Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market

Lavuri, Rambabu

doi:10.1080/09640568.2021.1933925

Cited by 68 publications

(89 citation statements)

References 98 publications

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“…It implies that 1 unit change in intention led to a 40.5% change in actual buying behavior. This result is supported by previous work of (Chaudhary and Bisai, 2018;Sultan et al, 2020;Lavuri, 2022).…”

Section: Discussionsupporting

confidence: 91%

Employees buying organic food intention: An extension of the theory of planned behavior

Jiang¹,

Wu²

2022

Front. Psychol.

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A gradual increase in population and urbanization has increased the demand for global resources, which ultimately burdens the depletion of resources and challenges environmental sustainability worldwide. In recent decades, nature sustainability has been the biggest challenge encountered by humankind. In addition, the changing lifestyle and consumption patterns have enormously played a key role. However, the consumption pattern from the employee’s perspective suffers from the lack of research. Therefore, grounded on the theory of planned behavior (TPB), this research explores the antecedents and consequences of employees’ buying intentions in the world’s emerging market (China). Data were collected using a web-based link shared via WeChat and Q.Q.; resultants into 451 valid responses and partial least square structural equation modeling (PLS-SEM) using SmartPLS 4 have been administered for the analysis. Besides the insignificant effect of descriptive norms on buying intention and environmental concerns on purchasing behavior, other factors significantly impact purchase intention and actual buying behavior. This research witnesses a significant mediating role of buying intention. This research suggests that practitioners (i.e., marketers, government, policymakers, and environmental focus companies) develop strategies for public advertisement and launch a general message and campaigns both in urban and rural areas to prevent environmental sustainability and increases awareness related to organic consumption.

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Section: Discussionsupporting

confidence: 91%

Employees buying organic food intention: An extension of the theory of planned behavior

Jiang¹,

Wu²

2022

Front. Psychol.

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“…According to the existing literature, consumer attitude and behavior toward eco-friendly products and services vary from generation to generation, and generation Y or millennial generation has a very significant intention to purchase green goods and services (Lavuri, 2021). Therefore, this particular segment is recognized as a research target (Lavuri, 2021). Therefore, for collecting data for this study, the respondents were communicated at major retail outlets of Dhaka city adjacent to renowned universities and some major commercial and residential areas.…”

Section: Methodology 41 Sample Of the Study And Data Collection Processmentioning

confidence: 99%

“…The young people from millennial generation are the most environmentally conscious consumers and are showing different purchasing behavior in this regard (Vermillion and Peart, 2010). According to the existing literature, consumer attitude and behavior toward eco-friendly products and services vary from generation to generation, and generation Y or millennial generation has a very significant intention to purchase green goods and services (Lavuri, 2021). Therefore, this particular segment is recognized as a research target (Lavuri, 2021).…”

Section: Methodsmentioning

confidence: 99%

Boosting ecological food consumption behavior among millennials: role of health consciousness, perceived consumer effectiveness and ethical self-identity

Amin

Tarun

2022

MEQ

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PurposeThe aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase intention and actual behavior through an antecedent–focus–outcome relationship in the context of Bangladesh.Design/methodology/approachFor this study, research design was cross sectional and self-administered questionnaire was used for collecting data from the sample respondents. Primary data for this current study were collected from the segment termed as “millennium generation” which consists of young adults between the ages of 18–39 years. Sample technique of this study was judgmental, and a part of non-probability sampling was used for data collection. Statistical tools like SPSS and partial least square (PLS) were employed for the study to examine the impact of the constructs on green purchase intention and behavior.FindingsAfter analyzing the data, the empirical findings obtained via smart Partial Least Square (PLS) approach confirmed out that all the four factors have significant positive relationship with green purchase intention which is also positively related with actual purchase behavior regarding ecological food products.Research limitations/implicationsThe result of the current study provides better understanding and information for the organizations to give more emphasis on the association of health consciousness, ethical self-identity and perceived consumer effectiveness with green purchase intention and actual behavior. The present study will assist as a guide to provide several implications and recommendations to organizations, business owners, academicians and policymakers aiming to encourage green products adoption rate thereby reducing natural degradation and increasing environmental sustainability.Originality/valueThis research establishes the findings that more concentration should be given to enhance ecological consumption and environmental awareness to achieve environmental sustainability and ecological balance in Bangladesh and all other developing countries. The outcomes of the study also contribute to the existing literature by adding new insights to customers' environmental concern and green consumption behavior in the context of Bangladesh.

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“…Even in the sustainable behavior contexts, researchers emphasized influential factors such as the personal aspect (i.e. environmental knowledge, environmental concern, green work engagement) (Kalyar et al , 2021; Karatepe et al , 2022; Mansoor and Wijaksana, 2022; Lavuri, 2021; Raghu and Rodrigues, 2021; Raza and Khan, 2022), the external aspect (i.e. information asymmetry, product packing and corporate environmental responsibility) (Chang et al , 2021; Luu, 2020; Perrigot et al , 2021; Yang and Gao, 2021) and the human resources management practice/policies aspects (e.g.…”

Section: Introductionmentioning

confidence: 99%

An integrated framework of behavioral reasoning theory, theory of planned behavior, moral norm and emotions for fostering hospitality/tourism employees’ sustainable behaviors

Meng

Lee²,

Chua³

et al. 2022

IJCHM

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Purpose This paper aims to develop an integrated framework for a deeper understanding of employee sustainable behaviors in the workplace by using theories, such as behavioral reasoning theory, planned-behavior theory, goal-directed behavior theory, norm activation theory and belief-value-norm theory. Design/methodology/approach A quantitative approach is used in the present research. This study used data from 343 employees who are from the hospitality and tourism industry to investigate the formation of employees’ sustainable behaviors. Findings The research framework assumes that the reasons for sustainable behavior and the reasons against sustainable behavior predict global motives, which comprise attitude, subjective norm and behavioral control, and moral norm mediates the relationship between global motives, positive and negative anticipated emotions and behavioral intention. The hypothesized theoretical model had a sufficient degree of total variance with the behavioral intention and generally verified the hypothesized relationships, which served as a basis for modeling employee sustainable behavior in the workplace. Originality/value This study integrated a framework that contributes to employee sustainable behavior in the tourism and hospitality industry by identifying the effects of motivational process, moral process and emotional process to perform sustainable behavior.

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Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market

Cited by 68 publications

References 98 publications

Employees buying organic food intention: An extension of the theory of planned behavior

Employees buying organic food intention: An extension of the theory of planned behavior

Boosting ecological food consumption behavior among millennials: role of health consciousness, perceived consumer effectiveness and ethical self-identity

An integrated framework of behavioral reasoning theory, theory of planned behavior, moral norm and emotions for fostering hospitality/tourism employees’ sustainable behaviors

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