Drivers of Green Purchase Intentions: Green Self-Efficacy and Perceived Consumer Effectiveness

Abstract

Purpose: This study aims to combine the literature of consumer behavior and green marketing into a new managerial framework of green motivation. In addition, the present study proposes an original framework to explore the influence of Green Self-Efficacy (GSE) on Green Buying Intentions (GPI) of consumers through the mediating role of Perceived Consumer Effectiveness (PCE). Design/Methodology/Approach: The current study summarizes the literature of four concepts namely green self-efficacy, perceived consumer effectiveness and green purchase intentions to develop a new framework to enhance green purchasing intentions. A questionnaire was administered to empirically verify the hypothesis and data collected from Indian consumers were analyzed using Structural Equation Model (SEM) and Hayes’s Mediation Model. Findings: The study found the positive and significant effect of GSE on GPI through PCE. In addition, the relationship between GSE and GPI are partially mediated by PCE. The conclusions drawn in the study is useful for marketers to understand the factors that affect the purchasing intentions of the consumers and will help them improve the strategies in order to increase green sales. Indeed, green marketing is a distinct and distinguish way of positioning a product or company which can benefit the society with improved environmental conditions and healthy products. Originality: Although researchers have been studying the role of green motivation, particularly in the context of green purchasing behavior, it may safely asserted that the boarder dimension of GM, GSE and PCE have been remained under-researched. This study proposes an original framework to enhance GPI via GSE and PCE.

The Influence of Environmental Concern, Green Perceived Knowledge, and Green Trust on Green Purchase Intention

“…Further, this research shows that environmental concern affect green purchase intention significantly (H 3 supported); green perceived knowledge influence green purchase intention signifcantly (H 4 supported); and green trust has also a significant effect on green purchase intention. These findings are in accordance with previous findings by Adji and Samuel (2014), Albayrak et al, (2013), Azizan and Suki (2003), Azizan and Suki (2014), Chen and Chang (2012), Chen and Deng (2016), Chen et al, (2015), Harris and Goode (2010), Joshia and Rahmanb (2015), Karatu and Mat (2015), Lam et al, (2016), Lasuin and Ching (2014), Lee (2017), Mobrezia and Khoshtinata (2016), Nazar and Syahran (2008), Schultz (2000), Sharma and Dayal (2016), Sharma and Sharma (2016), and Teng and Wang (2015). It means that if the level of environmental concern, green perceived knowledge as well as green trust are high, the consumers will have a stronger green purchase intention.…”

“…Green purchase intention is one of the most relevant constructs in green marketing. The antecedents and consequences of this variable has widely been investigated by researchers, among others by Azizan and Suki (2014), Chen and Chang (2012), Chen and Deng (2016), Joshia and Rahmanb (2015), Karatu and Mat (2015), Kong et al, (2014), Lasuin and Ching (2014), Lee (2017), Ma et al, (2018), Mobrezia and Khoshtinata (2016), Moyo and Masuku (2018), Sharma and Dayal (2016), and Sharma and Sharma (2017). According to Chen and Chang (2012), green purchase intention is the possibility for the consumers to purchase certain product that is friendly to the environmental needs.…”

Marketing for sustainability: Travellers’ intentions to stay in green hotels

“…The results show that PCE plays a critical mediating role between voluntary reduction tourist eco-behaviours, values, and the intention to stay in green hotels. Theoretically, the approach used in this study is similar to several previous studies that examined the role of PCE as a mediating relationship (Saleem et al, 2018; Sharma and Dayal, 2016). These findings seem to reflect the exceptional characteristic of PCE.…”

On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach

“…In previous literature, perceived consumer effectiveness has been identified by researchers as an important factor in understanding consumers' environmentally friendly purchasing behavior (Dagher and Itani, 2014;Benda-Prokeinová et al, 2017). For example, Sharma and Dayal (2017) found that perceived consumer effectiveness has a positive effect on green purchase intention. This factor has been found to relate directly to consumers' attitudes toward green products and to be an important predictor of purchase intention (Sharma and Foropon, 2019).…”