The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products

Abstract

With the rise of eco-awareness and innovation in recent years, companies have constantly sought to be the first to introduce new green-concept products to the market to gain a larger market share. However, it is unclear whether consumer awareness of green marketing and innovation will increase purchase intention. This issue requires an in-depth discussion. This study uses energy-saving lamps and environmental cleanser as examples, using a literature review and empirical research to explore the correlations between consumer awareness of green marketing, perceived innovation, perceived quality, perceived price, perceived risk, perceived value, and purchase intention. Further, an overall relationship model is established.An analysis of 320 effective questionnaires about energy-saving lamp and 310 effective questionnaires about an environmental cleanser resulted in three main findings: (1) Consumers' green marketing awareness of both energy-saving lamp and an environmental cleanser mainly influences their perceived quality and perceived value, which in turn influence purchase intention. (2) Consumers' perceived innovation of energy-saving lamp mainly influences their perceived quality, perceived price, and perceived value, while consumers' perceived innovation of an environmental cleanser mainly influences their perceived quality and perceived value, all of which in turn influence purchase intention. (3) The results for the two products indicate that the impact of consumers' green marketing awareness on purchase intention is greater than the impact of perceived innovation. Through SEM analysis, this study establishes a valid relationship model for green products and identifies the main influence paths. In addition, measurement variables and a scale were established, which provide academics and industry with critical research tools and concepts that should be of academic and practical value.

Making SENS: exploring the antecedents and impact of store environmental stewardship climate

“…In the introduction, we emphasized that retailers can play a focal role in facilitating consumer adoption of green products, though little research explores this role in depth (Gleim et al 2013;Wu and Chen 2014). Our contribution is to develop and empirically assess a model that features SENS-climate as a central concept, offered as a mechanism through which retailers can stimulate sales associates to encourage consumers to buy green.…”

“…There is considerable agreement that it is the retailer, with their proximity to and understanding of the consumer, who likely plays a pivotal role in nudging consumers to buy green (Girod et al 2014;Gleim et al 2013). At the point of purchase, green marketing strategies can be realized through face-to-face communications with consumers, bridging the gap between intention and behavior (Bishop and Barber 2015;Thongplew et al 2014;Wu and Chen 2014), but research is needed to identify how retailers can exploit these opportunities to drive green sales (Gleim et al 2013).…”

“…Successful green products often come about only due to strict government policies that limit consumer choice or product-tax reduction incentives that compensate for their premium prices (Griskevicius et al 2010;OECD 2008). Even when green products are classed as eco-innovations (Hofstra and Huisingh 2014), their innovativeness is not enough to boost sales, because consumers find it difficult to understand their value (Wu and Chen 2014). Thus household appliance manufacturers and retailers face the challenge of educating consumers about Bwhy to buy^green products (Castle 2011;Electrolux 2013).…”

Green Awareness and Purchase Intention for Organic Products

“…It means that green awareness is truly controlled by company that creates its product; the last is how company can deliver those products in order to be selected by customer. This customer behaviour becomes important when it relates to customer decision in selecting environmentally friendly products [11]. In the previous study, customer buying behaviour or it is called with purchase intention of green awareness that is owned by customer [9].…”

Green Perceived Value for Environmentally Friendly Products: Green Awareness Improvement

“…Nowadays, green perceived value becomes important attention in the relation to living environment issue. It becomes also important for company that relates to customer buying interest (Wu & Chen, 2014). But the most important thing is known the impact of green perceived value on the improvement of customer's green awareness on the purchasing of environmentally friendly products offered by company (Wu & Chen, 2014).…”