The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions
Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered fro...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IOP Publishing
2024-01-01
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| Series: | Environmental Research Communications |
| Subjects: | |
| Online Access: | https://doi.org/10.1088/2515-7620/ad23f4 |
| _version_ | 1797306641186553856 |
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| author | Md Abu Issa Gazi Abdullah Al Masud Mohd Faizal Yusof Md Asif Billah Md Aminul Islam Md Alamgir Hossain |
| author_facet | Md Abu Issa Gazi Abdullah Al Masud Mohd Faizal Yusof Md Asif Billah Md Aminul Islam Md Alamgir Hossain |
| author_sort | Md Abu Issa Gazi |
| collection | DOAJ |
| description | Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people’s green purchasing intentions. According to the results, ‘green brand positioning’ (GBP) and ‘green brand knowledge’ (GBK), directly and indirectly via ‘Attitude towards Green Brand’ (ATGB) affect ‘Green Purchasing Intention’ (GPI). But ‘social value’ (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, ‘environmental concern’ (EC) plays a vital role. Practical implications . These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study’s findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers’ perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products. |
| first_indexed | 2024-03-08T00:44:49Z |
| format | Article |
| id | doaj.art-19488a70d62c43e0b9333a077d31bf61 |
| institution | Directory Open Access Journal |
| issn | 2515-7620 |
| language | English |
| last_indexed | 2024-03-08T00:44:49Z |
| publishDate | 2024-01-01 |
| publisher | IOP Publishing |
| record_format | Article |
| series | Environmental Research Communications |
| spelling | doaj.art-19488a70d62c43e0b9333a077d31bf612024-02-15T12:05:48ZengIOP PublishingEnvironmental Research Communications2515-76202024-01-016202500910.1088/2515-7620/ad23f4The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisionsMd Abu Issa Gazi0https://orcid.org/0000-0002-1397-8855Abdullah Al Masud1https://orcid.org/0000-0001-9345-4703Mohd Faizal Yusof2https://orcid.org/0000-0001-8464-3932Md Asif Billah3https://orcid.org/0009-0003-4873-5639Md Aminul Islam4https://orcid.org/0000-0001-6516-2463Md Alamgir Hossain5https://orcid.org/0000-0002-8217-6610School of Management, Jiujiang University , Jiujiang, 332005, People’s Republic of ChinaDepartment of Management Studies, University of Barishal , Barishal-8254, BangladeshFaculty of Resilience, Rabdan Academy, Abu Dhabi, 22401, United Arab EmiratesDepartment of Management Studies, University of Barishal , Barishal-8254, BangladeshFaculty of Business and Communication, Universiti Malaysia Perlis , Perlis, 02600, MalaysiaDepartment of Management, Hajee Mohammad Danesh Science and Technology University , Dinajpur-5200, BangladeshPurpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people’s green purchasing intentions. According to the results, ‘green brand positioning’ (GBP) and ‘green brand knowledge’ (GBK), directly and indirectly via ‘Attitude towards Green Brand’ (ATGB) affect ‘Green Purchasing Intention’ (GPI). But ‘social value’ (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, ‘environmental concern’ (EC) plays a vital role. Practical implications . These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study’s findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers’ perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products.https://doi.org/10.1088/2515-7620/ad23f4environmental concern (EC)green brand knowledge (GBK)social value (SV)attitude towards green brands (ATGB)green purchase intention (GPI)environmental concern (EC) |
| spellingShingle | Md Abu Issa Gazi Abdullah Al Masud Mohd Faizal Yusof Md Asif Billah Md Aminul Islam Md Alamgir Hossain The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions Environmental Research Communications environmental concern (EC) green brand knowledge (GBK) social value (SV) attitude towards green brands (ATGB) green purchase intention (GPI) environmental concern (EC) |
| title | The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions |
| title_full | The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions |
| title_fullStr | The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions |
| title_full_unstemmed | The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions |
| title_short | The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions |
| title_sort | green mindset how consumers attitudes intentions and concerns shape their purchase decisions |
| topic | environmental concern (EC) green brand knowledge (GBK) social value (SV) attitude towards green brands (ATGB) green purchase intention (GPI) environmental concern (EC) |
| url | https://doi.org/10.1088/2515-7620/ad23f4 |
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