Impact of Environmental Concern on Ecological Purchasing Behavior: The Moderating Effect of Prosociality

Abstract

Promoting ecological consumption is gradually becoming a social consensus. A crucial point of ecological consumption is consumers’ willingness to purchase eco-friendly products, which has become an important consideration for government policymakers. In order to achieve social responsibility, enterprises are also finding ways to encourage consumers to buy eco-friendly products. In this study, we explored the relationship between environmental concern and ecological purchasing behavior, and we tested the moderating effect of prosociality in order to explain why people act in a manner that benefits society. A self-administered questionnaire was developed to gather data, and statistical hypotheses were validated through a structural equation model. The results indicated that enhancing consumers’ environmental concerns can effectively influence their eco-purchasing behavior. Therefore, ecological attitude and ecological responsibility have a direct influence on ecological purchasing behavior. Environmental concern positively influences ecological attitude and ecological responsibility through ecological values and ecological affects. Furthermore, the prosociality moderating effect is also significant. Prosociality positively moderates the relationships among ecological responsibility, ecological attitude, and ecological purchasing behavior. The relationships among these factors are important to consider when developing ecological marketing campaigns and communication strategies to influence consumers’ ecological behavior. Therefore, fostering prosociality among citizens is also an effective way to enhance the level of eco-consumption.

The Influence of GHRM and Organizational Culture on Environmentally Friendly Companies

“…Eco-Friendly includes all forms of voluntary activities arising within oneself, this is done by individuals in the work environment, the goal is to protect the natural environment and improve green environmental practices in the organization. (Chen et al, 2022). There is a relationship between Commitment and Eco-Friendly.…”

Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors

“…As it was defined by Chuah et al [89], EC refers to the extent to which the consumers are concerned about their environmental problems and providing efforts to solve them. The more customers are concerned about environmental issues, the more they behave in an environmentally conscious manner [53]. Referring to the principles of TPB, EC is shown as an aspect of attitude, which constitutes the main predictor of behavior [56].…”

“…Prior studies have defined environmental concern as individuals' awareness of environmental issues and the readiness to solve them [53,54]. For Roberts [55] (p. 81), environmental concern is a kind of attitude that is directly correlated with ECCB.…”

The Impact of Public Policies and Civil Society on the Sustainable Behavior of Romanian Consumers of Electrical and Electronic Products

“…Pro-sociality plays an important role in changing consumers' attitudes towards the environment, motivating them to buy ecological products. In this way, a direct relationship between social and environmental organizations and altruistic ecological consumption behavior can be established [52]. Thus, the following hypothesis is formulated:…”