Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study |
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| Institution: | 1. Indian Institute of Management Indore, India;2. Department of Business Administration, Alfred Lerner College of Business and Economics at the University of Delaware, USA;1. Institute for Industrial Ecology, Pforzheim University, Pforzheim, Germany;2. Centre for Sustainability Management, Leuphana University Lueneburg, Lueneburg, Germany;1. Institute of Management, Scuola Superiore Sant''Anna, Piazza Martiri Della Libertà 33, 56127, Pisa, Italy;2. Department of Economics, University of Perugia, Via A. Pascoli, 06123, Perugia, Italy;1. Department of Management, University of Bristol, 8 Woodland Road, Bristol BS8 1TN, UK;2. Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK;3. Business School, University of the West of Scotland, Paisley PA1 2BE, UK |
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| Abstract: | Although there are some instances of prior research on the relationship between attitude and purchase intention for environmentally sustainable products, literature is scant about mediating role of attitude on the relationship between environmental knowledge and purchase intention for environmentally sustainable products. Following the theory of planned behaviour, this study develops and tests a conceptual framework, which provides several insights. First, the attitude towards environmentally sustainable products mediates the relationship between environmental knowledge and purchase intention. Next, this mediated relationship is moderated by the environmental knowledge. Third, the subjective norm is not significantly related to the purchase intention - contrary to established findings - in a collectivistic culture considered in this study. And last but not the least, the direction of subjective norm as a moderator on relationship between environmental knowledge and attitude is not supported. The findings of this study offer some important guidance for marketing theory, retailing practices for environmentally sustainable products and public policy. |
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| Keywords: | Environmentally sustainable products Collectivistic culture Moderated mediation |
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