DOI: https://doi.org/10.32461/2226-3209.1.2018.178173

ANTECEDENTS TO BUY GREEN PRODUCTS: A CASE OF DEVELOPING COUNTRY

Muhammad Zeeshan, Ridzuan Masri

Abstract


Abstract. The purpose of this paper is to examine the relationship between green perceived value/green
knowledge and intentions to buy green products through green attitude. The research object of this study focuses on Pakistanis consumer. The study undertakes the empirical study and therefore, data are collected through a self-administered questionnaire form 252 respondents. Structural equation modelling technique is used for the analysis of the data with the help of AMOS 22. The empirical results show that green perceived value, green knowledge and green attitude are drivers of intentions to buy green products. Although previous studies have investigated the pertinent issues about green consumer behavior, however, very few studies have been conducted in developing counties like Pakistan. Compared to other developing countries, research on environmental issues in Pakistan is still in the very early stages. This study proposes a research framework which could be helpful for green marketing companies to enhance consumes intentions to buy green products via green perceived value, green knowledge and the green attitude. The empirical results of this study address a serious gap in the existing literature especially in the perspective of an emerging country in the context of green products perception knowledge, attitude and purchase intention. The findings from this study offer significant implications for marketers, academicians as well as policymakers who may concern in promoting extensive promotion and/or adoption of green products.
Keywords: green products, green perceived value, green attitude, green knowledge and customer.


Full Text:

PDF

References


Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., and Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes. Theory of Planned Behaviour, 50, 443-454.

Aman, A.H., Harun, A., and Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7, 145-167.

Anderson, J.C., and Gerbing. D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychol. Bull, 103, 411-423

Biswas, A., and Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. J. Clean. Prod, 87, 463-468.

Bang, H.K., Ellinger, A.E., Hadjimarcou, J., and Traichal, P.A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: an application of the reasoned action theory.

Psychol. Mark, 17, 449-468.

Bamberg, S., and M€oser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: a new meta-analysis of psycho-social determinants of pro-environmental behavior. J. nviron. Psychol, 27, 14-25.

Chan, R. Y., and Lau, L.B. (2000). Antecedents of green purchases: a survey in China,Journal of consumer marketing. 17, 338-357.

Cerjak, M., Mesić, Ž., Kopić, M., Kovačić, D., and Markovina, J. (2010). What motivates consumers to buy organic food: Comparison of Croatia, Bosnia Herzegovina, and Slovenia. Journal of Food

Products Marketing, 16, 278-292.

Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18, 389-413.

Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307-319.

Chen, Y.S. and Chang, C.H. (2012). Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust. Management Decision, 50, 502-520.

Carrete, L., Castaño, R., Felix, R., Centeno, R., and González, E. (2012). Green consumer behavior in an emerging economy: confusion, credibility, and compatibility. Journal of Consumer Marketing, 29, 470 – 481

Connell, K.Y.H. (2010). Internal and external barriers to eco-conscious apparel acquisition. International Journal of Consumer Studies, 34, 279-286.

Dehghanan, H., and Bakhshandeh, G. (2014). The impact of green perceived value and green perceived risk on green purchase behavior of Iranian consumers. International Journal of Management and Humanity Sciences, 3, 1349-1357

Eze, U. C., and Ndubisi, N. O. (2013). Green Buyer Behavior: Evidence from Asia 30. Consumers. Journal of Asian and African Studies, 48, 413-426.

Flamm, B. (2009). The impacts of environmental knowledge and attitudes on vehicle ownership and use Transportation Research Part D: Transport and Environment, 14, 272-279.

Fryxell, G.E., and Lo, C.W. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: an empirical examination of managers in China. J. Bus.Ethics, 46, 45-69

Fotopoulos, C., and Krystallis, A. (2002). Purchasing motives and profile of the Greek organic consumer: a countrywide survey. British Food Journal, 104, 730-765.

Fornell, C., and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measrement error. Journal of Marketing Research, 18, 39-50.

Goh, K., and Balaji, M.S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629-638

Gleim, M.R., Smith, J.S., Andrews, D., Cronin, J.J. (2013). Against the green: a multimethod examination of the barriers to green consumption. J. Retailing, 89, 14–61.

Ganapathy, S.P., Natarajan, J., Gunasekaran, A., and Subramanian, N. (2014). Influence of ecoinnovation on Indian manufacturing sector sustainable performance. International Journal of Sustainable Development and World Ecology, 21, 198-209.

Geyer-Allely, E. and Zacarias-Farah, A. (2003). Policies and instruments for promotingsustainable household consumption. Journal of Cleaner Production, 11, 923-926.

Hamid, A.R. (2014). A Study on the Relationship between Consumer Attitude, Perceived

Value and Green Products. Iranian Journal of Management Studies, 7, 329-342.

Honkanen, P. and Young, J.A. (2015). What determines British consumers’ motivation to buysustainable seafood?. British Food Journal, 117, 1289-1302.