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What influences intention to purchase sustainable products? impact of advertising and materialism

Author

Listed:
  • Anshul Mandliya
  • Vartika Varyani
  • Yusuf Hassan
  • Anuja Akhouri
  • Jatin Pandey

Abstract

Purpose - The purpose of the present study is to examine the relationship between Social and Environmental Accountability (SEA), Attitude towards Environmental Advertising (AEA), Materialism, and Intention to purchase Environmentally Sustainable Products (IPESP). Design/methodology/approach - The study sample consists of 205 business students from two B schools in India. Data was collected through the survey method, and the moderated-mediation model was statistically tested using SPSS Process Macro software. Findings - The findings of the study suggest that the attitude towards social and environmental accountability (SEA) is positively associated with the intention to purchase environmentally sustainable products (IPESP). Moreover, this relationship is mediated and moderated by AEA and materialism, respectively. Practical implications - The findings of the study reveal that a consumer with low materialism and a positive attitude for both environmental sustainability and environmental advertising has higher chances of purchasing environmentally sustainable products. Originality/value - This study contributes to the existing literature on sustainability by providing a basis for understanding the moderated-mediation mechanism, which affects the relationship between SEA and IPESP; two key variables that have not been examined in combination.

Suggested Citation

  • Anshul Mandliya & Vartika Varyani & Yusuf Hassan & Anuja Akhouri & Jatin Pandey, 2020. "What influences intention to purchase sustainable products? impact of advertising and materialism," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 69(8), pages 1647-1669, June.
    • Handle: RePEc:eme:ijppmp:ijppm-12-2019-0591
    DOI: 10.1108/IJPPM-12-2019-0591
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    Citations

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    Cited by:

    1. Mubashar Tanveer & Mohsin Altaf & Zahid Ali Akbar & Uzma Nisar, 2022. "Influence of Advertising Intensity on Real Earnings Management: Evidence from Four Sectors of Pakistan," Journal of Economic Impact, Science Impact Publishers, vol. 4(1), pages 158-164.
    2. Behl, Abhishek & Jayawardena, Nirma & Nigam, Achint & Pereira, Vijay & Shankar, Amit & Jebarajakirthy, Charles, 2023. "Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach," Journal of Business Research, Elsevier, vol. 158(C).
    3. Shahid Rasool & Roberto Cerchione & Piera Centobelli & Eugenio Oropallo, 2022. "Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7115-7137, May.
    4. Joanna Sawicka & Elżbieta Marcinkowska, 2022. "The Effect of CSR Environmental Initiatives on Purchase Decisions—A Cross-Regional Study in Poland and Ukraine," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    5. Syed Hassan Raza & Umer Zaman & Moneeba Iftikhar & Owais Shafique, 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    6. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

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