Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products

Fostering customer green purchase behavior is a fundamental constituent of an eco‐friendly hospitality firms' success. The present study developed a theory of green purchase behavior (TGPB) that clearly and sufficiently explains customer environmentally responsible buying behavior for green hospitality products, such as green hotels and green restaurants. Mixed methods based on a psychometric approach were used for the development of the theory. Within the theory, attitude, ascribed responsibility, and social norm directly activate the personal norm. These types of activators form based on awareness of consequences, image, ecological worldview, and environmental value. In addition, past behavior increases behavior. This theorization is fully supported and demonstrated through both qualitative and quantitative processes. Green purchase behavior was satisfactorily accounted for by the proposed theory. The TGPB included a stronger prediction power than the existing pro‐social theories, and it is applicable to diverse hospitality/tourism/consumer behavior contexts.     

Answering key questions on green consumption: A qualitative study among Indian youth

The main objectives of this study are to (a) comprehend the definition of green consumption, (b) identify the products that are considered green by consumers, (c) understand the reasons behind green product consumption, and (d) decipher the possible implications of consuming green. To achieve these objectives, information‐rich young consumers were depth interviewed. Subsequently, thematic maps were developed using thematic analysis technique. In that, three major themes emerged as (a) personal factors, (b) social factors, and (c) environmental factors. These findings have implications primarily for scholars as this paper advances prior literature on the theory of planned behavior by looking at green consumption through the lens of young Indians. Also, it has implications for marketers as they may formulate strategies to market their green products on the basis of the factors identified in the paper.     

The impact of motivation,intention, and contextual factors on green purchasing behavior: New energy vehicles as an example

Green purchasing behavior is of great significance to the realization of carbon reduction goals. Through in-depth interviews, this study uses new energy vehicles to explore the driving factors of green purchase. It applies grounded theory for a qualitative analysis, the results of which show that behavior motivation, behavior intentions, residential characteristics, social norms, behavior ability, and institutional and technological context are the main factors of green purchase, albeit in inconsistent ways. It is found that behavior motivation indirectly affects green purchase through behavior intention; residents' characteristics, behavioral ability, social norms, and the institutional and technological context have moderating effects on the relationship between behavior intention and green purchase, indicating the existence of an “intention–behavior” gap. The study proposes the comprehensive model of Motivation–Intention–Context–Behavior to explain the driving factors for green purchase and provides policy implications on marketing strategy to companies producing green products.     

Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship

Green purchase behavior is evolving and is of growing interest to academic and business circles. To encourage the adoption of green products, it is important to identify moderators that can enhance the consistency between attitude and behavior in the consumption of green products. Within this scope, the moderating effect of psychological factors, that is, green value and environmental knowledge on the link between green purchase attitude and behavior, is investigated. More specifically, this study proposed that green value and environmental knowledge simultaneously moderated the effect of attitude on behavior in relation to green purchase. A data set of 447 samples in Thailand collected through a personal survey method was analyzed. The results from Hayes' PROCESS technique shows that attitude toward green purchase is a weak predictor of green purchasing behavior. However, with low degree of green value and high degree environmental knowledge, green purchase attitude elicited the strongest effect on behavior.     

Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context

Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a business-to-consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business-to-business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.     

Fostering green product innovation through green entrepreneurial orientation: The roles of employee green creativity,green role identity,and organizational transactive memory system

Developing new green products is critical to an organization's achievement of sustainable goals as well as competitive advantage. This study aims to unravel the mechanisms through which organizations with green entrepreneurial orientation (green EO) can foster green product innovation. The dataset for testing these mechanisms was garnered from employees and managers who worked in manufacturing firms based in an Asia-Pacific market. Through a multilevel analysis of the data, the study revealed the positive nexus between organizational green EO and green product innovation. The results of the study further lent credence to employee green creativity as a mediation path for such a relationship. Furthermore, employee green role identity and organizational transactive memory system were found to fortify the linkage between green EO and employee green creativity. These results suggest to organizations how to optimally translate their green entrepreneurial strategy into new green products that met customer preferences and societal expectations.     

Integrating Suppliers into Green Product Innovation Development: an Empirical Case Study in the Semiconductor Industry

Green innovation has been recognized as one of the key factors to achieve environmental and economic success in markets. Understanding green product innovation development as a result of suppliers' involvement has become a strategic priority for academics and practitioners. This paper aims to explore and understand the role of suppliers in enhancing the manufacturer's ability to successfully carry out green innovation in product development. As a research methodology, a case study approach is employed. Primary data were collected through site visits and extensive interviews with corporate and plant management in Korea. Based on the Korean study, the paper presents following outcomes. First, there is a strong linkage between environmental compliance and green new product developments. Second, there is a strategically close relationship of environmental collaboration between suppliers and the buying company through technological integration. Finally, involving key suppliers in green new product development for environmentally demanding customers and markets can bring both environmental and commercial success. This research provides new insights on supplier involvement and green product innovation development in supply chain management. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.     

Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability-oriented consumption in Japan

The green apparel literature has previously examined the disparity between consumers' positive purchase intentions and their actual purchase behaviour. This dichotomous behaviour represents the critical ‘intention–behaviour gap’, which marketers must seek to reduce to increase sales of their products. The current study thus seeks to identify the drivers of green apparel purchase behaviour that may potentially mitigate this gap. The proposed conceptual model is grounded in the Stimulus–Organism–Behaviour–Consequence (SOBC) paradigm and is tested through an analysis of cross-sectional data collected from 387 green apparel product consumers in Japan who were sourced through Macromill Inc. The findings suggest that optimism as the stimulus is positively associated with labelling satisfaction and labelling desire, which, in turn, are positively associated with purchase intentions, representing behaviour. Furthermore, purchase intentions are positively associated with shopping routine and fully mediate the association between shopping routine and buying behaviour. The study provides interesting strategic inputs for green apparel marketers and retailers.     

God and green: Investigating the impact of religiousness on green marketing

As the population increases, more people are now aware of the impact of their consumption on the natural environment. Nonetheless, 1 important factor that is often neglected is religiousness. Studies of the impact of religiousness on individual behavior have become increasingly important because the majority of the world population belongs to 1 of the major world religions. Thus, the purpose of this study is to investigate the impact of consumers' religiousness toward proenvironmental identity, attitudes toward environmental issues, and subjective norms about the environment. Subsequently, this study investigates the impact of these variables on purchase intention of green products. Using sampling from Indonesia (n = 649), which has the largest Muslim population, the results show significant differences between religions. In general, similar findings were found in both samples of Muslim and Christian consumers, where intrinsic religiousness has a positive impact on proenvironmental identity, attitudes towards environmental issues, and subjective norms about the environment. The study also found that the 3 variables (proenvironmental identity, attitudes towards environmental issues, and subjective norms) are positive determinants of intention to purchase green products. Nevertheless, the role of extrinsic religiousness is different for the 2 samples. Extrinsic religiousness is negatively related to attitude towards environmental issues for Muslim consumers, where it has a positive influence on proenvironmental identity among Christian consumers. The results of this study have significant implications not only to managers but also religious leaders on how to encourage more positive attitudes toward the environment.     

How do firms achieve sustainability through green innovation under external pressures of environmental regulation and market turbulence?

Analyses in the fields of environmental and innovation research have hindered our understanding of the real effects of external drivers of firms' green innovation and sustainability behaviors on financial performance. This study compares the ways in which two different external factors drive firms to be green innovative: environmental regulation and market turbulence. By dividing green innovation into green process innovation and green product innovation, we propose that environmental regulation increases financial performance mainly through green process innovation rather than through green product innovation, and market turbulence affects financial performance mainly through green product innovation rather than through green process innovation. The results of an empirical analysis based on a mediation model and panel data on 472 Chinese listed firms for 2006–2017 lend support to our hypotheses. Our study contributes to the green innovation management and sustainability literature by offering a holistic framework for examining how firms pursue green innovation and sustainability in response to two different forms of external pressure.     

Exploring the linkages of green transformational leadership,organizational green learning,and radical green innovation

Radical green innovation is the necessary way for countries and firms to achieve sustainable development. Although the influencing factors of green innovation have attracted extensive attention, there is little research on the antecedents of radical green innovation. Drawing on organizational learning theory and attention-based view, this study proposes R-I ratio to measure the configuration of exploratory green learning and exploitative green learning, then analyzes the relationships among green transformational leadership, R-I ratio and radical green innovation, and examines the moderating effects of green R&D investment and environmental regulatory pressure. Based on a sample of 243 manufacturing firms in China's strategic emerging industries, the empirical results reveal that green transformational leadership promotes R-I ratio, and R-I ratio has inverted U-shaped relationship with radical green innovation. The results also find that green R&D investment plays U-shaped moderating role in the relationship between green transformational leadership and R-I ratio, and environmental regulatory pressure positively moderates the relationship between green transformational leadership and R-I ratio. The study not only reveals the relationships of green transformational leadership, organizational green learning and radical green innovation, but also provides theoretical guidance and management practice for manufacturing firms and government to promote radical green innovation.     

Sustaining the sustainable development: How do firms turn government green subsidies into financial performance through green innovation?

The impact of government green subsidies on firms' green innovation behaviors and sustainable development has been recognized in the existing literature, but the deep relationship remains poorly understood. This study aims to examine the mechanism of how government green subsidies influence firms' financial performance via green innovation and how the mediating effect varies under different contingent conditions. Empirical results based on data of Chinese listed companies between 2006 and 2018 reveal that green subsidies have positive effects on green process and product innovation, but only green product innovation can rise higher financial performance, which further verifies that green subsidies positively influence financial performance through green product innovation rather than green process innovation. In addition, both higher absorptive capacity and higher market turbulence strengthen the indirect effect of green subsidies on firms' financial performance via green product innovation. Our study provides useful implications for enterprises by revealing the influence mechanism of green subsidies on financial performance through green innovation under different leveraging levels of internal and external conditions. It also provides basis for the government to formulate relevant environmental policies.     

Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity

In this study we explore the relationship between corporate social responsibility and new green product success based on organizational identity theory. The hypotheses are tested on a sample of 150 companies in China. The results indicate that corporate social responsibility positively affects both green organizational identity and green adaptive ability. We also find that green organizational identity and green adaptive ability are positively influences on new green product success. In addition, we find that green organizational identity partially mediates the relationship between corporate social responsibility and green adaptive ability. Moreover, green organizational identity fully mediates the link between corporate social responsibility and new green product success. This means that corporate social responsibility indirectly and positively affects new green product success through green organizational identity. These results suggest that managers should seek to enhance their organizational sense of green identity and improve their organizational green adaptive ability, which will facilitate their firm's sustainable development. The theoretical and practical implications of these findings for environmental policy are also discussed.     

Achieving environmental sustainability through green transformational leadership policy: Can green team resilience help?

The race to gain competitive advantage through the formulation of a sustainable business strategy is key for the survival in the global business sphere. Even more importantly is the quest to deploy an effective green strategy to combat the numerous negative impact industrialization has on the environment. Researches pointed out the role of leaders and stakeholder's engagement in bringing about reform. This research focuses on how to build a robust psychological capital within an organization through the leader's transformative ability in combating environmental issues. This is necessary because research related to green transformational leadership and the effect on green team resilience has not been considered in literature. Drawing from the combination of three theories; broaden-and-build theory, job demand–resource theory, and conservation of resource theory, this study contributes to the extant literature by testing the effect of green transformational leadership via the mediating role of green work engagement to green team resilience. Using Amos 20 version to analyze 351 questionnaires that were collected from employees in four and five star hotels in Turkey, the result reviews that green transformational leadership has a positive effect on green work engagement and green team resilience, and green work engagement fully mediates the relationship between the variables. The theoretical and practical implications are discussed.     

What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products?

Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco-labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.     

Green innovation to respond to environmental regulation: How external knowledge adoption and green absorptive capacity matter?

Although environmental regulations have been considered as important forces of conducting green innovation, how and under what conditions they affect green innovation are still unclear. Drawing from institutional theory, this study used survey data from 237 manufacturing firms in China to investigate how two dimensions of environmental regulations (i.e., command and control regulation and market‐based regulation) affect green product innovation and green process innovation. Further, this article examined the mediating role of external knowledge adoption and the moderating role of green absorptive capacity. Our results indicate that both command and control regulation and market‐based regulation have positive influences on external knowledge adoption. External knowledge adoption fully mediates these positive relationships. In addition, green absorptive capacity only strengthens the positive impact of market‐based regulation on external knowledge adoption. Our study contributes to institutional theory and green innovation literature.     

Enhancing green product and process innovation: Towards an integrative framework of knowledge acquisition and environmental investment

Despite the increasing interest in green innovation literature, little is known on how and under what conditions firms' knowledge transfer activities affect green innovation. There is lack of research that on how particular organizational capabilities are seen more useful and how it influences on green innovation performance. To address this research gap, we examine a mediation model in which we explore whether a firm's knowledge acquisition capability and investment in environmental management mediate the impact of buyer-driven knowledge transfer activities on green product innovation and green process innovation. On the basis of an analysis of a sample of 239 manufacturing firms, we find that buyer-driven knowledge activities have a greater positive impact on green product innovation than green process innovation. Investment in environmental management fully mediates the relationship between buyer-driven knowledge transfer activities and green process innovation, and knowledge acquisition capability partially mediates the relationship between buyer-driven knowledge transfer activities and green product innovation. The current study provides evidence that internal competencies and the role of buyers in knowledge transfer are critical for explaining the green product innovation and green process innovation. Our results suggest that buyer involvement pushes firms to develop resource acquisition capability to enhance green product innovation. Our results also highlight the importance of investment in environmental management for overcoming the environmental challenges in the manufacturing firms.     

What Drives Green Product Development and How do Different Antecedents Affect Market Performance? A Survey of Italian Companies with Eco‐Labels

Green products can play a key role in the achievement of sustainable development goals. Through a survey of 188 Italian companies with eco‐labeled green products, this study aims at understanding the relative importance of several motivations to develop green products, the influence of different motivations and firm characteristics on green product features (radicalness and differentiation), and which factors affect market performance of green products. This study reports a ranking of 49 motivations, highlighting that the most relevant are related to the prospect of market benefits. Results also show that product radicalness and differentiation have partially different antecedents in terms of motivations, while being a family firm positively influences only product differentiation. With regards to factors affecting market performance of green products, prospect of market benefits, availability of new technologies, firm foreign ownership, product radicalness and differentiation show a positive influence, while firm age displays a negative effect.     

Investigating the link between managers' green knowledge and leadership style,and their firms' environmental performance: The mediation role of green creativity

Despite extensive literature on green hotel management and sustainability, scant attention has been given on the role of managers to solve environmental related issues. This study's aim is to assess the effects of managers' green knowledge and green transformational leadership on firms' environmental performance with the mediating effect of green creativity. The study analyzes the perceptions of 363 employees in different managerial positions of the hotel industry employing Partial Last Square Structural Equation Modeling. The findings of the study show a positive effect of green knowledge and green transformational leadership on green creativity and green transformational leadership on environmental performance. Furthermore, green creativity is also found to have significant mediating effect between green knowledge and environmental performance, and green transformational leadership and environmental performance relations. The main implication of the current research is that managers' green concerns might help the stakeholders in the hotel industry to respond through appropriate green initiatives for their organizations. Further suggestions for literature and practice are discussed.     

CEO hometown identity and firm green innovation

Drawn on the upper echelons theory, this study investigates how chief executive officer (CEO) hometown identity drives firm green innovation. We propose that CEO hometown identity has a positive impact on a firm's green innovation performance. Furthermore, we explore the moderating role of managerial discretion determined by organizational and environmental factors (i.e., institutional ownership and market complexity). We propose that institutional ownership negatively moderates the positive relationship between CEO hometown identity and green innovation, but market complexity plays a positive moderating role. Using Chinese publicly listed firms from 2002 to 2016 in heavily polluting industries, our findings support these hypotheses. Our research contributes to the upper echelons theory and corporate social responsibility literature and has substantial practical implications.