The influence of ecological concern on green purchase behavior

• Eva Sofia Plag Fontes ^[1] ; António Carrizo Moreira ^[1] ; Vera Silva Carlos ^[1]
  1. [1] Universidade de Aveiro

     Universidade de Aveiro

     Vera Cruz, Portugal

     
• Localización: XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos / Paula Fernandes (aut.), 2020, ISBN 978-972-745-273-6, pág. 129
• Idioma: inglés
• Enlaces
  • Texto Completo Libro
• Resumen

  • Great damage has been made to the planet by mankind, and, consequently, sustainability is an increasing concern for companies. While marketing incentivizes consumerism, green marketing aims to find a balance between the need for profit and the need to protect the environment. The present study examines the journey to Green Purchase Behavior formation in a holistic manner. The data was gathered through an online survey with 530 valid answers. Exploratory factor analysis was applied in order to assure the consistency of the scales. Structural Equation Modelling was used to evaluate the model and t-test was used to identify differences between men and women. The results show that Ecological Concern, Environmental Attitude, Environmental Behavior and Purchase Intention are good predictors of Green Purchase Behavior. Women scored higher than men on all variables, meaning that they are indeed bigger environmentalists than men. Green Purchase Behavior is strongly influenced by both Purchase Intention and Environmental Behavior, so green brands should focus on targeting individuals that already take some actions in what concerns the environment, or at those who intend to do so, since they are more likely to convert into customers.