The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

Abstract

The purpose of this paper is to examine the impact of personality traits of consumers regarding their green buying intention by measuring the mediation effects of eco-labels and environmental attitude along with the moderation of gender. To the researchers' best knowledge, there is a lack of research in developing countries in explaining influence of rarely researched factor such as loyalty proneness on green buying intention. To uncover this gap, using survey method data from a sample of 434 has been collected through a structured questionnaire distributed among employees of the different national and multinational companies. Findings suggest that consumer personality traits except collectivism have a significant impact on Green buying intention. Furthermore, mediation of ecolabels and environmental attitude along with moderation of gender has a strong impact on consumer's green buying intention. These findings depicted that green market is evolving in developing countries, so it has created an open avenue for marketers to better grab the opportunities from green products and focus on establishing that new category of green products in Pakistan. Moreover, present study helps to eliminate the research gap by evaluating the interaction effect of gender with environmental attitude and eco-labels on green buying intention.

Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value

“…Additionally, there is a clear conviction that consumption values are multidimensional independent variables. Multidimensional models in customer values portray better accuracy in purchase prediction, especially when it is coupled with positive word-of-mouth, compared to singular dimension model [29,30]. Along the same notion, positive wordof-mouth is included.…”

Özgeci Değerin Yeşil Satın Alma Davranışına Etkisinde Yeşil Satın Alma Niyetinin Aracılık Rolü

“…Yeşil satın alma yazını incelendiğinde araştırmacıların, tüketicilerin yeşil satın alma davranış ve niyetlerini farklı değişkenler çerçevesinde ele aldıkları görülmektedir. Söz konusu olgular hakkında yapılan yakın zamanlı çalışmalar, tüketicilerin etik algıları (Başgöze, 2012), algılanan çevresel sorumluluk (Zheng vd., 2020), yeşile boyama, yeşil marka imajı ve yeşil marka sadakati (Çavuşoğlu, 2021), yeşil marka değerlendirmesi ve yeşil reklam etkileşimi (Mansoor vd., 2022), çevresel değerler (Temizkan, 2022) yeşil satın alma davranışı ile; tüketici kişiliği ve etik inançları (Lu, Chang ve Chang, 2015), görünüş bilinci, tüketim ve fiyat (Chunling vd., 2019), kişisel ve kültürel faktörler, çevresel tutum, eko-etiket ve cinsiyet (Hasnain, Raza ve Qureshi, 2020), dışa dönüklük ve yeşil reklama yönelik tutumlar (Altuğ, Özhan ve Meco, 2020), yeşil ürün tutumu (Yıldız ve Kütahyalı, 2021), davranışsal niyet ve kontrol inançları (Çıvgın ve Kızanlıklı, 2022), çevresel tutum ve yükselen ekonomi (Kaur, Gangwar ve Dash, 2022) yeşil satın alma niyeti ile ilişkilendirilmiştir.…”

Consumer Product Label Usage in a Post-Pandemic World

“…They found that gender serves as a moderator of the relationship between environmental attitude and green buying intention, and a significant interactional effect of environmental attitudes and gender. They suggest that females are more inclined toward green buying intention based on their positive environmental attitudes and positive perception of the ecolabels (Hasnain et al, 2020).…”