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Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products
Business Strategy and the Environment ( IF 13.4 ) Pub Date : 2022-06-21 , DOI: 10.1002/bse.3176
Vibhava Srivastava 1 , Amit Kumar Gupta 1
Affiliation  

In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross-sectional study was carried out. Responses were gathered through a self-administered questionnaire-based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41–50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products. Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.

中文翻译:

价格敏感性、政府绿色干预和绿色产品可用性触发购买绿色产品的意愿

在 21 世纪,环境问题正在肆虐,可持续性现在是最重要的。人口增长、工业化、发展和自然资源过度开发等若干外部因素在环境退化中起着至关重要的作用。因此,本研究试图通过计划行为理论和消费价值理论的视角,探讨价格敏感性、政府绿色干预和绿色产品可用性对绿色购买意愿的影响。它还打算研究人口因素对绿色购买意愿的调节作用。进行了横断面研究。答复是通过基于问卷调查的自我管理调查收集的。对 708 名受访者的最终数据集进行了结构方程建模以进行假设检验。价格敏感性、政府绿色干预和绿色产品可用性显示出负向且显着的交互作用。感知行为控制对绿色购买意愿的影响相对较大。41-50岁年龄段的印度消费者对绿色购买的意愿相对较高。总的来说,性别并没有显示出任何不同的环保产品方法。绿色营销人员必须专注于传达绿色产品的可用性,以降低感知难度。感知行为控制对绿色购买意愿的影响相对较大。41-50岁年龄段的印度消费者对绿色购买的意愿相对较高。总的来说,性别并没有显示出任何不同的环保产品方法。绿色营销人员必须专注于传达绿色产品的可用性,以降低感知难度。感知行为控制对绿色购买意愿的影响相对较大。41-50岁年龄段的印度消费者对绿色购买的意愿相对较高。总的来说,性别并没有显示出任何不同的环保产品方法。绿色营销人员必须专注于传达绿色产品的可用性,以降低感知难度。
更新日期:2022-06-21
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