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A New Attitudinal Integral-Model to Explain Green Purchase Intention

Author

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  • Francisco Sarabia-Andreu

    (Social and Business Faculty, San Antonio Catholic University, 30107 Murcia, Spain)

  • Francisco J. Sarabia-Sánchez

    (Department of Business and Financial Studies, Miguel Hernandez University, 03202 Elche, Spain)

  • Pablo Moreno-Albaladejo

    (Department of Marketing and Market Research, University of Murcia, 30100 Murcia, Spain)

Abstract

This study explores the relationship between different implicit and explicit attitudes and green purchase intention. A distinction is made between the cognitive and affective components of implicit attitudes. Negative-oriented attitudes such as cynicism and skepticism are also examined. The data collection process provided 724 responses to two online Implicit Association Tests, followed by a questionnaire on explicit attitudes. Two products (insecticide and toothpaste) in green and conventional formats were used. Each individual responded to a random choice of one of these two products. Structural equation modeling was used to test the research hypotheses. The cognitive and affective components of implicit attitudes were confirmed to be different constructs. Only the cognitive construct was observed to influence attitudes toward green products. Skepticism was observed to negatively influence attitudes toward green products, although it was not found to influence either attitudes toward purchasing green products versus conventional products or purchase intentions. This study offers an innovative approach by examining different types of attitudes that have never been analyzed together in the literature on green products.

Suggested Citation

  • Francisco Sarabia-Andreu & Francisco J. Sarabia-Sánchez & Pablo Moreno-Albaladejo, 2019. "A New Attitudinal Integral-Model to Explain Green Purchase Intention," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6290-:d:285090
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    3. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.

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