Green Purchasing Behaviour towards Compostable Coffee Pods

Abstract

The field of green marketing and purchase behaviour has been growing in the last couple of years; consequently, there is a need to understand this behaviour among coffee consumers. Coffee is considered one of the widely consumed beverages in the world. There is heightened consciousness towards the environmental awareness of the product of compostable coffee pods. This study aims to fill this gap by providing a holistic conceptual framework to determine which factors influence green purchasing behaviour with regard to compostable coffee pods and whether gender and income have an impact. To achieve this aim, structural equation modelling (SEM) will be utilised on SmartPLS from data collected from 133 South African coffee pod consumers using an online survey. The findings indicated that interpersonal influence and altruistic values have a significant positive influence on environmental attitude and that environmental attitude has a significant positive effect on green purchasing behaviour. However, it was found that no significant relationship was observed between environmental knowledge and environmental attitude. Regarding the influence of gender and income as mediators, no influence was found in the relationship between environmental attitude and green purchasing behaviour. However, income level partially mediates this relationship. The results will provide practical solutions for marketers and policymakers.

Understanding Green Purchasing Behavior Through Environmental Attitude: An Empirical Study on Innisfree Consumers

“…As previously stated, Environmental Attitude (EA) has a positive effect on Green Purchasing Behavior (GPB). This finding confirms Visser and Dlamini's findings [30].…”

“…Regardless of contradictory results produced, researchers stated that environmental attitudes are the most consistent indicator of a consumer's willingness to purchase environmentally friendly products [38]. This also correlates with a number of literature that demonstrate that those who have a positive attitude toward the environment are more likely to participate in the purchase and consumption of environmentally friendly products [16], [30], [39]. Before being distributed, the questionnaire was pre-tested on 30 respondents to ensure its validity and reliability.…”

Sustainable coffee capsule consumption: Understanding Italian consumers' purchasing drivers

“…The research aims at exploring consumers' drivers of CIC purchasing, understanding if there is a relation between socioeconomic characteristics, consumers' sustainability values and perceived coffee quality, and what drives different levels of willingness to purchase sustainable CIC. Past literature limitedly addressed the issue of what drives consumers in their CIC purchasing decisions, and whether consumers' socio-economic differences influence the different perceptions toward sustainable CIC (Chelly et al, 2018;Zealand, 2018;Abuabara et al, 2019;Samoggia, 2019;Sales et al, 2020;Visser and Dlamini, 2021). The present research results confirm that all socio-economic consumer groups appreciate sustainable packaging as the key driver of CIC purchasing.…”

“…There are limited studies addressing the issue of values guiding coffee CIC consumers in their CIC purchasing choice decisions including sustainability (Abuabara et al, 2019;Visser and Dlamini, 2021), despite a number of studies of sustainable coffee may provide some preliminary suggestions . Thus, the current study aims at responding to the following research questions:…”

The Impact of Environmental Commitment on Green Purchase Behavior in China

“…On the other hand, the results showed no effect of perceived effectiveness of environmental behavior on green purchasing intentions. The results of a study by Uddin and Khan [ 38 ] found a positive impact on the perceived usefulness of environmental behavior on green purchasing, as the evidence provided by Visser and Dlamini [ 39 ] showed no significant effect of environmental attitude and environmental knowledge on green purchase intentions. On the contrary, the study results by Goh and Balaji [ 40 ] showed that environmental knowledge plays a significant mediating role in promoting green purchasing intentions.…”