Impact of Peer Influence and Environmental Knowledge on Green Consumption

Abstract

In current times, the concept of sustainable consumption is at the forefront owing to the impact it creates on the society and the environment. Consumers have become more observant towards the consumption related environmental problems and it influences their purchase decisions. There is a link between the consumer concern for the environment and also their knowledge levels about the environment friendly products. While most of the studies agree that environmental knowledge and environmental concern as the prime factors, how consumers gain this knowledge and concern was not adequately explained. Based on the literature survey a conceptual model was designed and a structured closed ended questionnaire was used to collect the responses from 309 respondents, the measurement scales were borrowed from the existing literature. The results show that those consumers possessing a high intensity of environmental knowledge and peer influence to encourage them to have stronger intentions to become sustainable conscious customers.

Consumers’ motivations to purchase green organic foods with special reference to the consumers in Dhaka City

“…Previous research has found that peer influence directly influences on adolescents' green buying behavior [81]. Again, Green involvement and purchasing are significantly influenced by social influence [82]. According to the social learning theory, individuals learn by seeing, imitating, and seeking advice from their peers, and so peers constitute a primary source of knowledge for consumers.…”

“…According to the social learning theory, individuals learn by seeing, imitating, and seeking advice from their peers, and so peers constitute a primary source of knowledge for consumers. Peer network supports green consciousness and behavior, including local environmental involvement and general green purchasing behavior [82]. Thus, customers' purchasing decisions are frequently influenced by coworkers, salesmen, and celebrities [34,72].…”

“…Because of the environmental challenges that have arisen in the modern era, there is a growing public concern [83,84,85,86]. The study of green consumption intentions began with a study of environmental concerns [82]. Previous research has found that environmental knowledge directly influences on adolescents' green buying behavior [81].…”

Consumers’ Knowledge and Decisions about Choosing Organic Sunscreen Products

“…Organic cosmetics is a product category that has been growing rapidly, both globally and in Europe. Increased consumer interest in this product category is related to, among other factors, concern for the environment, widespread promotion of the concept of sustainable development, and interest in innovation in the cosmetics market (Klimczyk-Bryk 2000, Witek 2015, Nagarajan et al 2022.…”

What about Responsible Consumption? A Survey Focused on Food Waste and Consumer Habits

“…Improper planning of purchases and portions of food to be prepared; Nowadays, the concept of sustainable consumption is becoming more and more a major interest of the population and the latter make more conscious food purchasing decisions [15]. Indeed, increasing awareness towards environmental issues and climate change led society to the formation of sustainable consumption habits [16].…”