Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism

Abstract

Across the globe, the awareness for environmental degradation and its harmful effects is rapidly growing. The whole world has come together to work in the direction to protect the environment. Consumers are increasingly becoming cautious towards the impact of their consumption pattern on environment and organisations can attain a competitive edge by leveraging this cautiousness by offering them green products/brands. However, it is importance for the marketers to understand that how increasing levels of sustainability awareness impacts other factors which explain pro-environmental behaviour of customers. To fill the existing gap in the current literature in this regard, the current study aims to build a structural model which includes social and environmental sustainability awareness in measuring customer altruism, buying intention, loyalty and customer evangelism. The theoretical model extends the existing framework of the Theory of Planned Behaviour (TPB) and explores the decision-making framework regarding ethical behaviour. Through existing literature review and expert input, the indicators (variables) for each construct were recognised. After that, data was collected from 331 respondents through a structurally designed questionnaire; the hypothetical model was test using the Structural Equation Modelling (SEM) technique. The findings of the study indicate that sustainability awareness positively influence the consumer altruism which in turn enhances the consumer purchase intention, green brand loyalty and green brand evangelism and altruism can and can bridge value-action gap for green brands. Current analysis supports the view that there are significant positive associations among the identified constructs.

Is Environmental Awareness a Good Predictor of an Individual’s Altruism Level?

“…To determine the appropriateness of using environmental awareness indices for predicting an individual's altruism level, we tested the effects of demographic variables (age, educational achievement, income levels, gender, having children), the degree of political and social awareness, and attitudes toward donation on the environmental awareness indices and the SRAS. This was done by comparing the estimation results of the models presented in Equations (5)- (7). The variables to examine their effects on the environmental awareness indices and the SRAS are included as 10 i=3 β i X i in Equations (5)- (7).…”

“…This was done by comparing the estimation results of the models presented in Equations (5)- (7). The variables to examine their effects on the environmental awareness indices and the SRAS are included as 10 i=3 β i X i in Equations (5)- (7). The multicollinearity among all the independent variables was assessed by the variance inflation factor (VIF).…”

“…Recently, studies have revealed that altruism or altruistic motivation has a significant effect on increasing the individual's environmental awareness level when a simple Likert scale is used to measure environmental awareness [5][6][7]. Furthermore, many studies use Likert-type scales to evaluate an individual's environmental awareness level [8][9][10], but these studies do not test or mention whether a simple Likert-type environmental awareness index can capture altruism as measured by a psychometric altruism index: an index used in psychology to identify an individual's altruism level through compounding various items reflecting an individual's altruistic actions.…”

Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty

“…Consumer loyalty is a prime objective of any organization and in the current business environment, which is already volatile, uncertain, complex, and ambiguous (VUCA), contemporary businesses must develop a competitive advantage on a solid foundation, for example, looking at sustainability as a base for competitive advantage [10][11][12]. Different studies in prior literature have developed a relationship between perceived environmental sustainability and consumer loyalty [13,14], but these studies are inconclusive. For example, in a recent study, Nyadzayo et al [15] confirmed that corporate social responsibility (CSR) has no direct relationship with loyalty in the sports sector.…”

A Survey of Critical Success Factors in the Implementation of Reverse Logistics in Taiwan’s Optoelectronic Industry

“…The market continues to expand, product usage increases each year, and so does the amount of waste generated. If there are no effective strategies for value creation through recycling [8,15,16], recycling resources will be wasted and pollution will continue [17]. According to the photonics industry and the Technology Development Association, the world optoelectronic industry was worth USD 780 billion in 2019.…”