Analysing the impact of green consumption values on brand responses and behavioural intention

Abstract

Environmental sustainability is an increasingly important issue for many business and social actors. This has led many scholars to research the effects of this phenomenon from various points of view trying to understand whether green attitudes can influence consumer behaviours in sustaining consumer–brand relationships. Accordingly, this paper aims to explore the impact of green consumer values on consumer–brand relationships in driving intentional behaviour. The authors developed an empirical study based on a research framework with six latent variables and 43 manifest variables using a partial least squares‐structural equation (PLS‐SEM). A survey was given to a sample of Italian consumers (n = 661) to explore mobility choices from a sustainability perspective (i.e. car and motorcycle users). The main findings show that green consumption values positively impact offline and online brand responses. Moreover, the research outcomes are discussed and evaluated in terms of theoretical, managerial and policy implications. Finally, we present the main limits and future research opportunities.

Examining Indonesian Consumer Willingness to Adopt Solar PV: The Effect of Green Consumption, Price Value, Social Influence, and Facilitating Conditions

“…Next, GCV positively impacts solar PV adoption which supports H2. This finding is aligned with Risitano et al (2023) and Chatterjee et al (2022), meaning consumers with more concern for the environment are more willing to adopt solar PV. In this case, raising consumers' awareness about the scarcity of non-renewable energy and educating people about the negative impact of using coal to generate electricity will positively influence Indonesia's solar PV adoption rate.…”

“…Table 1 provides the operational definitions of these variables, and it is noteworthy that items PV 4 & PV 5 in the Price Value section are reversed questions. (Risitano et al, 2023) 1. It is important to me that the products I use do not harm the environment 2.…”

“…In consumer behavior studies, price is an essential component, often seen as a significant aspect of a consumer's perceived value (Parasuraman & Grewal, 2000). On the other hand, studies focusing on eco-friendly products and services typically include environmental concern or consciousness as a precursor to the intention to purchase green products (Risitano et al, 2023;Sun et al, 2020). Indeed, a complex interrelationship between price and environmental values shapes an individual's disposition towards green products.…”

Greenwashing in Corporate Social Responsibility: A Dual-Faceted Analysis of Its Impact on Employee Trust and Identification

“…Partial least squares structural equation modeling (PLS-SEM) was used to analyze the structural relationships posited in our conceptual framework [77,78]. PLS-SEM was appropriate for this study for three reasons: (1) it is a multivariate statistical technique for evaluating both direct and indirect effects as well as the strengths of relationships between constructs; (2) the technique does not necessitate the data to adhere to a normal distribution [79]; and (3) as a component-based estimation approach, it estimates the model's parameters through an iterative algorithm to minimize the residual variance of both the constructs and their respective indicators [80].…”

“…Lastly, to assess discriminant validity, the heterotrait-monotrait ratio of correlations (HTMT) index was employed. According to Table 3, all values were below 0.85, suggesting good discriminant validity [78,81]. Note: GWP = greenwashing in primary-stakeholder-oriented CSR; GWS = greenwashing in secondary-stakeholderoriented CSR; TRU = trust; ECI = employee-company identification; ELY = employee loyalty.…”