A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions

Q1 Decision Sciences

Uncertain Supply Chain Management Pub Date : 2023-01-01 DOI:10.5267/j.uscm.2022.9.014

N. Ekawati, I. Wardana, N. Yasa, N. Kusumadewi, I. G. A. Tirtayani

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引用次数: 5

Abstract

The study aimed to perform a further analysis of the society’s awareness towards the natural environment, especially the awareness of having a healthy life, which leads them to have an awareness to use a natural-based product (environmentally friendly product). Furthermore, this awareness acts as a guidance for them to become consumers who care about their environment and also the material logistics management of each company to build a good customer relationship management with their customer. Along with this phenomenon, however, several reasons regarding the increase of environmentally friendly product consumption are unknown. This study focused on antecedents generating green purchase behavior, namely, social influence, green attitude, green value, and green trust. The approach applied in the study was a purposive sampling method with the 450 respondents in all over Bali. The finding showed that the social influence did not significantly impact the green purchase behavior. On the other hand, green attitude, green value, and green trust brought a positive and significant impact toward green purchase behavior. Social influence, green attitude, and green value influenced positively and significantly toward green trust. Green trust played a role as the relationship mediator of social influence, green attitude, and green value on green purchase behavior. The study was limited as it belonged to cross-sectional and longitudinal study, and it needed a lengthy period to validate the finding. It only accommodated the consumer’s green purchase behavior in Bali. Hence, it cannot be generalized; however, it can be developed in another area. Moreover, the practical implication for the producers of the environmentally friendly product is that they can be more attentive to certain variables that generate the green purchase behavior. The authenticity of the study is that the social influence does not influence the green purchase behavior toward the society in Bali. Furthermore, this study supports the Theory of Reasoned Action (TRA) particularly in marketing the green product. The study is a more completed model development of the green purchase behavior. Furthermore, the variable in this study is worth considering in developing the environmentally friendly product.

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新常态下改善绿色采购行为和客户关系管理的策略

本研究旨在进一步分析社会对自然环境的意识，特别是对健康生活的意识，从而导致他们有使用天然产品(环保产品)的意识。这种意识引导他们成为关心自己环境的消费者，也引导每个公司的物资物流管理与客户建立良好的客户关系管理。然而，伴随着这一现象，环保产品消费增加的几个原因尚不清楚。本研究聚焦于绿色购买行为的前因，即社会影响力、绿色态度、绿色价值和绿色信任。研究中采用的方法是有目的的抽样方法，在巴厘岛各地有450名受访者。研究发现，社会影响对绿色购买行为的影响不显著。另一方面，绿色态度、绿色价值和绿色信任对绿色购买行为产生正向显著影响。社会影响、绿色态度、绿色价值观对绿色信任有显著正向影响。绿色信任在社会影响、绿色态度和绿色价值对绿色购买行为的关系中起中介作用。本研究属于横断面和纵向研究，存在一定的局限性，需要较长的时间来验证研究结果。它只适应了巴厘岛消费者的绿色购买行为。因此，它不能一般化;然而，它可以在另一个领域得到发展。此外，对环境友好型产品的生产者的实际意义是，他们可以更关注产生绿色购买行为的某些变量。本研究的真实性在于社会影响并不影响巴厘岛居民对社会的绿色购买行为。此外，本研究支持理性行为理论(TRA)，特别是在营销绿色产品。本研究是对绿色购买行为较为完整的模型开发。此外，本研究中的变量在开发环境友好型产品时值得考虑。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Uncertain Supply Chain Management Decision Sciences-Statistics, Probability and Uncertainty

CiteScore

5.60

自引率

0.00%

发文量

112

期刊介绍： Supply chain management (SCM) plays an essential role in managing the movement of raw materials into an organization, certain issues of the internal processing of materials into finished goods, and the movement of finished products out of the organization for end-consumer delivery. The goal of SCM is to improve trust and collaboration among supply chain partners and to improve inventory visibility. However, many SCM problems deal with uncertain events such as uncertainty in demand, supply, quality, price, etc. This forum is dedicated to all scholars who wish to share their ideas about uncertainty in SCM problems. Uncertain supply chain management is a quarterly publication dedicated to all scientists in all over the world who wish to share their experiences and knowledge in this field. Our policy is to perform a peer review on all submitted articles and publishes original and high quality articles.