ABSTRACT

There are inconsistent research findings in relation to the antecedents of green consumer behaviour (GCB). This is well documented in the traditional attitude-behaviour relationship, which is partly due to the exclusion of affective factors in its predictive model. Yet, an inclusive understanding of the antecedents of GCB is critical for effective green marketing communications. This study integrates both affective factor (e.g., emotion) and cognitive factor (e.g., knowledge) to better understand the antecedents of GCB. Data were obtained from 381 Malaysian respondents in major cities, and were analyzed using principal component analysis and structural equation modeling. The key findings of the study suggest consumers’ emotional affinity towards nature and environmental values have a strong direct positive influence on GCB, while the direct impact of knowledge is insignificant. These findings are consistent across genders. Thus, the use of moral and emotional appeal in green communications (e.g., advertising, packaging) appears to induce GCB.

摘要

关于绿色消费者行为（GCB）的前因，存在不一致的研究结果。这在传统的态度-行为关系中得到了很好的证明，这部分是由于在其预测模型中排除了情感因素。然而，对 GCB 前身的包容性理解对于有效的绿色营销传播至关重要。本研究整合了情感因素（如情绪）和认知因素（如知识），以更好地了解 GCB 的前因。数据来自主要城市的 381 名马来西亚受访者，并使用主成分分析和结构方程模型进行分析。研究的主要发现表明，消费者对自然和环境价值的情感亲和力对 GCB 有强烈的直接积极影响，而知识的直接影响是微不足道的。这些发现在不同性别之间是一致的。因此，在绿色传播（例如，广告、包装）中使用道德和情感诉求似乎会诱发 GCB。