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Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure

Author

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  • Ihsan Ullah Jan

    (Department of Business Administration, Hanbat National University, Daejeon 34158, Korea)

  • Seonggoo Ji

    (Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea)

  • Chankoo Yeo

    (Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea)

Abstract

This study applies the theory of planned behavior and value–attitude–behavior hierarchy model to examine the influence of green product consumption values on the green product buying attitude and green product purchase behavior. Additionally, unlike the previous studies, the current study explores the moderating effects of the role of government and media exposure in the relationships. Data was collected by an online survey from 238 green product consumers in China. Structural equation modeling was applied for testing the hypothesized relationships. The results of the study have indicated that ecological value and economical value have not significantly influenced the green product buying attitude. In contrast, the health and safety values of green product have positively influenced the green product buying attitude. Moreover, the buying attitude of consumers has a significant positive effect on green product purchase behavior. Furthermore, the results showed that the role of government and media exposure have significantly moderated the relationship between safety value and buying attitude of green product.

Suggested Citation

  • Ihsan Ullah Jan & Seonggoo Ji & Chankoo Yeo, 2019. "Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6642-:d:290445
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    References listed on IDEAS

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    2. Arian Matin & Tornike Khoshtaria & Metin Marcan & Davit Datuashvili, 2022. "The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 709-735, December.
    3. Konrad Biercewicz & Urszula Chrąchol-Barczyk & Jarosław Duda & Małgorzata Wiścicka-Fernando, 2022. "Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG," Sustainability, MDPI, vol. 14(20), pages 1-24, October.
    4. Chunting Liu & Guozhu Jia & Jili Kong, 2020. "Requirement-Oriented Engineering Characteristic Identification for a Sustainable Product–Service System: A Multi-Method Approach," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    5. Sanaz Saghati Jalali & Haliyana Binti Khalid, 2021. "The Influence of Instagram Influencers’ Activity on Green Consumption Behavior," Business Management and Strategy, Macrothink Institute, vol. 12(1), pages 78-90, June.
    6. Hsiang Te Liu & Ruey-Chyn Tsaur, 2020. "The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies," Sustainability, MDPI, vol. 12(15), pages 1-15, July.
    7. 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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    10. 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).
    11. Lu, Juan & Li, He, 2023. "The impact of environmental corruption on green consumption: A quantitative analysis based on China's Judicial Document Network and Baidu Index," Socio-Economic Planning Sciences, Elsevier, vol. 86(C).
    12. Massoud Moslehpour & Panita Chaiyapruk & Sahand Faez & Wing-Keung Wong, 2021. "Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products," Sustainability, MDPI, vol. 13(23), pages 1-14, December.
    13. Elena Druică & Călin Vâlsan & Andreea-Ionela Puiu, 2022. "Voluntary Simplicity and Green Buying Behavior: An Extended Framework," Energies, MDPI, vol. 15(5), pages 1-17, March.
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