Mediating Effect of Environmental Orientation on Pro-Environmental Purchase Intentions in a Low-Involvement Product Situation

Çoşkun, Ayşen; Vocino, Andrea; Polonsky, Michael Jay

doi:10.1016/j.ausmj.2017.04.008

Cited by 36 publications

(23 citation statements)

References 108 publications

(136 reference statements)

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“…Consistent with the work of Coşkun et al (2017), the present research takes age, household income, and gender as control variables. Previous scholars (such as Coşkun et al, 2017) have reported a significant association of such variables on exogenous variables related to green buying behavior.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 63%

Does social influence turn pessimistic consumers green?

2021

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The current research investigates the role of social influence on pessimistic consumers' approach toward organic food consumption using the self‐focused regulations theoretical framework. It also examines the mediating and moderating role of environmental concern and social influence on the proposed relationships, respectively. An e‐survey was conducted on 300 Indian consumers. The findings reveal that pessimistic consumers do not typically consume organic food. However, they have a strong concern for the environment, which, in turn, is likely to change them into optimistic consumers who begin to consume organic foods. Further, social influence significantly motivates pessimistic consumers to adopt organic foods and reduces the concern‐behavior gap. The study provides significant implications for organic food marketers and retailers.

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Section: Literature Review and Development Of Hypothesesmentioning

confidence: 63%

Does social influence turn pessimistic consumers green?

2021

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“…Its impact was found as slightly more for high-involved products than low-involved ones. But even if consumers are apathetic, they may have higher intentions to buy pro-environmental products (Coşkun et al, 2017). Therefore, green brand equity is an important indicator of purchase intention even for low-involved green product categories.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…The characteristics of "green" consumers (Ginsberg and Bloom, 2004), marketing and brand-related factors such as price, promotions, relevance, perceived quality and brand trust (Weisstein et al, 2014;Hopkins and Roche, 2009) and environmental concerns (Kim and Choi, 2005) affect consumers' intentions to buy green products. In addition to those factors, consumers' intentions and perceptions may vary for low-and high-involvement green products (Coşkun et al, 2017;Atkinson and Rosenthal, 2014).…”

Section: Green Purchasing Intentions and Product Involvementmentioning

confidence: 99%

How does greenwashing affect green branding equity and purchase intention? An empirical research

Akturan

2018

MIP

132

122

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Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

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“…Increases in waste production pose a significant threat to public health and the urban environment especially in developing countries (Dedinec et al , 2015; Vergara et al , 2016). This led to the formulation of various schemes aiming at motivating people to reduce their negative environmental impact (Coşkun et al , 2017) and to research on determinant factors of pro-environmental behavior (Pakpour et al , 2014; Wan et al , 2014; Wang et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

The role of norms in predicting waste sorting behavior

Setiawan¹,

Afiff

Heruwasto

2021

JSOCM

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Purpose This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior. Design/methodology/approach This study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling. Findings Results demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave. Research limitations/implications The fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention. Practical implications In designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public. Originality/value This study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

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Mediating Effect of Environmental Orientation on Pro-Environmental Purchase Intentions in a Low-Involvement Product Situation

Cited by 36 publications

References 108 publications

Does social influence turn pessimistic consumers green?

Does social influence turn pessimistic consumers green?

How does greenwashing affect green branding equity and purchase intention? An empirical research

The role of norms in predicting waste sorting behavior

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