Prolificacy of Green Consumption Orientation and Environmental Knowledge to Slash Plastic Bag Consumption: The Moderating Role of Consumer Attitudes and the Demarketing Efforts

Abstract

The use of plastic bags has long been a global concern due to its hazardous contributions to the environment. Firms, governments, and special interest groups (like Greenpeace) have always earnestly ventured, through their individual or collaborative initiatives, strategies and/or (demarketing) campaigns, to discourage the use of plastic bags to ensure a healthy and sustainable planet. However, such initiatives are least likely to produce desired results if the most important stakeholder i.e., consumers do not perceive greater value from such a reduction in usage of plastic bags. Considering the same an important precondition for building positive intentions and consequent behaviors to reduce plastic bag usage and a complementor of demarketing efforts of the stakeholders, the primary purpose of this study has been to investigate the role of consumers’ green orientation, environmental knowledge, and perceived instrumentality of demarketing efforts in enhancing the perceived value of plastic usage curtailment. Based on PLS-based structural equation modelling performed on a data set comprising 977 consumers, it has been found that the three antecedents namely green consumption orientation, recycling attitudes and demarketing efforts have direct positive effects on the outcome construct. Besides, the study also found that the effect of green consumption orientation on perceived value of plastic usage reduction is significantly and positively moderated by consumers’ recycling attitudes and their perceived effectiveness of demarketing efforts. The findings offer some useful insights and implications to the theory, practice and the policy making for boosting pro-environmental behaviors.

Pengaruh Environmental Knowledge, Brand Image, Product Quality, Price Fairness Terhadap Purchase Intention

“…Dalam era informasi saat ini, media massa memiliki peran besar dalam menyebarkan informasi terkait isu-isu lingkungan. Pengetahuan ini membantu individu berkontribusi dalam upaya pelestarian lingkungan dan memilih produk ramah lingkungan (Yaqub et al, 2023). Kesadaran terhadap dampak lingkungan mendorong keinginan untuk berpartisipasi dalam kegiatan pelestarian (Nassani et al, 2023).…”

The prolificacy of green transformational leadership in shaping employee green behavior during times of crises in small and medium enterprises: a moderated mediation model

“…From the lens of SCT, managers and leaders have the proclivities to establish green behaviors and the GTL becomes a critical enabler in the process. GTLs focus on mainstreaming social responsibility against the prevailing challenges of pollution and climate change (Yaqub et al, 2023). The supervisory role to encourage and support employees in pro-environmental activities is continually emphasized by GTLs who value sustainability (Ali et al, 2023).…”

“…The post-pandemic era witnessed a massive change in organizations and leadership. GTL promotes green practices within an organization which entails inspiring and motivating employees to embrace green behaviors, participate in green initiatives, and contribute to the organization's overall sustainability objectives (Yaqub et al, 2023). Organizations should, therefore, invest in nurturing and enabling GTL competencies (Ali et al, 2023).…”

“…Besides, leaders should inspire and motivate their employees to adopt and implement green behaviors through mentoring and orchestrating strong social discourse. In addition, GTLs should involve their employees in the decision-making processes pertaining to corporate green initiatives to cement their sense of ownership for such initiatives (Yaqub et al, 2023). Organizations may also establish green teams or committees to encourage employee participation in sustainability initiatives.…”