Does source credibility matter in promoting sustainable consumption? Developing an integrated model

Abstract

Purpose This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model. Design/methodology/approach The proposed theoretical model was empirically tested with the data collected from 334 respondents using structural equation modeling. Findings The results gave empirical support to the addition of source credibility to the original theory of planned. Moreover, consumer attitude was found mediating the effect of corporations’ credibility on purchase intention. Also, attitude and perceived behavioral control were found as the most important predictors of consumer’s intention to purchase environment-friendly products. Practical implications This study provides valuable insights for the marketers engaged in sustainable business practices. Amid, ever-increasing carbon emission, promoting the use of environment-friendly products has become the need of the time. Credibility plays a crucial role while promoting and communicating an organization’s sustainable practices among its stakeholders including consumers. Therefore, the marketer should formulate appropriate marketing communication strategy to communicate the consumer about the green practices and environment-friendly products they produce. The results suggest that corporation’s credibility shapes consumer attitude and influences intention to purchase environment-friendly products. Earning trust of the consumer is pivotal to achieve success in the market. Therefore, results may help the marketers to better understand consumer’s response toward their marketing strategies and further convince and persuade them to buy their products. Social implications The findings of this study may be useful for marketers, strategists, policymakers and government while formulating promotional strategies to make consumer aware, educate and persuade them to purchase products which do not cause harm to the environment. Originality/value The study is novel in terms of exploring role of source credibility and extending theory of planned behavior in the context of sustainable consumption.

Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity

“…Therefore, an individual's perceived control over their behavior indicates whether they will be inclined towards buying green products or not. These results are consistent with many previous studies that have reported attitude and perceived behavioral control as the main determinants of sustainable consumption behavior [14][15][16]. Several studies conducted in the domain of sustainable consumption have reported subjective norms to have either a reduced impact or no impact on purchase intention [18,19,33,43].…”

“…Thus, it has become important to investigate the major determinants of green purchase behavior. Ajzen's [13] "Theory of planned behavior" (or TPB model) is a very popular theoretical model and has frequently been used to predict an individual's purchase behavior, including green purchase behavior [12][13][14][15][16][17][18][19]. However, green consumption has been reported to be influenced by a number of sociocultural, demographic, and psychological factors [20][21][22][23].…”

Household Sustainable Consumption Intention

“…Underpinning Theory: According to the theory of reasoned action (Fishbein and Ajzen, 1975), an individual's intention to engage in a particular behavior is formed by their attitude towards the behavior and the subjective norm (their beliefs about what they should do and how important other people's opinions are to them), and this intention then tends to perform the behavior. Social psychologists believe that the key to understanding a person's behavior is their attitude (Kumar et al, 2023). However, it is a difficult effort to understand the relationship between attitude and behavior.…”

Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products

“…Green skincare products are formulated from botanically sourced ingredients and contain natural carrier agents; they are free of synthetic chemicals that are beneficial to the skin [ 10 ]. However, due to the overstated claims in advertisements, consumers are being found to be sensitive to green products [ 11 ]. Concurrently, despite the growing significance of green products, the adoption of green skincare products has yet to be thoroughly researched.…”