2018
DOI: 10.3390/su10114062
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Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh

Abstract: Does consumers' consumption of green products represent a method of satisfying their need for uniqueness? Does it enhance their self-image? In order to answer these questions, the present study attempts to understand how personal-level factors (such as the need for uniqueness) and product-level factors (such as self-expressive benefits) drive customers to go green. Survey-based data were collected from 247 customers in Bangladesh and 132 customers in Peru during 2017-2018. A hierarchical linear regression anal… Show more

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Cited by 36 publications
(35 citation statements)
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References 83 publications
(139 reference statements)
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“…Those within the Gen Z cohort tend to be eco-friendlier (i.e., concerned about the environment [16]), prioritize health when making food choices [17], and desire a higher quality of life in comparison to other generational cohorts. A Global Health and Wellness Survey of 30,000 people in 60 countries conducted by Nielsen (2015) [18] reported that 41% of Gen Z were willing to pay a premium for foods they perceive to be healthier, compared with 32% of Millennials (age [21][22][23][24][25][26][27][28][29][30][31][32][33][34] and about 21% of Baby Boomers (approximately age 50-mid-60s). Economists predict that Gen Z will contribute 29-143 billion U.S. dollars to the U.S. economy [19] and will become the largest share of the consumer market by 2020 [19][20][21].…”
Section: Introductionmentioning
confidence: 99%
See 1 more Smart Citation
“…Those within the Gen Z cohort tend to be eco-friendlier (i.e., concerned about the environment [16]), prioritize health when making food choices [17], and desire a higher quality of life in comparison to other generational cohorts. A Global Health and Wellness Survey of 30,000 people in 60 countries conducted by Nielsen (2015) [18] reported that 41% of Gen Z were willing to pay a premium for foods they perceive to be healthier, compared with 32% of Millennials (age [21][22][23][24][25][26][27][28][29][30][31][32][33][34] and about 21% of Baby Boomers (approximately age 50-mid-60s). Economists predict that Gen Z will contribute 29-143 billion U.S. dollars to the U.S. economy [19] and will become the largest share of the consumer market by 2020 [19][20][21].…”
Section: Introductionmentioning
confidence: 99%
“…While there is a great deal of scholarly consumer research concerning the environmentally friendly purchasing behavior of other generations (e.g., Baby Boomers and Generation Y) [32][33][34], Gen Z is relatively unexplored. To address this gap in understanding, the primary purpose of this study is to segment U.S. Gen Z into unique groups based on environmental consciousness.…”
Section: Introductionmentioning
confidence: 99%
“…A couple of studies [42,43] analyzed the marketing mix responsible for Bangladesh's progress regarding the customer's attitude towards green marketing. The other existing studies primarily deal with issues of organic foods [44,45] and the green buying behavior of grocery product [46][47][48]. Second, in the consumer behavior analysis, two prominent models were commonly found: one is the theory of reasoned action (TRA) model [49], and the other is the theory of planned behavior (TPB) [50], which is an extension of TRA and includes few constructs.…”
Section: Introductionmentioning
confidence: 99%
“…Currently, there has been no study that uses the Protection Motivation Theory (PMT) on green buying decisions in South Asian countries, particularly Bangladesh. Besides this, the existing studies [45,46] failed to use the theoretical frameworks of any of the working theory in this field. The PMT theory explains how the perception of the severity and response efficacy affect customers' buying behavior under risk and coping appraisal measurement.…”
Section: Introductionmentioning
confidence: 99%
“…At the same time, it has been found that the market share of green products around the world is declining by 1%-6%. (Nielsen 2013;Jahanshahi and Jia 2018). This means that some consumers are committed to buying green products whereas others resist sustainable consumption (Liobikien_ e and Juknys 2016).…”
Section: Introductionmentioning
confidence: 99%