Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness
Year: 2011
Type: article
Study design: Observational Study
Abstract: This study investigates determinants of green buying behavior. Using\n\nstructural equation modeling, the effects of collectivism, values and\n\nattitudes on ecological purchase and their hierarchical relationships are\n\ninvestigated. Furthermore, a moderated multiple regression is applied to\n\ntest whether the link between attitude and behavior is enhanced by the\n\ndegree of perceived consumer effectiveness (PCE). The results suggest\n\nthat collectivism is important in predicting green purchase. The positive\n\ninfluence of collectivism on consumer greenness flows through selftranscendence\n\nvalues. However, PCE fails to moderate the strength of the\n\nrelationship between environmental attitudes and green purchase behavior.\n\nImplications for public policy and marketing communication efforts are\n\ndiscussed.
Source: Seoul Journal of Business
Author: 김연신
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2940501521