Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products

Abstract

In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross-sectional study was carried out. Responses were gathered through a self-administered questionnaire-based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41-50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products.Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.

Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers

“…A modified version of the TPB model can be used to study a particular context, for instance sustainable clothing consumption, by incorporating variables that help researchers study what motivates (or disincentives) sustainable behavior (Brandão and da Costa, 2021;Stern, 2000). Existing literature suggests that several constructs can be used for modifying the original model to study green purchasing behavior and sustainable consumption (Bigerna et al, 2021;Dangelico et al, 2021;Frommeyer et al, 2022;Onel, 2017;Si et al, 2022;Singh et al, 2021, Srivastava et al, 2022Yadav and Pathak, 2017;Yew et al, 2022;Zhang et al, 2019). For instance, the study by Kang et al (2013) modified the TPB and found that customers' perceived consumer effectiveness, product knowledge, and perceived personal relevance greatly affected the dimensions of the TPB, thus influencing the purchase intentions for environmentally sustainable clothing.…”

Predicting the value‐based determinants of sustainable luxury consumption: A multi‐analytical approach and pathway to sustainable development in the luxury industry

“…This did not side up with the inferences of Yang et al (2022) and was contrary to our expectancies that sustainable luxury fashion might contribute to building social prestige. Further, a recent integrated TCV framework by Srivastava and Gupta (2023) articulates that subjective norms and social groups can stimulate a habitual inclination towards conventional green purchasing within a non‐Western culture (India). However, our empirical examination challenges the validity of this direct correlation in the context of sustainable luxury fashion, indicating potential variability in its generalizability.…”

“…These conceptualizations advance findings of recent works on the widely reported value‐action gap and sustainable luxury fashion paradox (e.g., Carranza et al, 2023; Essiz et al, 2023) by elucidating the theoretical pathway through which individual difference factors influence consumers' ability to translate their value perceptions into purchasing decisions. At the macro‐scale, our integrated TCV model goes beyond generic TCV applications (Biswas & Roy, 2015; Lin & Huang, 2012; Srivastava & Gupta, 2023) and adds to the latest movement on transformative luxury research (Kim et al, 2022; Pai et al, 2022), echoing the positivistic sentiment that sustainability and luxury can have a common future in fostering social‐environmental change among US consumers.…”

‘Do I share because I care?’: Investigating the factors influencing consumer's adoption of shared consumption

“…Yarimoglu and Gunay (2020) extended the model by introducing external factors such as pro‐environmental engagement and perceived image to explain consumers' visiting intention to green hotels. While investigating green product purchase intention, Srivastava and Gupta (2023) introduced price sensitivity, government intervention and product availability as moderators to the original TPB model. Similarly, to capture the complexity of real‐world behaviour and provide a more accurate picture of how behaviour is influenced, other variables, such as environmental concern (Li & Zhang, 2023; Yarimoglu & Binboga, 2019), narcissism (Yarimoglu & Binboga, 2019), moral norms (Liu et al, 2020; Roos & Hahn, 2017), consumer innovativeness and effectiveness (Siraj et al, 2022; Yarimoglu & Binboga, 2019), materialism (Bucher et al, 2016), religiosity (Singh et al, 2021) and ethical concern (D'Souza et al, 2022) were also incorporated into the model.…”