“…In this paper, green purchase intention refers to an individual's tendency or willingness to purchase green products rather than non‐green products in the future. Past research suggests that a positive relationship exists between attitudes and purchase intentions in different contexts (Chan, ; Ghazali et al, ; Mostafa, ; Nair & Little, ; Paul et al, ; Sparks & Shepherd, ). Whilst looking at current research on purchase behaviour of organic food, Rana and Paul () found that attitudes were the most important predictors of intention to purchase organic food; thus we have hypothesised that it would hold in this context as well: H9 .…”
Section: Green Purchase Attitudes and Green Purchase Intentionsmentioning
confidence: 99%
“…In this paper, green purchase intention refers to an individual's tendency or willingness to purchase green products rather than nongreen products in the future. Past research suggests that a positive relationship exists between attitudes and purchase intentions in different contexts (Chan, 2001;Ghazali et al, 2017;Mostafa, 2007a;Nair & Little, 2016;Paul et al, 2016;Sparks & Shepherd, 1992).…”
Section: G Reen Purcha S E At Titude S and G Reen Purcha S E Intentmentioning
Green purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.
“…In this paper, green purchase intention refers to an individual's tendency or willingness to purchase green products rather than non‐green products in the future. Past research suggests that a positive relationship exists between attitudes and purchase intentions in different contexts (Chan, ; Ghazali et al, ; Mostafa, ; Nair & Little, ; Paul et al, ; Sparks & Shepherd, ). Whilst looking at current research on purchase behaviour of organic food, Rana and Paul () found that attitudes were the most important predictors of intention to purchase organic food; thus we have hypothesised that it would hold in this context as well: H9 .…”
Section: Green Purchase Attitudes and Green Purchase Intentionsmentioning
confidence: 99%
“…In this paper, green purchase intention refers to an individual's tendency or willingness to purchase green products rather than nongreen products in the future. Past research suggests that a positive relationship exists between attitudes and purchase intentions in different contexts (Chan, 2001;Ghazali et al, 2017;Mostafa, 2007a;Nair & Little, 2016;Paul et al, 2016;Sparks & Shepherd, 1992).…”
Section: G Reen Purcha S E At Titude S and G Reen Purcha S E Intentmentioning
Green purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.
“…However, minimizing the impacts and not compromising the needs of future generations depict well the basic ideas behind sustainable consumption. (Ladhari and Tchetgna, ; Nair and Little, ).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Moreover, it is acknowledged that sustainable consumption is a multifaceted and complex phenomenon that is seen to be driven also by contextual and cultural factors (Milfont and Markowitz, ; Nair and Little, ; Ceglia et al ., ). However, as stated by Milfont and Markowitz (), contextual factors (such as cultural norms, and availability of low‐impact alternatives) and their impact on sustainable consumption are often lacking from studies that have analysed sustainable consumption at the individual level.…”
“…However, awareness and marketing campaigns targeting individuals' sustainable consumption have proven to be largely ineffectual [3], largely because there is a gap ("green gap") between what consumers express as their intention of behaving and how they behave [4]. Rather, research suggests that long-term sustainability behavior is driven by a collective conservation context [5]. But how is that collective sustainable consumerism created in the first place?…”
Abstract:Although it is often assumed that default rules affect change without awareness, this paper suggests that contrast with the default and transition into conscious adoption of the default design may be the starting point to establish long-term changes in consumer behavior. Despite the rooting of default rules in subconscious decision-making, this research finds that, ultimately, awareness drives the demand necessary for the creation of sustainable consumption. Whereas direct appeal to individuals has a disappointing level of influence on sustainability choices, it is understood that green consumers do come from somewhere. Green default rules offer interesting prospects for sidestepping the drawbacks of direct marketing to individuals. Under green default rules, behavior is guided by a default, such as utilities automatically sending customers renewables-sourced instead of fossil-fuel-based energy. To act otherwise requires additional effort and is less likely. Motivated by a need to understand how defaults might bridge standards and sustainable consumption, I investigate how organizational processes potentially lead from standardized green default rules to individual awareness that can spread and facilitate sustainable consumption. This paper examines the Active House sustainable building demonstrations in Europe in order to understand how (1) communications and market creation and (2) responsible, user-centered experimentation are organized to move from defaults to sustainable consumption.
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