Edward Martey, Isaac Tornyi, George Dominic Kofi Mante, P. Addo
{"title":"Green Consumption Values and Consumer Purchase Intentions on P2P Platforms","authors":"Edward Martey, Isaac Tornyi, George Dominic Kofi Mante, P. Addo","doi":"10.22452/ajba.vol16no1.10","DOIUrl":null,"url":null,"abstract":"Manuscript type: Research paper Research aims: The purpose of the study is to investigate the relationship between green consumption values (GCV) and consumer purchase intentions on peer-to-peer (P2P) platforms using age as moderating variable, as well as to fill the gaps in research using the theory of consumption values to support sustainable resale behaviour (SRB). Design/Methodology/Approach: To solve the research questions, the researchers used a convenience sampling technique to gather 491 responses from a cross-sectional survey. The researchers adopted structural equation modelling (SEM) to test the suggested framework. Research findings: The result show that entertainment, procreative, communal benefit, and activist values significantly and positively impact consumers’ GCV. However, economic and applied values have a negative effect on GCV. GCV intercedes the link between specific consumption values and SRB, and age moderates the link between context-specific consumption values and consumers’ GCV. Theoretical contribution/Originality: The researchers introduce sustainable consumer behaviour that has not seen a lot of attention in prior research, and GCV, which encourages pro-environmental consumption. The researchers also introduce the age factor to P2P platforms. Practitioner/Policy implications: The study identifies other values apart from purchase value and resale value, and offers the opportunity to segment both buyers and resellers. Research limitation/Implication: The research only focuses on a single dimension of consumer ethical values, which are GCV related to SRB.","PeriodicalId":54083,"journal":{"name":"Asian Journal of Business and Accounting","volume":" ","pages":""},"PeriodicalIF":0.8000,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Business and Accounting","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.22452/ajba.vol16no1.10","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}
引用次数: 0
Abstract
Manuscript type: Research paper Research aims: The purpose of the study is to investigate the relationship between green consumption values (GCV) and consumer purchase intentions on peer-to-peer (P2P) platforms using age as moderating variable, as well as to fill the gaps in research using the theory of consumption values to support sustainable resale behaviour (SRB). Design/Methodology/Approach: To solve the research questions, the researchers used a convenience sampling technique to gather 491 responses from a cross-sectional survey. The researchers adopted structural equation modelling (SEM) to test the suggested framework. Research findings: The result show that entertainment, procreative, communal benefit, and activist values significantly and positively impact consumers’ GCV. However, economic and applied values have a negative effect on GCV. GCV intercedes the link between specific consumption values and SRB, and age moderates the link between context-specific consumption values and consumers’ GCV. Theoretical contribution/Originality: The researchers introduce sustainable consumer behaviour that has not seen a lot of attention in prior research, and GCV, which encourages pro-environmental consumption. The researchers also introduce the age factor to P2P platforms. Practitioner/Policy implications: The study identifies other values apart from purchase value and resale value, and offers the opportunity to segment both buyers and resellers. Research limitation/Implication: The research only focuses on a single dimension of consumer ethical values, which are GCV related to SRB.
期刊介绍:
An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.