Perception of Green Product Consumption in the Context of the COVID-19 Pandemic in an Emerging Economy

The COVID-19 pandemic has resulted in changes in consumer behavior and has created new opportunities and challenges for the provisioning of green products in emerging economies. The objective of this study was to identify how perceptions on COVID-19 affected the variables of planned behavior and res...

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Bibliographic Details
Published in:Sustainability 2023-06, Vol.15 (11), p.9090
Main Authors: Gómez-Bayona, Ledy, Valencia-Arias, Alejandro, García-Salirrosas, Elizabeth Emperatriz, Espinoza-Requejo, Cinthy Catheryne, Moreno-López, Gustavo
Format: Article
Language:English
Subjects:
Brand loyalty
Colombia
Commercialization
Consumer behavior
Consumers
Consumption
COVID-19
Decision making
Economic aspects
Emerging markets
Environmental awareness
Environmental impact
Epidemics
Extrinsic Fabry-Perot interferometers
Globalization
Green products
Multivariate statistical analysis
Norms
Pandemics
Perceptions
Portfolios
Product lines
Provisioning
Purchasing
Quality of life
Raw materials
Social responsibility
Society
Surveys
Sustainability
Technology Acceptance Model
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Summary:The COVID-19 pandemic has resulted in changes in consumer behavior and has created new opportunities and challenges for the provisioning of green products in emerging economies. The objective of this study was to identify how perceptions on COVID-19 affected the variables of planned behavior and responsible purchase intention during the pandemic in Colombia. A total of 320 consumers participated in an online survey, and the responses were analyzed using a structural equation model (SEM) and AMOS 24 statistical software. The results were positive regarding the development of better environmental awareness, indicating that COVID-19 (COV) influenced the attitude (ATT) of individuals and contributed to subjective norms (SNs) and perceived behavioral control (PBC), and that SNs and ATT influence eco-friendly purchase intention (EFPI). However, PBC does not contribute to EFPI. Colombian consumers have become aware of the importance to society of buying eco-friendly products, and planned behavior is an opportunity for organizations to formulate new portfolios relevant to the needs of the market. This is an important opportunity to sensitize consumers to the purchase of environmentally friendly products and for the identification of commercial strategies by companies that bet on the formulation and commercialization of eco-friendly portfolios that generate value for society.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15119090