Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study
Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study
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DOI：
10.1016/j.ecolecon.2016.02.008
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发表时间：
2016-05-01
影响因子：
7
通讯作者：
Bernatoniene, Jurga
中科院分区：
文献类型：
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作者：
Liobikiene, Genovaite;Mandravickaite, Justina;Bernatoniene, Jurga
由于消费的快速增长，促进购买绿色产品可以最大限度地减少对环境的影响，实现可持续消费。鉴于欧盟各国对绿色购买行为及其影响因素的研究较少，本文拟运用计划行为理论对绿色购买行为的主要影响因素进行评价。参考Hostefe的文化维度，我们揭示了文化因素是如何影响购买行为的。结果表明，欧盟国家在绿色购买行为方面存在较大差异，且对经济发展的依赖不显著。绿色产品知识和信心的主观规范和交互作用显著地决定了各国的绿色购买行为。跨文化研究发现，各文化维度对绿色购买行为的影响不显著。然而，文化维度与直接影响绿色购买行为的因素有关。因此，由于欧盟文化趋同和经济危机的过程，可能会对绿色购买行为产生间接影响。这些发现对市场营销人员和政策制定者具有重要意义。(C) 2016 Elsevier B.V.版权所有
Due to the fast growth of consumption, the promotion of purchasing green products could be a way to minimize the environmental impact and achieve the sustainable consumption. Considering that there is a lack of studies about green purchase behavior and its determinants in all European Union countries (EU), the aim of this paper is to evaluate the main determinants of green purchase behavior by applying the Theory of Planned Behavior. Referring to Hostefe's cultural dimensions we revealed how cultural aspects contribute to purchase behavior. The results showed that there were observed big differences in terms of green purchase behavior in the EU countries and it did not depend on economic development significantly. The subjective norms and interaction of knowledge and confidence in green products significantly determined the green purchase behavior in all countries. According to the cross-culture studies, all cultural dimensions did not have significant influence on green purchase behavior. However, cultural dimensions are related to factors which directly influence green purchase behavior. Therefore, due to the process of the EU cultural convergence and economic crisis, it could have indirect impact on green purchase behavior. These findings have important implication for marketers and policy makers. (C) 2016 Elsevier B.V. All rights reserved.