TY - JOUR
T1 - Factors influencing green purchases
T2 - An emerging market perspective
AU - Parker, Hamieda
AU - Bhatti, Waheed Akbar
AU - Chwialkowska, Agnieszka
AU - Marais, Thiam
N1 - Funding Information:
The National Research Foundation of South Africa, Grant/Award Number: NRF Grant Number 105898 Funding information
Publisher Copyright:
© 2022 The Authors. Sustainable Development published by ERP Environment and John Wiley & Sons Ltd.
PY - 2023/4
Y1 - 2023/4
N2 - Educators, marketers, and policymakers need to understand what factors influence the consumers' purchase of green products to encourage green product buying. Thus, this study examines the antecedents to green purchases. An online survey provides quantitative input for a SmartPLS analysis. The study draws on the theory of consumption values to investigate how emotional and social values affect green purchasing decisions. The role of knowledge-seeking in developing these values is investigated and found to be significantly positive. The relationships between emotional value, social value, and green purchase behavior are found to be mediated by environmental concerns. This study contributes to the discussion around consumption values by showing that environmental concern has a stronger relationship with green purchases than emotional and social value. It is through the environmental concern that emotional and social values influence green purchases. Our findings suggest that marketers should leverage the consumers' knowledge-seeking and environmental concern in their advertising campaigns by emphasizing a specific green product novelty and highlighting the casual connection between green buying and their effect on the environment.
AB - Educators, marketers, and policymakers need to understand what factors influence the consumers' purchase of green products to encourage green product buying. Thus, this study examines the antecedents to green purchases. An online survey provides quantitative input for a SmartPLS analysis. The study draws on the theory of consumption values to investigate how emotional and social values affect green purchasing decisions. The role of knowledge-seeking in developing these values is investigated and found to be significantly positive. The relationships between emotional value, social value, and green purchase behavior are found to be mediated by environmental concerns. This study contributes to the discussion around consumption values by showing that environmental concern has a stronger relationship with green purchases than emotional and social value. It is through the environmental concern that emotional and social values influence green purchases. Our findings suggest that marketers should leverage the consumers' knowledge-seeking and environmental concern in their advertising campaigns by emphasizing a specific green product novelty and highlighting the casual connection between green buying and their effect on the environment.
KW - consumption values
KW - emotional value
KW - environmental concern
KW - green products
KW - knowledge-seeking
KW - social value
KW - sustainability
UR - http://www.scopus.com/inward/record.url?scp=85140074389&partnerID=8YFLogxK
U2 - 10.1002/sd.2426
DO - 10.1002/sd.2426
M3 - Journal article
AN - SCOPUS:85140074389
SN - 0968-0802
VL - 31
SP - 865
EP - 876
JO - Sustainable Development
JF - Sustainable Development
IS - 2
ER -