How enterprises' public welfare low-carbon behavior affects consumers' green purchase behavior

The Chinese economy has undergone high-speed, high-quality growth, and the concept of low-carbon technology has gained popular support. Businesses and consumers must jointly endeavor to achieve low-carbon economic development. Moreover, it is important to investigate whether enterprises' low-carbon behavior is correlated with consumers' green consumption behavior. We built a theoretical model to depict the relationship between corporate public welfare low-carbon behavior, consumers' green purchase intention, and green purchase behavior. We then divided corporate public welfare low-carbon behavior into three dimensions. We proposed hypotheses, collected data through a questionnaire survey, and analyzed the data using statistical analysis software of SPSS 26.0 and AMOS 24.0. Public welfare low-carbon behavior was significantly correlated with consumers' green purchase intention, and public welfare low-carbon participation and public welfare low-carbon motivation were significantly correlated with green purchase intention. Finally, we proposed suggestions from three perspectives: the public welfare low-carbon mechanism, public welfare low-carbon participation, and public welfare low-carbon motivation. The results provide theoretical support for research methods related to the low-carbon growth of enterprises and green consumption, as well as guidance and decision-making support for enterprises in carrying out cause marketing.

Factors affecting millennials' green purchase behavior: Evidence from Saudi Arabia

In light of the growing adoption of green products in emerging markets, there's a need to delve deeper into the green purchase behavior GPB of millennials in this context. Using the theory of planned behavior as a foundation, this study aims to improve clarity by developing and testing a theoretical model that establishes the effect of various factors on millennials' GPB. Motivated by this need and recognizing the importance of justifying the theoretical gap, a survey was conducted with 1094 students from the School of Business at King Faisal University, and data were analyzed using SmartPLS-3.3.2 The results reveal that green behavioral control, green environmental awareness, and green product value have positive and significant effects on GPB. In contrast, green product trust, green price sensitivity, and green perceived quality have no significant effect on GPB. The results highlight the significance of these factors in shaping millennials' GPB, providing valuable insights for researchers, marketers, and policymakers. In the future, a cross-sectional study should be conducted using an extensive approach to increase this study's generalizability. This study has theoretical, managerial, and policy implications for the promotion of green products.

How and when consumer corporate social responsibility knowledge influences green purchase behavior: A moderated-mediated model

Due to global warming and climate change, consumers worldwide are now carefully evaluating corporate social responsibility (CSR) practices when choosing which businesses to engage with, aiming to enhance their resilience to the adverse effects of these global issues. The current study employs the theories of reasoned action and planned behavior to explore how consumer CSR knowledge (CCK) impacts green purchase behavior (GPB) and consumer environmental attitude (CEA). Additionally, it assesses the mediating influence of CEA on the connection between CCK and GPB, while also examining the moderating role of perceived consumer effectiveness (PCE) in the interactions between CCK and GPB directly and via CEA. Primary data were collected through surveys from 336 EMBA students in Bangladesh over a three-month period, spanning from 9 August to November 8, 2022. The collected data and the suggested model were analyzed and validated using Mplus. The results show that CCK significantly improves GPB and CEA. CEA partially mediates the relationship between CCK and GPB. PCE significantly moderates the relationships between CCK and CEA directly and via CEA, such that CCK positively influences CEA and GPB when PCE is high only. Lastly, the current study documented theoretical and practical implications and concluded that CCK encourages consumers to adopt environmentally friendly attitudes, which in turn motivates them to exercise green behaviors such as GPB.

How green intrinsic and extrinsic motivations interact, balance and imbalance with each other to trigger green purchase intention and behavior: A polynomial regression with response surface analysis

This research aims to examine how green extrinsic and intrinsic motivations individually and jointly affect green purchase intention and actual behavior, drawing on the integration of self-determination theory and the theory of planned behavior. Based upon a sample of 4062 consumers in Vietnam, we methodologically adopted a polynomial regression with response surface analysis to shed the light on how a higher degree of eco-friendly consumption intention and behavior is synthesized from the balance between high green extrinsic and intrinsic motivations. Conversely, a large imbalance between green extrinsic and intrinsic motivations will lower the level of environmentally friendly consumption. Additionally, this study indicates that green purchase intention is the most important predictor of green purchase behavior, and that green purchase intention significantly mediates the insolated and joint effects of green extrinsic and intrinsic motivations on eco-friendly consumption behavior.

The impact of empathy with nature on green purchase behavior: An ERP study

Due to the attitude-behavior gap in green consumption, it is necessary to conduct more research on consumers' actual purchase behavior. At present, few studies have been conducted on the impact of empathy with nature on green purchase behavior. This research explored the underlying neural mechanism of empathy with nature on consumers' green purchase decisions by applying the event-related potentials (ERPs) approach. Behaviorally, compared with the control group, the experimental group had a higher purchase rate of green products and spent less time when buying green products. For the experimental group, buying green products required less time than buying traditional products. At the neural level, when buying green products, the N2 and N400 amplitudes of the experimental group were smaller than those of the control group. For the experimental group, buying green products elicited a smaller N2 amplitude than buying traditional products. These findings suggested that empathy with nature could reduce consumers' decision conflict when buying green products, thereby promoting consumers' green purchase behavior.

Green purchase behavior towards green housing: an investigation of Bangladeshi consumers

Worldwide green products are getting popularity and acceptance due to energy crisis, climate change, and other environmental degradations which reveal the upcoming challenges of the twenty-first century. In construction industry, green housing (GH) is an emerging concept towards environmental sustainability. However, this study intends to consider the green purchase intention of Bangladeshi consumers towards GH through augmented theory of planned behavior (TPB) implantation. To investigate proposed hypotheses, the structural equation modeling (SEM) approach is applied on a sample set of 319 valid responses residing in Dhaka City and aging over 20 years. The empirical results infer that attitude and consumers' perceived behavioral control are significant features of green purchase intention and have a vital role in green purchase behavior. In contrast, environmental concern, environmental knowledge, and subjective norm have no direct effect on the green purchase intention of consumers towards GH in Bangladesh. Instead, environmental knowledge and environmental concern indirectly affect the green purchase intention. The findings of the present study can contribute to the existing literature to understand Bangladeshi consumers' green purchase intention and their green purchase behavior and promote GH which can play a robust role in environmental sustainability.