Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Understanding consumers’ intentions to purchase green products in the social media marketing context

Understanding consumers’ intentions to purchase green products in the social media marketing context The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.Design/methodology/approachA questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.FindingsThe empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.Originality/valueThis study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Understanding consumers’ intentions to purchase green products in the social media marketing context

Download PDF
19 pages

Loading next page...
 
/lp/emerald-publishing/understanding-consumers-intentions-to-purchase-green-products-in-the-tETar2PFBM
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-03-2019-0178
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.Design/methodology/approachA questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.FindingsThe empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.Originality/valueThis study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Apr 21, 2020

Keywords: Product knowledge; Theory of planned behaviour; Price consciousness; Green products; Social media marketing; Perceived consumer effectiveness

References

  • Analyzing the effect of social media on brand attitude and purchase intention: the case of Iran Khodro Company
    Abzari, M.; Ghassemi, R.A.; Vosta, L.N.
  • Pricing practices: a critical review of their effects on consumer perceptions and behavior
    Ahmetoglu, G.; Furnham, A.; Fagan, P.
  • Pursuing the value-conscious consumer: store brands versus national brand promotions
    Ailawadi, K.L.; Neslin, S.A.; Gedenk, K.
  • Private label use and store loyalty
    Ailawadi, K.L.; Pauwels, K.; Steenkamp, J.-B.E.M.
  • The theory of planned behavior
    Ajzen, I.
  • Re-examining green purchase behavior and the green consumer profile: new evidences
    Akehurst, G.; Afonso, C.; Gonçalves, H.M.
  • Customer motivations for sustainable consumption: investigating the drivers of purchase behavior for a green-luxury car
    Ali, A.; Xiaoling, G.; Ali, A.; Sherwani, M.; Muneeb, F.M.
  • Social norms and energy conservation
    Allcott, H.
  • Do we follow the leader or the masses? Antecedents of the willingness to pay extra for eco-products
    Arce Salazar, H.; Oerlemans, L.
  • What is special about marketing organic products? How organic assortment, price and performance driver retailer performance
    Bezawada, R.; Pauwels, K.
  • Authenticity and institutional context: individual preferences in China
    Carroll, G.R.; Feng, M.; He, Y.; O’Connor, K.; Wang, L.
  • The moderating effect of perceived lack of facilities on consumers’ recycling intentions
    Chen, M.F.; Tung, P.J.
  • Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels
    Chen, M.F.; Tung, P.J.
  • Attitude towards the environment and green products: consumers’ perspective
    Chen, T.B.; Chai, I.T.
  • The effect of self-determined motivation on household energy consumption behavior in a metropolitan area in southern China
    Cheung, L.T.; Chow, A.S.; Fok, L.; Yu, K.M.; Chou, K.L.
  • To be or not to be green: exploring individualism and collectivism as antecedents of environmental behavior
    Cho, Y.N.; Thyroff, A.; Rapert, M.I.; Park, S.Y.; Lee, H.J.
  • The role of self-identity, past behavior and their interaction in predicting intention to purchase fresh and processed organic food
    Dean, M.; Raats, M.M.; Shepherd, R.
  • Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation
    Diamantopoulos, A.; Schlegelmilch, B.B.; Sinkovics, R.R.; Bohlen, G.M.
  • Coupons going wireless: determinants of consumer intention to redeem mobile coupons
    Dickinger, A.; Kleijnen, M.
  • Research on differences in the factors influencing the energy-saving behavior of urban and rural residents in China – a case study of Jiangsu Province
    Ding, Z.; Wang, G.; Liu, Z.; Long, R.
  • Green decisions: demographics and consumer understanding of environmental labels
    D’Souza, C.; Taghian, M.; Lamb, P.; Peretiatko, R.
  • The role of perceived consumer effectiveness in motivating environmentally conscious behavior
    Ellen, P.S.; Wiener, J.L.; Cobb-Walgren, C.
  • The influence of eWOM in social media on consumers’ purchase intentions: an extended approach to information adoption
    Erkan, I.; Evans, C.
  • Buffer effect and price effect of a personal carbon trading scheme
    Fan, J.; Wang, S.; Wu, Y.; Li, J.; Zhao, D.
  • Evaluating structural equation models with unobservable variables and measurement error
    Fornell, C.; Larcker, D.F.
  • Promoting energy efficient behaviors in the home through feedback: the role of human-computer interaction
    Froehlich, J.
  • Application of the extended theory of planned behavior to understand individual’s energy saving behavior in workplaces
    Gao, L.; Wang, S.; Li, J.; Li, H.
  • Understanding young consumers’ tendencies regarding eco-labeled products
    Göçer, A.; Sevil Oflaç, B.
  • Green buying behavior and the theory of consumption values: a fuzzy-set approach
    Gonçalves, H.M.; Lourenço, T.F.; Silva, G.M.
  • Predicting consumer intentions to purchase energy-efficient products
    Ha, H.Y.; Janda, S.
  • The intention to adopt electric vehicles: driven by functional and non-functional values
    Han, L.; Wang, S.; Zhao, D.; Li, J.
  • Media use, environmental beliefs, self-efficacy, and pro-environmental behavior
    Huang, H.
  • I do it, but don’t tell anyone! Personal values, personal and social norms: can social media play a role in changing pro-environmental behaviors?
    Hynes, N.; Wilson, J.
  • Relation between Chinese consumers’ ethical perceptions and purchase intentions: a perspective on ethical company/brand management strategies
    Javed, M.K.; Degong, M.; Qadeer, T.
  • Understanding healthy eating behaviors at casual dining restaurants using the extended theory of planned behavior
    Jun, J.; Arendt, S.W.
  • Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance
    Kang, J.; Liu, C.; Kim, S.H.
  • Antecedents to green buying behavior: a study on consumers in an emerging economy
    Khare, A.
  • Intention to pay conventional-hotel prices at a green hotel a modification of the theory of planned behavior
    Kim, Y.; Han, H.
  • Positive and negative spillover effects from electric car purchase to car use
    Klöckner, C.A.; Nayum, A.; Mehmetoglu, M.
  • Reinventing marketing to manage the environmental imperative
    Kotler, P.
  • To be or not to be in social media: how brand loyalty is affected by social media?
    Laroche, M.; Habibi, M.R.; Richard, M.O.
  • Advertising content and consumer engagement on social media: evidence from Facebook
    Lee, D.; Hosanagar, K.; Nair, H.S.
  • Impacts of urbanization and real economic development on CO2 emissions in non-high income countries: empirical research based on the extended STIRPAT model
    Lin, S.; Wang, S.; Marinova, D.; Zhao, D.; Hong, J.
  • Exploratory evaluation of potential and current consumers of organic cotton in Hawaii
    Lin, S.H.
  • Exploring the relationship between consumer knowledge and purchase behavior of value-based labels
    McEachern, M.G.; Warnaby, G.
  • Social media: the new hybrid element of the promotion mix
    Mangold, W.G.; Faulds, D.J.
  • Confirmatory factor analysis (CFA), exploratory structural equation modeling (ESEM), and set-ESEM: optimal balance between goodness of fit and parsimony
    Marsh, H.W.; Guo, J.; Dicke, T.; Parker, P.D.; Craven, R.G.
  • Understanding environmentally sensitive consumer behavior: an integrative research perspective
    Onel, N.; Mukherjee, A.
  • Predicting green product consumption using theory of planned behavior and reasoned action
    Paul, J.; Modi, A.; Patel, J.
  • Assessment of consumer knowledge and its consequences: a multi-component approach
    Philippe, A.; Ngobo, P.V.
  • Young people’s behavior intentions towards reducing PM2. 5 in China: extending the theory of planned behavior
    Ru, X.; Qin, H.; Wang, S.
  • Exploring the interaction effects of norms and attitudes on green travel intention: an empirical study in eastern China
    Ru, X.; Wang, S.; Chen, Q.; Yan, S.
  • Green consumerism: the influence of product attributes and values on purchasing intentions
    Schuitema, G.; De Groot, J.I.
  • Exploring urban resident’s vehicular PM2. 5 reduction behavior intention: an application of the extended theory of planned behavior
    Shi, H.; Wang, S.; Zhao, D.
  • Understanding consumers’ intention to use plastic bags: using an extended theory of planned behavior model
    Sun, Y.; Wang, S.; Li, J.; Zhao, D.; Fan, J.
  • Organic food consumerism through social commerce in China
    Tariq, A.; Wang, C.; Tanveer, Y.; Akram, U.; Akram, Z.
  • Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel
    Teng, Y.M.; Wu, K.S.; Liu, H.H.
  • Drivers of and barriers to organic purchase behavior
    Van Doorn, J.; Verhoef, P.C.
  • Sustainable food consumption among young adults in Belgium: theory of planned behavior and the role of confidence and values
    Vermeir, I.; Verbeke, W.
  • Green image and consumers’ word-of-mouth intention in the green hotel industry: the moderating effect of Millennials
    Wang, J.; Wang, S.; Xue, H.; Wang, Y.; Li, J.
  • The impact of policy measures on consumer intention to adopt electric vehicles: evidence from China
    Wang, S.; Li, J.; Zhao, D.
  • Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior
    Wang, S.; Lin, S.; Li, J.
  • The impact of government subsidies or penalties for new-energy vehicles: a static and evolutionary game model analysis
    Wang, S.; Fan, J.; Zhao, D.; Wu, Y.
  • Public perceptions and acceptance of nuclear energy in China: the role of public knowledge, perceived benefit, perceived risk and public engagement
    Wang, S.; Wang, J.; Lin, S.; Li, J.
  • Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model
    Wang, S.; Fan, J.; Zhao, D.; Yang, S.; Fu, Y.
  • An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model
    Wang, Y.; Wang, S.; Wang, J.; Wei, J.; Wang, C.
  • A re-examination of socially responsible consumption and its measurement
    Webb, D.J.; Mohr, L.A.; Harris, K.E.
  • The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea
    Wesley, S.C.; Lee, M.Y.; Kim, E.Y.
  • Measuring the longitudinal effects of food carbon footprint training on consumers: knowledge, attitudes, and behavioral intentions
    Wikoff, R.; Rainbolt, G.N.; Wakeland, W.
  • How consumer mindsets in ethnic Chinese societies affect the intention to buy fair trade products: the mediating and moderating roles of moral identity
    Yen, G.F.; Wang, R.Y.; Yang, H.T.
  • The influence of green washing perception on green purchasing intentions: the mediating role of green word-of-mouth and moderating role of green concern
    Zhang, L.; Li, D.; Cao, C.; Huang, S.
  • Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions
    Zhao, L.; Lee, S.H.; Copeland, L.R.