Are green consumers really green? Exploring the factors behind the actual consumption of organic food products

The increasing interest in sustainable consumption has lead several scholars to investigate the determinants that drive the consumption of organic food. Most of this research is based on consumers' self‐reports of their purchasing behavior by exploring declared behavioral intentions. There is a lack of understanding concerning the determinants of organic food consumption based on actual purchasing behavior. To fill this gap, this study is based on a combination of actual purchasing data and self‐reported data from a sample of 79 Italian consumers. The determinants of organic food consumption are explored by analyzing the effects of subjective norms, attitude, perceived behavioral control, intention to buy, organic knowledge, and health consciousness on actual purchasing behavior. Our results suggest that actual purchasing behavior is positively influenced by intention to buy and negatively by subjective norms. Although attitude towards buying organics is positively affected by health consciousness and perceived behavioral control, consumer knowledge about organics is found to influence purchase intentions. Theoretical and managerial implications, along with avenues for future research, are discussed.     

An examination of the effects of rescue workers meaning transfer,attitudes and subjective norms towards being voluntarily involved in civic activities on civic engagement intention

The present investigation used the transfer‐meaning model to assess the influence of rescue workers meaning after a major catastrophic event. Specifically, we examined the influence of rescue workers meaning on subjective norms and attitudes towards being voluntarily involved in civic activities and the influence of these on online and offline civic engagement intention. 300 Mexican undergraduate and graduate students completed a battery of questionnaires assessing meaning transfer, subjective norms, attitudes and behavioural intentions towards offline and online civic engagement. Results showed a significant positive effect of rescue workers meaning on subjective norms and attitude towards being voluntarily involved in civic activities. In addition, subjective norms and attitudes were significant antecedents of offline and online civic participation intention. The theoretical and managerial implications of our results were discussed.     

Extending the link between entrepreneurial self-efficacy and intention: a moderated mediation model

This study extended the research on the relationship between entrepreneurial self-efficacy and intention by developing a moderated mediation model. This model posits that the link between entrepreneurial self-efficacy and intention is mediated by attitudes toward entrepreneurship and planned entrepreneurial control, and that these mediation processes are further moderated by subjective norms. Based on a sample of 308 valid responses, regression analysis yielded two noteworthy results. First, entrepreneurial self-efficacy positively affects intention through attitudes toward entrepreneurship and planned entrepreneurial control. Second, the direct effect of entrepreneurial self-efficacy on intention decreases as subjective norms increase. By contrast, the indirect intention effects of entrepreneurial self-efficacy through attitudes toward entrepreneurship and planned entrepreneurial control increase as subjective norms increase. In addition, the results indicated that subjective norms positively affect entrepreneurial intention. These findings indicated that the model advances the use of the theory of planned behavior and can be used to define a person as an entrepreneur.     

The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism

This study sought to elucidate the antecedents that may influence the effect of people's purchase behavior on the Earth's sustainable development. It included people's perceived moral obligation and sustainability self‐identity in the theory of planned behavior (TPB) model to investigate attitudes among the Taiwanese public's attitude toward purchasing sustainability‐labeled coffee and their purchase intentions. The moderating effect of climate change skepticism is also considered in this study. A total of 745 nationwide and self‐reported questionnaire valid data was collected in Taiwan. Hierarchical and moderated regression analysis results indicated that the components of the TPB model had positive influences on the public's purchase intention. The public's perceived moral obligation and sustainability self‐identity, proposed for inclusion in the TPB model, had significant and positive influences on purchase intention. The extended TPB model has higher explanatory power than that of the original model. The positive relationship between sustainability self‐identity and intention to purchase sustainability‐labeled coffee was moderated by climate change skepticism. This study provides marketers and the players in the supply chain with a comprehensive framework for understanding the influence of perceived moral obligation and sustainability self‐identity on purchase intention toward sustainability‐labeled products. In addition, this study responds to a call for a more thorough investigation of the effect of people's skepticism about climate change in the context of ethical and sustainable consumption decision‐making processes.     

Sustainable development: The effects of environmental policy disclosure in advertising

Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.     

Price sensitivity,government green interventions,and green product availability triggers intention toward buying green products

In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross-sectional study was carried out. Responses were gathered through a self-administered questionnaire-based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41–50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products. Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.     

Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior

For the circular economy to be tenable, consumers need to not only return products after use, but also purchase products that are remanufactured. However, research finds that consumers have a poor opinion of remanufactured products and are typically not prepared to adopt them. Thus, development of the circular economy is dependent upon deeper understanding of consumers’ attitudes and behaviors. Research typically considers either micro‐level or macro‐level factors when assessing consumer perceptions of remanufactured products. The current research incorporates macro‐level factors of price, government incentives and environmental benefits with the moderating influence of micro‐level consumer attitudes to examine consumers’ intention to switch from purchasing new products to remanufactured products. The findings suggest that a consumer's attitude toward remanufactured products is an important moderating factor predicting consumer switching behavior to remanufactured products. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

广告信息对仿冒奢侈品购买意愿的影响研究

本研究采用实验的方法挖掘广告调节聚焦信息对消费者非欺诈性仿冒奢侈品购买意愿的影响机理。研究结果表明，奢侈品广告信息对消费者仿冒奢侈品购买意愿的影响受消费者自尊水平的调节：对于高自尊的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于低自尊的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。广告信息对消费者仿冒奢侈品购买意愿的影响还受消费者从众倾向的调节：对于低从众倾向的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于高从众倾向的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。     

The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

Over the last decade, many studies have started to focus on understanding customers' green purchase intentions since the increasing importance of environmental issues in the hotel industry. This study examined customers' intentions to visit green hotels by using the theory of planned behavior. Two constructs, environmentally friendly activities and overall image, were incorporated into the theory, and the extended theory of planned behavior model was tested. The aim of this study was to analyze the effects of the extended theory of planned behavior constructs (attitudes towards green hotels, subjective norms, perceived control, environmentally friendly activities, and overall image) on visit intentions and also to predict the effects of visit intentions on willingness to pay, satisfaction, and loyalty. Within this aim, the research model was formed to show the antecedents and consequences of intentions to visit green hotels. Data were collected by face‐to‐face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly.     

The moderating role of anticipated affective ambivalence in the formation of entrepreneurial intentions

Students’ predictions of the affective consequences of starting their own business encompass, simultaneously, positive and negative thoughts and feelings (anticipated affective ambivalence). We theorize that anticipated affective ambivalence constitutes a significant element in the entrepreneurial process holding a central role in the realization of entrepreneurial intentions. In the herein presented research, we propose and test a model within which anticipated affective ambivalence is expected to moderate the impact of attitudes towards entrepreneurship (ATT), subjective norms (SN), and perceived behavioral control (PBC) on entrepreneurial intention. Results from a large sample of university student participants found that anticipated affective ambivalence moderated the effects of ATT and SN on entrepreneurial intention (INT) but not the effect of PBC on INT. Theoretically the findings introduce affective ambivalence in the area of nascent entrepreneurship and within the Theory of Planned Behavior model. Practically, the study highlights affective ambivalence in the context of universities’ increasing interest to promote entrepreneurship and to develop suitable educational programs.     

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.     

Modelling the predictors of young consumers' sustainable consumption intention

Sustainable consumption refers to consumers' socially and environmentally responsible consumption practices. The present study is the first to investigate possible individual, behavioural, and situational factors that predict sustainable consumption intention among young consumers in India. A survey was carried out on 325 young consumers. Structural equation modelling was applied to check the extent to which the considered variables predicted sustainable consumption. The results determined drive for environmental responsibility, subjective norm, and attitude towards sustainable consumption as key predictors of consumers' sustainable consumption intention. The paper offers a better understanding of the main predictors of consumers' sustainable consumption intention. Such understanding may enable managers to design effective marketing strategies to encourage sustainable consumption intention and behaviour.     

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.     

Environmental attitude in the board. Who are the “green directors”? Evidences from Italy

Board members' attitudes towards environmental protection are an important antecedent of how companies define and implement sustainability initiatives, but little is known about directors' attitudes and the factors associated with these. Using survey data on Italian board members, the research sought to explore the relationships between these individual's personal attributes, especially those related to their roles on boards, and their attitudes towards environmental protection. The findings suggest that female directors, directors with financial background, and independent directors are positively related to attitudes towards environmental protection. In the financial sector, younger board members and risk committee members show stronger environmental attitudes. The results could be of interest to policymakers because the board member attributes identified may require a stronger regulatory focus in order to achieve public policy's environmental protection objectives and to governance bodies in terms of defining board committees' composition and selecting “green directors” oriented towards environmental issues.     

消费者产品知识对有机蔬菜的购买影响分析

文章通过实证性研究验证了消费者产品知识对有机蔬菜的购买影响并得出了影响系数。研究结果表明,消费者主观认知对有机蔬菜购买行为有正向影响,而创新性有微弱的负向影响;信息收集、客观认知对有机蔬菜购买行为有正向影响,有机蔬菜的消费者对其价格并不敏感。此外文章还研究了消费者人口统计变量对有机蔬菜购买的影响,部分人口统计变量对有机蔬菜购买存在调节作用。     

Understanding re-expatriation intentions among overseas returnees – an emerging economy perspective

This study investigates the reasons why returnees in an emerging economy, Vietnam, who have studied and/or worked abroad, and who have returned to their home country, intend to re-expatriate on their own initiative. We combine pull–push theory with the theory of planned behaviour (TPB) to explain the re-expatriation intentions of returnees. Using path analysis on a sample of 290 Vietnamese returnees, we find three pull–push factors associated with home and host countries that have a significant impact on returnees’ intention to re-expatriate: (1) dissatisfaction with career and life in their home country, (2) reverse culture shock and (3) expected career, family and quality-of-life outcomes from re-expatriation. For the TPB, we find that attitudes toward re-expatriation and subjective norms affect returnees’ intention to re-expatriate. Further, these factors either fully or partially mediate the role of pull–push factors on intention to re-expatriate. The study adds to the limited number of empirical studies on self-initiated re-expatriation and brain circulation of returnees in emerging economies.     

The moderating role of entrepreneurship education on the antecedents of entrepreneurial intention

A considerable agreement exists about the importance of promoting entrepreneurship to stimulate economic development. In particular, recent research has paid considerable attention to the role of entrepreneurship education in explaining entrepreneurship intentions; also, numerous studies have found empirical evidence for subjective norms affecting the attitude toward entrepreneurial behavior and the perceived control over that behavior. However, cognitive models have not yet considered the moderating role of entrepreneurship education on these relationships. Drawing on the theory of planned behavior, we analyze how the interaction between entrepreneurship education and subjective norms shapes the perceptions and attitudes toward entrepreneurship. To this end, structural equation modeling is applied to data from a sample of 338 final-year undergraduates using multi sample analysis. Results show that entrepreneurship education has a significant moderating role, mitigating the relationship between subjective norms and perceived behavioral control, and strengthening the relationship between subjective norms and entrepreneurial attitudes. Results also have relevant implications for women’s entrepreneurship.     

Regional variations in entrepreneurial cognitions: Start-up intentions of university students in Spain

Empirical research has recently paid considerable attention to the role of environmental factors in explaining regional variations in entrepreneurial activity. However, cognitive models have not usually included these factors in their analyses. Therefore, the main objective of this study is to identify some of the environmental cognitive elements that may explain regional differences in start-up intentions. Thus, an entrepreneurial intention model is developed, theoretically based on the planned behaviour approach, institutional economic theory and social capital theory. The empirical analysis is carried out using structural equation techniques over a sample of 549 final year university students from two Spanish regions (Catalonia and Andalusia). Results confirm that valuation of entrepreneurship in each region helps explain regional differences in entrepreneurial intentions. As expected, social valuation of the entrepreneur was higher in the more developed region (Catalonia), positively affecting perceived subjective norms and behavioural control. In Andalusia, the influence of perceived valuation of the entrepreneur in the closer environment was more important, affecting attitude towards the behaviour and subjective norms. These results explain some of the differences in the pool of potential entrepreneurs in each region. They also justify the need by public-policy decision-makers to promote more positive entrepreneurial values in relatively backward regions.     

“60前”消费者玩转高科技产品基于反向代际影响调节作用的实证研究

针对1960年以前出生的50岁以上、居住在城市的消费者,研究了不同年龄、教育背景和月收入水平的年长消费者在高科技产品购买意愿方面的差异性,以及决策风格对于高科技产品购买意愿的影响。此外,本文还探讨了年轻一代对于年长消费者的影响,即反向代际影响对于研究人群的决策风格与高科技产品购买意愿之间关系的调节作用。本文通过研究发现不同年龄、教育背景和月收入水平的年长消费者在面对高科技产品时的购买意愿不同。同时,消费者的购物决策风格也会影响到消费者对于高科技产品的购买意愿。此外,反向代际影响对于决策风格和购买意愿之间的关系具有正向调节作用。最后,本文还根据研究结果给出了相应的管理建议。     

Research continuum on consumer education and brand knowledge: A critical analysis

Consumer education and brand knowledge have emerged as the dynamic tool in the complex marketplace today that actively stimulate the cognitive behavior of consumers toward developing purchase intentions and buying decisions. The general objective of this study is to critically review the previous studies on the role of brand literacy, transfer and perceptions of knowledge, purchase intention, shopping ambiance and customer satisfaction, and illustrate the consumer decision making process induced by the above factors. The literature review reveals that brand education plays significant role as a driver of decision making among consumers, which not only empowers consumers in developing perceptions on the brand but also helps the companies on brand co-designing and knowledge dissemination process. Consumer literacy and brand knowledge helps the consumers in assessing the brand value, competitive advantage, and operational efficiency of the brand toward building purchase intentions. The effects of the increasing levels of customer expertise in the marketplace today is seen as the outcome of consumer education and perceived brand knowledge.