Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products
By Leibao Zhang, Yanli Fan, Wenyu Zhang, Shuai Zhang. Sustainability, 2019
190 citations recorded by the source corpus.
Sustainable development is a powerful impetus to achieve the coordination between economic advancement and environmental protection. Therefore, the promotion and adoption of green consumption has attracted increasing attention from academics. As an important tool for multivariate data analyses, structural equation modelling has been extensively used in purchase intention for green products. However, most previous research has recognized green products as a general class when studying their purchase intention, which focused little attention on comparing purchase intention for different kinds of green products. This study extends and tests the theory of planned behavior (TPB) and includes another cognitive construct, that is, environmental concern, to explore purchase intention for different kinds of green products. First, the effect of TPB constructs was examined on purchase intention for utilitarian green products and hedonic green products. Second, a cognitive factor, that is, environmental concern, was used to test its different effects on these two kinds of green products. Third, the indirect effect of environmental concern on purchase intention was measured for these two kinds of green products. The study showed that extended TPB constructs, that is, attitude, perceived behavior control, and environmental concern positively and significantly affected purchase intention for both utilitarian green products and hedonic green products, while subjective norm only significantly and positively affected purchase intention for utilitarian green products. Moreover, the cognitive factor, that is, environmental concern, had a higher effect on purchase intention for utilitarian green products than purchase intention for hedonic green products, and it also had a similar indirect effect on both kinds of green products. This study provides an insight to policymakers, entrepreneurs, and marketers into how to increase purchase intention for different kinds of green products.
Subfields: Management, Monitoring, Policy and Law, Marketing, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/723d7dfddccf69172b08125bec6e4d4b90a1849d
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Citations in the corpus
- Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior (2020, background): “Environmentally friendly products, such as EEAs, often require more time, money, and enthusiasm for their purchase, before their consumption can be considered an effective way to solve environmental problems [19,112,113].”