The Impact of Human Values and Knowledge on Green Products Purchase Intention

The Impact of Human Values and Knowledge on Green Products Purchase Intention

Brahim Chekima (Universiti Malaysia Sabah, Malaysia) and Khalifa Chekima (Universiti Malaysia Sabah, Malaysia)
Copyright: © 2019 |Pages: 18
DOI: 10.4018/978-1-5225-7906-9.ch012
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Marketing managers keenly seek to understand the green market. However, insufficient information on how to foster consumers' green behavior is slowing the growth of green markets and becoming a barrier for firms when communicating strategies for effectively promoting green products. Therefore, this chapter attempts to examine the impact of environmental knowledge and cultural values on consumers' green purchase intentions. A survey was administered and a total of 200 valid questionnaires were obtained. Structural equation modeling (SEM) technique was used to assess the model. The finding shows that cultural values significantly related to green product purchase intention. The results also indicate environmental knowledge is not a significant factor influencing buying intention of green products. The discussions and implications of these findings are further elaborated.
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Rapid economic development, technological advances, unsustainable consumption and the increasing global population can no longer be separated from the negative impacts on the environment. This has led to major environmental degradation and disasters faced today. Drastic changes in climate, water and air pollutants, damage to flora and fauna, ozone layer depletion, acid rain and deforestation are among the so often occurring negative environmental disasters and events. Ecological destruction continues unabated due to human activities and economic growth (Selles, 2013). the An effective way of reducing this consequence on the environment would be through the green consumption at an individual’s level (Yadav & Pathak, 2017). According to Sreen et al. (2018), companies have started concentrating on ‘Sustainability’ as a business aim by embracing strategies of green marketing to encourage green product purchase to potential as well as current customers. This gives an opportunity for marketers to venture into a new category of green products to increase and maximize profits while expanding their market share but in the meantime, they face a big challenge to develop and communicate strategies effectively to arouse intentions to buy green products and ensure optimal sales. Godelnik (2012) states that although consumers’ spending increases, including for green products, “green glass ceiling” still unbreakable and its market share is still very small. The author further clarifies based on the company's market report by Mintel, that despite that millions of people around the world have adopted an alternative to the traditional use (sustainable consumption) in 2012; this shift seems to still represent a minor share of overall economic activity. In the following year, Gleim et al., (2013) estimated the market share for green products is less than 4% worldwide.

Accordingly, numerous investigations have been carried out over the last 20 years to identify and understand the factors that promote pro-environment behavior among consumers (Suki, 2015; Wu et al., 2015; Thongplew et al., 2013), however, most have addresses marketing strategies rather than consumer behavior. Without an in-depth understanding of consumer behavior for this product category, this seems to be among the greatest barrier to sustainable consumption (Tseng and Hung, 2013) and also difficult to devise effective marketing strategies. Thus, based on mentioned the alarming condition of the environment, very small market share of green products as well as previous research findings, the main objective of this study is to investigate the factors motivating consumers' intention to purchase green products. Based on an extensive review of the literature and to the best of author’s knowledge, only a few studies focused on the impact of cultural values on green products purchase intentions. This study focuses on purchase intentions rather than behavioral, for intentions has broader implications and often will have a positive impact on individual actions (Schlosser et al., 2006; Pierre et al., 2005; Ajzen & Driver, 1992).

Key Terms in this Chapter

Man-Nature Orientation: Man-nature orientation is referred as the friendly behavior or relationship between human beings and the natural environment because of the love of nature and the passion to protect it.

Structural Equation Modeling: Structural equation modeling (SEM) as a second-generation technique, is a statistical technique for building and testing simultaneous modeling of relationships among multiple variables.

Green Purchasing Intention: Green purchase intention stands for a willingness and distinct kind of environmentally friendly behavior by individuals to give preference to green products compared to conventional products to express their concern to the environment.

Long-Term Orientation: Long-term orientation is a cultural orientation that deals with time—past, present, and future—to foster virtues oriented towards future rewards, in particular perseverance and thrift.

Environmental Knowledge: Environmental knowledge is the amount of information individuals have concerning environmental issues and their ability to understand and evaluate its impact on society and the environment.

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