Unveiling ways to examine the purchase intension of green products in emerging markets

IF 4.5 Q1 MANAGEMENT

Benchmarking-An International Journal Pub Date : 2023-07-21 DOI:10.1108/bij-06-2022-0379

Rambabu Lavuri, Ratri Parida, Sonia Singh

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引用次数: 0

Abstract

PurposeThis research study uses the theory of planned behavior to investigate the factors such as environmental concern, perceived control behavior and subjective norms that foster green purchasing intention in the developing market, with the moderating influence of environmental knowledge.Design/methodology/approachConvenience and purposive sampling were used to obtain data from 418 respondents, which were analyzed using structural equation modeling.FindingsThe findings revealed that environmental concern had a significant impact on the subjective norms, green attitude and perceived behavioral control; subjective norms had a positive impact on the green attitude, did not on perceived behavioral control and green purchase intention directly; perceived behavioral control had a significant impact on green attitude directly but did not green purchase intention; green attitude had a significantly impacted the green purchase intention. Environmental knowledge had a strong moderation association between green attitude and green purchase intention.Originality/valueThe study explores the complex relationships between various factors, including environmental concern, subjective norms, perceived behavioral control, green attitude and environmental knowledge, and their impact on green purchase intention which can provide a more nuanced understanding of the drivers for sustainable consumption. Additionally, the study's finding on the moderating effect of environmental knowledge on the relationship between green attitude and green purchase intention may be a novel contribution to the existing literature.

查看原文本刊更多论文

揭示新兴市场绿色产品购买意愿的检验方法

目的本研究运用计划行为理论，探讨环境关注、知觉控制行为和主观规范等因素对发展中市场绿色购买意愿的影响，以及环境知识的调节作用。设计/方法/方法采用方便抽样和目的抽样的方法，从418名受访者中获取数据，并使用结构方程模型对其进行分析。结果发现:环境关注对主观规范、绿色态度和感知行为控制有显著影响;主观规范对绿色态度有正向影响，对感知行为控制和绿色购买意愿没有直接影响;知觉行为控制对绿色态度有直接的显著影响，但对绿色购买意愿没有显著影响;绿色态度对绿色购买意愿有显著影响。环境知识在绿色态度与绿色购买意愿之间具有较强的调节作用。本研究探讨了环境关注、主观规范、感知行为控制、绿色态度和环境知识等因素之间的复杂关系，以及它们对绿色购买意愿的影响，从而更细致地了解可持续消费的驱动因素。此外，研究发现环境知识对绿色态度和绿色购买意愿之间的调节作用可能是对现有文献的一个新的贡献。

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

Benchmarking-An International Journal MANAGEMENT-

CiteScore

10.40

自引率

16.10%

发文量

154

期刊介绍： Benchmarking is big news for companies committed to total quality programmes. Its enthusiastic reception by many prominent business figures has created high levels of interest in a technique which promises big rewards for co-operating partners. Yet, like total quality itself, it must be understood in its proper context, and implemented single mindedly if it is to be effective - this journal helps companies to decide if benchmarking is right for them, and shows them how to go about it successfully.