Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination

Abstract

Examines the determinants that influence consumers' intention to buy environmentally friendly products. Ajzen's theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and Greece). Although the findings offer considerable support for the robustness of the TPB in explaining intention in both samples, there is some indication that the theory is more appropriate in well established markets that are characterised by clearly formulated behavioural patterns (i.e. the model fitting elements of the UK sample are superior to the corresponding ones obtained from the Greek sample). The results are consistent with previous research on moral behaviour.

Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies

“…According to the Theory of Planned Behaviour (Ajzen, 1991;Ajzen & Fishbein, 1980), attitude has a strong relationships with behavior and behavioral intention in multiple contexts (Choo, Chung, & Pysarchik, 2004;Kalafatis, Pollard, East, & Tsogas, 1999;Shaw & Shiu, 2002;Shaw, Shiu, & Clarke, 2000). Attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object (Schifman & Kanuk, 2007).…”

What do people living in deprived communities in the UK think about household energy efficiency interventions?

“…We used the Theory of Planned Behaviour (TPB; Ajzen, 1991) as a framework for understanding how residents think about a particular behaviour (e.g., installing cavity wall insulation) and how these thoughts influence decisions about how to act in the future (e.g., whether to adopt and invest in interventions). The TPB is widely researched (for a review, see Armitage & Connor, 2001) and has been used to examine environmental behaviours including intentions to buy environmentally-friendly products (e.g., Kalafatis et al, 1999), energy conservation (Harland, Staats, & Wilke, 1999), wastepaper recycling (Cheung et al, 1999), and use of public transportation (Heath & Gifford, 2002). The TPB suggests that, to understand someone's behavior, you need to understand that individual's attitudes (e.g., whether they think cavity wall insulation would be beneficial), subjective norms (e.g., what their neighbours think that they should do), and perceived behavioural control (e.g., the extent to which people feel that they have control over whether or not to have household energy efficiency interventions).…”

Comparing sustainable consumption patterns across product sectors

“…This paper builds on other work undertaken to investigate these issues in single product sectors. In order to address the relative lack of comparative work in this field, this study focuses on the question of whether or not green or ethical consumption is similar for different types of products and services (Kalafatis et al, 1999).…”