Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Why Green Marketing?
2.2. Green Consumer
2.3. Green Product and Green Food
2.4. Environmental Concern
2.5. Green Perceived Benefit
2.6. Green Perceived Quality
2.7. Green Awareness of Price
2.8. Green Willingness to Purchase
2.9. Green Future Estimation
2.10. Green Purchase Decision
2.11. Theory of Planned Behavior (TPB) and Research Model
3. Methodology
3.1. Participants and Procedure
3.2. Questionnaire Development and Instrument
3.3. Statistical Technique
3.4. Partial Least Squares
3.5. Measurement Model
3.6. Reliability Analysis
3.7. Convergent Validity
3.8. Discriminant Validity
3.9. Structural Model
4. Discussions
5. Conclusions and Recommendations
6. Limitations and Further Research
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
Abbreviations
EC | Environmental Concern |
GPB | Green Perceived Benefits |
GAP | Green Awareness of Price |
GWP | Green Willingness to Purchase |
GFE | Green Future Estimation |
GPQ | Green Perceived Quality |
GPD | Green Purchasing Decision |
TPB | Theory of Planned Behavior |
PLS-SEM | Partial Least Squares-Structural Equation Modelling |
Appendix A
Determinants | Items |
---|---|
Environmental Concern | I am a strong believer in the preservation of nature and wildlife |
I am pleased to purchase green products | |
I consider the potential environmental impact of my purchase when making many of my decisions | |
I would describe myself as an environmentally responsible person | |
Green Perceived Benefits | I think green products are good for health. |
Green products have well to test and flavor | |
Green Perceived Quality | Green products have an acceptable standard of quality. |
The green products appear to be durable | |
The green products appear to be reliable | |
Green Awareness of Price | I would choose environmentally friendly goods and services, campaigns or companies if the price were the same |
If the price of green products is less expensive, I’m willing to change my lifestyle by purchasing Green products | |
Green Willingness to Purchase | I am interested in purchasing a green product if these will be available in Bangladesh |
I’m willing to pay more for environmentally friendly products | |
Green Future Estimation | I think that green marketing will be an excellent idea for our country |
I think that green product will be popular in our country | |
I think that green marketing will be more effective and give a better product than regular marketing | |
I think a consumer will accept the green products in the future | |
Green Purchasing Decision | I prefer to buy environmentally friendly products than non-green products |
I would like to increase the purchase/use of green products for me | |
I buy green products even if they are more expensive than the non-green ones. | |
I would recommend the green products to my friends and others |
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Authors (Year) | Context (Country) and Major Paper Titles | Variables |
---|---|---|
Xu et al. [28] | (China) purpose of purchasing authentic green furniture | environmental consciousness, subjective norm, perceived behavior control, physical health concern, purchase intention, experience, and attitude |
Feil et al. [102] | (Brazil) consumer behavior toward organic food | socio-economic and demography, motivation, perception, attitude |
Tong et al. [29] | (China) environmental knowledge in making green food choices | respondent characteristic, purchase intention, willingness to pay |
Cheung and To [23] | (China) consumers’ green purchasing behavior | attitude green products information, environmental consciousness, green (product quality and purchase behavior) |
Qi and Ploeger [56] | (China) consumers’ intentions towards purchasing green food | attitude perceived behavioral control, face consciousness, confidence, purchase intention |
Bashir et al. [72] | (Pakistan) consumer behaviors in the green hotel | personal norms, behavioral intention, environmental consciousness, green consumer behavior |
Sobhanifard [106] | (Iran) the consumption of organic foods | perceived naturalness, trust, sanitarians, and marketing |
Nguyen et al. [107] | (Vietnam) green emerging market | attitudes, knowledge, norms, rational, moral, self-identity and perceived barriers, emotional and self-identity |
Wang [108] | (Taiwan) purchase behavior towards green brands | green perceived value, quality, risk, information costs, and purchase intentions |
Bong Ko and Jin [22] | (the USA and China) purchase intention toward green apparel products | environmental knowledge, subjective norm |
Anisimova [21] | (Australia) multiple factors influencing consumer behavior towards organic foods | trust, healthism, hedonism, experiences, and purchase intentions |
Ghosh et al. [90] | (India: Kolkata) modelling and promoting organic food | price, healthy, availability, eco-friendliness, certification, and brand |
Lee [20] | (USA) determinant factors of organic foods | health and environmental, price consciousness, children’s age, number of children, and convenience of purchase |
Joshi and Rahman [35] | (India) young consumer’s green purchase behavior | social influence, environmental knowledge, recycling, ecolabelling, environmental messages, and green purchase |
Bossle et al. [109] | (Brazil) adoption of eco-innovations and go green | internal variables (environmental capability, managerial concern, and human resources) and external variables (regulatory and normative pressures, cooperation and government support) |
Misra and Singh [110] | (India) factors affecting the growth of organic food | impeding factors, safety and health, trust and certification, information and availability, and lifestyle |
Uddin and Khan [111] | (India) exploring green purchasing behavior | environmental attitude, involvement, consciousness, perceived effectiveness, and green purchase behavior |
Teng and Wang [97] | (Taiwan) factors driving organic food consumption | subjective norm, revealed information, perceived knowledge, trust, attitude, and purchase intention |
Cheung et al. [112] | (Hong Kong) factors affecting the organic food | environmental concern, organic food knowledge, health consciousness |
Khare [113] | (India) green buying behavior | previous environmental attitudes, personal and social-environmental norms, self-identity, and buying behavior |
Kumar and Ghodeswar [114] | (India) consumers’ green product purchase | environmental protection and responsibility, experience, environment friendliness, social appeal, and green product purchase decisions |
Dewald et al. [89] | (USA) attitudes towards “green” restaurants | willing to pay |
Anisimova and Sultan [19] | (Sweden) brand communications in organic foods | organic knowledge, consumer trust, and brand communications |
Lim et al. [91] | (Malaysia) perceived value and willingness to purchase organic food | perceived value and desire to purchase |
Wang [115] | (Taiwan) factors on green purchasing intentions | external control and collectivism, subjective norms, environmental visibility, and green purchasing intentions |
Henryks et al. [88] | (Australia) Organic food purchase | availability, habit, visual and olfactory cues, false assumptions, price, and visibility and access to organic food |
Tang et al. [116] | (China) purchase intent towards green products | environmental concern, consumer attitude, belief, value perception, government policy, and consumer purchase intention |
Chen and Lobo [117] | (China) determinants of organic products purchase intentions | product, regulatory, lifestyles, beliefs and attitude, ethnocentrism, post-purchase evaluation, purchase intention |
Chen and Chang [83] | (Taiwan) green electronic products | green satisfaction, perceived quality, risk, and trust |
Chen and Chang [118] | (Taiwan) green purchase intentions | green trust, perceived value, risk, and purchase intentions |
Suh, Eves, and Lumbers [119] | (South Korea) understanding of organic food | trust, attitudes, and experience with organic food |
Akehurst et al. [18] | (Portugal) reexamining green purchase behavior | ecologically conscious, behavior, socio-demographic measures, psychographic measures, green purchase intention, green purchase behavior |
Quah and Tan [120] | (Malaysia) purchasing decisions of organic food products | socio-demographical and attitudinal factors, food-safety, availability, price, and health-supplement expenditures |
Variables | Frequency | Percent |
---|---|---|
Gender | ||
Male | 398 | 62.4 |
Female | 240 | 37.6 |
Age | ||
15–20 years | 102 | 16.0 |
20–25 years | 170 | 26.6 |
25–30 years | 204 | 32.0 |
30–35 years | 162 | 25.4 |
Level of Education | ||
Higher secondary | 78 | 12.2 |
Undergraduate | 50 | 7.8 |
Graduate | 152 | 23.8 |
Master/Postgradute | 304 | 47.6 |
PhD/Others | 54 | 8.5 |
Average Monthly Income | ||
0–120 USD | 200 | 31.3 |
120–240 USD | 98 | 15.4 |
240–260 USD | 116 | 18.2 |
>480 USD | 224 | 35.1 |
Total (Respondents) | 638 | 100 |
Determinants | Items | Loading | Cranach’s Alpha | rho_A | Composite Reliability a | (AVE) b | VIF (Variance Inflation Factor) | Adapted from Authors |
---|---|---|---|---|---|---|---|---|
Environmental Concern | ||||||||
I am a strong believer in the preservation of nature and wildlife | EC1 | 0.905 | 0.880 | 0.885 | 0.918 | 0.736 | 3.033 | Mishal et al., Sharma and Bansal, Schlegelmilch et al., Wimmer [100,131,132,133] |
I am pleased to purchase green products | EC2 | 0.811 | 1.879 | |||||
I consider the potential environmental impact of my purchase when making many of my decisions | EC3 | 0.822 | 1.987 | |||||
I would describe myself as an environmentally responsible person | EC4 | 0.892 | 2.760 | |||||
Green Perceived Benefits | ||||||||
I think green products are good for health. | GPB1 | 0.873 | 0.730 | 0.736 | 0.881 | 0.787 | 1.493 | Islam and Zabin [77] |
Green products have well to test and flavor | GPB2 | 0.901 | 1.493 | |||||
Green Perceived Quality | ||||||||
Green products have an acceptable standard of quality. | GPQ1 | 0.708 | 0.605 | 0.611 | 0.791 | 0.559 | 1.122 | Islam and Zabin [77] |
The green products appear to be durable | GPQ2 | 0.718 | 1.294 | |||||
The green products appear to be reliable | GPQ3 | 0.813 | 1.364 | |||||
Green Awareness of Price | ||||||||
I would choose environmentally friendly goods and services, campaigns or companies if the price were the same | GAP1 | 0.924 | 0.811 | 0.815 | 0.913 | 0.841 | 1.868 | Suki [134] and focus group discussion |
If the price of green products is less expensive, I’m willing to change my lifestyle by purchasing Green products | GAP2 | 0.910 | 1.868 | |||||
Green Willingness to Purchase | ||||||||
I am interested to purchase a green product if these will be available in Bangladesh | GWP1 | 0.891 | 0.738 | 0.738 | 0.884 | 0.792 | 1.518 | Focus group discussion |
I’m willing to pay more for environmentally friendly products | GWP2 | 0.889 | 1.518 | |||||
Green Future Estimation | ||||||||
I think that green marketing will be an excellent idea for our country | GFE1 | 0.712 | 0.776 | 0.792 | 0.855 | 0.596 | 1.500 | Focus group discussion |
I think that green product will be popular in our country | GFE2 | 0.786 | 1.690 | |||||
I think that green marketing will be more effective and give a better product than regular marketing | GFE3 | 0.780 | 1.648 | |||||
I think a consumer will accept the green products in the future | GFE4 | 0.806 | 1.548 | |||||
Green Purchasing Decision | ||||||||
I prefer to buy environmentally friendly products than non-green products | GPD1 | 0.912 | 0.869 | 0.879 | 0.911 | 0.721 | 3.260 | Khare, Ha and Janda, Coleman et al., Mostafa [113,135,136,137] |
I would like to increase the purchase/use of green products for me | GPD2 | 0.836 | 2.047 | |||||
I buy green products even if they are more expensive than the non-green ones. | GPD3 | 0.763 | 1.635 | |||||
I would recommend the green products to my friends and/or others | GPD4 | 0.878 | 2.891 |
Variables | 1 | 2 | 3 | 4 | 5 | 6 | 7 | VIF |
---|---|---|---|---|---|---|---|---|
1. Green Awareness of Price | 0.917 | 2.408 | ||||||
2. Environmental concern | 0.661 | 0.858 | 3.252 | |||||
3. Green Future Estimation | 0.635 | 0.626 | 0.772 | 2.416 | ||||
4. Green Perceived Quality | 0.588 | 0.589 | 0.603 | 0.748 | 2.085 | |||
5. Green Perceived Benefits | 0.690 | 0.773 | 0.590 | 0.640 | 0.887 | 3.127 | ||
6. Green Willingness to Purchase | 0.656 | 0.726 | 0.721 | 0.639 | 0.646 | 0.890 | 3.052 | |
7. Green purchasing decision | 0.774 | 0.838 | 0.737 | 0.641 | 0.838 | 0.802 | 0.849 |
Hypothesized Paths | Mean (M) | Standard Deviation (SD) | Bootstrap t Value | p Values (2-Tailed) | Results | |
---|---|---|---|---|---|---|
H1 | Environmental concern → Green purchase decision | 0.243 | 0.043 | 5.710 | 0.000 | H1 supported |
H2 | Green perceived benefit → Green purchase decision | 0.328 | 0.038 | 8.686 | 0.000 | H2 supported |
H3 | Green perceived quality → Green purchase decision | −0.040 | 0.028 | 1.511 | 0.131 | H3 not supported |
H4 | Green awareness of price → Green purchase decision | 0.170 | 0.026 | 6.556 | 0.000 | H4 supported |
H5 | Green purchase willingness → Green purchase decision | 0.219 | 0.047 | 4.717 | 0.000 | H5 supported |
H6 | Green future evaluation → Green purchase decision | 0.151 | 0.036 | 4.077 | 0.000 | H6 supported |
Endogenous latent construct | Coefficient of determination (R2) | Adjusted R | ||||
Green Purchase decision (GPD) | 0.871 | 0.869 |
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Nekmahmud, M.; Fekete-Farkas, M. Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability 2020, 12, 7880. https://doi.org/10.3390/su12197880
Nekmahmud M, Fekete-Farkas M. Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability. 2020; 12(19):7880. https://doi.org/10.3390/su12197880
Chicago/Turabian StyleNekmahmud, Md., and Maria Fekete-Farkas. 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation" Sustainability 12, no. 19: 7880. https://doi.org/10.3390/su12197880