Integrated Model for Green Purchasing Intention and Green Adoption: Future Research Direction

Abstract

People around the world realize that environmental concerns are one of the urgent problems facing every community. Green marketing practice is now expanding to the Asian region where environmental threats are disturbing governments and citizens. Environmental management and protection take a prominent place on the globe, where environmental pollution already harms the bio – diversity. The lack of adequate environmental legislation, weak policy decisions together worsened the situation. Therefore, immediate action is needed to protect the nation's environmental resources for the benefit of current and future generations. Since consumption is unavoidable for human existence, the green product is regarded as a means of reducing the environmental effects of human consumption. The introduction of green products in the consumer market has offered a better direction of consumption by decreasing the negative environmental effects of consumer products. Therefore green marketing was chosen as the theme to underpin the study. Green consumerism was chosen as the central theme in the green marketing paradigm. As a result, the integrated conceptual model was constructed to predict purchase intention and behavior towards green products. Altogether, eight antecedents as environmental attitude, environmental knowledge and awareness, perceived consumer behavior, habit, subjective norms, price, brand image, marketing information were incorporated in to the proposed model. Thus, the suggested model is regarded as the extensive model to predict intention towards green products. Furthermore, this model can indeed be introduced among customers at a global level to assess purchase intention and behavior towards green products.

Consumers’ Environmental Concern and Green Consumerism: Do the Normative Environmental Roles of Stakeholders Matter?

“…Other scholars call for further research on integrating internal and external stakeholders for green adoption, depleting the natural environment, and responsibilities involved in environmental concerns (Sajeewanie et al, 2019;Emekci, 2019). In response to these gaps, this study contributed to how consumers' environmental concerns influence environmental stakeholders' perceived roles and determine roles for green consumerism.…”

“…It determines consumers' attitude towards green products/services, perceived adoption of greenness, and the extent of its application in the future, emphasizing the magnitude of green from non-green behaviors. Sajeewanie et al (2019) and Chan (1999) view green consumerism as a central theme of green marketing, an outcome of consumers' environmental concerns, and eco-friendly roles exercised by environmental stakeholders (regulatory, company, and distributors).…”

“…Our study asserts that without perceived pro-environmental functionality, it is unlikely to achieve ecofriendliness, green consumerism, or heighten consumers' environmental concerns. Fourth, it investigated the mediating effect of environmental stakeholders' perceived roles between green consumerism and consumers' environmental concerns in response to the calls for research on corporations and regulatory affiliates (Yue et al, 2020;Emekci, 2019;Sajeewanie et al 2019). Therefore, it extended insights into companies' perceived ecological roles, regulatory bodies, and distributors in promoting consumers' concern for the environment and green consumerism.…”

“…For instance, Yue et al (2020) suggest investigating the mediating impact of environmental policy interventions on green consumption. Other scholars also extended calls for research, such as Sajeewanie et al (2019) suggest further research integrating internal and external factors in adopting green behavior. Emekci (2019) and Sharma & Joshi (2017) also set a research agenda on the roles of consumers in influencing environmental actors to address the alarming depleting nature of the natural environment.…”

Determining the effects of government's perceived ecological roles on Chinese consumers' proenvironmental attitude, and green consumerism: The moderating effect of greenwashing perceptions

“…These findings expand our scope on environmental roles of the government literature impacting relationships with proenvironment and green consumerism. Second, the study bridges research gaps to unpack the roles and perceptions of green actors in stimulating green behavior (Emekci, 2019;Kim et al, 2018;Okumah et al, 2020;Sajeewanie et al, 2019) integrating two theories -the ST and SCT. Grounded in the ST and SCT, this study empirically established and support the normative environmental roles of the government (Govt) in predicting proenvironmental attitude (ProEnvt) and green consumerism (GCs).…”