Influencing Factors of Urban Residents’ Green Consumption Behaviour in Henan Province, China
DOI:
https://doi.org/10.14456/shserj.2024.17Keywords:
Structural Equation Model, Green Consumption, Theory of Consumption Value, Theory of Related Action, Theory Of Planned BehaviorAbstract
Purpose: Green consumption has gained widely attention in China due to the pressure on scared resources and environment concern is constantly increasing. This study explores the factors that affect the green consumption of urban residents in Henan, China. Based on the theories of Theory of Consumption Value (TCV), Theory of Related Action (TRA), and Theory of Planned Behavior (TPB), the research framework was constructed, which consisted of six independent variables, which are environmental concern, attitude, subjective norm, expectancy, perception and intention. A dependent variable is behavior. Research design, data, and methodology: The study selected urban residents aged 18-59 from five cities in Henan Province as the main target population. The researcher collected the data by distributing online questionnaire to 483 consumers and analyzed the data using confirmatory factor analysis and structural equation model. Results: The results approve all hypotheses. Environmental concerns significantly influence green consumption attitudes. Attitude, subjective norm, expectancy, and perception significant influence the intention of green consumption. Additionally, Environmental concerns and intention significantly influence behavior. Conclusions: The obtained data may need to be more widely promoted and applied in China. However, the relevant data can provide an overall understanding of the influencing factors of Chinese consumers' green consumption behavior.
References
Ajzen, I. (1985). From Intentions to Action: A Theory of Planned Behavior. In: Kuhl, J. & Beckmann, J., (Eds.), Action-Control: From Cognition to Behavior (pp. 11-39). Springer-Verlag, Heidelberg, http://dx.doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behaviour. Organizational behaviour and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I. (2015). The theory of planned behaviour is alive and well, and not ready to retire: a commentary on Sniehotta, Presseau, and Araújo-Soares. Health psychology review, 9(2), 131-137. https://doi.org/10.1080/17437199.2014.883474
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behaviour (1st ed.). Prentice-Hall.
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behaviour in Albarracín, D.; Johnson, B. T. & Zanna, M. P. (Eds.), The Handbook of Attitudes (pp. 173-221) Psychology Press.
Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2019). Consumers' anti-consumption behaviour toward organic food purchase: an analysis using SEM. British Food Journal, 121(1), 104-122. https://doi.org/10.1108/bfj-02-2018-0072
Bandura, A. (1986). Social foundation of thought and action a social cognitive theory (1st ed.). Prentice-Hall. Englewood Cliffs.
Bei, L. T., & Simpson, E. M. (1995). The Determinants of Consumers' Purchase Decisions for Recycled Products: An Application of Acquisition-Transaction Utility Theory. Advances in Consumer Research, 22(1), 257-261.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness-of-fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606. http://dx.doi.org/10.1037/0033-2909.88.3.588
Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality an International Journal, 29(1), 1-10. https://doi.org/10.1108/meq-02-2018-0023
Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3), 410-417. https://doi.org/10.1108/jcm-05-2018-2694
Fekadu, Z., & Kraft, P. (2001). Self-identity in planned behaviour perspective: Past behaviour and its moderating effects on self-identity-intention relations. Social Behaviour and Personality: an international journal, 29(7), 671-685. https://doi.org/10.2224/sbp.2001.29.7.671
Filippini, R., Forza, C., & Vinelli, A. (1998). Trade-off and compatibility between performance: Definitions and empirical evidence. International Journal of Production Research, 36(12), 3379-3406. https://doi.org/10.1080/002075498192111
Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human relations, 16(3), 233-239. https://doi.org/10.1177/001872676301600302
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research (1st ed.). Addison-Wesley.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behaviour: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130-132. https://doi.org/10.2307/2065853
Fishbein, M., & Ajzen, I. (2010). Predicting and Changing Behavior: The Reasoned Action Approach (1st ed.). Psychology Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Golob, U., Kos Koklic, M., Podnar, K., & Zabkar, V. (2018). The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption. British Food Journal, 120(10), 2411-2424. https://doi.org/10.1108/bfj-08-2017-0457
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson.
Hair, J., Anderson, R., Tatham, R., & Black, W. (1998). Multivariate data analysis (5th ed.). Prentice Hall.
Hair, J., Sarstedt, M., & Hopkins, L. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26, 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hampshire, C. (2017). A mixed methods empirical exploration of UK consumer perceptions of trust, risk, and usefulness of mobile payments. International Journal of Bank Marketing 35(3), 1-10. https://doi.org/10.1108/ijbm-08-2016-0105
Hu, L. T., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6, 1-55. http://dx.doi.org/10.1080/10705519909540118
Hur, W. M., Yoo, J. J., & Chung, T. L. (2012). The consumption values and consumer innovativeness on convergence products. Industrial Management & Data Systems, 112(5), 688-706. https://doi.org/10.1108/02635571211232271
Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5(2), 187-205. https://doi.org/10.1177/097215090400500203
Kiatkawsin, K., & Han, H. (2017). Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory. Tourism Management, 59, 76-88. https://doi.org/10.1016/j.tourman.2016.06.018
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). Guilford Press.
Lao, K. (2014). Research on mechanism of consumer innovativeness influencing green consumption behaviour. Nankai Business Review International, 5(2), 211-224. https://doi.org/10.1108/nbri-11-2013-0041
Li, Y., & Kitcharoen, S. (2022). Determinants of Undergraduates’ Continuance Intention and Actual Behavior to Play Mobile Games in Chongqing, China. AU-GSB E-JOURNAL, 15(2), 206-214. https://doi.org/10.14456/augsbejr.2022.86
Li, Y., & Zhong, C. (2017). Factors driving consumption behaviour for green aquatic products: Empirical research from Ningbo, China. British Food Journal, 119(7), 1442-1458. https://doi.org/10.1108/bfj-10-2016-0456
Lin, C. H., Sher, P. J., & Shih, H. Y. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318-336. https://doi.org/10.1108/09564230510613988
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill, Inc.
Oliver, R. L. (1997). Satisfaction: A Behavioural Perspective on the Consumer (1st ed.). McGraw-Hill.
Paço, A. M. F. D., Alves, H., Shiel, C., & Filho, W. L. (2013). Development of a green consumer behaviour model. International IJC, 37(4), 1-10. https://doi.org/10.1111/ijcs.12009
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behaviour and reasoned action. Journal of retailing and consumer services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Rizwan, M., Ahmad, S. U., & Mehboob, N. (2013). Enhancing the green purchase intention based on green marketing: an empirical study from Pakistan. Asian Journal of Empirical Research, 3(2), 208-219.
Sarabia-Andreu, F., & Sarabia-Sánchez, F. J. (2018). Do implicit and explicit attitudes explain organic wine purchase intention? An attitudinal segmentation approaches. International Journal of Wine Business Research, 30(4), 463-480.
https://doi.org/10.1108/ijwbr-09-2017-0063
Schuitema, G., Anable, J., Skippon, S., & Kinnear, N. (2013). The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles. Transportation Research Part A: Policy and Practice, 48, 39-49.
https://doi.org/10.1016/j.tra.2012.10.004
Schultz, W. P., Khazian, A. M., & Zaleski, A. C. (2008). Using normative social influence to promote conservation among hotel guests. Social influence, 3(1), 4-23. https://doi.org/10.1080/15534510701755614
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Soon, J. M., & Wallace, C. A. (2017). Application of theory of planned behaviour in purchasing intention and consumption of Halal food. Nutrition and Food Science, 47(5), 635-647. https://doi.org/10.1108/nfs-03-2017-0059
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. https://doi.org/10.1016/s0022-4359(01)00041-0
Taylor, S., & Todd, P. (1995). An integrated model of waste management behaviour: A test of household recycling and composting intentions. Environment and behaviour, 27(5), 603-630.
Thieme, J., Royne, M. B., Jha, S., Levy, M., & McEntee, W. B. (2015). Factors affecting the relationship between environmental concern and behaviours. Marketing Intelligence & Planning, 33(5), 675-690. https://doi.org/10.1108/mip-08-2014-0149
Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing green to become greener: Factors influence consumers’ green purchasing behaviour. Management Science Letters, 3(9), 2489-2500. https://doi.org/10.5267/j.msl.2013.08.013
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64(3), 542-553. https://doi.org/10.1016/j.ecolecon.2007.03.007
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behaviour. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behaviour in a developing nation: Applying and extending the theory of planned behaviour. Ecological economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019