Однос између друштвеног разлога, очувања животне средине и става према животној средини, ка промовисању понашања зелене куповине
Sažetak
Неодговорно и непромишљено коришћење природних ресурса представља значајну опасност за животну средину и њене ресурсе, контаминирајући их и ометајући њихов развој. Да би се овај ефекат ублажио, морају се усвојити и применити одговорне политике и праксе. Једна од најуспешнијих стратегија је да смањимо ослањање на конвенционалне производе и да их заменимо зеленим алтернативама. Међутим, недовољна информисаност и стручност међу потрошачима ометају њихове напоре да промовишу зелене производе. Стога је кључно разумети факторе који утичу на понашање потрошача и намере према зеленим производима како би се повећало њихово прихватање. Сврха студије је да сазна више о томе како брига о животној средини, жеља за позитивним утицајем и позитиван став према животној средини могу да подстакну људе да купују еколошки прихватљиве производе. Прикупљено је 549 одговора помоћу Гоогле упитника из Индије, Кине, Шри Ланке, Бангладеша и Пакистана. Моделовање структурних једначина је коришћено за тестирање формираних претпоставки. Утврђено је да студија подржава хипотезе и конструкте друштвених питања, очувања животне средине и начина размишљања, који су значајно повезани са понашањем потрошача при зеленој куповини. Поред тога, утврђено је да би став према животној средини требало додатно интегрисати како би се ови односи ојачали.
Reference
Akehurst, G., Afonso, C., & Gonçalves, H.M. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50 (5), 972-988.
Bailey, A.A., Mishra, A., & Tiamiyu, M.F. (2016). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22 (3), 327–345.
Barber, N. (2010). “Green” wine packaging: targeting environmental consumers. International Journal of Wine Business Research, 22 (4), 423-444.
Barbulescu, A., & Duteanu, N. (2017). Modeling the impact of human activity, behavior and decisions on the environment. Marketing and green consumer. Journal of Environmental Management, 204 (3), 813–844.
Baron, R.M., & Kenny, D.A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173.
Barrett, P. (2007). Structural equation modelling: Adjudging model fit. Personality and Individual Differences, 42 (5), 815–824.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological bulletin, 107(2), 238.
Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98 (4), 597–608.
Byrne, B.M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming (multivariate applications series). New York: Taylor & Francis Group.
Candan, B., Aydın, K., & Yamamato, G.T. (2008). A research on measuring consumer ethnocentrism of young Turkish customers purchasing behaviors. Serbian Journal of Management, 3 (1), 39–60.
Carroll, A.B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business & Society, 38 (3), 268–295.
Chang, C.-C., & Yang, F.-Y. (2010). Exploring the cognitive loads of high-school students as they learn concepts in web-based environments. Computers & Education, 55 (2), 673–680.
Chen, Y.-S., Hung, S.-T., Wang, T.-Y., Huang, A.-F., & Liao, Y.-W. (2017). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9 (4), 654.
Cleveland, M., Kalamas, M., & Lorache, M. (2005). "Shades of green: linking environmental locus of control and pro‐environmental behaviors", Journal of Consumer Marketing, 22, 198–212.
Cronin Jr, J.J., & Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56 (3), 55–68.
D’Souza, C., Taghian, M., Hall, J., & Plant, E. (2020). Green consumption: strategic retail considerations and consumer confidence. Journal of Strategic Marketing, 31 (1), 18-36.
Dangelico, R.M., & Vocalelli, D. (2017). “Green Marketing”: an analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279.
Diamantopoulos, A., & Siguaw, J. A. (2000). Introducing LISREL: A guide for the uninitiated. Sage Publications.
do Paço, A., Alves, H., Shiel, C., & Filho, W.L. (2013a). A multi-country level analysis of the environmental attitudes and behaviours among young consumers. Journal of Environmental Planning and Management, 56 (10), 1532–1548.
do Paço, A., Alves, H., Shiel, C., & Filho, W.L. (2013b). Development of a green consumer behaviour model. International Journal of Consumer Studies, 37 (4), 414–421.
Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications Sage CA: Los Angeles, CA.
Fraj, E., Martínez, E., & Matute, J. (2011). Green marketing strategy and the firm’s performance: the moderating role of environmental culture. Journal of Strategic Marketing, 19 (4), 339–355.
Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours. Energy Policy, 39 (12), 7684–7694.
Guéguen, N., & Stefan, J. (2016). “Green altruism” short immersion in natural green environments and helping behavior. Environment and Behavior, 48 (2), 324–342.
Harman, H.H. (1976). Modern factor analysis. University of Chicago press.
Hasan, Z., & Ali, N.A. (2015). The impact of green marketing strategy on the firm’s performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463–470.
Henseler, J., Ringle, C.M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115–135.
Hu, L., & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6 (1), 1–55.
Hughner, R.S., McDonagh, P., Prothero, A., Shultz, C.J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review, 6 (2-3), 94–110.
Juwaheer, T.D., Pudaruth, S., & Noyaux, M. M. E. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development, 8, 36-59.
Kaiser, F.G., Oerke, B., & Bogner, F.X. (2007). Behavior-based environmental attitude: Development of an instrument for adolescents. Journal of Environmental Psychology, 27 (3), 242–251.
Kardos, M., Gabor, M.R., & Cristache, N. (2019). Green marketing’s roles in sustainability and ecopreneurship. Case study: Green packaging’s impact on Romanian young consumers’ environmental responsibility. Sustainability, 11 (3), 873.
Kirilova, E.G., & Vaklieva-Bancheva, N.G. (2017). Environmentally friendly management of dairy supply chain for designing a green products’ portfolio. Journal of Cleaner Production, 167, 493–504.
Kirmani, M.D., & Khan, M.N. (2016). Environmental concern to attitude towards green products: evidences from India. Serbian Journal of Management, 11 (2), 159–179.
Kumar, P., & Ghodeswar, B.M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33 (3), 330-347.
Laroche, M., Tomiuk, M., Bergeron, J., & Barbaro-Forleo, G. (2002). Cultural differences in environmental knowledge, attitudes, and behaviours of Canadian consumers. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 19 (3), 267–282.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26 (6), 573-586.
Leonidou, C.N., & Leonidou, L.C. (2011). Research into environmental marketing/management: a bibliographic analysis. European Journal of Marketing, 45 (1/2), 68-103.
Lin, J., Lobo, A., & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27 (1), 81–95.
Mishra, P., Jain, T., & Motiani, M. (2017). Have green, pay more: An empirical investigation of consumer’s attitude towards green packaging in an emerging economy. In Essays on Sustainability and Management. Springer. 125–150.
Moravcikova, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green Marketing as the Source of the Competitive Advantage of the Business. Sustainability, 9 (12), 2218.
Moslehpour, M., Chaiyapruk, P., Faez, S., & Wong, W.-K. (2021). Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products. Sustainability, 13 (23), 13385.
Moutinho, L., Albayrak, T., Caber, M., & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business and Social Science, 2 (13), 189-197.
Munerah, S., Koay, K.Y., & Thambiah, S. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 280, 124192.
Nath, V., Kumar, R., Agrawal, R., Gautam, A., & Sharma, V. (2014). Impediments to adoption of green products: An ISM analysis. Journal of Promotion Management, 20 (5), 501–520.
Nguyen, T.T.H., Yang, Z., Nguyen, N., Johnson, L.W., & Cao, T.K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11 (9), 2653.
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability, 15 (1), 764.
Papadas, K.-K., Avlonitis, G.J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236–246.
Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5 (2), 166-190.
Peattie, K., 2001b. Towards sustainability: the third age of green marketing. Mark. Rev. 2, 129.
Polonsky, M.J., Vocino, A., Grau, S. L., Garma, R., & Ferdous, A.S. (2012). The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers. Journal of Marketing Management, 28 (3–4), 238–263.
Shabbir, M.S., Bait Ali Sulaiman, M.A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. (2020). Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE. Sustainability, 12 (21), 8977.
Sharma, Y. (2011). Changing consumer behaviour with respect to green marketing–a case study of consumer durables and retailing. International Journal of Multidisciplinary Research, 1 (4), 152–162.
Shirsavar, H.A., & Fashkhamy, F. (2013). Green marketing: A new paradigm to gain competitive advantage in contemporary business. Trends in Advanced Science and Engineering, 7 (1), 12–18.
Sobel, M.E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290–312.
Steiger, J.H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual Differences, 42 (5), 893–898.
Tilikidou, I. (2007). The effects of knowledge and attitudes upon Greeks’ pro‐environmental purchasing behaviour. Corporate Social Responsibility and Environmental Management, 14 (3), 121–134.
Türk, B., & Erciş, A. (2017). 4A marketing mix impacts on organic food purchase intention. Serbian Journal of Management, 12 (2), 189–199.
Uddin, S.M.F., & Khan, M.N. (2016). Green purchasing behaviour of young Indian consumers: An exploratory study. Global Business Review, 17 (6), 1469–1479.
Wang, L., Long, Y., & Li, C. (2022). Research on the impact mechanism of heterogeneous environmental regulation on enterprise green technology innovation. Journal of Environmental Management, 322, 116127.
Wheaton, B., Muthen, B., Alwin, D.F., & Summers, G.F. (1977). Assessing reliability and stability in panel models. Sociological Methodology, 8, 84–136.
Yang, Y.-C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers’ green trust, and green brand attachment. Social Behavior and Personality: An International Journal, 47 (8), 1–10.
Zahid, M.M., Ali, B., Ahmad, M.S., Thurasamy, R., & Amin, N. (2018). Factors affecting purchase intention and social media publicity of green products: The mediating role of concern for consequences. Corporate Social Responsibility and Environmental Management, 25 (3), 225–236.
Zhuang, W., Luo, X., & Riaz, M.U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 644020.
Zuo, J., & Zhao, Z.-Y. (2014). Green building research–current status and future agenda: A review. Renewable and Sustainable Energy Reviews, 30, 271–281.
The Author wishes to submit the Work to SJM for publication. To enable SJM to publish the Work and to give effect to the parties’ intention set forth herein, they have agreed to cede the first right to publication and republication in the SJM Journal.
Cession
The Author hereby cedes to SJM, who accepts the cession, to the copyright in and to the paper.
The purpose of the cession is to enable SJM to publish the Work, as first publisher world-wide, and for republication in the SJM Journal, and to grant the right to others to publish the Work world-wide, for so long as such copyright subsists;
SJM shall be entitled to edit the work before publication, as it deems fit, subject to the Authors approval
The Author warrants to SJM that:
- the Author is the owner of the copyright in the Work, whether as author or as reassigned from the Author’s employee and that the Author is entitled to cede the copyright to SJM;
- the paper (or any of its part) is not submitted or accepted for publication in any other Journal;
- the Work is an original work created by the Author;
- the Author has not transferred, ceded, or assigned the copyright, or any part thereof, to any third party; or granted any third party a licence or other right to the copyright, which may affect or detract from the rights granted to SJM in terms of this agreement.
The Author hereby indemnifies the SJM as a body and its individual members, to the fullest extent permitted in law, against all or any claims which may arise consequent to the warranties set forth.
No monetary consideration shall be payable by SJM to the Author for the cession, but SJM shall clearly identify the Author as having produced the Work and ensure that due recognition is given to the Author in any publication of the Work.
Should SJM, in its sole discretion, elect not to publish the Work within 1 year after the date of this agreement, the cession shall lapse and be of no further effect. In such event the copyright shall revert to the Author and SJM shall not publish the Work, or any part thereof, without the Author’s prior written consent.