IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i7p1419-1450.html
   My bibliography  Save this article

ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age

Author

Listed:
  • Coulibalyaicha Massaran

    (School of Humanities and Social Science, Anhui University of Science and Technology, Huainan, China.)

  • Jingli Liu

    (School of Humanities and Social Science, Anhui University of Science and Technology, Huainan, China.)

Abstract

This study investigates the factors influencing green purchase behavior (GPB) among consumers in the retail sector of Cote d’Ivoire. Drawing on a sample of retailers, the study examines the impact of environmental, social, governance, and technological factors on consumers’ propensity to engage in environmentally sustainable purchasing practices. Data were collected through structured surveys from 520 respondents and analyzed using regression analysis to identify significant predictors of GPB. The findings reveal that environmental knowledge, concern, perceived risk, perceived usefulness, trust in retail brands, transparency in pricing, social media influencers, brand image, awareness of corporate social responsibility (CSR) initiatives, and digital technology significantly influence consumers’ green purchase behavior. The study contributes to the literature by providing empirical evidence specific to the retail sector of Cote d’Ivoire, highlighting the multifaceted nature of factors shaping GPB in the region. The implications of the findings for retailers and policymakers are discussed, along with recommendations for fostering sustainable consumption practices and addressing the limitations of the study. Future research directions are suggested to further advance our understanding of green purchase behavior in emerging markets like Cote d’Ivoire

Suggested Citation

  • Coulibalyaicha Massaran & Jingli Liu, 2024. "ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1419-1450, July.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:7:p:1419-1450
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-7/1419-1450.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/esg-impact-on-green-purchases-cote-divoires-retail-sector-in-the-digital-age/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Massoud Moslehpour & Van Kien Pham & Wing-Keung Wong & İsmail Bilgiçli, 2018. "e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    2. Satyabrata Aich & Ayusha Thakur & Deepanjan Nanda & Sushanta Tripathy & Hee-Cheol Kim, 2021. "Factors Affecting ESG towards Impact on Investment: A Structural Approach," Sustainability, MDPI, vol. 13(19), pages 1-14, September.
    3. Cai, Zhen & Xie, Yi & Aguilar, Francisco X., 2017. "Eco-label credibility and retailer effects on green product purchasing intentions," Forest Policy and Economics, Elsevier, vol. 80(C), pages 200-208.
    4. Nasir Khan & Ogunleye Oluwasegun Abraham & Adegboye Alex & Damilola Felix Eluyela & Iyoha Francis Odianonsen, 2022. "Corporate governance, tax avoidance, and corporate social responsibility: Evidence of emerging market of Nigeria and frontier market of Pakistan," Cogent Economics & Finance, Taylor & Francis Journals, vol. 10(1), pages 2080898-208, December.
    5. Mohammad Hossein Marvi & Morteza Maleki Minbashrazgah & Azim Zarei & Golnar Shojaei Baghini, 2020. "Knowledge foundation in green purchase behaviour: Multidimensional scaling method," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1773676-177, January.
    6. Hui-Ju Wang, 2017. "Determinants of consumers’ purchase behaviour towards green brands," The Service Industries Journal, Taylor & Francis Journals, vol. 37(13-14), pages 896-918, October.
    7. Wang, Yingli & Singgih, Meita & Wang, Jingyao & Rit, Mihaela, 2019. "Making sense of blockchain technology: How will it transform supply chains?," International Journal of Production Economics, Elsevier, vol. 211(C), pages 221-236.
    8. Shi Chen & Qinqin Zhang & Yong‐Pin Zhou, 2019. "Impact of Supply Chain Transparency on Sustainability under NGO Scrutiny," Production and Operations Management, Production and Operations Management Society, vol. 28(12), pages 3002-3022, December.
    9. Papaporn Chaihanchanchai & Saravudh Anantachart, 2023. "Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 289-303, January.
    10. Carolyn A. Lin & Xihui Wang & Yukyung Yang, 2023. "Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value," Sustainability, MDPI, vol. 15(11), pages 1-16, June.
    11. Dhir, Amandeep & Sadiq, Mohd & Talwar, Shalini & Sakashita, Mototaka & Kaur, Puneet, 2021. "Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    12. Muhammad Shahid Khan & Poramet Saengon & Amr Mohammed Nasser Alganad & Duangkamol Chongcharoen & Muhammad Farrukh, 2020. "Consumer green behaviour: An approach towards environmental sustainability," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1168-1180, September.
    13. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    14. Jiaqi Li & Dickson K. W. Chiu & Kevin K. W. Ho & Stuart So, 2024. "The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation," Sustainability, MDPI, vol. 16(3), pages 1-18, January.
    15. Grandón, Elizabeth E. & Nasco, Suzanne A. & Mykytyn Jr., Peter P., 2011. "Comparing theories to explain e-commerce adoption," Journal of Business Research, Elsevier, vol. 64(3), pages 292-298, March.
    16. Ronnie Cheung & Aris Y.C. Lam & Mei Mei Lau, 2015. "Drivers of green product adoption: the role of green perceived value, green trust and perceived quality," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 232-245, June.
    17. Simona Romani & Silvia Grappi & Richard P. Bagozzi, 2016. "Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products," Journal of Business Ethics, Springer, vol. 135(2), pages 253-264, May.
    18. Francis Atta Sarpong & Peter Sappor & George Nyantakyi & Isaac Ahakwa & Owusu Esther Agyeiwaa & Benjamin Blandful Cobbinah, 2023. "From traditional roots to digital bytes: Can digitalizing ESG improves Ghanaian rural banks’ brand equity through stakeholder engagement, and customer loyalty?," Cogent Business & Management, Taylor & Francis Journals, vol. 10(2), pages 2232159-223, December.
    19. Yongbo Sun & Jiayuan Xing, 2022. "The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z," Sustainability, MDPI, vol. 14(11), pages 1-22, June.
    20. repec:sol:wpaper:2013/196094 is not listed on IDEAS
    21. Sandra Rothenberger, 2015. "Fairness through Transparency: The Influence of Price Transparency on Consumer Perceptions of Price Fairness," Working Papers CEB 15-008, ULB -- Universite Libre de Bruxelles.
    22. Simona Romani & Silvia Grappi & Richard P. Bagozzi, 2016. "Erratum to: Corporate Socially Responsible Initiatives and Their Effects on Consumption of Green Products," Journal of Business Ethics, Springer, vol. 135(2), pages 399-399, May.
    23. Peter Sappor & Francis Atta Sarpong & Rezikatu Ahmed Seidu Seini, 2023. "The adoption of IFRS for SMEs in the northern sector of Ghana: A case of structural equation modeling," Cogent Business & Management, Taylor & Francis Journals, vol. 10(1), pages 2180840-218, December.
    24. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    25. Gauri, Dinesh K. & Jindal, Rupinder P. & Ratchford, Brian & Fox, Edward & Bhatnagar, Amit & Pandey, Aashish & Navallo, Jonathan R. & Fogarty, John & Carr, Stephen & Howerton, Eric, 2021. "Evolution of retail formats: Past, present, and future," Journal of Retailing, Elsevier, vol. 97(1), pages 42-61.
    26. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    27. Zhenjie Wang & Jiewei Zhang & Hafeez Ullah, 2023. "Exploring the Multidimensional Perspective of Retail Investors’ Attention: The Mediating Influence of Corporate Governance and Information Disclosure on Corporate Environmental Performance in China," Sustainability, MDPI, vol. 15(15), pages 1-33, August.
    28. Meungguk Park & Morgan Chitiyo & Kihwan Kim & Taeho Yoh, 2023. "Systematic review and meta-analysis of the relationship between attitudes toward socially responsible corporations and purchasing intentions," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 19(10), pages 1978-1996, May.
    29. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    30. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
    31. Joon-Seok Kim & Nina Shin, 2019. "The Impact of Blockchain Technology Application on Supply Chain Partnership and Performance," Sustainability, MDPI, vol. 11(21), pages 1-17, November.
    32. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abdullah Al-Swidi & Redhwan Mohammed Saleh, 2021. "How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing Country," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13436-13468, September.
    2. Gizem Yener & Arzu Secer & Pascal L. Ghazalian, 2023. "What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness," Sustainability, MDPI, vol. 15(18), pages 1-15, September.
    3. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    4. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Yingxiu Hong & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Sustainable consumption practices among Chinese youth," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    6. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    7. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    8. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    9. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.
    10. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    11. Ho, Thi Thu & Huynh, Cong Minh, 2022. "Green Purchase Intention: An Investigation from Vietnamese Young Consumers," MPRA Paper 112355, University Library of Munich, Germany.
    12. Shimiao Li & Nor Siah Jaharuddin, 2020. "Identifying the key purchase factors for organic food among Chinese consumers," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.
    13. Hasnizam Shaari & Nurul Amanina Abdul Basir, 2024. "Integrating Environmental Involvement and Media Exposure on the Theory of Planned Behavior in Explaining Green Purchase Behavior," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(5), pages 369-378, May.
    14. Vishal Gupta, 2021. "Validating the theory of planned behavior in green purchasing behavior," SN Business & Economics, Springer, vol. 1(10), pages 1-19, October.
    15. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    16. Farida Saleem, 2021. "Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective," Sustainability, MDPI, vol. 13(8), pages 1-15, April.
    17. Md. Nekmahmud & Maria Fekete-Farkas, 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation," Sustainability, MDPI, vol. 12(19), pages 1-31, September.
    18. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Guomin Li & Wei Li & Zihan Jin & Zhihao Wang, 2019. "Influence of Environmental Concern and Knowledge on Households’ Willingness to Purchase Energy-Efficient Appliances: A Case Study in Shanxi, China," Sustainability, MDPI, vol. 11(4), pages 1-18, February.
    20. Leibao Zhang & Yanli Fan & Wenyu Zhang & Shuai Zhang, 2019. "Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products," Sustainability, MDPI, vol. 11(15), pages 1-17, August.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:7:p:1419-1450. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.