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Green Intentions: Field Research and Data-Driven Analysis of Customers’ Purchasing Patterns

Author

Listed:
  • Camilla Carpinelli

    (Department of Computer Science, Reykjavík University, 101/102 Reykjavík, Iceland)

  • Einar Torfi Einarsson Reynis

    (Department of Engineering, Reykjavík University, 101/102 Reykjavík, Iceland)

  • Anna Sigríður Islind

    (Department of Computer Science, Reykjavík University, 101/102 Reykjavík, Iceland)

  • Hlynur Stefánsson

    (Department of Engineering, Reykjavík University, 101/102 Reykjavík, Iceland)

  • María Óskarsdóttir

    (Department of Computer Science, Reykjavík University, 101/102 Reykjavík, Iceland)

Abstract

Sustainability and sustainable consumption have become key factors in the battle with global warming in general and environmental pollution in particular. To motivate consumers to make sustainable purchasing decisions, it is necessary to understand consumers’ attitudes and purchasing behavior towards green products. This study analyzed if the environmental impact of select products had measurable effects on consumers’ purchasing behavior by analyzing purchasing data from a large retail store in Iceland spanning two years. To gain insight into consumers attitude and intentions towards green products, a survey was conducted which received 166 responses, and will be used in comparison with the purchasing data analysis and testing. The main goal of this study is to analyze the gap between consumers’ intent to consumers’ actual green purchasing. The results of this study will demonstrate that there is an actual difference in this field.

Suggested Citation

  • Camilla Carpinelli & Einar Torfi Einarsson Reynis & Anna Sigríður Islind & Hlynur Stefánsson & María Óskarsdóttir, 2022. "Green Intentions: Field Research and Data-Driven Analysis of Customers’ Purchasing Patterns," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:9863-:d:884691
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    References listed on IDEAS

    as
    1. 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.
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    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    5. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

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