Elsevier

Ecological Economics

Volume 125, May 2016, Pages 38-46
Ecological Economics

Analysis
Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study

https://doi.org/10.1016/j.ecolecon.2016.02.008Get rights and content

Highlights

  • Applying the Theory of Planned Behavior evaluation of determinants of green purchase in the EU

  • Subjective norms have the biggest influence on green purchase behavior in all EU countries.

  • Hostefe's cultural dimensions did not have significant influence on green purchase behavior.

  • Cultural dimensions are related to factors which directly influence green purchase behavior.

Abstract

Due to the fast growth of consumption, the promotion of purchasing green products could be a way to minimize the environmental impact and achieve the sustainable consumption. Considering that there is a lack of studies about green purchase behavior and its determinants in all European Union countries (EU), the aim of this paper is to evaluate the main determinants of green purchase behavior by applying the Theory of Planned Behavior. Referring to Hostefe's cultural dimensions we revealed how cultural aspects contribute to purchase behavior. The results showed that there were observed big differences in terms of green purchase behavior in the EU countries and it did not depend on economic development significantly. The subjective norms and interaction of knowledge and confidence in green products significantly determined the green purchase behavior in all countries. According to the cross-culture studies, all cultural dimensions did not have significant influence on green purchase behavior. However, cultural dimensions are related to factors which directly influence green purchase behavior. Therefore, due to the process of the EU cultural convergence and economic crisis, it could have indirect impact on green purchase behavior. These findings have important implication for marketers and policy makers.

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.

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