Exploring green purchase behavior in online agricultural markets: a multi-phase consumer decision model

Purpose: The paper aims to understand how eco labels influence attitude towards green product purchases. The study progresses to analyze why attitude does not translate to actual purchase behavior even when eco labels transpire green information to customers'. This is done using the Theory of Planned Behavior (TPB) Design/methodology/approach: The study used partial least square structural equation modeling (PLS SEM) to analyze the statistical data. The TPB was used as the root model to understand the green purchase behavior and how eco labels with product attributes influence attitude towards green products. The variables of TPB namely attitude, subjective norms and perceived behavioral control contributed to the constellation of green product behavior. The questionnaire was distributed using convenience sampling method to 241 youths (university students). Findings: Firstly, the study successfully established the validity of TPB in the Indian context towards green products. It classifies the model on product, perception and actual level which adds to the better rendition for consumers' green behavior. Secondly, with the addition of eco labels and product attributes of green products improved the prediction power of TPB from 53.1% to 58.5%. Thirdly, eco labels and product attributes came out to be cardinal antecedents to harbor favorable attitude towards green products. The study also found the attitude was not translating to green purchase behavior and mandated further inquiry to the concern. Finally, the study vouches for gender neutrality while promoting green products. Research implications: Firstly, the study adds to the mounting evidences towards the applicability of TPB towards green product purchase in India. Secondly, the study addresses the importance of ecol labels and product attributes towards harboring favorable attitude towards green products. Finally, unfolds the nuances for the inability to translate attitude towards green purchase behavior. Managerial implications: Firstly, the study advances the indispensability of eco labels to promote green products. Firms can materialize on this dynamics of information dissemination through eco labels and promote sustainable attitude among consumers'. Secondly, the firms can understand the dynamics of consumer behavior and work accordingly to frame policies conducive towards translating attitude into green purchase behavior. Thirdly, the study strongly documents the need to market green products in a gender neutral manner. Originality: The study draws novelty on two prospects. Firstly, the study uses eco labels and product attributes as antecedents towards attitude. Secondly, the study also aims to determine the actual green purchase behavior using the TPB model. Thirdly, the study investigates the moderating role of gender towards green product behavior.

PurposeThe purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.Design/methodology/approachThe data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.FindingsThe findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.Practical implicationsThis study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.Originality/valueThis study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

IntroductionIn 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. Therefore, it is particularly important to enhance consumers’ trust in online sellers. This study aims to investigate how the product environmental information transparency(soil information transparency and water information transparency) affects online consumers’ purchasing behavior of green agricultural products.MethodsThis study constructs a theoretical framework of “product environmental information transparency - online consumer trust - online purchase behavior”.We conducted an online randomized questionnaire to collect data from a sample of 512 consumers who had experience buying green agricultural products online fitted a structural equation model (SEM).ResultsThe results show that (1) the two dimensions of product environmental information transparency have different effects on different dimensions of online consumer trust. Among them, soil information transparency has a significant positive effect on competence trust, while it does not have a significant positive effect on benevolence trust. Water information transparency has a significant positive effect on both dimensions of online consumer trust, (2) online consumer trust has a significant positive effect on online consumer purchase behavior, and (3) competence trust has a significant positive effect on benevolence trust.DiscussionOur study shows that consumer trust in merchants is significantly enhanced by increasing the transparency of environmental information about green agricultural products. different dimensions of environmental information transparency have different effects on different dimensions of online consumer trust. Product information transparency is proposed as a tool for producers to use in the online marketing of green agricultural products. Consumers’ access to information can be improved through online public disclosure of environmental quality indicators in the production process of green agricultural products, and ultimately enhance online consumption of green agricultural products.

As awareness about environmental issues increases around the globe, consumers are gradually engaging in environmentally friendly behavior and supporting businesses that engage in green strategies. However, environmental awareness among Kazakhstan’s consumers and their buying behavior towards green products are not fully understood due to the scarcity of research conducted in this area. This study intends to change this situation and examines the green behavior of young consumers in Kazakhstan using the Motivation-Ability-Opportunity (MAO) model developed by Olander and Togersen. According to this model, a positive attitude of consumers leads to the desired behavior only when they have the ability and opportunity to execute the expected behavior. The goal of this paper is to find the main reasons why environmentally friendly intentions of people do not translate into green behavior and to examine the influence of moderating variables on the relationship between people’s intention to buy green products and their purchase behavior of green products. In addition, the role of education level and gender in the relationship between green purchase intention and behavior are also examined.

Green agriculture can minimize the negative impact of agriculture on the environment. As countries around the world strongly advocate green production and green life style, not only is consumers’ awareness about green consumption rising, but the demand for green agricultural products at home and abroad is gradually increasing as well. Brand image has been a crucial factor for consumers to make their final purchasing decisions, thus playing a critical role in influencing the purchasing decisions of consumers. Based on the theory of the brand image, this paper undergoes a comprehensive theoretical and positive analysis and explores the influence mechanism of brand image of green agricultural products on consumers’ purchasing intention. A hypothetical model with perceived value as mediators is constructed by us to examine the influence of brand image of green agricultural products on consumers’ purchasing intention. A quantitative study was conducted for a random sample of 341 consumers who purchased green agricultural products in China according to a questionnaire-based survey using a cluster random sampling technique. The study showed that the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers are all positively related to consumption intention. The overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers have a positive influence on perceived value. Moreover, perceived value plays a part in the mediating role in the influence of the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers on consumption intention. These findings shed lights on enterprises in establishing a scientific and effective brand strategy and building an excellent brand image. The research conclusion can provide new insight into how to enhance the consumption willingness for green agricultural products and promote sustainable development.

The high-quality development of agriculture requires not only sustainable growth of agricultural productivity but also green agricultural production. Internet technology has played an essential role in agricultural production and marketing in China over the past decades. This paper estimates provincial agricultural green growth in China from 1997 to 2019 and decomposes it into technological progress (TP) and efficiency changes (EC) based on the Luenberger productivity indicator method. Then an econometric model is employed to analyze the impact of the Internet on the growth of agricultural green productivity and each sub-component, and moderating role of farmer education in such effect. The empirical results indicated that annual average growth rate of agricultural green productivity in China is 1.33% from 1997 to 2019, and technological progress dominates its growth. The development of Internet technology has a significant positive impact on agricultural green productivity and its decomposition. Farmer education has strengthened the effect of Internet technology on agricultural green productivity and its decomposition TP and EC.

Many consumers are concerned about environmental issues and have expressed interest in purchasing green products. However, actual sales of green products are still not as high as expected. Therefore, marketers of green products may need to investigate the factors driving green purchase behaviors. In this study, we proposed an extended theory of planned behavior (TPB) model that links consumers’ environmental concerns, perceived image of the company, consumer innovativeness, and environmental knowledge with green product purchase behavior. We applied a quantitative approach to collect the data via online questionnaires through Amazon MTurk. With 974 useable samples, the data were analyzed with structural equation modeling (SEM) using Smart PLS. The results showed that green purchase intention positively and significantly affects green purchase behavior. Moreover, the multigroup analysis revealed that the direct influence of green purchase intention on green purchase behavior is higher in developing countries than in developed countries. Regarding the direct effect on green purchase intention, attitude toward green products, perceived consumer effectiveness (PCE), environmental concern, and company’s perceived green image are significant antecedents of the intention to purchase, with attitude toward green products being the most robust antecedent among the three. However, subjective norms do not act as a direct antecedent of purchase intention. For the indirect effect on green purchase intention, four main antecedents (attitude toward green products, subjective norms, PCE, and environmental concerns) indirectly impact purchase intention via the mediating role of the perceived green image of the company. This study contributes to existing literatures via extending the TPB model. Regarding attitude-intention-behavior model, we found that environmental concern complements the model as an antecedent of green purchase intention. Moreover, a company’s perceived green image mediates the relationship between four antecedents and green purchase intention. Therefore, marketers of green products may also enhance future purchases by promoting the green image of the company. Particularly, we found that environmental knowledge positively moderates the relationship between environmental concern and a company’s perceived green image. We added on the empirical evidence that PCE plays a crucial role in stimulating green purchases as its direct positive influence on green purchase behavior is larger than that of green purchase intention. Moreover, consumer innovativeness positively moderates the relationship between PCE and green purchase intention.

This study examined the effect of environmental concern, attitude, subjective norm, perceived behavioural control, and availability on the intention to purchase green skincare products and the effect of purchase intention on the purchase of green skincare products among Malaysian consumers. By performing multi-group analysis (MGA), this study assessed the difference in each association across gender and education groups. A cross-sectional design was adopted in this study to gather quantitative data from 300 respondents in Malaysia via online survey. The study outcomes revealed that environmental concern and attitude towards green skincare products displayed a significant effect on the intention among Malaysians to purchase green skincare products. Purchase intention exhibited a significantly positive effect on the purchase of green skincare products among Malaysian consumers. Further, purchase intention mediated the effect of environmental concern and attitude on the purchase of green skincare products. The MGA outputs revealed that the effect of environmental concern on purchase intention among respondents with a bachelor’s degree or equivalent was significantly higher than those who held a diploma or technical school certificate. Meanwhile, the effect of subjective norms on purchase intention among respondents with a bachelor’s degree or equivalent was significantly lower than those with a diploma or technical school certificate. Next, the effect of availability on purchase intention, as well as the effect of purchase intention on the purchase of green skincare products among male respondents was significantly higher than female respondents. In order to promote the mass adoption of green skincare products among Malaysians, related promotional activities should emphasize the environmental aspects of using green products, in comparison to using conventional skincare products.

Purpose – The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to study the factors affecting consumers’ green product purchase decisions in India. Design/methodology/approach – The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a 38-item questionnaire and snowball sampling method, the data were collected from 403 working Indian respondents in Mumbai. The data were analysed using exploratory and confirmatory factor analyses. Structural equation modelling was used to test the proposed hypotheses. Findings – The results witnessed that the respondents possess willingness to support environmental protection, realization of environmental responsibilities, and inclination towards searching green product-related information and learning about green products. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies and social appeal are identified as important factors affecting green product purchase decisions. Research limitations/implications – Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, social importance and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influence their decisions to buy green products. Originality/value – This research provides valuable insights into green consumer behaviour in Indian context by examining the factors that influence their purchase decisions towards green products.

This paper studies the supply chain of green agricultural products with "agricultural super docking" mode based on the different management. The "agricultural super docking" mode is a direct connection between supermarkets and farmers (or cooperatives), what the supermarket needs and what the farmers produce. The green degree is used to indicate the quality level of health, safety and nutrition of agricultural products. The greater the green degree is, the better the quality of agricultural products is. In order to meet the needs of all consumers, the supermarket decide to carry out different management. That is to say, supermarket sells ordinary agricultural products and green agricultural products at the same time. This paper gives the consumer utility function for ordinary agricultural products and green agricultural products separately. We analyze the consumers’ choice behaviors based on the consumer utility function .We discuss the optimal decision of supermarket choosing one farmer and supermarket choosing two farmers based on Stackelberg game. It can be seen from the comparison that supermarket can get more profits when it chooses two farmer to order separately. Finally, a "wholesale price + ordering subsidy" coordination mechanism is proposed to realize supply chain coordination. .

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

The study aims to recommend and investigate a model of the outcomes of explicit various constructs on the frequency of green purchase behaviour. Environmental concern, Green advertisement, Perceived quality of green products, word of mouth, motivation to comply and social influence are operationalised by a path model hypothesising effects of these antecedents on attitude and subjective norm leading to purchase intention and finally the purchase behaviour of green products. The research employs survey based method to check a theoretically grounded set of hypothesis. A well-structured questionnaire was administered to collect responses from 501 respondents. The data was analysed using SPSS and AMOS with techniques of CFA and SEM to get the results. This study indicates that positive attitude toward green products leads to the intention of consumers to purchase them. The findings can help the marketers to formulate their policy with regard to actions which would enhance the purchase and usage behaviour of the consumers towards green products.

Background The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers' buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. Methods To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0’s structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. Results The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers' actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. Conclusion These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmetics

This study investigates the influence of Green Marketing and Green Behavior on purchasing decisions for Mustika Ratu products and examines the role of Green Product as a moderating variable in these relationships. A quantitative approach was applied, involving 96 respondents selected through purposive sampling, with the sample size determined using the Cochran formula. Data collection was conducted using structured questionnaires, and the data were analyzed using multiple statistical techniques, including t-tests, F-tests, coefficient of determination (R²), and Moderated Regression Analysis (MRA). The results reveal that both Green Marketing and Green Behavior have a positive and significant impact on consumer purchasing decisions. However, Green Product does not significantly moderate the relationship between the independent variables and the dependent variable. These findings suggest that environmentally conscious marketing strategies and consumer behaviors directly influence purchasing decisions, even without significant enhancement from green product attributes. Practically, this emphasizes the need for companies to build stronger green engagement and transparent sustainability communication. Theoretically, the study contributes to the development of models in green consumer behavior and sustainable branding.

ABSTRACTPurpose: Despite all the environmental concerns and positive attitudes of customers toward sustainability and green products, market share of green products remains confined to just 1–3 percent of the entire market. This discrepancy or gap between consumers’ favorable attitude toward environment and actual purchase behavior of green products is referred to as “green purchasing inconsistency” or “green attitude-behavior gap.” The purpose of this article is to explain why this gap still exists and to investigate whether the influence of moderator variables (i.e. ability and opportunity) can minimize this gap. Design/methodology/approach: A survey was conducted with 450 consumers in Dhaka City (capital of Bangladesh) and items were adopted from different literatures. Structural equation modeling was applied using STATA 14 software. Findings: The findings suggest that ability can play a key role in motivating the consumers toward more green purchase behavior along with eco-label knowledge, but not with general knowledge of environment. Also, the findings indicate that opportunity was not a moderating factor in the expected way. The article ends with actionable strategies for practitioner managers who are interested in expanding green product market. Originality/Values: The authors incorporated the motivation-ability-opportunity (MAO) model by Olander and Thogersen in their study to understand consumer behavior in the Bangladeshi context. Two moderating variables (i.e. ability and opportunity) were derived from the MAO model to study the link between attitude toward environment and ecologically conscious consumer behavior in the context of a developing country (i.e. Bangladesh).