Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers’ purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims to investigate Thai consumers who are aged over 18 years, and whose base education is high school, on purchase intention for green products by using an extended framework of the theory of planned behavior (TPB). We derived and examined the model through structural equation modeling in a sample of 483 respondents in Thailand. The findings of this model indicated that consumer attitude, subjective norm and perceived behavioral control have significant positive influences on the purchase intention for green products. Furthermore, our results indicated that environmental concerns have a significant effect on attitude, perceived behavioral control and purchase intention for green products, but subjective norm. Moreover, environmental knowledge had no significant effect on the purchase intention for green products. Instead, it had a distinct indirect effect through attitude towards purchasing green products, subjective norm and perceived behavioral control. The findings from this study contribute to improving the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.

Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers

Purpose




The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention




Design/methodology/approach




A questionnaire was utilized to gather the data (n=300) for this study The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 20




Findings




Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention




Practical implications




Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products




Originality/value




The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies

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Green product purchase intention: impact of green brands, attitude, and knowledge

One of the greatest threats to widespread diffusion of closed-loop supply chain (CLSC) practices in support of consumer goods is the lack of consumer acceptance of remanufactured products. Although the preponderance of extant CLSC research historically focused on product reclamation and remanufacturing practices, consumer acceptance of remanufactured products is now receiving more attention. However, significant gaps in the literature remain to include examining actual consumer behaviour in the presence of alternative offerings. Using theory of planned behaviour and data gathered from Malaysia, this research addresses these gaps by examining how consumer attitude, subjective norms and perceived behavioural control with regard to purchasing remanufactured products affect consumer intention to purchase remanufactured consumer electronic products. Then, actual purchase behaviour is compared with purchase intentions to determine if consumers followed through with their intentions. Findings suggest that consum...

Remanufactured products purchase intentions and behaviour: Evidence from Malaysia

The purpose of this study was to examine consumers’ purchase intention for green sportswear by investigating the effects of their expectation, perception, subjective norm, perceived behavior control, and attitude on purchasing green sportswear. The study further investigated differential influences towards purchase intention for green sportswear between non-green and green product users. A within-subjects research design was used to empirically test our conceptual model, which was expanded from the theory of planned behavior by adding two additional predictors (expectation and perception). An online survey was conducted with a nationwide convenience sample of U.S. consumers whose ages ranged from 18 to 74 years, and a total of 542 usable responses were obtained. The results of the overall model testing confirmed the significant effects of expectation, perception, subjective norm, and attitude on consumers’ purchase intention for green sportswear. The findings from the comparative model testing indicated significant differences between non-green and green product users in terms of the effects of expectation and perceived behavior control on participants’ green sportswear purchase intention. The outcomes of this study offer useful insights for developing effective strategies for consumers to generate more positive perception, expectation, and attitude towards purchasing green sportswear. This study also suggests potential ways for apparel retailers to develop effective marketing strategies for this sportswear segment to satisfy the values of potential customers.

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Factors influencing consumers’ purchase intention of green sportswear

The effects of consumer attitude on green purchase intention: A meta-analytic path analysis

Article history: Received May 25, 2013 Received in revised format 28 June 2013 Accepted 2 August 2013 Available online August 9 2013 This study proposes an integrated model that combines the Theory of Reasoned Action (TRA) and two categories of variables, personal and marketing, to investigate the attitudinal and behavioral decision factors to purchase green products. The model derived and tested via structural equation modeling on a sample of 374 consumers from the Guilan province in Iran. The results show that attitude is explained by consumers’ environmental concern, quality of green products, green advertising and green labeling. The results of the structural equation analysis indicate that attitude positively influences intention to purchase green products. Green purchasing intention also influences on green purchasing behavior. This paper also discusses the implications of the results for marketers and researchers. © 2013 Growing Science Ltd. All rights reserved.

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Kianoush Nazari

Papers

Purchasing green to become greener: Factors influence consumers' green purchasing behavior