Does intention translate into actual purchase? Analysis of inducers of sustainable consumption in higher education students

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-09-12 DOI:10.1108/yc-03-2023-1710
Linda JessicaDe Montreuil Carmona, Anderson Gomes Paes Barretto, Edilson Bacinello
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Abstract

Purpose The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase of sustainable products when discriminating by product type. Design/methodology/approach Sustainable consumption assumes ethics and environmental concern prioritization in the role of individuals to preserve natural resources threatened by global warming. Considering this, the authors developed cross-sectional research based on a sample of 265 Brazilian higher education students, which was analyzed with the use of partial least squares path modeling. Findings The results showed a positive relationship between sustainable consumption and buying intention, with mediation effects on the effective purchase of sustainable products. It was evidenced that consciousness for sustainable consumption, moral orientation and environmental concern do not lead directly to the purchase of sustainable products; they are based on the mediation exerted by the intention that purchase materializes in Brazilian, young university students. By analyzing heterogeneities, the authors found that environmental concern may translate into actual purchase when product-oriented. Originality/value This study uses the VBN theory to understand the behavioral intentions for the effective purchase of sustainable products, extending the range of sustainable consumption associating factors not analyzed in the higher education context, including nontraditional categories of sustainable products, such as textiles, furniture and wood articles. Moreover, this paper examines the mediation role of intention for effective purchase of sustainable products, identifying product categories that may translate environmental concerns to actual purchases, highlighting the importance of Brazil as an emerging economy that is a leading producer and exporter of organic foods with a growing market for sustainable products.
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意向能否转化为实际购买?高等教育学生可持续消费的诱因分析
本研究的目的是利用可持续消费意识、道德取向和环境关注三个维度的框架,验证可持续消费对青年大学生产品购买意愿和有效购买行为的影响。研究了意向对可持续产品购买行为的中介作用,并在产品类型区分中寻找异质性。设计/方法/途径可持续消费以个人保护受全球变暖威胁的自然资源的道德和环境问题为前提。考虑到这一点,作者基于265名巴西高等教育学生的样本进行了横断面研究,并使用偏最小二乘路径模型进行了分析。结果显示,可持续消费与购买意愿之间存在显著正相关,并对可持续产品的有效购买具有中介作用。研究表明,可持续消费意识、道德取向和环境关注并不能直接导致可持续产品的购买;它们是基于巴西年轻大学生的购买意向所发挥的中介作用。通过分析异质性,作者发现当以产品为导向时,环境关注可能转化为实际购买。本研究使用VBN理论来理解有效购买可持续产品的行为意图,扩展了在高等教育背景下未分析的可持续消费相关因素的范围,包括非传统类别的可持续产品,如纺织品、家具和木制品。此外,本文考察了意向对有效购买可持续产品的中介作用,确定了可能将环境问题转化为实际购买的产品类别,强调了巴西作为新兴经济体的重要性,巴西是有机食品的主要生产国和出口国,可持续产品的市场不断增长。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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