Green consumption behaviours of consumers within the scope of TPB

Simge Emekci

doi:10.1108/jcm-05-2018-2694

journal article May 17, 2019

Green consumption behaviours of consumers within the scope of TPB

Simge Emekci

Journal of Consumer Marketing Vol. 36 No. 3 pp. 410-417 · Emerald

View at Publisher Save 10.1108/jcm-05-2018-2694

Abstract

Purpose
The purpose of this study is to explain the factors that affect the green buying behaviours and the relations between these factors. For this purpose, three main factors were added to the Ajzen’s theory of planned behaviour (TPB) to develop a more comprehensive model, namely, environmental concern, environmental knowledge and perceived consumer effectiveness (PCE). It is believed that these variables could help understanding the green buying behaviour and extending the TPB model.

Design/methodology/approach
In this study, quantitative research has been made to test the relations in the proposed model. The target population in this research is individuals living in Turkey, both sexes of age over 18 years. The data were collected through an online survey between May and August of 2017. The data were statistically analysed with structural equation modelling and interpreted using the statistical software AMOS version 20.0.

Findings
The findings show that PCE is the variable that has the highest influence on the attitudes towards behaviour, intentions and green buying behaviour in the proposed model. It is possible to say that the PCE variable added to the model is an important variable that improved and strengthened the measurement model. Variables added to the model are compatible with Ajzen’s original model.

Research limitations/implications
The obtained data may not be generalised throughout Turkey. However, it is believed that the data obtained can give a general idea for green buying behaviour of individuals in Turkey.

Practical implications
The obtained data provide a contribution to the marketing communication experts and the literature. Research findings contribute to explaining green consumption behaviours in developing countries.

Originality/value
In this research, the gap between consumers’ attitudes and their behaviours has been researched. Understanding the reason for this gap is essential to increase green consumption in developing countries. The number of studies in this field in Turkey is not very much. For this reason, this study is thought to contribute to the field.

Topics

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Metrics

173

Citations

44

References

Details

Published: May 17, 2019
Vol/Issue: 36(3)
Pages: 410-417
License: View

Authors

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Simge Emekci

Cite This Article

Simge Emekci (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3), 410-417. https://doi.org/10.1108/jcm-05-2018-2694

Green consumption behaviours of consumers within the scope of TPB

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