AnalysisTheory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study
Introduction
Increasing consumption causes the depletion of natural resources, climate change, air pollution and waste generation. The consumption of environmentally friendly products (in this paper we entitle them as green products (GPs)) could be a way to minimize the environmental impact (Mont and Plepys, 2008, Ritter et al., 2015, Elliott, 2013). GPs are referred to as products designed to lessen the consumption of required natural resources and minimize the adverse environmental impacts during the whole life-cycles of these products (Albino et al., 2009, Janssen and Jager, 2002, Tsai, 2012, Tseng and Hung, 2013, OECD, 2009, Biswas and Roy, 2015, Barber et al., 2014, Chairy, 2012, Zhao and Zhong, 2015). The main requirements for GPs (organic food or bio- (eco-friendly) cosmetic, etc.) are that the raw material should be environmentally-friendly, grow without pesticides and chemical manure, without toxic materials; the usage of genetically modified organisms are also restricted; the package should be environmentally friendly as well. Consequently, the demand of GPs (food, cosmetic, appliances, etc.) for consumers and business clients has increased significantly (Dangelico and Pontrandolfo, 2010, Kong et al., 2014). Meanwhile Gleim et al. (2013) estimated that market share for GPs is less than 4% worldwide and may be decreasing.
Considering that the main aim of sustainable consumption is to achieve that growth of consumption of goods and services does not worsen the environmental quality. Thus environment-friendly services and products are given a preference (Akenji, 2014, Paço et al., 2013). Therefore the promotion of GPs purchase is one of the main aspects to achieve sustainable consumption (Zhao et al., 2014). Considering that the better understanding of determinants of consumer behavior would help producers, marketers and policy makers to promote consumer habits that are less harmful towards the environment (Lin and Huang, 2012, Ritter et al., 2015, Mont et al., 2014, Huang et al., 2014), the aim of this paper is to evaluate the main determinants of green purchase behavior.
There are many research studies concerning purchase behavior, especially about organic (sustainable) food purchase (Gracia and Magistris, 2007, Vermeir and Verbeke, 2008, de Maya et al., 2011, Grankvist and Biel, 2007). However, research studies exploring purchases of eco-friendly cosmetic, personal care or appliances products are rather scarce (Kim and Chung, 2011, Cervellon and Wernerfelt, 2012). Analyzing the determinants of GPs purchase, most studies cover developing countries: India (Biswas and Roy, 2015, Kumar, 2012), Taiwan (Chen and Chang, 2012, Wu and Chen, 2014, Lin and Huang, 2012, Huang et al., 2014), Malaysia (Tan, 2011, Onwezen et al., 2014), Brazil (Ramayah et al., 2010, Ritter et al., 2015), Indonesia (Chairy, 2012), and China (Zhao et al., 2014). As for the developed countries, most studies analyzed GPs purchase in the USA (Matthes et al., 2014, Barber et al., 2014, Onwezen et al., 2014, Cho et al., 2013, Elliott, 2013). Meanwhile in terms of European Union (EU), most authors analyzed only separate countries as: Belgium (Vermeir and Verbeke, 2008), Italy (Gracia and Magistris, 2007), Sweden (Leire and Thidell, 2005, Grankvist and Biel, 2007), and United Kingdom (Kanchanapibul et al., 2014). Only de Maya et al. (2011) analyzed GPs consumption and its determinants in eight EU countries, Paço et al. (2013) in four, and Onwezen et al. (2014) in three EU countries. Thus there is a lack of studies about green purchase behavior and its determinants in the entire EU, where the consumption level is rather high. Moreover, all the EU countries committed to achieve the sustainable consumption, which is concurrent with promotion of GPs consumption.
Analyzing main determinants which influence the GPs purchase and consumption, the authors referred to different theories. The main factors included in their analyses are environmental concern, knowledge (Newton et al., 2015, Kanchanapibul et al., 2014), attitude, values (Gilg et al., 2005, Chairy, 2012, Barber et al., 2014, Paço et al., 2013, Ramayah et al., 2010), consciousness (Huang et al., 2014, Boztepe, 2012), and perceived consumer effectiveness (Zhao et al., 2014, Cho et al., 2013, Tan, 2011). These factors generally can be attributed to the environmental attitude and the perception of environmental friendly behavior. However these analyses are rather simplex whereas other factors, such as social context and different circumstances can also contribute to GPs purchase. Other authors who analyzed main determinants of GPs purchase were guided by Consumption Value Theory. It takes into consideration functional, social, conditional and environmental values (Lin and Huang, 2012, Ritter et al., 2015, Matthes et al., 2014, Biswas and Roy, 2015). However, the most applicable theory of GPs purchase determinants is the Theory of Planned Behavior (TPB) (Kumar, 2012, Vermeir and Verbeke, 2008, Gracia and Magistris, 2007, Wu and Chen, 2014, de Maya et al., 2011), which partially encompassed Consumption Value Theory as well. The TPB factors are divided into: a) attitude towards the behavior b) subjective norms and c) perceived behavioral control (Ajzen, 1991). All studies explain how aforementioned factors influence the intentions to purchase GPs (Gracia and Magistris, 2007, Wu and Chen, 2014, Kim and Han, 2010). Nevertheless in this study we analyzed how factors of TPB directly determine the GPs purchase behavior. Moreover we have renewed this theory including interaction of knowledge and confidence in GPs instead of attitude towards the behavior. Taking into account the factor of perceived behavior control, we included the convenience level and importance of price.
In addition, as we analyzed all EU countries, it is relevant to consider how cultural aspects contribute to green purchase behavior. Particularly it is very important as there are only a few studies that consider cultural aspects (mostly the level of individualism) (Onwezen et al., 2014, Cho et al., 2013). Thus further in this study referring to Hostefe's cultural dimensions we reveal how cultural aspects contribute to purchase behavior in the EU countries. At the same time we try to ascertain the implication of culture convergence and economic crisis, which are related to changes in values of cultural dimensions, to green purchase behavior and could brought the valuable further insights.
Therefore, this paper is organized as follows: Section 2 briefly reviews the literature on TPB and cross-cultural studies. Section 3 explains methodology. The results are presented in Section 4. The discussion and policy implications are to be found in Section 5. And Section 6 produces the main conclusions and the suggestions for future research.
Section snippets
Theory of Planned Behavior
The central dependent variable of TPB is consumer intention, which is an indication of a person's readiness to behave in a certain way (Ajzen, 1991). Many studies only explain intentions and generally assume that they are good predictors of behavior and fully mediate the impact of attitude and subjective norm towards the behavior (Gracia and Magistris, 2007, Wu and Chen, 2014). Furthermore, Kim and Han (2010) declared that intention is still accepted as the best available predictor of behavior.
Methodology
In order to evaluate the main determinants of green purchase behavior in the EU countries, we referred to Eurobarometer survey conducted in 2012. This survey encompassed even 23 questions concerned the topics of environmental friendly and green purchase behavior and attitudes. However in this study we involved only these items which correspond to the theory of Planned Behavior. Furthermore this survey was carried out by TNS political & social network in 28 member states of the European Union.
The GDP Impact on Green Purchase Behavior and its Determinants
In the EU there was observed a big difference in terms of green purchase behavior. Austria is the only country where the relative majority of citizens often buy GPs. This behavior is also prevalent in Germany and Slovenia. Meanwhile in Bulgaria, Italy, Lithuania and Romania citizens purchase GPs the most seldom. Furthermore the results revealed that the level of green purchase behavior did not depend on economic development significantly (Fig. 2). Thus the income level is not the main factor
Discussion, Policy Implications and Limitations
Applying the TPB in all the EU countries, the subjective norms had the biggest influence on green purchase behavior. Thus the more European people agree that buying GPs is the right thing to do, set a good example to others, and their family or friends supports this behavior, the more often they buy GPs. That the social pressure encourages consumers to purchase GPs found other authors as well (see Biswas and Roy, 2015, Zhao et al., 2014, Lorek and Fuchs, 2013, Wang et al., 2014, Ritter et al.,
Conclusion and Suggestions for Future Research
The level of green purchase behavior differs in all the EU countries. Austria was the only country where majority of citizens often buy GPs. Meanwhile in Lithuania, Italy, Romania and Bulgaria people buy GPs the most seldom. Moreover the level of green purchase behavior did not significantly depend on economic development. Thus income is not the main factor determining the green purchase behavior.
Application of the TPB results revealed that in all the EU countries subjective norms have the
Acknowledgment
The authors are thankful for financial support provided by science foundation of Lithuanian University of Health Sciences.
References (68)
The theory of planned behavior
Organ. Behav. Hum. Decis. Process.
(1991)Consumer scapegoatism and limits to green consumerism
J. Clean. Prod.
(2014)- et al.
Who pays more (or less) for pro-environmental consumer goods? Using the auction method to assess actual willingness-to-pay
J. Environ. Psychol.
(2014) - et al.
Determinants of demand for green products: an application to eco-label demand for fish in Europe
Ecol. Econ.
(2009) Spirituality, self transcendence, and green purchase intention in college students
Procedia Soc. Behav. Sci.
(2012)- et al.
To be or not to be green: exploring individualism and collectivism as antecedents of environmental behavior
J. Bus. Res.
(2013) - et al.
Acculturation to the global consumer culture: scale development and research paradigm
J. Bus. Res.
(2007) - et al.
From green product definitions and classifications to the green option matrix
J. Clean. Prod.
(2010) - et al.
Relationship quality and the theory of planned behaviour models of behavioural intentions and purchase behavior
J. Bus. Res.
(2009) The taste for green: the possibilities and dynamics of status differentiation through “green” consumption
Poetics
(2013)
Assessing cross-cultural marketing theory and research
J. Bus. Res.
Green consumption on sustainable lifestyles? Identifying the sustainable consumer
Futures
Against the green: a multimethod examination of the barriers to green consumption
J. Retail.
Brand and country-of-origin effect on consumers' decision to purchase luxury products
J. Bus. Res.
Predictors of purchase of eco-labelled food products: a panel study
Food Qual. Prefer.
Environmental consciousness and green customer behavior: an examination of motivation crowding effect
Int. J. Hosp. Manag.
An empirical investigation of green purchase behaviour among the young generation
J. Clean. Prod.
Overcoming the barriers to the market performance of green consumer goods
Resour. Energy Econ.
Product-related environmental information to guide consumer purchases e a review and analysis of research on perceptions, understanding and use among Nordic consumers
J. Clean. Prod.
The influence factors on choice behavior regarding green products based on the theory of consumption values
J. Clean. Prod.
How to promote purchase of carbon offset products: labeling vs. calculation?
J. Bus. Res.
Consumers' green involvement and the persuasive effects of emotional versus functional ads
J. Bus. Res.
Enlargement of the European Union, integral cultural space and transition processes: equal rights and the ecology of culture
Procedia Soc. Behav. Sci.
Clothing consumption in two recent EU member states: a cross-cultural study
J. Bus. Res.
Sustainable consumption progress: should we be proud or alarmed?
J. Clean. Prod.
Sustainable lifestyles 2050: stakeholder visions, emerging practices and future research
J. Clean. Prod.
Environmental concern and environmental purchase intentions: the mediating role of learning strategy
J. Bus. Res.
Environmentally friendly consumer choices: cultural differences in the self-regulatory function of anticipated pride and guilt
J. Environ. Psychol.
The cultural embeddedness of professional service purchasing — a comparative study of German and Swedish companies
J. Purch. Supply Manag.
Green product purchase intention: some insights from a developing country
Resour. Conserv. Recycl.
Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers
J. Clean. Prod.
A research on selecting criteria for new green product development project: taking Taiwan consumer electronics products as an example
J. Clean. Prod.
A framework identifying the gaps between customers' expectations and their perceptions in green products
J. Clean. Prod.
Sustainable food consumption among young adults in Belgium: theory of planned behaviour and the role of confidence and values
Ecol. Econ.
Cited by (303)
International environmental agreements when countries behave morally
2024, Journal of Environmental Economics and ManagementTrying to buy more sustainable products: Intentions of young consumers
2024, Journal of Cleaner ProductionOther-regarding preferences in pro-environmental behaviours: Empirical analysis and policy implications of organic and local food products purchasing in Italy
2023, Journal of Environmental ManagementEnvironmental factors affecting green purchase behaviors of the consumers: Mediating role of environmental attitude
2023, Cleaner Environmental Systems