IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004186.html
   My bibliography  Save this article

The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory

Author

Listed:
  • Wang, Ying
  • Zhao, Jincan
  • Pan, Jialing

Abstract

Consumers have become more and more concerned with environmental deterioration's adverse impact on human beings and their purchasing preferences have gradually shifted from normal products to green products featuring resource conservation, low pollution and high safety. As an attempt to boost consumers' green purchasing behavior, this study establishes a conceptual model to examine the antecedents of green purchasing behavior through incorporating the extended theory of planned behavior (TPB) and the self-determination theory (SDT) founded on prior studies on consumer psychology and green marketing. By virtue of an offline survey, 426 valid questionnaires were collected in total. Grounded on partial least squares structural equation modeling (PLS-SEM), this study reveals that green purchasing intention, which is positively affected by intrinsic motivation and environmental attitude, positively affects green purchasing behavior. Meanwhile, the fulfillment of consumers' three basic psychological needs, i.e. autonomy, competence and relatedness, positively affects their environmental attitude and intrinsic motivation, while subjective norms moderate the conversion of environmental attitude into green purchasing intention. Academic and managerial implications of our study are drawn to bolster green purchasing behavior from the viewpoints of consumers and companies.

Suggested Citation

  • Wang, Ying & Zhao, Jincan & Pan, Jialing, 2024. "The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004186
    DOI: 10.1016/j.jretconser.2023.103667
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004186
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103667?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Das, Gopal & van Esch, Patrick & Jain, Shailendra Pratap & Cui, Yuanyuan (Gina), 2023. "Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 865-880.
    2. Liu, Chih-Hsing & Horng, Jeou-Shyan & Chou, Sheng-Fang & Yu, Tai-Yi & Lee, Ming-Tsung & Lapuz, Maria Carmen B., 2023. "Discovery sustainable servicescape on behavioural intention practices and nationality: The moderating role of parasocial interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. 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).
    4. Johe, Miles H. & Bhullar, Navjot, 2016. "To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism," Ecological Economics, Elsevier, vol. 128(C), pages 99-105.
    5. Małecka, Agnieszka & Mitręga, Maciej & Mróz-Gorgoń, Barbara & Pfajfar, Gregor, 2022. "Adoption of collaborative consumption as sustainable social innovation: Sociability and novelty seeking perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 163-179.
    6. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Yousaf, Saira & Imran Rasheed, Muhammad & Kaur, Puneet & Islam, Nazrul & Dhir, Amandeep, 2022. "The dark side of phubbing in the workplace: Investigating the role of intrinsic motivation and the use of enterprise social media (ESM) in a cross-cultural setting," Journal of Business Research, Elsevier, vol. 143(C), pages 81-93.
    8. Cheung, Millissa F.Y. & To, W.M., 2019. "An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 145-153.
    9. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Liu, Yanfeng & Cai, Lanhui & Ma, Fei & Wang, Xueqin, 2023. "Revenge buying after the lockdown: Based on the SOR framework and TPB model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Yin, Zhengqing & Li, Bo & Li, Shufei & Ding, Junqi & Zhang, Lingxian, 2022. "Key influencing factors of green vegetable consumption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Maduku, Daniel K., 2024. "How environmental concerns influence consumers’ anticipated emotions towards sustainable consumption: The moderating role of regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    15. Kim, Minseong & Koo, Dong-Woo, 2020. "Visitors’ pro-environmental behavior and the underlying motivations for natural environment: Merging dual concern theory and attachment theory," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    16. Sun, Ying & Leng, Ke & Xiong, Haitao, 2022. "Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    17. Batat, Wided, 2020. "Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    18. W. Batat, 2020. "Pillars of Sustainable Food Experiences in the Luxury Gastronomy Sector: A Qualitative Exploration of Michelin-starred Chefs' Motivations," Post-Print hal-04457117, HAL.
    19. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    20. 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).
    21. Kirmani, Mohd Danish & Fatah Uddin, S.M. & Sadiq, Muhammad Ahsan & Ahmad, Asad & Haque, Md Asadul, 2023. "Food-leftover sharing intentions of consumers: An extension of the theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    22. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    23. Ozkara, Behcet Yalin & Bagozzi, Richard, 2021. "The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    24. Huang, Lu & Li, Yuan & Huang, Xing & Zhou, Liying, 2021. "How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    25. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    26. Luri Minami, Adriana & Ramos, Carla & Bruscato Bortoluzzo, Adriana, 2021. "Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange?," Journal of Business Research, Elsevier, vol. 128(C), pages 124-137.
    27. Alzubaidi, Hawazin & Slade, Emma L. & Dwivedi, Yogesh K., 2021. "Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness," Journal of Business Research, Elsevier, vol. 122(C), pages 685-699.
    28. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    29. Xixiang Sun & Ziyuan Tian & Jianguo Wang & Weihuan Su, 2022. "The Impact of Environmental Commitment on Green Purchase Behavior in China," IJERPH, MDPI, vol. 19(14), pages 1-17, July.
    30. Johan Lataster & Jennifer Reijnders & Mayke Janssens & Marianne Simons & Sanne Peeters & Nele Jacobs, 2022. "Basic Psychological Need Satisfaction and Well-Being Across Age: A Cross-Sectional General Population Study among 1709 Dutch Speaking Adults," Journal of Happiness Studies, Springer, vol. 23(5), pages 2259-2290, June.
    31. Amatulli, Cesare & De Angelis, Matteo & Pino, Giovanni & Guido, Gianluigi, 2020. "An investigation of unsustainable luxury: How guilt drives negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 821-836.
    32. Coelho, Filipe & Aniceto, Inês & Bairrada, Cristela Maia & Silva, Pedro, 2023. "Personal values and impulse buying: The mediating role of hedonic shopping motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    33. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    34. 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.
    35. Zafar, Abaid Ullah & Shen, Jie & Ashfaq, Muhammad & Shahzad, Mohsin, 2021. "Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cudjoe, Dan & Zhu, Bangzhu & Wang, Hong, 2024. "The role of incentive policies and personal innovativeness in consumers' carbon footprint tracking apps adoption in China," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Zhang, Xingyi & Wen, Han & Shao, Xiaolong, 2024. "Understanding consumers’ acceptance of edible food packaging: The role of consumer innovativeness," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    3. Di, Kaisheng & Chen, Weidong & Shi, Qiumei & Cai, Quanling & Liu, Sichen, 2024. "Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Li, Zhaotong & Wu, Min & Teo, Chee-Chong & Yuen, Kum Fai, 2024. "An investigation of consumer switching intention on the use of automated courier station from a signaling perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Magno, Francesca & Cassia, Fabio, 2024. "Predicting restaurants’ surplus food platform continuance: Insights from the combined use of PLS-SEM and NCA and predictive model comparisons," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. 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.

    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. 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).
    2. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. 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).
    4. Wang, Liping & Chen, Longjun & Li, Chuang, 2024. "Research on strategies for improving green product consumption sentiment from the perspective of big data," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Nimri, Rawan & Kralj, Anna & Shishan, Farah & Suheimat, Nouf, 2024. "To ‘green dine’ or not to ‘green dine’? Assessing the impact of beliefs and altruism," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Liu, Chih-Hsing & Horng, Jeou-Shyan & Chou, Sheng-Fang & Yu, Tai-Yi & Lee, Ming-Tsung & Lapuz, Maria Carmen B., 2023. "Discovery sustainable servicescape on behavioural intention practices and nationality: The moderating role of parasocial interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Jun Fan & Lijuan Peng & Tinggui Chen & Guodong Cong, 2024. "Mining the impact of social media information on public green consumption attitudes: a framework based on ELM and text data mining," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-19, December.
    9. Jiang, Kan & Mo, Silan & Qin, Meilian, 2024. "Descriptive or injunctive? The effect of sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior in a collective action perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    11. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.
    12. Peng, Yue & Wang, Wei & Zhen, Shangsong & Liu, Yunqiang, 2024. "Does digitalization help green consumption? Empirical test based on the perspective of supply and demand of green products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    15. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    16. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    17. Yaser Sobhanifard & Seyed Mohammad Saleh Hashemi Apourvari, 2022. "Environmental sustainable development through modeling and ranking of influential factors of reference groups on consumer behavior of green products: The case of Iran," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1294-1312, October.
    18. 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.
    19. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    20. Andreea Barbu & Ștefan-Alexandru Catană & Dana Corina Deselnicu & Lucian-Ionel Cioca & Alexandra Ioanid, 2022. "Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-18, December.

    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:eee:joreco:v:77:y:2024:i:c:s0969698923004186. 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.