Although consumers generally hold a favorable attitude towards recycled products, the purchase of such products has not reached the desired level. Therefore, this study aims to shed light on the limited existing literature and identify the factors that influence consumers' purchasing behavior of recyclable products. Specifically, there is a paucity of research investigating the purchasing behavior of Generation Z consumers concerning sustainable consumption behaviors. Consequently, this study explores the factors that affect the recyclable product purchasing behavior of Generation Z consumers in Turkey. The study employs the Theory of Planned Behavior (TPB) to evaluate the applicability of this model in explaining recyclable product purchasing behavior. Furthermore, the study extends the original framework of the TPB model to include a new factor, Receptivity to Green Advertising. The data were collected from 171 participants through a questionnaire method and analyzed using Smart PLS-SEM 4.0 and IBM SPSS 26 programs. The findings indicate that among all the structural elements of the TPB, attitude and perceived behavioral control significantly contributed to the recyclable product purchasing behavior of Generation Z consumers, while subjective norms did not significantly influence their behavior. Moreover, the study found that Receptivity to Green Advertising had a positive and significant impact on the recyclable product purchasing behavior of Generation Z consumers. Therefore, increasing Generation Z consumers' receptivity to green advertising could potentially enhance the market success of recyclable products by encouraging them to purchase more of these products.
虽然消费者普遍对回收产品持赞成态度，但回收产品的购买量并没有达到预期的水平。因此，本研究旨在阐明现有文献的局限性，找出影响消费者对可回收产品购买行为的因素。具体而言，关于Z世代消费者可持续消费行为的购买行为研究较少。因此，本研究探讨了影响土耳其Z世代消费者可回收产品购买行为的因素。本研究运用计划行为理论(Theory of Planned Behavior, TPB)来评估该模型在解释可回收产品购买行为中的适用性。此外，研究扩展了原有的城市规划模型框架，加入了一个新的因素——绿色广告接受度。通过问卷调查法收集171名参与者的数据，并使用Smart PLS-SEM 4.0和IBM SPSS 26程序进行分析。研究结果表明，在各结构要素中，态度和感知行为控制对Z世代消费者的可回收产品购买行为有显著影响，而主观规范对Z世代消费者的可回收产品购买行为没有显著影响。此外，研究发现，绿色广告的接受度对Z世代消费者的可回收产品购买行为具有显著的正向影响。因此，提高Z世代消费者对绿色广告的接受度可能会鼓励他们购买更多的可回收产品，从而潜在地提高可回收产品的市场成功。
{"title":"Generation Z Young Consumers’ Sustainable Purchasing Behaviors and Intent to Purchase Recyclable Products: A Comprehensive Study in Turkey using SEM","authors":"Barış Armutcu, Muhammed Furkan Tan","doi":"10.51300/brp-2023-72","DOIUrl":"https://doi.org/10.51300/brp-2023-72","url":null,"abstract":"Although consumers generally hold a favorable attitude towards recycled products, the purchase of such products has not reached the desired level. Therefore, this study aims to shed light on the limited existing literature and identify the factors that influence consumers' purchasing behavior of recyclable products. Specifically, there is a paucity of research investigating the purchasing behavior of Generation Z consumers concerning sustainable consumption behaviors. Consequently, this study explores the factors that affect the recyclable product purchasing behavior of Generation Z consumers in Turkey. The study employs the Theory of Planned Behavior (TPB) to evaluate the applicability of this model in explaining recyclable product purchasing behavior. Furthermore, the study extends the original framework of the TPB model to include a new factor, Receptivity to Green Advertising. The data were collected from 171 participants through a questionnaire method and analyzed using Smart PLS-SEM 4.0 and IBM SPSS 26 programs. The findings indicate that among all the structural elements of the TPB, attitude and perceived behavioral control significantly contributed to the recyclable product purchasing behavior of Generation Z consumers, while subjective norms did not significantly influence their behavior. Moreover, the study found that Receptivity to Green Advertising had a positive and significant impact on the recyclable product purchasing behavior of Generation Z consumers. Therefore, increasing Generation Z consumers' receptivity to green advertising could potentially enhance the market success of recyclable products by encouraging them to purchase more of these products.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"128 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132639158","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.
{"title":"Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior","authors":"S. S. Graça, V. P. Kharé","doi":"10.51300/brp-2023-96","DOIUrl":"https://doi.org/10.51300/brp-2023-96","url":null,"abstract":"This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational factors and green buying behavior. Third, it takes a cross-country perspective by investigating green buying behavior under distinct cultural contexts (collectivism versus individualism). The hypothesized model was tested with data collected in the United States and Brazil and using structural equation modeling analysis. Findings reveal that sustainability education, whether initiated by the consumer or by the organization, contributes positively to promote a brand’s green image. Environmental concern and perceived consumer effectiveness both mediate the relationships between educational factors and green buying behavior. Lastly, the moderating effects of culture highlight the importance of environmental concern in a collectivist country and perceived consumer effectiveness in an individualist country.","PeriodicalId":107841,"journal":{"name":"Business Research Proceedings","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128061957","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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