Value-belief-norm-and theory of planned behavior-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention.
Authors
Charles Jebarajakirthy, Department of Marketing, Griffith University – Gold Coast Campus, Southport, Australia.
Achchuthan Sivapalan, Department of Commerce, University of Jaffna, Jaffna, Sri Lanka.
Manish Das, Department of Business Management, Tripura University, Suryamaninagar, India.
Haroon Iqbal Maseeh, Department of Marketing, Griffith Business School Gold Coast Campus, Southport, Australia.
Md Ashaduzzaman, Department of Marketing, Griffith University – Gold Coast Campus, Southport, Australia.
Carolyn Strong, Cardiff Business School, Cardiff University, Cardiff, UK.
Deepak Sangroya, Associate Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Summary
This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.
Methodology
By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.
Findings
VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.
Research Implications
The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.
Practical Implications
The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.
Originality
This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.
Published in: European Journal of Marketing
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