绿色包装意识、主动性和行为之间的关系:对印度农村人口的探索性研究

IF 1.3 Q3 BUSINESS
Hesil Jerda George, Sahayaselvi Susainathan, Satyanarayana Parayitam
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引用次数: 0

摘要

本研究旨在探讨绿色包装行为(GPB)的前因和后果。一个概念模型已经被开发出来,其中绿色包装意识(GPA)和绿色包装倡议(GPI)是绿色包装的前体,环境问题和各种绿色包装替代品的可用性是调节因子。从环境效益和个人效益两方面考察了GPB的成果。与大多数从营销角度关注绿色包装的论文不同,本研究探讨了印度南部47个村庄的农村家庭的行为。我们精心设计了一套调查工具,从395名受访者那里收集了数据。在检查了仪器的心理测量特性后,使用Hayes的PROCESS宏对结果进行了分析。结果表明,GPA和GPI与GPB呈正相关,GPA预测GPI, GPI在GPA和GPB之间起中介作用。此外,研究结果表明,环境关注调节了GPI与GPB之间的关系,绿色包装可获得性(第二调节因子)、环境关注(第一调节因子)和GPI之间的三向交互作用影响了GPB。并从环境效益和个人效益两方面对GPB的结果进行了分析。本研究有几个理论意义。它证明了个人对绿色包装的意识是GPB的先驱。这项研究的重点是来自发展中国家(印度)的农村人口,因此可能缺乏在发达国家的普遍性。然而,研究结果可以推广到全球其他发展中国家。本研究激励个体参与亲环境行为。此外,它强调了GPB在获得环境和个人利益方面的重要性。对于个人来说,参与适当的废物管理实践以使环境不受污染也同样至关重要。本研究的结果对社会有益,因为它关注的是个体的亲环境行为。特别是在包装方面,本研究指出,购买绿色包装的产品,再利用和回收这些包装对保护环境至关重要。独创性/价值本研究通过关注农村人口的GPB填补了文献的空白。据作者所知,本研究中开发和测试的有调节的中介模型是第一个此类模型,因此对绿色包装和废物管理的文献做出了重大贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population
Purpose This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined. Design/methodology/approach Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros. Findings The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established. Research limitations/implications This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide. Practical implications This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted. Social implications The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment. Originality/value This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.
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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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