Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy

Promoting consumer purchase behaviour of eco-friendly products is key to environmental sustainability. This research aims to investigate how different factors may enhance or impede young consumers’ intentions to purchase a specific type of eco-friendly product, i.e. organic food. Data were obtained from 289 respondents in an emerging market economy, i.e. Vietnam. Multivariate data analysis using structural equation modelling revealed that food safety concern, health consciousness and media exposure to food messages played integral roles in the formation of attitude towards organic food. Interestingly, consumers’ environmental concern and food taste were of little value in predicting their attitude. Notably, perceived barriers (i.e. high price, inadequate availability, poor labelling and extra time required) significantly impeded both attitude and purchase intention towards organic food. The insights gained from this research extend current knowledge about pro-environmental behaviour in developing countries and they have important practical implications for marketers and other key stakeholders.     

What drives brand love for natural products? The moderating role of household size

Natural products, including food, cosmetics, and other fast-moving consumer goods, are becoming increasingly popular, and their health-related benefits are widely recognized. Despite the growing awareness and use of natural products, little is known about the enablers and barriers that influence consumers' brand love toward them. The present study attempts to address this gap and better explain consumer behavior toward natural products by utilizing the stimuli-organism-response (S–O-R) theory. The study rests on the premise that certain stimuli influence the internal state of consumers (i.e., the organism), which, in turn, shape their response to products and services. This study uses health consciousness and environmental concern as the stimuli, both facilitators (natural content and regional product) and inhibitors (usage and image barriers) as the internal state of the ‘organism’, and brand love as the response. Based on analysis of 720 responses, the study empirically reveals that health consciousness and environmental concern significantly influence the consumers' internal state, as represented by the identified facilitators and inhibitors . Three of these, namely, regional product, image barriers, and usage barriers, are found to shape brand love for natural products. The moderating role of household size on brand love is also confirmed.The findings of the study contribute to the literature on consumer behavior and practice.     

A hierarchical analysis of the green consciousness of the Egyptian consumer

This study investigates the influence of various cultural values and psychological factors on the green purchase behavior of Egyptian consumers. Using a large sample of 1093 consumers, a conceptual model has been developed. The survey results provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural equation model confirm the influence of the consumers' natural environment orientation, ecological knowledge, and environmental concern on their attitudes towards green purchase. Consumers' attitudes toward green purchase, in turn, are also found to affect their actual green purchase behavior via the mediator role of green purchase intention. However, one of the other important findings suggests that the link between intention and actual purchase is weak. In other words, on a declarative level, more and more consumers in Egypt express their concern over the ecological situation and declare their willingness to contribute somehow to the protection of environment by buying green products. However, in reality this concern may not be manifested consistently. © 2007 Wiley Periodicals, Inc.     

Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers

This study aims to analyze what drives and prevents the purchasing of eco-friendly products across different consumer groups and develops a conceptual model embracing the positive altruistic (care for the environmental consequences of purchasing), positive ego-centric (green self-identity and moral obligation), and negative ego-centric (perceived personal inconvenience of purchasing eco-friendly products) antecedents of eco-friendly product purchase intention and behavior. We empirically validate the conceptual model for green (n = 453) and non-green (n = 473) consumers (i.e., consumers who engage in a set of pro-environmental behaviors for environmental reasons versus consumers who do not engage in these behaviors). Data are analyzed using structural equation modeling and multi-group analysis of the two groups. The results confirm the relevance of the determining factors in the model and show significant differences in eco-friendly product purchasing patterns between green and non-green consumers. Altruistic motives are more important for green than for non-green consumers. Negative ego-centric motives affect the purchase intentions of non-green consumers more than the intentions of green consumers, whereas the impact of negative motives on behavior is stronger for green than for non-green consumers. The first contribution of this paper is the development and testing of a parsimonious model of eco-friendly products purchasing that embraces both positive (altruistic and ego-centric) and negative (ego-centric) antecedents, which have been theoretically suggested in the past but have rarely been empirically tested together. The second contribution of this study is that it develops insight into the specific antecedents of eco-friendly products purchasing for green and non-green consumers to assess potential similarities and differences in eco-friendly products purchasing process, the hypothesized antecedents, their impact on eco-friendly products purchase intention and behavior, and the intention–behavior relation.     

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.     

Older consumers’ perceptions of functional foods and non‐edible health‐enhancing innovations

Increasing interest in health and well‐being is likely to drive a growth in demand for products that have positive effects on health. Consumers’ acceptance of and willingness to buy functional foods has been widely studied, but there has not been research on consumers’ attitudes towards innovative non‐edible products with health effects. This study examines how older consumers perceive functional foods and novel non‐edible health‐enhancing products, how willing they are to purchase such products, and how health orientation influences their views. As an example of a ‘radical’ innovation, consumers’ acceptance of rubbing their hands in a specific soil‐based mixture to modulate the immune system is explored. The research material, 13 thematic interviews, was collected in Lahti region, Finland, in 2015. The study indicates that the older consumers’ market is not homogeneous. Based on a qualitative, in‐depth approach, the study distinguishes four consumer segments with different lay understandings of health and attitudes towards health‐enhancing products, which influence people's willingness to purchase such products. The segments are health‐seeking consumers, cautious consumers, critical consumers and natural health consumers. Various motives and barriers for using products with health claims are also identified. The case of rubbing hands in organic soil‐based mixture indicates the difficulty of predicting which consumer segment will first adopt this kind of ‘radical’ innovation. The results highlight that the credence qualities of a novel product must be communicated and advertised before entering the market while also taking into account the sensory properties of the product. ‘Radical innovations’ must be in a form that consumers can easily accept.     

企业环保主张对消费者绿色购买意愿的影响机制研究

在广告设计中如何使用环保主张是影响广告效果和公司声誉的一项重要决策。基于此，文章引入归因理论和精细加工可能性模型对企业环保主张的效果和发生机制进行分析。结果表明：相较于关联型环保主张，消费者面对实质型环保主张时的绿色购买意愿更高；消费者环境关注调节了环保主张对绿色购买意愿的影响，即相较于关联型（实质型）环保主张，高环境关注（低环境关注）的消费者面对实质型（关联型）环保主张时绿色购买意愿更强；同时消费者的CSR内部动机感知在环保主张对消费者绿色购买意愿的影响中起中介作用。文章丰富了绿色广告理论体系，为增强企业环保主张的说服效果提供了理论依据。     

Purchasing environmentally sustainable apparel: The attitudes and intentions of female Kuwaiti consumers

The purpose of this study is to examine relationships among knowledge, environmental concern, attitudes about environmentally sustainable apparel (ESA) and ESA purchasing behaviours of Kuwaiti women. This was accomplished by surveying 236 participants using four preexisting scales, measuring knowledge about the impact of manufacturing apparel and textile products on the environment, levels of concern about environmental degradation, feelings about clothing that is environmentally sustainable and ESA purchase intentions. Data analysis determined several findings. First, female Kuwaiti nationals showed a low level of knowledge about the environmental impacts of the apparel and textile industry. The participants also held neutral attitudes of environmental concern and neutral attitudes towards ESA. Finally, despite their knowledge and attitudes, the participants did have positive intentions to purchase ESA in the future. To produce, market and sell ESA effectively in Kuwait, the conclusions from this study are important for manufacturers and retailers of ESA products. Kuwait provides a large market for apparel goods and this study is a contribution to a better understanding of consumers and ESA in that market.     

Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study

Rapidly increasing demand for eco-friendly products is an example of responsible purchasing intention of customers. That responsible behaviour forces businesses not only to understand their responsible purchase intention, but also helps them to sustainability in the market for the long term. In this regard, very little discussion is available in current literature, especially in the context of apparel product consumption. Therefore, to contribute to literature in this field, this work aims to build a predictive sustainable model through an empirical study to examine the relationships among different factors such as attitude, social norms, perceived behaviour control, environmental consciousness, willingness to pay (WTP) premium and consumer purchase intention for environmentally friendly apparels. The data of two hundred and thirty-two respondents were analysed by structural equation modelling (SEM). With the help of the findings, it can be concluded that Indian consumers are aware of green apparels, have a positive attitude to them and show a responsible purchase intention to protect the environment. This is in contrast to the old saying that Indians are price sensitive given the emergence of higher WTP premiums for green apparel products. Other factors such as subjective norms, perceived behaviour control and environmental consciousness are also positively affecting consumer purchase intention. From the study findings, retail managers can benefit through more focused strategies for environmental protection to make a reduction in apparel material while educating their consumers about green apparel.     

Determinants of consumers’ purchase behaviour towards green brands

This study applies perceived risk theory to explore the factors that influence consumers’ purchase behaviour towards green brands, including green perceived quality, green perceived value, green perceived risk, information costs saved, and purchase intentions towards green brands. This study focuses on consumers who have the experience of purchasing products from green brands in the food and restaurant service industry in Taiwan. The results of this study show that purchase intentions are positively associated with purchase behaviour. Moreover, the study demonstrates that purchase intentions mediate the impacts of green perceived quality, green perceived value, information costs saved, and green perceived risk on purchase behaviour. Specifically, green perceived risk is negatively influenced by green perceived value and information costs saved and functions as a mediator among green perceived value, information costs saved, and purchase intentions. The study has critical implications for green brand researchers and practitioners.     

Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.     

The determinants of foreign product preference amongst elite consumers in an emerging market

By integrating the Theory of Reasoned Action (TRA) and self-image congruence, this study seeks to investigate elite consumers’ purchase intentions towards products made in foreign countries. The data were gathered via a survey conducted amongst 316 Sri Lankan elite consumers across two product categories. The findings demonstrate that consumers’ attitudes towards products made in foreign countries are driven by subjective norms and self-image congruence. The study shows that self-image congruence is the stronger predictor of consumers’ attitudes towards products made in foreign countries. Also, the effect of self-image congruence on consumers’ purchase intentions is partially mediated by their attitudes towards products made in foreign countries.     

Halal Purchase Intention Among the Singaporean Muslim Minority

Muslim consumers’ awareness toward halal foods and products has been increasing. The halal concept becomes consumers’ vital concern as it covers wide areas of consumption, though one might perceive it as only a food-related issue. Given this background, this article aims to investigate the factors that influence consumers’ intention to purchase halal-certified foods and products. By using Ajzen’s theory of planned behavior (TPB) as a theoretical framework, this research employed a quantitative survey with a sample of 332 Muslim consumers living in Singapore to examine Singaporean Muslim preferences in purchasing halal foods and products. Data gathered from the survey were then explored and analyzed. Multiple regression analysis results indicate that all TPB variables have a positive and significant influence on the intention to purchase halal-certified products among the Muslim minority in Singapore.     

Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour

This research integrates both motivational and cognitive approaches to better understand consumers' purchase behaviour of energy efficient household appliances in emerging markets. A unique values, knowledge, attitudes and behaviour model was developed, and then validated by obtaining data from Vietnamese consumers which yielded 682 usable responses. The findings confirm that consumers with stronger adherence to egoistic values are more likely to develop negative attitudes towards environmental protection, and they tend to formulate positive attitudes towards individual inconvenience associated with the purchase of energy efficient appliances. In contrast, biospheric and altruistic values facilitate consumers' purchase behaviour by enhancing their attitudes towards environmental protection, and by also reducing their attitudes in relation to individual inconvenience. Interestingly, consumers with high knowledge about energy efficient appliances tend to believe that the purchase of such products is important for environmental protection, and they are likely to negate the perception of inconvenience associated with the purchase. Attitudes were found to be significant determinants of both purchase intention and behaviour. The implications for policymakers, marketers and other stakeholders are discussed and future research directions presented.     

A green experience with eco-friendly cars: A young consumer electric vehicle rental behavioral model

Considering climate change and global warming, a transition from gasoline cars to electric vehicles (EVs) can progress toward reducing the carbon footprint and improving air quality. As young consumers prepare to become future automobile users, this research focuses on their EV perception, attitude, and cost considerations in a car-rental setting. Consumer confidence and affordability are the main barriers to the widespread adoption of EVs. Consumers remain skeptical about the functional and service quality of these new eco-friendly vehicles. The use of rental EVs can help consumers deal with these barriers because the stakes are relatively lower in a car-rental decision as compared to a vehicle purchase. Therefore, this study investigates the role of environmental protection attitude, subjective norms, perceived functional quality, post-rental service quality, price value, and willingness-to-pay regarding consumers rental intentions for EVs. Based on 502 survey respondents, this study tests the hypotheses using a covariance-based structural equation model. The results show that young consumers who are conscious of their environmental responsibilities, social norms, and quality are likely to rent an EV. The result also shows that price value does not directly impact the rental intention of young consumers, but rather indirectly through the mediating effect of willingness to pay. This finding is likely attributable to the fact that for this segment of the consumers, their household income determines their perceived price value and propensity to spend on eco-friendly vehicles.     

The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers

Environmental problems, especially in the case of water and air pollution, are the harmful result of the overconsumption of fossil fuels as well as various forms of industrial sewage water discharge. Recently, growing environmentally friendly purchasing behaviour of consumers has become regarded as an effective method for alleviating such environmental problems. Due to concerns regarding the natural environment, consumers have increasingly begun to exhibit favourable attitudes towards environmentally friendly products, and as a result, are more likely to purchase “green” products. However, green purchasing behaviour of consumers varies across different nations and cultures. This study aims to reveal how Chinese cultural values (specifically, the Doctrine of the Mean) influence green purchasing intention of Chinese consumers. As the lifestyles of consumers will be deeply affected by their cultural values, this study examines the mediating effects of the four dimensions of Chinese lifestyle have on consumers. At the same time, environmental knowledge is considered as a moderating variable in order to investigate the relationship between the Doctrine of the Mean and green purchasing intention. The study’s data were collected from Chinese consumers. Empirical results reveal that such Chinese cultural values are positively associated with green purchasing intention, and that three dimensions of consumer lifestyle (namely leadership, cost consciousness and development consciousness), are all found to play mediating roles in the relationship between the Doctrine of the Mean and green purchasing intention in Chinese consumers. The moderating effects of environmental knowledge are exhibited in the influence of leadership as well as development consciousness on green purchasing intention. The study’s findings have theoretical implications for understanding green purchasing intention as well as behaviour of Chinese consumers further. The study’s findings also present practical implications for how to promote green purchasing intention in Chinese consumers better.     

How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness

This research empirically tests the combined effect of anticipated pride, anticipated guilt, and environmental consciousness in parallel to the Theory of Planned Behavior's main components on green purchase intention. For the first time, it also explores the interaction of environmental consciousness, anticipated pride, anticipated guilt, and attitude, respectively, on green purchase intention. Analysis of 304 responses collected from consumers in the United Arab Emirates revealed that environmental consciousness, attitude towards green products, anticipated pride, and anticipated guilt positively influence the intention to purchase green products, but not perceived behavioral control and subjective norms. Interestingly, anticipated pride increases green purchase intention under low level of environmental consciousness, while anticipated guilt decreases purchase intention. In contrast, anticipated guilt positively influences green purchase intention under high environmental consciousness, while anticipated pride does not. This study extends current knowledge related to green purchase behavior and provides a nuanced understanding of the influence of anticipated emotions. It also provides practical implications for marketers in the Middle East to formulate effective strategies to stimulate green products consumption.     

Effects of in-store live stream on consumers’ offline purchase intention

Live stream marketing through social media has attracted the attention of digital retailing marketers in recent years. However, there is a lack of evidence in understanding the influence of in-store live stream on offline purchase intentions. This study aimed to investigate the influence patterns of environmental stimuli on consumers' intention to purchase offline/in-store after watching an in-store live stream session. The Stimuli-Organism-Response (SOR) model was employed as the theoretical framework, and a structured questionnaire was used to collect data from individuals who had previous experience with in-store live stream marketing. Structural equation modelling was then applied for data analysis, with a total of 234 valid responses. The findings revealed that environmental stimuli have a significant positive effect on consumers' intentions to make in-store purchases, and the attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they will make an in-store purchase. The novelty of this research lies in its investigation of the impact that live stream marketing has on offline or in-store shopping experiences. This contrasts with the majority of existing live stream studies, which focus on consumers’ online shopping experiences. In addition, this study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.     

Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust

Natural personal care products are gaining popularity due to their benefits in terms of health and well-being. However, consumers are wary of these products and are guided by the fake news circulating about them. Since natural product consumption offers several personal and environmental benefits, it would be worthwhile to understand consumers’ tendency to let fake news influence their consumption decisions. Accordingly, the current study examined the association of fake news and purchasing behaviour towards natural personal care products, utilising Stimulus-Organism-Behaviour-Consequence (SOBC) as the theoretical framework. The study proposed openness to change as the stimulus, perceived benefits and perceived risks as organismic internal states, purchase intentions as the behaviour, and the propensity of believing and acting on fake news as the consequence, which is further associated with system trust. The model was tested by analysing data collected from 390 existing consumers, considering the moderation effect of brand trust and controlling the effect of age and gender. The findings confirmed that openness to change is associated with perceived benefits and risks. Furthermore, perceived benefits and system trust are associated with purchase intentions, which are, in turn, associated with the propensity of believing and acting on fake news. The study presents several novel contributions to theory and practice.