IDEAS home Printed from https://ideas.repec.org/a/rfh/jprjor/v9y2023i2p652-664.html
   My bibliography  Save this article

Factors Influencing Green Purchase Intention: A Mediation Moderation Study

Author

Listed:
  • Irshad Hussain Sarki

    (NCBA&E, Lahore, Pakistan)

  • Raheela Haque

    (Sukkur IBA University, Pakistan)

  • Asif Mahmood

    (COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan)

  • Muhammad Noman Yaseen

    (COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan)

  • Muhammad Sufyan Khawar

    (NCBA&E, Lahore, Pakistan)

  • Asad Qayoom

    (NCBA&E, Lahore, Pakistan)

  • Saif Ur Rehman

    (COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan)

Abstract

The requirement for green products is continuously growing in the world as well as in the countries of Asia because of the extreme complications about the environment that are associated with the purchase of ordinary products. Therefore, the key factors for the determination of green purchase intention still need to be explored. The purpose of this research is to bridge the gap by investigating the impact of some key factors on the green purchase intention of the customers of green products through the mediating role of perceived value. Furthermore, the study explored the moderating role of social media on the relationship between perceived value and green purchase intention. The purposive sampling method was employed and the data of 218 participants was gathered to test the conceptual model of the study. The outcomes of the research revealed that all the selected key factors like green trust, green packaging, and perceived quality have a positive significant impact on the green purchase intention of green products. Furthermore, the mediating role of the perceived value between the relationship of above mentioned key factors and green purchase intention was also supported by the findings of the research. The outcomes of the study also confirmed the positive significant moderating role of social media between the association of perceived value and green purchase intention. The theory of reasoned action was utilized for the sustenance of the conceptual model of the study. The conclusions of the study have remarkable implications for theory, policy, practice, and the industry. In the end limitations of the study and directions for future researchers are also discussed.

Suggested Citation

  • Irshad Hussain Sarki & Raheela Haque & Asif Mahmood & Muhammad Noman Yaseen & Muhammad Sufyan Khawar & Asad Qayoom & Saif Ur Rehman, 2023. "Factors Influencing Green Purchase Intention: A Mediation Moderation Study," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 652-664.
    • Handle: RePEc:rfh:jprjor:v:9:y:2023:i:2:p:652-664
    as

    Download full text from publisher

    File URL: https://jprpk.com/index.php/jpr/article/view/367/557
    Download Restriction: no
    File URL: https://jprpk.com/index.php/jpr/article/view/367
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Rakesh Kumar & Vibhuti Tripathi, 2022. "Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach," Global Business Review, International Management Institute, vol. 23(2), pages 440-459, April.
    2. Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    3. Fabrice Larceneux & Florence Benoît-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Post-Print hal-00656485, HAL.
    4. Namita Rajput & Urvashi Sharma & Baljeet Kaur & Prabha Rani & Korakod Tongkachok & Venkata Harshavardhan Reddy Dornadula, 2022. "Current global green marketing standard: changing market and company branding," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(1), pages 727-735, March.
    5. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    6. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    8. Elahi, Ehsan & Khalid, Zainab & Zhang, Zhixin, 2022. "Understanding farmers’ intention and willingness to install renewable energy technology: A solution to reduce the environmental emissions of agriculture," Applied Energy, Elsevier, vol. 309(C).
    9. Florence Benoît-Moreau & Fabrice Larceneux & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Post-Print halshs-00673075, HAL.
    10. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    11. repec:dau:papers:123456789/7842 is not listed on IDEAS
    12. Fabrice Larceneux & Florence Benoit-Moreau & Valérie Renaudin, 2012. "Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects," Journal of Consumer Policy, Springer, vol. 35(1), pages 85-104, March.
    13. Barrett, H. R. & Browne, A. W. & Harris, P. J. C. & Cadoret, K., 2002. "Organic certification and the UK market: organic imports from developing countries," Food Policy, Elsevier, vol. 27(4), pages 301-318, August.
    14. Ogenyi Ejye Omar & Nana Owusu-Frimpong, 2007. "Life Insurance in Nigeria: An Application of the Theory of Reasoned Action to Consumers' Attitudes and Purchase Intention," The Service Industries Journal, Taylor & Francis Journals, vol. 27(7), pages 963-976, October.
    15. Burton, Scot & Howlett, Elizabeth & Tangari, Andrea Heintz, 2009. "Food for Thought: How Will the Nutrition Labeling of Quick Service Restaurant Menu Items Influence Consumers’ Product Evaluations, Purchase Intentions, and Choices?," Journal of Retailing, Elsevier, vol. 85(3), pages 258-273.
    16. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    17. Muhammad Danish & Saqib Ali & Muhammad Azeem Ahmad & Hasan Zahid, 2019. "The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model," Economies, MDPI, vol. 7(4), pages 1-18, October.
    18. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    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. Giray, Caner & Yon, Belma & Alniacik, Umit & Girisken, Yener, 2022. "How does mothers’ mood matter on their choice of organic food? Controlled eye-tracking study," Journal of Business Research, Elsevier, vol. 144(C), pages 1175-1185.
    2. Machiel J. Reinders & Jos Bartels, 2017. "The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 68-85, January.
    3. Hwang, Jiyoung & Chung, Jae-Eun, 2019. "What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 293-306.
    4. Kathleen Jacobs & Jacob Hörisch, 2022. "The importance of product lifetime labelling for purchase decisions: Strategic implications for corporate sustainability based on a conjoint analysis in Germany," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1275-1291, May.
    5. Clinton Amos & Anthony Allred & Lixuan Zhang, 2017. "Do Biodegradable Labels Lead to an Eco-safety Halo Effect?," Journal of Consumer Policy, Springer, vol. 40(3), pages 279-298, September.
    6. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Eva Tebbe & Korbinian von Blanckenburg, 2018. "Does willingness to pay increase with the number and strictness of sustainability labels?," Agricultural Economics, International Association of Agricultural Economists, vol. 49(1), pages 41-53, January.
    8. Gumirakiza, Jean Dominique & VanZee, Sarah, 2018. "The Most Important Food Labels among Online Shoppers when Shopping for Fresh Produce," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266683, Southern Agricultural Economics Association.
    9. Gildas Appéré & Muriel Travers & Frédéric Dupont, 2017. "The sum of all the fears: the role of attitude towards health and environmental risk in the WTP a premium for organic foods," Post-Print hal-01947369, HAL.
    10. Cosmina Bradu & Jacob Orquin & John Thøgersen, 2014. "The Mediated Influence of a Traceability Label on Consumer’s Willingness to Buy the Labelled Product," Journal of Business Ethics, Springer, vol. 124(2), pages 283-295, October.
    11. Wei, Wei & Kim, Gaeul & Miao, Li & Behnke, Carl & Almanza, Barbara, 2018. "Consumer inferences of corporate social responsibility (CSR) claims on packaged foods," Journal of Business Research, Elsevier, vol. 83(C), pages 186-201.
    12. Debra Riley & Peter Martins da Silva & Sabrina Behr, 2015. "The Impact of Packaging Design on Health Product Perceptions," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 81-89, July.
    13. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    14. Guzhen Zhou & Wuyang Hu & Wenchao Huang, 2016. "Are Consumers Willing to Pay More for Sustainable Products? A Study of Eco-Labeled Tuna Steak," Sustainability, MDPI, vol. 8(5), pages 1-18, May.
    15. Chia-Lin Lee, 2014. "Is Co-Branding a Double-Edged Sword for Brand Partners?," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 19-34.
    16. Van Asselt, Joanna & Nian, Yefan & Soh, Moonwon & Gao, Zhifeng & Morgan, Stephen N, 2020. "Do Plastic Warning Labels Reduce Consumers’ Willingness to Pay for Plastic Packaging?," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304503, Agricultural and Applied Economics Association.
    17. Sigurdsson, Valdimar & Larsen, Nils Magne & Folwarczny, Michał & Fagerstrøm, Asle & Menon, R.G. Vishnu & Sigurdardottir, Freyja Thoroddsen, 2023. "The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags," Journal of Business Research, Elsevier, vol. 154(C).
    18. Jessica Bosseaux & Philippe Aurier & Alain François-Heude, 2019. "The official quality signs influence on prices and volumes: the case of organic fresh eggs [L’influence du label Bio sur les prix et les ventes : Le cas des oeufs]," Post-Print hal-03079779, HAL.
    19. Kiyotaka Masuda & Shohei Kushiro, 2018. "Influence of brand equity on the price premium for private labels in fresh produce: A contingent valuation survey," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 338-350, March.
    20. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.

    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:rfh:jprjor:v:9:y:2023:i:2:p:652-664. 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: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    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.