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Article

Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior

1
Department of Logistics, Services, Operations Management, Sogang University, Seoul 04107, Korea
2
Department of Global Service Management, Sogang University, Seoul 04107, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(19), 10971; https://doi.org/10.3390/su131910971
Submission received: 6 August 2021 / Revised: 25 September 2021 / Accepted: 29 September 2021 / Published: 2 October 2021

Abstract

This study examines the impact of green supply chain management (GSCM) on consumers environmentally friendly purchase behavior. We surveyed 283 consumers and analyzed the data using SPSS 18.0, AMOS 18.0, and verified them with structural equation modeling. To support the primary data analysis results, we conducted focus group interviews (FGIs) of 16 consumers. According to the primary data analysis, consumers’ subjective norms and perceived behavioral control positively influence GSCM. However, attitude did not have a significant influence. In the FGI, consumers show a highly positive attitude and purchase intention toward the GSCM of companies. However, they exhibit mistrust and lower purchase intentions toward advertising or marketing campaigns promoting GSCM to consumers. In contrast, the influence of subjective norms was found to be different for different products. In addition, a high price—regarded as the biggest barrier among perceived control factors—raises purchase intentions if consumers are provided with good and transparent information about green products. Thus, this study buttresses the fact that if a company uses GSCM practices as an eco-friendly marketing strategy that reduces consumer distrust and considers product characteristics, it can have a positive effect on consumers’ decision to purchase eco-friendly products.
Keywords: theory of planned behavior; internal GSCM; external GSCM; consumer eco-friendly purchasing behavior theory of planned behavior; internal GSCM; external GSCM; consumer eco-friendly purchasing behavior

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MDPI and ACS Style

Lee, C.; Lim, S.; Ha, B. Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior. Sustainability 2021, 13, 10971. https://doi.org/10.3390/su131910971

AMA Style

Lee C, Lim S, Ha B. Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior. Sustainability. 2021; 13(19):10971. https://doi.org/10.3390/su131910971

Chicago/Turabian Style

Lee, Changjoon, Soyoun Lim, and Byoungchun Ha. 2021. "Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior" Sustainability 13, no. 19: 10971. https://doi.org/10.3390/su131910971

APA Style

Lee, C., Lim, S., & Ha, B. (2021). Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior. Sustainability, 13(19), 10971. https://doi.org/10.3390/su131910971

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