IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i10p5806-d813070.html
   My bibliography  Save this article

Revealing Consumer Behavior toward Green Consumption

Author

Listed:
  • Zivar Zeynalova

    (School of Public and International Affairs, ADA University, Baku AZ1008, Azerbaijan)

  • Natavan Namazova

    (International Trade, Logistic and Marketing Department, Azerbaijan Technical University, Baku AZ1001, Azerbaijan
    Centre for Studies on European Economy (AIM), Azerbaijan State University of Economics (UNEC), Baku AZ1001, Azerbaijan)

Abstract

The aim of this study was to determine the relationship between the attitudes and behaviors of the administrative staff of four Baku universities toward the consumption of environmentally friendly products. The study used 536 consumer questionnaires belonging to different socio-economic and demographic consumer groups. The survey evaluated the factors that affected purchasing decisions, purchase intentions, awareness, attitudes and behaviors toward green products of respondents living in an urban area. The results from the survey were analyzed using one-way MANOVA analysis. According to the results of the study, the green consumer behaviors of the survey participants differed according to age, the number of household members, marital status, education level and income. At the same time, the main indicators that consumers paid attention to were price, brand, appearance, advertising, expert opinion and label information. The level of importance of these indicators varied according to the education, income and number of household members of the participants. The results showed that the participants of the survey were partially sensitive to the environment.

Suggested Citation

  • Zivar Zeynalova & Natavan Namazova, 2022. "Revealing Consumer Behavior toward Green Consumption," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5806-:d:813070
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/10/5806/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/10/5806/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Minton, Ann P. & Rose, Randall L., 1997. "The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior: An Exploratory Study," Journal of Business Research, Elsevier, vol. 40(1), pages 37-48, September.
    2. Barr, Stewart & Gilg, Andrew W & Ford, Nicholas, 2005. "The household energy gap: examining the divide between habitual- and purchase-related conservation behaviours," Energy Policy, Elsevier, vol. 33(11), pages 1425-1444, July.
    3. Michał Gazdecki & Elżbieta Goryńska-Goldmann & Marietta Kiss & Zoltán Szakály, 2021. "Segmentation of Food Consumers Based on Their Sustainable Attitude," Energies, MDPI, vol. 14(11), pages 1-28, May.
    4. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    5. Anna Matuszewska & Marlena Owczuk & Krzysztof Biernat, 2022. "Current Trends in Waste Plastics’ Liquefaction into Fuel Fraction: A Review," Energies, MDPI, vol. 15(8), pages 1-32, April.
    6. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
    7. Giulia Sesini & Cinzia Castiglioni & Edoardo Lozza, 2020. "New Trends and Patterns in Sustainable Consumption: A Systematic Review and Research Agenda," Sustainability, MDPI, vol. 12(15), pages 1-25, July.
    8. Jing Shao, 2019. "Sustainable consumption in China: New trends and research interests," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1507-1517, December.
    9. Mubariz Mammadli & Elkhan Richard Sadik-Zada & Andrea Gatto & Rana Huseynova, 2021. "What Drives Public Debt Growth? A Focus on Natural Resources, Sustainability and Development," International Journal of Energy Economics and Policy, Econjournals, vol. 11(5), pages 614-621.
    10. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    11. Sotiria Baziana & Eirini Tzimitra-Kalogianni, 2016. "Investigation of Consumer Behavior: A Study on Organic Wine," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 7(1), pages 50-61, January.
    12. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    13. Cristina Ciocirlan & Caroline Pettersson, 2012. "Does Workforce Diversity Matter in the Fight against Climate Change? An Analysis of Fortune 500 Companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(1), pages 47-62, January.
    14. Ákos Mesterházy & Judit Oláh & József Popp, 2020. "Losses in the Grain Supply Chain: Causes and Solutions," Sustainability, MDPI, vol. 12(6), pages 1-18, March.
    15. Zimmer, Mary R. & Stafford, Thomas F. & Stafford, Marla Royne, 1994. "Green issues: Dimensions of environmental concern," Journal of Business Research, Elsevier, vol. 30(1), pages 63-74, May.
    16. Belen Fernandez-Feijoo & Silvia Romero & Silvia Ruiz, 2014. "Effect of Stakeholders’ Pressure on Transparency of Sustainability Reports within the GRI Framework," Journal of Business Ethics, Springer, vol. 122(1), pages 53-63, June.
    17. Sütterlin, Bernadette & Brunner, Thomas A. & Siegrist, Michael, 2011. "Who puts the most energy into energy conservation? A segmentation of energy consumers based on energy-related behavioral characteristics," Energy Policy, Elsevier, vol. 39(12), pages 8137-8152.
    18. Anna Matuszewska & Adam Hańderek & Maciej Paczuski & Krzysztof Biernat, 2021. "Hydrocarbon Fractions from Thermolysis of Waste Plastics as Components of Engine Fuels," Energies, MDPI, vol. 14(21), pages 1-14, November.
    19. Elkhan Richard Sadik-Zada, 2021. "Political Economy of Green Hydrogen Rollout: A Global Perspective," Sustainability, MDPI, vol. 13(23), pages 1-11, December.
    20. Zivar Z. Zeynalova, 2020. "The applying functions of tax regulation for state development," Australian Economic Papers, Wiley Blackwell, vol. 59(4), pages 376-394, December.
    21. Gheorghe Orzan & Anca Francisca Cruceru & Cristina Teodora Bălăceanu & Raluca-Giorgiana Chivu, 2018. "Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers," Sustainability, MDPI, vol. 10(6), pages 1-11, May.
    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. Sehgal, Nidhi & Jham, Vimi & Malhotra, Gunjan, 2023. "Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. 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.
    3. Chien-Chi Lin & Chih-Ming Dong, 2023. "Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness," Energies, MDPI, vol. 16(6), pages 1-16, March.
    4. Elkhan Richard Sadik-Zada & Andrea Gatto, 2023. "Grow First, Clean Up Later ? Dropping Old Paradigms and Opening Up New Horizons of Sustainable Development," Sustainability, MDPI, vol. 15(4), pages 1-6, February.
    5. Mubariz Mammadli, 2022. "Environmentally Responsible Business Approaches in Azerbaijan," Sustainability, MDPI, vol. 14(10), pages 1-25, May.
    6. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    7. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    8. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, 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. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    2. Mubariz Mammadli, 2022. "Environmentally Responsible Business Approaches in Azerbaijan," Sustainability, MDPI, vol. 14(10), pages 1-25, May.
    3. Harsh V. Verma & Ekta Duggal, 2015. "Environmental Concerns, Behavior Consistency of Emerging Market: Youth and Marketing," Emerging Economy Studies, International Management Institute, vol. 1(2), pages 171-187, November.
    4. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    5. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    6. Paladino, Angela & Pandit, Ameet P., 2012. "Competing on service and branding in the renewable electricity sector," Energy Policy, Elsevier, vol. 45(C), pages 378-388.
    7. Spandagos, Constantine & Yarime, Masaru & Baark, Erik & Ng, Tze Ling, 2020. "“Triple Target” policy framework to influence household energy behavior: Satisfy, strengthen, include," Applied Energy, Elsevier, vol. 269(C).
    8. Ratchaneekorn Dansirichaisawat, 2014. "Discovering Environmental Attitude and Lifestyle Segmentation of Green Consumers: a Conceptual Model for Research," Journal of Social and Development Sciences, AMH International, vol. 5(2), pages 102-110.
    9. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
    10. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    11. Nitika Sharma & Raiswa Saha & V. Raja Sreedharan & Justin Paul, 2020. "Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3203-3219, December.
    12. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    13. Birau, Mia M. & Faure, Corinne, 2018. "It is easy to do the right thing: Avoiding the backfiring effects of advertisements that blame consumers for waste," Journal of Business Research, Elsevier, vol. 87(C), pages 102-117.
    14. Sang‐June Park & Sungchul Choi & Eun‐Jeong Kim, 2012. "The Relationships between Socio‐demographic Variables and Concerns about Environmental Sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(6), pages 343-354, November.
    15. Kilbourne, William E. & Beckmann, Suzanne C. & Thelen, Eva, 2002. "The role of the dominant social paradigm in environmental attitudes: a multinational examination," Journal of Business Research, Elsevier, vol. 55(3), pages 193-204, March.
    16. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    17. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    18. Hassan Harajli & Ali Chalak, 2019. "Willingness to Pay for Energy Efficient Appliances: The Case of Lebanese Consumers," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    19. Ian H. Rowlands & Daniel Scott & Paul Parker, 2003. "Consumers and green electricity: profiling potential purchasers," Business Strategy and the Environment, Wiley Blackwell, vol. 12(1), pages 36-48, January.
    20. Irene Tilikidou, 2007. "The effects of knowledge and attitudes upon Greeks' pro‐environmental purchasing behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 14(3), pages 121-134, July.

    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:gam:jsusta:v:14:y:2022:i:10:p:5806-:d:813070. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.