Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour

Correia, Elisabete; Sousa, Sara; Viseu, Clara; Larguinho, Manuela

doi:10.3390/ijerph20021356

Cited by 26 publications

(29 citation statements)

References 105 publications

(130 reference statements)

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“…Correia et al (2023). However, PS and PV have no significant relationship with GB, which is in line with the results ofWang et al (2019).…”

supporting

confidence: 86%

“…Based on this result, it can be inferred that the higher the cost of the responses (that the students are expected to do), the lower the GB. This result is consistent with the results of Keshavarz and Karami (2016), Wang et al (2019), Shafiei and Maleksaeidi (2020), Sousa et al (2022b) and Correia et al (2023) and inconsistent with the results of Bijani et al (2022). In this regard, it can be concluded that in encouraging students to GB, different responses should be evaluated and analyzed in terms of the costs that may be incurred.…”

Section: Discussionsupporting

confidence: 52%

“…Higher education plays a crucial role in all aspects of development in many fields. Currently, there is an educational trend at the higher education level in the world (especially agricultural higher education), which attempts to be responsible to develop the necessary training for environmental sustainability from general and specific aspects (Ralph and Stubbs, 2014; Correia et al , 2023). The purpose of these movements is to mitigate irresponsible environmental activities among students and then transfer such experiences to agricultural communities via graduate students (Ralph and Stubbs, 2014).…”

Section: Introductionmentioning

confidence: 99%

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What makes students of green universities act green: application of protection motivation theory

Faghani,

Bijani,

Valizadeh

2023

IJSHE

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Purpose Many environmental problems are due to the unfavorable environmental intentions and cultural–behavioral weaknesses in the relationship between man and nature. This study aims to adopt an environmental psychological perspective to green intention (GI) and green behavior (GB) of agricultural students; to this end, protection motivation theory (PMT) was used as the core of the theoretical base. Design/methodology/approach This research method was based on descriptive–correlational and causal–relational analyses. The statistical population included agricultural students of Iranian universities with green university standards (N = 5,582). Out of the total population, 384 students were selected as the study sample. The research instrument was a questionnaire whose validity was confirmed using a panel of experts and the average variance extracted. Also, its reliability was verified by Cronbach’s alpha coefficients (0.61 ≤ α ≤ 0.92), principal component analysis and composite reliability index. Findings The results of structural equation modeling showed that the obtained model is able to explain 36.3% and 5.56% of GB and GI variance changes, respectively. In addition, the results revealed that GI has the greatest effect on GB (β = 0.362). Research limitations/implications It is worth to mention that according to the results, most of the independent variables, besides the direct effects they have on students’ GB, also indirectly affect this variable. This effect was performed through the key variable – GI. In other words, it can be concluded that the GI variable successfully mediates the effects of variables such as response efficacy (RE), self-efficacy (SE) and environmental norms (EN). Therefore, it is suggested that in the behavioral changes interventions in GB of agricultural studies, it should be considered that the presence or absence of GI can affect the actual behavior of individuals. In other words, it is recommended that to accelerate actual behavioral changes, behavioral interventionists should first focus on encouraging people’s GI. Practical implications It can be said that the conclusion of this research can provide a basis for the successful encouragement of students to GB. First, GI, as a key element, can mediate the impacts of variables such as RE, SE and EN on students’ GB. Second, PS only directly affects students’ GB. Third, RE has no significant impact on GB, but its effect on GI is significant. Fourth, RC affects students’ GI directly, without mediation. Fifth, SE and EN constructs affect students both directly and indirectly GB of students through GI. Knowing the location of the effect of these variables on each other and the role they have in explaining GI and GB of agricultural students presented some suggestions that can prepare the ground for further development of GB. Hence, managers, students, agricultural educators and other users can use these results to accelerate GB changes. Originality/value The conclusion of this research might provide a basis for the successful encouragement of students to GB. In interventions to change GB, it would be essential to pay enough attention to the fact that the presence or absence of GI might affect the actual behavior. It is suggested that behavioral interventionists focus on encouraging people’s GI so as to be able to accelerate the actual behavioral changes.

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“…Correia et al (2023). However, PS and PV have no significant relationship with GB, which is in line with the results ofWang et al (2019).…”

supporting

confidence: 86%

Section: Discussionsupporting

confidence: 52%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

What makes students of green universities act green: application of protection motivation theory

Faghani,

Bijani,

Valizadeh

2023

IJSHE

View full text Add to dashboard Cite

show abstract

“…The four independent variables used in our model were (i) Attitude (ATT) [ 9 , 17 ], (ii) Subjective Norm (SN) [ 9 , 67 ], (iii) Perceived Behavioral Control (PBC) [ 9 , 74 ], and (iv) Environmental Consciousness (EC) [ 9 , 75 , 76 ], and the dependent variable was (v) Environmental Responsibly Purchase Intention (ERPI) [ 9 ]. Finally, the moderating variable was age, using generations X, Y, and Z.…”

Section: Methodsmentioning

confidence: 99%

“…Environmentally responsible behavior can facilitate improving the environment and advancing a sustainable society [ 17 , 18 , 19 ]. In this context, emergent research findings have linked the effects of COVID-19 on consumers’ perceptions, environmental awareness, or/and purchase intention [ 20 , 21 , 22 , 23 ].…”

Section: Introductionmentioning

confidence: 99%

COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries

Valenzuela-Fernández

Escobar-Farfán

Guerra-Velázquez

et al. 2023

IJERPH

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The aim of the research is to examine the relationships between the following variables (a) Theory of Planned Behavior (TPB), composed of Attitudes (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC); and (b) Consciousness (EC) on the dependent variable Environmentally Responsible Purchase Intention (ERPI) from the perspective of the Latin American consumer in a pandemic. Currently, the literature on the relationships proposed in the explanatory model is still scarce at a theoretical and practical level, without empirical evidence in Latin America. The data collection is from 1624 voluntary responses from consumers in Chile (n = 400), Colombia (n = 421), Mexico (n = 401), and Peru (n = 402) collected through online surveys. Using structural equation modeling (SEM) and multi-group to test invariance analysis and the moderating effects, we can determine the relationship between the variables in the proposed model, generating evidence from Latin American countries. The empirical analysis verified that Attitude (ATT), Perceived Behavioral Control (PBC), and Environmental Consciousness (CE) have a positive and significant effect on Environmentally Responsible Purchase Intention (ERPI). The results also show that the generation variable presents invariance. Therefore, the groups are not different at the model level for the generation variable, becoming relevant to the difference at the path level. Therefore, the results of this study become a relevant contribution, indicating a moderating effect on the generation variable. This research provides insights for understanding Latin American consumers, and managerial implications are also provided for developing strategies to promote sustainable consumption.

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The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

Baltaci,

Durmaz,

Baltaci

2024

Brain and Behavior

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IntroductionThis study investigates the determinants impacting consumer purchasing behavior.MethodsUtilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.ResultsFindings indicate that green marketing initiatives and green brand awareness positively influence consumers’ purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process.ConclusionThis study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers’ purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers’ green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

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Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour

Cited by 26 publications

References 105 publications

What makes students of green universities act green: application of protection motivation theory

What makes students of green universities act green: application of protection motivation theory

COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

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