The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

Abstract

PurposeThis study intends to contribute to the literature of eco-innovation by examining the pro-environmental intentions and behaviour among consumers through their understanding of eco-innovation. Thus, the relationship among eco-innovation, general pro-social attitude, generativity, environmental concern, purchasing intentions and buying environmentally friendly products and the differences of the relationship between high and low emotional loyalty and Generation Y and Z were investigated via structural equation modelling (SEM).Design/methodology/approachData were collected through an online questionnaire directed to Indian consumers, and analysis was done through partial least square structural equation modelling (PLS-SEM) in two stages, i.e. measurement model and structural model.FindingsResults confirm the relationships established in the proposed model, and some differences were found between the levels of emotional loyalty and the Generations Y and Z. The research shows that individualistic norms and perceived marketplace influence play a purposeful role in transforming environmental concerns into buying behaviour towards eco-innovation-driven products.Practical implicationsFrom a policy and management perspective, the results not only imply the importance of continuous performance and environmental improvement but also those policies hindering diffusion and adoption need to be addressed. Green buying is an elusive task but can be opportunely attained by marketers by adding elements of eco-innovations and understanding mindsets of consumers to create win–win situations for themselves and consumers.Originality/valueThe results reinforced that emotional loyalty and Generations Y and Z vitally impact consumers' green buying decision within the framework of eco-innovation and cognitive factors.

Impact of green marketing, greenwashing and green confusion on green brand equity

“…In support, Elgaaïed-Gambier (2016) added that reduced packaging does not signal a lowquality product. Instead, sellers should look for eco-innovative and sustainable packaging solutions (Kautish et al, 2021;Sharma et al, 2022;Ingaldi and Czajkowska, 2019). In line with the above arguments, we propose that in the presence of EPP, the adverse effects of greenwashing and green confusion on GBE are more pronounced.…”

The impact of cultural values on green purchase intentions through ecological awareness and perceived consumer effectiveness: An empirical investigation

“…Customers highly concerned about the environment are thought to have a good attitude toward green products, which is related to their high level of purchase intent. Concern for the environment directly and significantly impacts attitudes toward green products, which further affects the intention to purchase such products (Sharma et al, 2022). The pro-environmental behavior consists of public and private spheres as two main domains (Stern, 1999), and the present study focused on the private domain.…”

What drives electric vehicles in an emerging market?

“…Also, the present Indian millennials are mainly attributed as considerably cognizant, energetic, arguably eco-friendly and open to accepting advanced product offerings (Jaiswal et al. , 2022b; Sharma et al. , 2022).…”

“…Thus, this reflects their predilection toward sustainable solutions such as buying green products and the adoption of cleaner technology including hybrid and green vehicles (Chowdhury et al, 2016;Wang et al, 2021). The notion is that a consumer does not only think about the environmental attributes of sustainable products in his or her buying preference for these offerings (Sharma et al, 2022), but is also concerned about their favorable impacts on the ecosystem. Hence, the above discourse led to the succeeding hypotheses.…”

“…Also, the present Indian millennials are mainly attributed as considerably cognizant, energetic, arguably eco-friendly and open to accepting advanced product offerings (Jaiswal et al, 2022b;Sharma et al, 2022). These young educated people may be latent potential buyers of BEV, thus presenting a wider market for the manufacturers and policymakers as the main chunk of prospective BEV users (Jaiswal et al, 2022a).…”