Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products

Green consumption involves comprehensive concerns that address the broad scope of sustainability, ecosystem balance, profit‐generation and people. Identifying the factors that influence consumers' purchase behavior enables manufacturers to understand consumers' decision‐making processes an...

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Bibliographic Details
Published in:Business strategy and the environment 2017-07, Vol.26 (5), p.626-639
Main Authors: Wei, Chiou‐Fong, Chiang, Chang‐Tang, Kou, Tun‐Chih, Lee, Bruce C Y
Format: Article
Language:English
Subjects:
Advertising
Cognition & reasoning
Cognitive ability
Cognitive-behavioral factors
Conceptual models
concern–behavior gap
Consumer attitudes
Consumer behavior
Consumers
Consumption
Decision making
Ecosystems
Environment models
environmental involvement
Environmental perception
green advertising skepticism
Green marketing
Green products
green purchase behavior
green trust
Human behavior
informational utility
Inventories
Questionnaires
Sustainability
Sustainable livelihood
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Summary:Green consumption involves comprehensive concerns that address the broad scope of sustainability, ecosystem balance, profit‐generation and people. Identifying the factors that influence consumers' purchase behavior enables manufacturers to understand consumers' decision‐making processes and can help them develop more environmentally beneficial products. However, scholars have recently found that a gap exists between environmental concern and consumers' actual purchase behavior. The purpose of this paper is to use cognitive behavior theory to investigate the drivers of green consumption behavior and the missing link in the concern–behavior gap. After collecting 375 valid questionnaires, this study validated the proposed conceptual model using structural equation modeling. The revised model indicates that environmental involvement, informational utility, green advertising skepticism and green trust are antecedent variables of consumer attitudes toward green products. Additionally, this study also provides a possible explanation of and remedies for the concern–behavior gap. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment
ISSN:0964-4733
1099-0836
DOI:10.1002/bse.1942