This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104461014 |
| Creators | 伊德琳, Edaline Audrey Spykerman |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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