Human values, personality and religiosity on green products purchase behavior
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Date
2019
Authors
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Journal ISSN
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Publisher
Universiti Teknologi Malaysia
Abstract
Unsustainable consumption globally has led to environmental problems like global warming which necessitates changes in people’s conventional lifestyles. Individual consumption is considered to be one of the major causes of environmental issues. Accordingly, energy production is considered as a contributor to global warming and carbon emission which can produce greenhouse gases. One of the solutions to this problem is reduction in the use of energy. Moreover, packaging waste and use of non-biodegradable and unrecyclable materials have become a source of environmental concern. Thus, purchasing and consuming sustainable products contribute to the reduction of consumers’ environmental footprint. However, despite the growth in consumers’ concerns about environmental problems and the significance of sustainability issues, the current market shares of green products are not satisfying. Accordingly, the aim of the current study is to hypothesize, develop and empirically test a conceptual framework that explains the determinants of green purchase behavior among Malaysian consumers by investigating the effects of human values and personality traits. The mediating role of intention to purchase green products has been considered in this research. Additionally, the role of religiosity as a moderator on the association of values and intention to purchase green products was examined. The quantitative approach was adopted for the present study. The theoretical framework of the study is based on the Theory of Reasoned Action (TRA), combining with the Theory of Human Values and Five-Factor Model of Personality Traits known as Big Five. An online survey method was used for data collection among adult Malaysian consumers who have self-reported to purchase green products. Data analysis was done using the Structural Equation Modeling (SEM) technique with the use of SmartPLS statistical software. Based on the findings, universalism and benevolence values positively influence green purchase behavior through the mediation of intention to purchase green products. Achievement and power values have significant and negative impact on green purchase through the mediation of intention. On the other hand, agreeableness and openness to experience presented positive impact on green purchase through the mediation of intention. However, intention did not mediate the relationship between conscientiousness, extraversion, and neuroticism. Conscientiousness only showed direct and negative effect on the green purchase. However, the link between extraversion and neuroticism to green purchase was insignificant. Additionally, findings revealed the significant moderating effect of intrapersonal religiosity and interpersonal religiosity on the association between values and intention to purchase green products except for the moderating effect of interpersonal religiosity on the achievement link. The results can provide management with a better understanding of consumers’ profiles in the context of green purchase.
Description
Thesis (PhD. (Management))
Keywords
Consumer behavior—Research, Consumer behavior—Environmental aspects, Green products