Towards a new model for green consumer behaviour: A self‐determination theory perspective

Channa

Corp Soc Responsibility Env

et al. 2020

Self Cite

Adopting a social identity theory perspective, this research aims to examine the impact of customers' perceptions associated with corporate social responsibility (CSR) on brand attachment and brand trust and, consequently, consumer brand passion. Additionally, it delves into the mediating roles of brand attachment and brand trust. To this end, a survey entailing a sample of N = 266 young consumers living in Pakistan was used, and exploratory factor analysis, confirmatory factor analysis, and mediation analysis techniques were employed as methods to assess the hypothesized relationships among variables using both AMOS 24.0 and SPSS 24.0. Our findings delineate that customers' perception of a firm's CSR activities significantly increases brand attachment and brand trust; brand attachment and brand trust, and consumer perception of CSR, affect consumer brand passion, and brand attachment and brand trust play a fully mediating role in these relationships. Theoretical and managerial implications are discussed.

Section: Limitations and Future Lines Of Researchmentioning

confidence: 99%

Corporate social responsibility and brand passion among consumers: Theory and evidence

Channa

Corp Soc Responsibility Env

et al. 2020

Self Cite

“…This study focused on females only; this can be extended to males' as well as also studied from different age group's perspectives. We only took females as our sample because females tend to be intrinsically motivated to buy green products (Gilal et al, 2019). The majority of the consumers in the cosmetic industry are females compare to males, so we go with the majority.…”

Section: Limitations and Future Recommendationmentioning

confidence: 99%

“…Intrinsic as well as extrinsic motivation play a vital role in the green behavior of consumers as consumer green buying behavior is affected by consumer motivation. In contrast, intrinsically, females are more motivated to show green buying behavior compared to males (Gilal et al, 2019). Nowadays, organizations are motivated to find efficient communications strategies and design innovative marketing activities that energize consumers to buy environmentally friendly products and adopt green consumption buying behavior (Amatulli et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…After verifying the conceptual model, the theory of planned behavior has been associated with green consumer buying behavior and celebrity endorsement. Gilal et al (2020) studied the CSR and brand passion among consumers for soft drink brand, findings concluded that consumer passion is directly affected by consumer perception of CSR and showed a positive impact on brand attachment, Which means that when consumers know that company is playing its role for the betterment of the environment, then they create an emotional attachment with the brand and prefer to buy its products or services. In the same way, this study also focuses on the consumer buying behavior and how celebrity endorsement influences their buying behavior towards the particular product in the cosmetic industry, as providing green cosmetic products referred by favorite personality create the sense of credibility and positive image of the company, which influence the consumer to buy green cosmetic products.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Mirani

Sohu

et al. 2020

SIJMB

In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

“…Over the last three decades, scholars have considered responsible environmental behavior to be the main goal of environmental education (Aarnio‐Linnanvuori, 2019; Han, Yu, & Kim, 2019). Environmental education comprises awareness and knowledge about environmental issues and possible solutions to these issues (Gilal, Chandani, et al, 2019; Zsóka, Szerényi, Széchy, & Kocsis, 2013). Gough and Scott (2003) described two different perspectives in the domain of environmental education.…”

Section: Introductionmentioning

confidence: 99%

Towards an integrated model for the transference of environmental responsibility

Channa

et al. 2020

Bus Strat Env

Self Cite

This research explores how environmental responsibility transfers to others. Although environmental responsibility is one of the most debated topics in environmental management literature, a framework describing how a teacher's environmental responsibility shapes the student's environmental responsibility is still lacking. Adopting emotional contagion theory as a lens, the paper addresses this issue via the mediation of emotional contagion and the moderation of a teacher's environmental concern. Based on a survey of teachers and students (N = 283) conducted in Pakistan, our findings provide evidence that a teacher's environmental responsibility can better transfer to students via emotional contagion. Additionally, our data establish that the transference of environmental responsibility from teachers to students via emotional contagion is more effective when the teacher has a high level of environmental concern than when he or she has a low level of environmental concern. Finally, the authors discuss the implications for policy in detail.