Understanding Factors Affecting Consumers’ Conscious Green Purchasing Behavior

The COVID-19 pandemic has had a significant impact on customer behavior. A transition from traditional to environmentally friendly purchasing has been observed in the buying- and consuming-goods setting. Our research sought to discover the factors that influence customers’ conscious green purchasing...

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Bibliographic Details
Published in:Sustainability 2024-01, Vol.16 (2), p.705
Main Authors: Alghamdi, Omar. A, Agag, Gomaa
Format: Article
Language:English
Subjects:
Behavior
Climate change
Consumer behavior
Consumers
Consumption
COVID-19
Environmental aspects
Environmental sustainability
Epidemics
Food waste
Marketing
Marketing research
Pandemics
Quality of life
Saudi Arabia
Sustainable development
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Summary:The COVID-19 pandemic has had a significant impact on customer behavior. A transition from traditional to environmentally friendly purchasing has been observed in the buying- and consuming-goods setting. Our research sought to discover the factors that influence customers’ conscious green purchasing behavior (GPB), even though these factors had not been extensively studied before. Additionally, it investigated how COVID-19 has impacted consumers’ conscious GPB. Drawing upon the S–O–R model, we developed an integrated model to understand factors affecting conscious GPB. A total of 884 responses were gathered and analyzed by employing the structural equation modeling technique. Our study collected data from consumers in Saudi Arabia. The findings indicate that media and peer influence have a significant effect on activating both altruistic and egoistic drives, whereas family influence was shown to be insignificant. The correlations between media exposure and peer influence were significantly mediated by altruistic and egoistic motivations. The COVID-19 pandemic has had a beneficial influence on the formation process of conscious GPB. The results suggest that peers have a greater impact on conscious GPB through multiple motives, as compared to the influence of media. The findings of this examination provide several meaningful theoretical and managerial implications for marketers in the green consumption setting.
ISSN:2071-1050
2071-1050
DOI:10.3390/su16020705