Unboxing the green box: an empirical assessment of buying behavior of green products

Abstract

PurposeBecause of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.Design/methodology/approachIn this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.FindingsThe findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.Originality/valueThe influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

The factors that shape green buying behavior of eco-friendly shopping bags

“…Menurut Ch et al (2021) dalam penelitiannya menyebutkan bahwa ketika konsumen merasa khawatir terhadap konsekuensi dari kebiasaan konsumsi mereka terhadap lingkungan hidup, organisasi/perusahaan mendapatkan keuntungan kompetitif dengan menawarkan green product kepada konsumen mereka. Para konsumen dengan environmental responsibility diharapkan dapat melakukan green purchase behavior karena sudah menjadi tanggung jawab mereka untuk menyelamatkan lingkungan dari konsumerisme yang berbahaya (Channa et al, 2021).…”

“…Hasil penelitian Channa et al (2021) menunjukkan terjadinya perbedaan green buying behavior antara konsumen yang berasal dari Pakistan dengan negara lain karena adanya perbedaan kebudayaan masyarakat di beberapa negara. Hasil penelitian Ch et al (2021) menunjukkan bahwa sikap, eco-labels, dan iklan hijau mempunyai pengaruh terhadap keputusan pembelian produk hijau. Niat pembelian konsumen untuk produk ramah lingkungan memengaruhi perilaku pembelian hijau (Chaudhary, 2018).…”

Social Networks Marketing and Consumer Purchase Behavior: The Combination of SEM and Unsupervised Machine Learning Approaches

“…Other studies have pointed out that the design of a post [28], trust of a social network community [40], message structure [41], attitude [42], cultural settings [43], AR (augmented reality) experience [44], ease of understanding [3] and pro-social consumer behaviors, such as social responsibility, empathy, moral reasoning, self-reported altruism (SRA), and past helpfulness [45] are able to influence consumer purchase behavior.…”

Enhancing digital marketing performance through usage intention of AI-powered websites

“…This is obvious as the digital era has helped many industries to monitor their procedures such as promotion, branding, advertising, production and a whole host of others [16]. Many companies tend to increase their revenues by optimizing their digital marketing campaigns, audiences, channels, market performances and even customers buying behaviour using AI [17]. According to Martin [14], AI and digital marketing has interconnected relationship.…”