Consumer Purchasing Behavior Toward Green Environment in the Healthcare Industry: Mediating Role of Entrepreneurial Innovation and Moderating Effect of Absorptive Capacity

Abstract

Entrepreneurial innovations lead to transformations in the existing business model, involving them integrating the new knowledge into the established entrepreneurial activities. The current study combines marketing strategies, entrepreneurial innovation, absorptive capacity, and consumer purchasing behavior in the health sector. This study investigates the impact of packaging and labeling strategies on entrepreneurial innovation and consumer purchasing behavior. Therefore, this study also investigates the mediating effect of entrepreneurial innovation between packaging and labeling strategies and consumer purchasing behavior. The study examines the moderating role of absorptive capacity between entrepreneurial innovation and consumer purchasing behavior. While using convenience sampling, this study used the consumer of medications as a sample from China. The research adopted a quantitative method to conduct the study analysis. A well-structured questionnaire with a 5-point Likert scale has used for the study analysis. The adopted questionnaires were utilized in data collection with 702 with a 70% response rate, and Smart PLS was used to analyze the data. The findings of this study indicate that packaging and labeling strategies significantly influence entrepreneurial innovation and consumer purchasing behavior. Entrepreneurial innovation significantly mediates the packaging and labeling strategies and consumer purchasing behavior. The moderating role of absorptive capacity significantly affects entrepreneurial innovation and consumer purchasing behavior. The implications of the investigated model with innovative marketing strategies give new insights for managerial, policymakers, and research perspectives.

The Impact of Social Entrepreneurship, Corporate Social Responsibilities, and Working Capital Management Practices on the Performance of Tourism Small–Medium Enterprises (SMEs) During COVID-19: Moderating Role of Employee Behavior

“…These are considered as an important source of stable economic growth along with new ways of working. The researchers describe various kinds of financial, environmental, and managerial problems associated with SMEs ( Abdullah et al, 2018b ; Shehzad et al, 2020 ; Sarfraz et al, 2021a , b ).…”

Green Marketing Mix on Green Buying Intention: Consumer Purchasing Behavior as a Moderating

“…Tavana [12] in his study stated that the green marketing mix has a significant effect on consumer purchasing behavior in products at The Body Shop. Other research conducted by Safraz et al [10] also explained that the green marketing mix significantly influences consumer purchasing behavior. Still, during the covid-19 pandemic, the green marketing mix did not affect consumer purchasing behavior.…”

“…Consumer purchasing behavior focuses primarily on consumer behavior through psychological, social, personal, and cultural. Sarfraz et al [10] explain that consumer purchasing behavior is assessed based on attitudes, subjective norms, and perceived behavioral control. Consumer purchasing behavior is all activities, actions, and psychological processes that drive these actions before buying, when buying, using, and spending on products and services after doing the above or evaluating activities.…”

The Impact of Modern Coconut Oil Packaging Training on Consumers’ Behaviors

“…Likewise, the new packaging training enables the local coconut oil producers and consumers to experience changes on the product purchasing circle. Similarly, was cemented by Sarfraz et al (2022) that appropriate deployment of packaging with components catalyzed alteration of business model as the consumers purchasing decisions are influenced. The implication made by the researcher is that the training on modern packaging enabled the local producers to understands that are served as the communication tool on price, value, affordability, and quality of coconut oil.…”