Green product consumption behaviour, green economic growth and sustainable development: unveiling the main determinants

Abstract

Purpose The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour. Design/methodology/approach This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs. Findings The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products. Originality/value Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.

Understand the Chinese Z Generation consumers’ Green hotel visit intention: An Extended Theory of Planned Behavior Model

“…In green consumption, multi-dimensional green perceived value is seen as a crucial component of customer perceived value, as it directly relates to consumers' recognition and assessment of a green product's environmental benefits. The TPB has been proven effective in examining various factors influencing green consumption decisions [ 41 ]. Therefore, integrating multi-dimensional green perceived value into TPB is logical.…”

Sürdürülebilir Kalkınma Hedefleri Bağlamında Turizm Uygulamalarının Değerlendirilmesi

“…Turistik destinasyonların ve hizmet sağlayıcıların iletişim ve reklam kampanyaları, tüketici davranışını büyük ölçüde etkiler. Etkili iletişim, müşterilerin belirli destinasyonları ve hizmetleri seçmelerine yol açabilir (Armutcu et al, 2023b).…”