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156

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Journal of Asia Business Studies, vol. 18 no. 2
Type: Research Article
ISSN: 1558-7894

Available. Content available
Article
Publication date: 19 January 2024

166

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International Journal of Human Rights in Healthcare, vol. 17 no. 2
Type: Research Article
ISSN: 2056-4902

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Article
Publication date: 4 March 2014

Brian Roberts

90

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International Journal of Educational Management, vol. 28 no. 2
Type: Research Article
ISSN: 0951-354X

Available. Content available
Article
Publication date: 25 September 2023

Igor Perko

224

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Kybernetes, vol. 52 no. 9
Type: Research Article
ISSN: 0368-492X

Available. Open Access. Open Access
Article
Publication date: 25 January 2024

João M.M. Lopes, Sofia Gomes and Tiago Trancoso

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This…

6039

Abstract

Purpose

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

Design/methodology/approach

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Findings

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

Practical implications

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

Social implications

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

Originality/value

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

Details

Sustainability Accounting, Management and Policy Journal, vol. 15 no. 4
Type: Research Article
ISSN: 2040-8021

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