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Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior

Author

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  • Changjoon Lee

    (Department of Logistics, Services, Operations Management, Sogang University, Seoul 04107, Korea)

  • Soyoun Lim

    (Department of Global Service Management, Sogang University, Seoul 04107, Korea)

  • Byoungchun Ha

    (Department of Logistics, Services, Operations Management, Sogang University, Seoul 04107, Korea)

Abstract

This study examines the impact of green supply chain management (GSCM) on consumers environmentally friendly purchase behavior. We surveyed 283 consumers and analyzed the data using SPSS 18.0, AMOS 18.0, and verified them with structural equation modeling. To support the primary data analysis results, we conducted focus group interviews (FGIs) of 16 consumers. According to the primary data analysis, consumers’ subjective norms and perceived behavioral control positively influence GSCM. However, attitude did not have a significant influence. In the FGI, consumers show a highly positive attitude and purchase intention toward the GSCM of companies. However, they exhibit mistrust and lower purchase intentions toward advertising or marketing campaigns promoting GSCM to consumers. In contrast, the influence of subjective norms was found to be different for different products. In addition, a high price—regarded as the biggest barrier among perceived control factors—raises purchase intentions if consumers are provided with good and transparent information about green products. Thus, this study buttresses the fact that if a company uses GSCM practices as an eco-friendly marketing strategy that reduces consumer distrust and considers product characteristics, it can have a positive effect on consumers’ decision to purchase eco-friendly products.

Suggested Citation

  • Changjoon Lee & Soyoun Lim & Byoungchun Ha, 2021. "Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(19), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10971-:d:649045
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    References listed on IDEAS

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    Cited by:

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    2. 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).
    3. Wesley Douglas Oliveira Silva & Danielle Costa Morais & Ketylen Gomes da Silva & Pedro Carmona Marques, 2023. "Exploring Influential Factors with Structural Equation Modeling–Artificial Neural Network to Involve Medicine Users in Home Medicine Waste Management and Preventing Pharmacopollution," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    4. So Ra Park & Sung Tae Kim & Hong-Hee Lee, 2022. "Green Supply Chain Management Efforts of First-Tier Suppliers on Economic and Business Performances in the Electronics Industry," Sustainability, MDPI, vol. 14(3), pages 1-23, February.
    5. Xingwei Li & Jiachi Dai & Xiaowen Zhu & Jingru Li & Jinrong He & Yicheng Huang & Xiang Liu & Qiong Shen, 2023. "Mechanism of attitude, subjective norms, and perceived behavioral control influence the green development behavior of construction enterprises," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    6. Maria Siddiqui & Ayman Taj & Saira Jessani & Asadullah Lakho, 2024. "The Effects of Green Procurement, Green Production, and Green Logistics in the Overall Performance of Green Supply Chain Management," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 67-78.

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