Moderating Effect of Facilitators and Barriers for Purchase of Green Products in India

Laheri, Vishal Kumar

doi:10.17010/ijom/2020/v50/i3/151026

Cited by 9 publications

(7 citation statements)

References 13 publications

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“…26 Health is frequently cited as a key factor in the decision to buy OF. 65 The results support previous literature, 60,67,[86][87][88][89][90][91] which concludes the security of health is one of the main reasons behind the intention to purchase OF. The COVID-19 outbreak has made individuals more aware of the value of health and concerned about their well-being.…”

Section: Resultssupporting

confidence: 86%

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Kaur,

Kaur

2023

Metamorphosis: A Journal of Management Research

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The primary aim of this research is to investigate the consumer’s intention to purchase organic food (OF) in India, using the theory of planned behaviour (TPB). This study used the values of security, conformity, and self-direction in addition to the TPB and tested its impact on the attitude and intention to purchase OF. Data were gathered from 400 OF customers approached using the mall intercept method. To evaluate the relationships between the key determinants, data were analysed using structural equation modelling. The research revealed that attitude, subjective norms (SN), and perceived behaviour control (PBC) have a positive and significant impact on the intention to purchase OF. Security, self-direction, and conformity have a significant impact on attitude. In addition, security has a significant impact on SN and PBC. PBC is found to have an impact on SN. These findings provide several useful implications for marketing managers. Environmental officials and the government might use the study’s findings to expand organic consumption. The study makes a conceptual contribution to the existing literature by establishing theoretical linkages between values and TPB-related constructs.

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Section: Resultssupporting

confidence: 86%

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Kaur,

Kaur

2023

Metamorphosis: A Journal of Management Research

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“…Second, past scholars have suggested that evaluating the net consequence of factors that encourage adoption behavior (facilitators) and factors that restrict said behavior (inhibitors) allows for a complete comprehension of customers' dispositions. These facilitators and inhibitors are believed to be the result of motivators that initially entice customers to buy products (Laheri, 2020). The scant literature on the facilitators and inhibitors impacting masstige product purchase decisions limits the insightful understanding of the consumers' purchase intention of masstige products.…”

Section: Introductionmentioning

confidence: 99%

“…Second, the study extends the application of SOR theory by combining it with DFT in the context of masstige purchase intention. SOR and DFT are proven theories and have been applied extensively in varied contexts in the recent past (Islam et al, 2020; Laheri, 2020). However, the combined application of SOR and DFT has remained underutilized in the context of masstige purchase intention.…”

Section: Introductionmentioning

confidence: 99%

Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

Gupta

Raj

Singh

et al. 2023

Int J Consumer Studies

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Masstige marketing has gained considerable attention in the recent past as a theoretically significant and practically relevant concept. Masstige strategy encompasses all those activities directed to position the products for the masses, neither by offering drastic price reductions nor discounts. Rather its success depends on product innovation and promotion. Although it has been recognized as an important strategic construct, the nascent concept needs further investigation for better understanding. This research identifies significant gaps in the extant literature on fashion accessories masstige brands and intends to bridge them. The objective of the current study is to

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“…Environmental concern can also help minimize environmental issues at the individual level (Paul et al, 2016;Prakash and Pathak, 2017). Research has also revealed that environmental concern notably affects consumers' attitudes (Laheri, 2020;Mostafa, 2007b) and intention to purchase green products (Panda et al, 2020;Paul et al, 2016) such as organic food (Pham et al, 2019). Indeed, consumers accustomed to ecological issues have shown a positive attitude towards bio-based ingredients and tend to be prone to purchase environmentally friendly products (Sajinc ˇic ˇet al, 2021).…”

Section: Environmental Concern and Green Attitudementioning

confidence: 99%

“…The continuum is projected to result in the actual green purchase behavior, establishing a sequential mediating path in line with the TPB (Ajzen, 1991). For instance, heightened environmental concern might engender positive attitude towards purchasing green products (Laheri, 2020;Mostafa, 2007b), which in turn could lead to a firm intention to buy, finally translating to actual purchase behavior (Panda et al, 2020;Paul et al, 2016). Similarly, the interplay of different facets of environmental consciousness, such as the interaction of knowledge and concern or values and concern, can further modulate this serial mediation pathway.…”

Section: Interaction and Serial Mediation Effectsmentioning

confidence: 99%

A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior

Laheri,

Lim,

Arya

et al. 2024

JCM

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Purpose The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values. Design/methodology/approach The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling. Findings The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior. Practical implications This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present. Originality/value This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

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Moderating Effect of Facilitators and Barriers for Purchase of Green Products in India

Cited by 9 publications

References 13 publications

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior

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