Explaining consumers’ willingness to be environmentally friendly

Theoretical and empirical evidence from the environmental psychology and related literatures are used to develop a model for explaining consumers’ willingness to perform environmentally friendly behaviour. Environmental concern and perceived psychological consequences of environmentally friendly behaviour are posited as key determinants of willingness. Hypothesized antecedents of these are also included in the model, which is tested using structural equation modelling on data from a sample of 232 consumers collected in the Eastern Province of Saudi Arabia. The results indicate that the key determinant of willingness is perceived psychological consequences, which in turn is significantly determined by past behaviour. A hypothesized effect of environmental concern on willingness is not significant, although concern is itself significantly determined by perceived psychological consequences. Other positive determinants of concern are environmental knowledge and perceived seriousness of threats to the global environment. Substantive and methodological implications of the findings are outlined and discussed.     

Exploring private consumers’ willingness to adopt Smart Grid technology

The goal of radically increasing the proportion of electricity generated from renewable sources puts the current electrical grid under pressure and one of the solutions is to turn the grid into a ‘Smart Grid’. One of the key elements of the Smart Grid is that electricity consumers make some of their consumption available as flexible capacity to balance the grid. Consumers’ flexible capacity is only available to the grid if the consumers adopt Smart Grid technology (SGT) that establishes the link between the electric system and the consumer. This technology is new to private consumers and using it involves behavioural changes. There is a need to get more insight into who are willing to adopt SGT and why. This study draws on innovation adoption theory as a framework for understanding consumer adoption of this new technology. We explore whether consumers who have already adopted other types of new energy technology, such as a geothermal heat pump, are more favourably disposed towards SGT than other consumers. Also, we explore how consumers who have signed up to let their heat pump be used as flexible capacity in a test trial differ from other heat pump owners, if at all. We used semi‐structured interviews with household members as well as a questionnaire to explore differences between three groups: households with (1) a heat pump with SGT (n = 11), (2) a heat pump‐only (n = 7), or (3) an oil‐fired boiler (n = 6). We find that the families in the three groups perceive the technology characteristics differently and those who have trial experience with SGT are most in favour of the technology.     

Brakes to organic market enlargement in Spain: consumers’ and retailers’ attitudes and willingness to pay

In Spain, consumption of organic products has not kept pace with production. Up till now, foreign markets have been a natural destination for excess supply. However, world trade liberalization might cause important commercial problems to Spanish producers that could be partially solved by enlarging the domestic market. The goal of this paper is to assess the opportunity for such enlargement focusing on two main aspects: consumers’ and retailers’ attitudes and willingness to pay for organic products. Concerns about health, natural diets or environmental issues could stimulate consumption, while retailing dynamism and competition to gain new market segments might favour distribution. Both aspects are investigated through two surveys addressed to consumers and retailers in two Spanish towns. The results confirm that only a small proportion of consumers and distributors show attitudes that might favour demand expansion. The most sensitized segments are willing to pay more for organic products, but this premium is still very far from the prevailing gap between conventional and organic food products.     

Organic consumers’ preferences and willingness‐to‐pay for locally produced animal products

In Germany, a large share of organic animal products is being produced with imported protein feedstuffs. Products labelled as ‘local’ are also often produced with imported feed. At the point of purchase, animal products are not usually labelled with any information on the feed that was used to produce it. Therefore, it remains unclear what consumers think about the use of imported feed, in particular in the case of products labelled as ‘local’. The aim of the present research study was to analyse whether the use of local feed represents an option for successful product differentiation in the organic animal products market. Discrete Choice Experiments and computer assisted personal interviews were conducted with 597 organic consumers in Germany to investigate their preferences and willingness‐to‐pay for local organic animal products produced with local feed. The choice experiments revealed a strong preference for local feed. The outcome of our investigation also shows that the provision of information on feed imports into Germany can be an important tool for promoting organic animal products produced with local feed. The results suggest the use of local feed could be an option for successful product differentiation in the organic animal products market, especially if effort is put into raising consumer awareness of current organic feed importation practices.     

Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.     

Factors motivating male consumers’ eco‐friendly apparel acquisition in the South African emerging market

The necessity of pro‐environmental apparel behaviour is to date a neglected concept in the local South African apparel industry. This study focuses on male consumers’ underlying motivation and intent to acquire apparel in an eco‐friendly manner. The research hypotheses and framework for this study are based on the Norm‐Activation Theory and the Theory of Planned Behaviour to clarify underlying motivational factors that contribute to pro‐environmental apparel acquisition. Pro‐environmental approaches were conceptualized as consumers’ purposive reduction of the amount of apparel acquired as well as the evaluation and selection of apparel based on pro‐environmental attributes. A quantitative, cross‐sectional survey approach was used for explanatory research purposes. Male consumers (18 years and older, n = 305) were reached by means of non‐probability, purposive sampling. Respondents completed online and paper‐based questionnaires that included adapted scale items for use in the local context. Results suggest that respondents are aware of the environmental consequences of their apparel behaviour, which then ultimately influences their behavioural intent. In contrast to studies conducted abroad, social and moral norms did not significantly influence their decisions to acquire apparel in a pro‐environmental manner. Respondents’ attitudes and self‐efficacy (i.e. a dimension of perceived behavioural control) contributed to their pro‐environmental intent. Yet, controllability (another dimension of perceived behavioural control) was not a significant predictor of intent and warrants further empirical research. The findings of this study substantiate important recommendations for the development of intervention strategies to promote pro‐environmental apparel behaviour in emerging market contexts such as South Africa.     

Consumers’ attitudes,trust and willingness to pay for food information

Market failure can be corrected using different regulatory approaches ranging from high to low intervention. Recently, classic regulations have been criticized as costly and economically irrational, and thus, policy makers are giving more consideration to soft regulatory techniques such as information remedies. However, despite the plethora of food information conveyed by different media there appears to be a lack of studies exploring how consumers evaluate this information and how trust towards publishers influence their choices for food information. In order to fill such a gap, this study investigates questions related to topics that are more relevant to consumers, who should disseminate trustful food information, and how communication should be conveyed and segmented. Primary data were collected both through qualitative (in‐depth interviews and focus groups) and quantitative research (web and mail surveys). Attitudes, willingness to pay (WTP) for food information and trust towards public and private sources conveying information through a new food magazine were assessed using both multivariate statistical methods and econometric analysis. The study shows that consumer attitudes towards food information topics can be summarized along three cognitive‐affective dimensions: the agro‐food system, enjoyment and wellness. Information related to health risks caused by nutritional disorders and food safety issues caused by bacteria and chemical substances is the most important for about 90% of respondents. Food information related to regulations and traditions is also considered important for more than two‐thirds of respondents, whereas information about food production and processing techniques, lifestyle and food fads are considered less important by the majority of respondents. Trust towards food information disseminated by public bodies is higher than that observed for private bodies. This behaviour directly affects WTP for food information provided by public and private publishers when markets are shocked by a food safety incident. WTP for consumer association (€1.80) and the European Food Safety Authority (€1.30) are higher than WTP for the independent and food industry publishers that cluster around zero euro. Furthermore, trust towards the type of publisher also plays a key role in food information market segmentation together with socio‐demographic and economic variables such as gender, age, presence of children and income. These findings invite policy makers to reflect on the possibility of using information remedies conveyed using trusted sources of information to specific segments of consumers as an interesting soft alternative to the classic way of regulating modern food markets. JEL codes: D12, D18, D89, Q18.     

Labelling genetically modified food products: consumers’ concern in the United Kingdom

An online survey method was used to collect data regarding the concern and attitude of UK consumers towards genetically modified (GM) food labelling. Questionnaires were sent to 9000 participants of the online panel via emails, and 2568 consumers completed the online survey. The response rate was 29%. This study found that more than 75% of the consumers questioned were concerned about the labelling of food products with GM ingredients. Eight perceived risks and benefits of agro‐biotechnology were identified to be associated with consumers’ attitude towards GM food labelling. Among them, three were perceived benefits, such as reduced use of chemicals in crop production, improved nutritional content, and increased yields. The five perceived risks were health risks, environmental risks, moral considerations, image of multinational corporations as the primary beneficiaries of biotechnology, and growing control of multinational corporations over farming. While all five perceived risks from GM food played a statistically significant role in shaping the overall attitude towards GM labelling, improved nutritional content due to application of biotechnology was the only benefit that was statistically significant. Age of the respondents was the only demographic variable playing a statistically significant role in shaping the attitude of respondents towards GM food labelling. Older respondents were more likely to be concerned about the existing GM labelling practices than younger respondents.     

Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing

The purpose aims to examine the key factors influencing Chinese consumer’s purchasing behaviour of eco‐friendly food in China giving its context as an emerging economy and its rapidly rising importance in the world eco‐friendly food market. This paper adopts and extends the Responsible Environmental Behaviour (REB) theory by empirically testing key psychosocial factors influencing the purchase intention of eco‐friendly food and the moderating effects of consumers’ demographic characteristics on the relationship between the key psychosocial factors and the purchase intention. A number of hypotheses are proposed. A questionnaire was designed and distributed via online survey in Beijing, China. A total of 239 valid responses were received. The empirical data were used to test the research hypotheses using the hierarchical multiple regression analysis. The research finds that the personality factors in the REB model (i.e., pro‐environmental attitudes, the internal locus of control and personal responsibly) have significant positive effects on the consumers’ eco‐friendly food purchase intention. Such effect is stable across consumers with different income levels. On the other hand, the knowledge–skill factors in the REB model do not have significant effect on the purchase intention of consumers. This study contributes to a better understanding of factors affecting eco‐friendly food consumption intention in China and the behavioural characteristics of consumers in developing countries. Moreover, the findings also shed light on the applicability of the REB theory in emerging economies and a specific industrial context.     

Modelling the antecedents of consumers' willingness to pay for eco-labelled food products

The purpose of this paper is to model the antecedents of consumers' willingness to pay for eco-labelled food products. This research utilizes the Theory of Planned Behaviour to model the impact of consumers' awareness of eco-labels, environmental concerns, beliefs in the environmental ability of eco-labels, and presence of children on their willingness to pay for eco-labelled food products. This study uses structural equational modelling and PROCESS macros, to test the moderated mediation model on a sample of 333 online responses. Findings suggest the impact of consumers' environmental concerns and eco-label awareness on their willingness to pay for eco-labelled food products is partially mediated by consumers' belief in the environmental ability of these eco-labels. The relationship is further moderated by the presence of children living in the household. This study establishes the value of consumers' beliefs in the environmental ability of eco-labels and implies that communication strategies need to be carefully refined to provide consumers with more information about eco-labels and to emphasize the environmental ability of eco-labels utilized within the food industry as this can have an impact on their willingness to pay for these products, especially for consumers, who have children in the same household.     

Label performance and the willingness to pay for Fair Trade coffee: a cross‐national perspective

In this paper, we investigate how label information detailing the performance of the Fair Trade labelling programme with respect to coffee affect consumers' willingness to pay in the US and in Germany. We provide respondents (university students in the US and Germany) information regarding the hypothetical benefits of the Fair Trade coffee programme on its intended beneficiaries on the production side [the revenue gains to participating marginal farmers (scope of the programme)] and, using stated preference conjoint methods, test how this performance criterion relates to the willingness to pay for Fair Trade coffee. Our empirical results identify a ‘threshold’ property of performance‐based labels. In effect, the willingness‐to‐pay for performance‐based Fair Trade labelled coffee exhibits an inverted U shape in the sense that the willingness to pay is positively related to the scope of the programme, but only up to a critical level. Thereafter, the willingness to pay declines as the income gains to participating growers increase further. Interestingly, this inverted U property is exhibited by both the US and German respondents with different critical thresholds.     

The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands

Copycats or “me‐too” brands imitate prominent features of market leaders with the intention to benefit from consumers’ positive associations of the imitated brand. However, the imitated market leader can be perceived as being local (=in‐group) or global (=out‐group). Employing social identity theory, Study 1 examined the interaction between copycat strategy and perceived globalness of the brand, showing that consumers have higher purchase intentions for global copycats versus a local counterpart. Study 2 shows that the interacting effect of copycat strategy and perceived globalness is moderated by consumer ethnocentrism. Further, authors demonstrate that a global copycat elicit greater schadenfreude (vs. local brand), which in turn increases consumers’ purchase intentions. Subsequent mediation analysis shows that ethnocentric consumers experience schadenfreude upon encountering copycats of global brands, which in turn increases purchase intention, whereas low ethnocentric consumers show higher purchase intentions for local differentiated brands because they deem a copycat strategy as unacceptable. Finally, Study 3 examines whether the results from Studies 1 and 2 continue to hold for theme copycats.     

I do not own a car any more: An analysis of possessions’ disposal and changes in consumers’ identities

This research aims to understand the process of cars' disposal, its context, its influences and its impacts on the meanings for consumers and their identities, as well as the new behaviours of these consumers when living without their car(s). We conducted, analysed and interpreted 20 in‐depth interviews with consumers that had previously owned at least one car and had no financial reasons for disposing of their car(s), but had decided to do it, and started to live without them, adopting alternative methods of transportation. Our findings show that these consumers faced a complicated process regarding the disposal of their car(s) but, due to the changes in their circumstances, they re‐signified relevant concepts that were connected to the ownership of a car: Their perception of freedom, comfort, safety and status changed during and after the disposal of their car(s). We also noticed that there were implications in terms of changes in their attitudes and behaviour as both citizens and consumers. As a contribution to the literature, our findings indicate that the re‐signifying of concepts related to possession of the object as well as changes in attitudes and behaviours that consumers undergo in the postdisposal stage, must be included in the model proposed for evaluating consumer behaviour in product disposal.     

Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge,concern and attitude

This study investigates the influence of three cognitive and attitudinal factors on gender differences in green purchase behaviour. Using a large sample size (n = 1093), a survey has been developed and administered across Egypt. The findings from the multivariate analysis of variance (MANOVA) confirm the influence of consumers’ ecological knowledge, concern and attitude on gender differences in green purchase behaviour. Consistent with previous studies, this study found that women appeared to be less aware of environmental issues compared with men. However, contrary to other studies conducted in the West, men showed more environmental concern and more positive outlook towards green purchase compared with women. The study discusses how the present findings may help policy makers and marketers alike to fine‐tune their environmental and marketing programmes.     

Young consumers’ innovativeness in apparel choices: A model including consumer self‐confidence

In industries with network effects, consumer innovators help to trigger the critical mass needed for a product innovation to be successful. Thus, firms can benefit from actions that increase consumer innovativeness in their target markets. Consumer innovativeness has been associated with variables such as hedonic shopping motivation, impulsiveness and status seeking. There is limited work on the impact on consumer innovativeness of consumer characteristics that reflect consumers’ self‐confident ability to choose. This study proposes and tests a model for consumer innovativeness that incorporates variables from previous research and uncovers the importance of consumer self‐confidence. We collect survey data from 534 Chilean girls, ages 10–15. After building constructs with the help of exploratory factor analysis, we analyze the data with linear regression estimation (via OLS). Our results reveal that consumer self‐confidence is positively and significantly related to consumer innovativeness. Our findings also add evidence ‐from a younger age group‐ regarding the significance of status seeking, impulsiveness and hedonic shopping motivation on consumer innovativeness. Results suggest that companies could leverage consumer innovativeness by taking actions to increase consumers’ self‐confidence. Innovative apparel choices in young consumers could possibly also be strengthened by communicating status achievement and by enhancing shopping enjoyment.     

The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach

Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers’ susceptibility to salespersons’ influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers’ susceptibility to interpersonal influence, which is positively connected to consumers’ susceptibility to salespersons’ influence through the mediation of consumers’ susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers’ susceptibility to salespersons’ influence. Discussions on theoretical, practical and future research implications are provided.     

Women,men and organic food: differences in their attitudes and willingness to pay. A Spanish case study

The main purpose of this work consists of displaying the different attitudes of men and women towards organic food, and their willingness to pay for it, in three different consumer intensities: usual, occasional and potential consumers. Several surveys have been carried out to obtain a representative sample of regular food purchasers living in Castilla‐La Mancha (Spain). Statistic analysis previously detecting significant differences with regard to gender and type of consumer has been conducted by univariate analysis to describe attitudes, and multivariate analysis, through ‘logit’ models, to calculate maximum willingness to pay. Results show that women have a more favourable attitude (directly related to their lifestyle) to the purchase and consumption of organic food than men, whereas men are inclined to pay a higher price for organic food than women. In general, men are disposed to pay a higher increase in price than women.     

Influence of negative age stereotypes and anti‐aging needs on older consumers’ consumption‐coping behaviours: A qualitative study in South Korea

The number of older people in South Korea is growing dramatically, and the socio‐psychological needs of these people have begun to change from those of elderly people in the previous Confucian culture. The anti‐aging industry is popular among older South Korean consumers, and the Korean mass media have begun to broadcast new images of older people. The purpose of this research was to explore older Korean people's anti‐aging needs by examining their consumption‐related thoughts and behaviours in daily life. A theoretical framework is formulated to organize the coping processes and psychological mechanisms used by older Koreans to meet their anti‐aging needs. A total of 25 older Korean consumers were interviewed, and the qualitative data are analysed to determine the main causes and, attributes of, and reactions to their anti‐aging needs. The analysis of the in‐depth‐interviews shows that the older consumers’ negative age stereotypes act as a stressor and that their need for anti‐aging products is a defensive reaction. It is also found that older Korean consumers change their consumption behaviours to cope with negative age stereotypes and to satisfy their anti‐aging needs, and two types of coping behaviours (problem‐focused and emotion‐focused) are revealed. The results of this study contribute to the academic explanations of the anti‐aging phenomenon among older Koreans and enhance understanding of the perspectives of older Eastern consumers by revealing the existence of their anti‐aging needs.     

Consumer willingness to pay for sustainable apparel: the influence of labelling for fibre origin and production methods

This study of value‐based labelling for apparel products examined consumer willingness to pay (WTP) for three credence attributes of fibre: origin, type and production method. Experimental auctions were conducted with student subjects in Texas and used socks made from cotton and polylactic acid (PLA), a fibre manufactured from corn. The bid results of two rounds were compared. The first round was conducted without information about the credence attributes of the socks. The second round included varying levels of three types of attributes: fibre origin (imported, US and Texas), fibre type (cotton and corn) and production method [conventional, organic and non‐genetically modified (GM)]. Tobit regression analysis was performed using the attributes and subject demographics to determine consumer WTP for the various attribute levels and to profile consumers with interest in the attributes. In terms of origin, results show that participants were willing to pay a premium for socks with fibres produced in Texas, but not for those produced in the US. Fibre type mattered, with participants requiring a discount once they learned that socks were made with PLA fibre. The greatest premium ($1.86) was placed on socks labelled as organic, slightly more than the premium for socks labelled as non‐GM. The results also indicate that women were less willing to pay for US fibres than men, and Hispanics were less willing to pay for organic or non‐GM fibre production. A key finding of this study is that consumers value information about the local origin of fibres. The premium for organic fibres is not unexpected, given the success of the organic apparel market, but the premium on non‐GM fibres suggests that sustainable production systems that are not organic may be successful if they emphasize other attributes such as local or non‐GM.     

Consumer awareness and willingness to pay for safety of street foods in developing countries: a review

Street food vending is still popular in developing countries despite the giant stride recorded in the areas of food processing and global food supply in the last century. Its contribution to the socio‐economic development of the countries is evidenced by the volume of trade involved and provision of employment for significant portion of rural and urban populace. However, there has been persistent global concern on the risks of street food to the health of consumers because of the attitudes of practitioners throughout the chain. This review summarizes the findings of studies on awareness and perceptions of street food consumers to the hazards involved in street food, and their willingness to pay (WTP) premium for safety intervention. The major limitation to WTP is the extra cost that could result from the implementation of reports of WTP studies which could disenfranchise those consumers that may not be able to afford the premium. This review, therefore, recommends the formulation and enforcement of appropriate public policies that would cover the entire chain of street food vending for the safety of everybody along the chain and the protection of the health of the consumers.