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Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

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  • Chou, Sheng-Fang
  • Horng, Jeou-Shyan
  • Sam Liu, Chih-Hsing
  • Lin, Jun-You

Abstract

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.

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  • Chou, Sheng-Fang & Horng, Jeou-Shyan & Sam Liu, Chih-Hsing & Lin, Jun-You, 2020. "Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919310793
    DOI: 10.1016/j.jretconser.2020.102113
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    17. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    18. Elizabeth Emperatriz García-Salirrosas & Rafael Fernando Rondon-Eusebio, 2022. "Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    19. Xu, Yang & Jeong, EunHa & Jang, SooCheong (Shawn) & Shao, Xiaolong, 2021. "Would you bring home ugly produce? Motivators and demotivators for ugly food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    20. Fraccascia, Luca & Ceccarelli, Gaia & Dangelico, Rosa Maria, 2023. "Green products from industrial symbiosis: Are consumers ready for them?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    21. Lewlisa Saha & Hrudaya Kumar Tripathy & Soumya Ranjan Nayak & Akash Kumar Bhoi & Paolo Barsocchi, 2021. "Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review," Sustainability, MDPI, vol. 13(9), pages 1-35, May.

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