Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior

Abstract

Purpose This study aims to integrate the perspective of consumer social responsibility with the theory of planned behavior to explore the impact of environmental corporate social responsibility (ECSR) initiatives on intention to buy environmentally friendly products among Vietnamese consumers. Also, the moderating role of gender on the associations of antecedents and green purchase intention is tested in this study. Design/methodology/approach The data of 823 consumers using the tool of the mall-intercept survey recruited from several big cities in Vietnam. Cronbach’s alpha and confirmatory factor analysis has been used to test the reliability and validity of scales; then, structural equation modeling and PROCESS approach was used to test the fitness of the research model, formulated hypotheses and the indirect associations. Findings This study presented that ECSR initiatives were strongly and positively correlated with attitude towards green products, subjective norms, perceived behavioral and green purchase intention. Perceived behavioral control was found to be a partial mediator in the link between ECSR initiatives and intention to engage in pro-environmental consumption while the meditating roles of attitude towards green products and subjective norms in this linkage were not statistically significant. Additionally, this study illustrated that the impacts of subjective norms, perceived behavioral control and ECSR initiatives on green purchase intention were stronger for females than males. Practical implications This study provides several useful insights for policymakers and administrators to foster pro-environmental behavior of consumers as well as to inspire corporate social responsibility (CSR) activities of firms. Originality/value Even though there is a growing interest in investigating the impacts of CSR activities on consumers’ purchase behaviors, there is a lack of studies considering the aspect of consumer social responsibility on their sustainable consumption behavior. There is a need to enrich one’s knowledge about the effect of ECSR initiatives on consumer’ green purchase intention.

Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality

“…Finally, as a vindication of prior research findings in workplace environmental citizenship behavior and consumer green purchase intentions [ 24 , 66 ], results of this research demonstrated that perceived ECSR significantly enhances residents’ private and public environmental citizenship behavior (H8, H9). This means that when residents receive environmental stimuli from the destination (e.g., perceived ECSR), they respond to this stimulus in a positive manner, i.e., performing environmental citizenship behavior.…”

“…In an attempt to reveal why Pakistan manufacturing sector employees behave sustainably, researchers obtained similar findings [ 24 ]. Moreover, in the green consumption context, Vu et al (2021) discovered that there is a significant and positive relationship between ECSR initiatives and green purchase intentions among Vietnamese consumers [ 66 ]. However, to the best knowledge of this research team, this study is one of the first empirical efforts to explain how perceived ECSR affect environmental citizenship behavior among residents in rural destinations.…”

COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries

“…In this regard, evidence in the literature shows that individuals with a positive attitude toward the environment are more willing to perform pro-environmental activities and behaviors [ 55 , 56 , 57 ]. Furthermore, a positive relationship between becoming aware of the environment’s protection and manifesting an attitude toward its care has been reported [ 23 , 58 , 59 ].…”

Predicting Indonesian Consumers’ Intention to Buy Green Cosmetics Using The Modified TPB Framework

“…Previous research commenced by Choo et al, (2004), Aksoy and Abdulfatai (2019), , Jain (2020), , Vu et al, (2021), and Chen and Wang (2021) had underlined the positive and significant impact given by subjective norm on consumers' purchase intention, in which, consumers' intention to purchase certain products were strongly and significantly determined or influenced by how consumers perceive the others' judgements or comments toward the buying behavior which was going to be conducted by consumers themselves. In this case, the chance that consumers will have a strong intention to buy the product or service will be higher if consumers felt that such buying behavior will be viewed positively or favorable by the others.…”