Examining the role of receptivity to green communication,altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach |
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| Institution: | 1. Faculty of Management, Dr. A.P.J. Abdul Kalam Technical University, Lucknow, Uttar Pradesh, India;2. Institute of Management Studies, Ghaziabad, Uttar Pradesh, India;3. M.B.A Department, BN College of Engineering and Technology, Lucknow, Uttar Pradesh, India;4. M.B.A Department, Akhilesh Das Gupta Institute of Technology and Management, New Delhi, India;1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. Faculty of Industrial Management, Universiti Malaysia Pahang, Malaysia;1. Institute of Public Enterprise, Hyderabad, Telangana, India;2. Emlyon Business School, Écully, France;3. Montpellier Business School, France;4. Montpellier Business School, France;1. Department of Marketing, Institute of Management, Nirma University, Ahmedabad, Gujarat, India;2. Universidade da Beira Interior, NECE-UBI (Research Centre for Business Sciences), R. Marquês D''Ávila e Bolama, 6201-001, Covilhã, Portugal;3. Department of Marketing, Griffith University, Gold Coast, Queensland, 4222, Australia |
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| Abstract: | The current study aims to examine the impact of receptivity to green communication, altruism and openness to change on young consumers' purchase intention towards green apparel in India. Using a two stage approach, the research model is assessed with data collected through an online survey from a sample of 549 young consumers. In the first step, structural equation modeling (SEM) is used to determine the linear relationship among factors in the theoretical model. In the second step, artificial neural network (ANN) analysis is used to determine the predictive accuracy of the significant factors obtained from the SEM. The results from the SEM analysis reveal that receptivity to green communication, altruism and openness to change, along with the three predictors of the theory of planned behavior (TPB) significantly affect consumers’ purchase intention towards green apparel. Further, there is an indirect effect of altruism and openness to change on purchase intention through attitude supporting the value-attitude-behavior cognitive hierarchy (VABH). Besides, perceived behavioral control is found to mediate the impact of openness to change on intention to purchase green apparel. The root mean square of error (RMSE) values obtained from the ANN analysis suggest that the models show good predictive accuracy. The study contributes to the existing literature by confirming the applicability of the TPB and the VABH as well as suggesting a robust predictive framework by using ANN for green apparel purchase intention. |
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| Keywords: | Receptivity to green communication Altruism Openness to change Purchase intention Mediation Artificial neural networks |
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