实践,鼓励消费者进行环保消费,并有助于国家的整体可持续发展。原创性/价值本研究通过解决可持续消费中态度、意图和行为之间的差距,对现有的环保行为文献做出了重大贡献。此外,据作者所知,这是第一项使用调节中介模型来揭示环境企业社会责任倡议对绿色消费背景下态度、意图和行为之间的直接和中介关系的调节作用的研究。
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来源期刊
CiteScore
7.30
自引率
6.20%
发文量
65
期刊介绍: The Social Responsibility Journal, the official journal of the Social Responsibility Research Network, is interdisciplinary in its scope and encourages submissions from any discipline or any part of the world which addresses any element of the journal''s aims. The journal encompasses the full range of theoretical, methodological and substantive debates in the area of social responsibility. Contributions which address the link between different disciplines and / or implications for societal, organisational or individual behavior are especially encouraged. The journal publishes theoretical and empirical papers, speculative essays and review articles. The journal also publishes special themed issues under the guidance of a guest editor. Coverage: Accountability and accounting- Issues concerning sustainability- Economy and finance- Governance- Stakeholder interactions- Ecology and environment- Corporate activity and behaviour- Ethics and morality- Governmental and trans-governmental regulation- Globalisation and disintermediation- Individuals and corporate citizenship- Transparency and disclosure- Consumption and its consequences- Corporate and other forms of organization
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