Re-examining green purchase behaviour and the green consumer profile: new evidences

Purpose - This paper aims to re-examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio-demographic and psychographic variables), building on the work of Straughan and Roberts. Moreover, the study explores the determinants of effect...

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Bibliographic Details
Published in:Management decision 2012-05, Vol.50 (5), p.972-988
Main Authors: Akehurst, Gary, Afonso, Carolina, Martins Gonçalves, Helena
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Environmental conditions
Environmental impact
Environmental management
Green marketing
Hypotheses
Literature reviews
Purchase intention
Purchasing
Quality of life
Society
Sociodemographics
Studies
Sustainability
Water pollution
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Summary:Purpose - This paper aims to re-examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio-demographic and psychographic variables), building on the work of Straughan and Roberts. Moreover, the study explores the determinants of effective green purchase behaviour (GPB) considering ECCB and green purchase intention (GPI) previously evaluated.Design methodology approach - The authors conducted a quantitative study based on an online survey. Data collection was implemented in two different phases: in the first phase ECCB, GPI and profiling variables were measured. One month later, the same respondents evaluated their effective GPB. Through path analysis the effects of ECCB and GPI on GPB were measured.Findings - The results show that psychographic variables, with emphasis on perceived consumer effectiveness (PCE) and altruism, are more relevant than socio-demographics in explaining ECCB. The consumers with higher ECCB have shown higher green purchase intention (GPI). ECCB has a positive impact on GBP, higher than GPI, which in turn mediates that relationship.Research limitations implications - The research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Practical implications - The paper provides evidence that whenever ecological consciousness is high, the gap between GPI and GPB is less evident, which provides clear evidence that an understanding of green consumer profiles and behaviour can enable organizations to respond better to new management challenges.Originality value - This paper provides a comprehensive understanding about the green consumer profile and behaviour, including the effect of GPI on GPB, and which contribute to the coordination of future marketing strategies to target this segment.
ISSN:0025-1747
1758-6070
DOI:10.1108/00251741211227726