IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i18p13872-d1242402.html
   My bibliography  Save this article

What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness

Author

Listed:
  • Gizem Yener

    (Independent Researcher, Gaziantep 27100, Turkey)

  • Arzu Secer

    (Department of Agricultural Economics, Faculty of Agriculture, Cukurova University, Sarıcam 01330, Turkey)

  • Pascal L. Ghazalian

    (Department of Economics, University of Lethbridge, Lethbridge, AB T1K 3M4, Canada)

Abstract

The value of sustainable consumption behaviors has dramatically increased and become an important focus area in the market and society. This study examines the internal and external drivers influencing consumers’ purchasing behavior toward green products. The Motivation–Opportunity–Ability (MOA) framework is used and expanded with consumer awareness of sustainability as the conceptual basis of this study. The data were basically gathered from 439 consumers in Greece through an online survey. Logistic Regression Analysis is used to reach the research objectives. The findings of this study point out that consumers’ motivation, abilities, and awareness of sustainability significantly affect their green product purchasing behavior. In contrast, consumers’ opportunity circumstances have no significant effects on their purchasing behavior. The outcomes of this study are pertinent for marketing activities, plans of action, and campaigns organized by marketing agents, governments, or other organizations to promote green consumerism.

Suggested Citation

  • Gizem Yener & Arzu Secer & Pascal L. Ghazalian, 2023. "What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness," Sustainability, MDPI, vol. 15(18), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13872-:d:1242402
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/18/13872/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/18/13872/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Peter Ansu-Mensah, 2021. "Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective," Future Business Journal, Springer, vol. 7(1), pages 1-13, December.
    3. Žaneta Piligrimienė & Andželika Žukauskaitė & Hubert Korzilius & Jūratė Banytė & Aistė Dovalienė, 2020. "Internal and External Determinants of Consumer Engagement in Sustainable Consumption," Sustainability, MDPI, vol. 12(4), pages 1-20, February.
    4. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    6. 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.
    7. Bing Zhu, 2016. "Consumer’s motivation, opportunities and abilities for sustainable consumption: A case in China," Sustainability Nexus Forum, Springer, vol. 24(4), pages 337-352, December.
    8. Nornajihah Nadia Hasbullah & Zuraidah Sulaiman & Adaviah Mas’od & Hanis Syuhada Ahmad Sugiran, 2022. "Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    9. Arun Kumar & Mrinalini Pandey, 2023. "Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    10. Noémi Nemes & Stephen J. Scanlan & Pete Smith & Tone Smith & Melissa Aronczyk & Stephanie Hill & Simon L. Lewis & A. Wren Montgomery & Francesco N. Tubiello & Doreen Stabinsky, 2022. "An Integrated Framework to Assess Greenwashing," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    11. Rasadhika Sharma & Trung Thanh Nguyen & Ulrike Grote, 2018. "Changing Consumption Patterns—Drivers and the Environmental Impact," Sustainability, MDPI, vol. 10(11), pages 1-19, November.
    12. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    13. Xianbing Liu & Can Wang & Tomohiro Shishime & Tetsuro Fujitsuka, 2012. "Sustainable consumption: Green purchasing behaviours of urban residents in China," Sustainable Development, John Wiley & Sons, Ltd., vol. 20(4), pages 293-308, July.
    14. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    15. Shuli Yang & Junwu Chai, 2022. "The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    16. Kyuhyeon Joo & Jinsoo Hwang, 2023. "Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    17. Hui He & Lilong Zhu, 2020. "Online shopping green product quality supervision strategy with consumer feedback and collusion behavior," PLOS ONE, Public Library of Science, vol. 15(3), pages 1-19, March.
    18. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    19. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    20. Ziynet Boz & Virpi Korhonen & Claire Koelsch Sand, 2020. "Consumer Considerations for the Implementation of Sustainable Packaging: A Review," Sustainability, MDPI, vol. 12(6), pages 1-34, March.
    21. Lampe, Marc & Gazda, Gregory M., 1995. "Green marketing in Europe and the United States: An evolving business and society interface," International Business Review, Elsevier, vol. 4(3), pages 295-312, September.
    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. Nicolae Cristina-Andreea, 2024. "Understanding sustainable purchasing behavior in Romania: Drivers, barriers, and environmental participation," Management & Marketing, Sciendo, vol. 19(2), pages 362-381.

    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. Coulibalyaicha Massaran & Jingli Liu, 2024. "ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1419-1450, July.
    2. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    3. Shimiao Li & Nor Siah Jaharuddin, 2020. "Identifying the key purchase factors for organic food among Chinese consumers," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.
    4. Hasnizam Shaari & Nurul Amanina Abdul Basir, 2024. "Integrating Environmental Involvement and Media Exposure on the Theory of Planned Behavior in Explaining Green Purchase Behavior," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(5), pages 369-378, May.
    5. Abdullah Al-Swidi & Redhwan Mohammed Saleh, 2021. "How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing Country," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13436-13468, September.
    6. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    7. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    8. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    9. Deepti Jog & Divya Singhal, 2024. "Greenwashing Understanding Among Indian Consumers and Its Impact on Their Green Consumption," Global Business Review, International Management Institute, vol. 25(2), pages 491-511, April.
    10. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    11. Megawati Simanjuntak & Nidya Luthfi Nafila & Lilik Noor Yuliati & Irni Rahmayani Johan & Mukhamad Najib & Mohamad Fazli Sabri, 2023. "Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    12. Huan Hu & Chang Wang & Min Chen, 2024. "The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case," Sustainability, MDPI, vol. 16(21), pages 1-23, October.
    13. Viktorija Grigaliūnaitė & Aušra Pažėraitė & Mantautas Račkauskas, 2023. "Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    14. Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    15. Ho, Thi Thu & Huynh, Cong Minh, 2022. "Green Purchase Intention: An Investigation from Vietnamese Young Consumers," MPRA Paper 112355, University Library of Munich, Germany.
    16. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    17. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    18. Vishal Gupta, 2021. "Validating the theory of planned behavior in green purchasing behavior," SN Business & Economics, Springer, vol. 1(10), pages 1-19, October.
    19. Farida Saleem, 2021. "Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective," Sustainability, MDPI, vol. 13(8), pages 1-15, April.
    20. 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.

    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:15:y:2023:i:18:p:13872-:d:1242402. 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.