Green product attributes and green purchase behavior

TLDR

Green consumer demand is rising worldwide, making it crucial for marketers to understand how product attributes influence purchase decisions and overall green consumption patterns. The study examines how product attributes interact to affect environmental concern, green purchase intention, and various purchase patterns. Using an extended theory of planned behavior that replaces subjective norms with environmental knowledge and perceived consumer effectiveness, the authors analyze attribute interactions via ANOVA and path analysis to assess model strengths. Results show that product attributes significantly shape green purchasing decisions, and that integrating these attributes into communication and promotion strategies can enhance consumer willingness to buy green products. Further research should focus on specific environmental behaviors to deepen understanding of green consumption.

Abstract

Purpose Nowadays, understanding green consumers has become very critical given its implications for marketers to understand and communicate green purchase patterns on the one hand, and to design and strategize both product offerings and customer services on the other hand. The purpose of this paper is to examine the interaction effect of product attributes on the degree of environment concern, the intention of green purchase and a series of green purchase proposed patterns. This paper is built on the theory of planned behavior, and expands it by replacing subjective norms and perceived behavioral control with respectively environmental knowledge and perceived consumer effectiveness, and also by extending purchase behavior to three types of purchase patterns, namely, unconditional purchase, conditional purchase and accidental purchase. Design/methodology/approach The interaction effect is analyzed through ANOVA, whereas path analysis is used to understand path strengths of proposed model, which is assessed through standardized regression weights and significance through p -value. Findings Overall, this study reveals the importance of product attributes in the decision-making process of green purchasers. Research limitations/implications This study deals with environmental behavior in general, and further research with a focus on specific behaviors is needed in this field investigating the rise of green consumption. Practical implications Product attributes play a role in the decision making of consumers willing to buy green products, and both communication and promotion of green products should integrate product attributes accordingly. Originality/value Worldwide, consumers are buying more and more green products, and this study leads to a better understanding of the decision-making process of consumers’ green products.