16 research outputs found
Pro-Environmental Purchasing Behaviour during the economic crisis
No full textΔημοσιεύσεις μελών--ΣΔΟ--Τμήμα Εμπορίας και Διαφήμισης,2014Examination of Pro-Environmental Purchasing Behaviour (PPB) and its potential
components. Investigation of the number and the size of relevant consumer segments. Determining
the factors able to describe the segment of frequent pro-environmental purchasers. This paper aims to
discuss these issues.
Design/methodology/approach – Investigation of PPB as a total multi-item variable. Disclosure of
the PPB components. Examination of the Purchase component and disclosure of its clusters. Focus on
the cluster of frequent purchasers. Estimation of the demographic, attitudinal and psychographic
variables able to describe and predict these consumers.
Findings – Two components of PPB were found, namely Conservation (high consumer
engagement in this) and Purchase (low consumer engagement in this). Inside the Purchase
component of PPB three clusters were found, indicating, respectively, low, average and relatively
high consumers’ involvement. Consumers in Cluster 3 (frequent pro-environmental purchasers)
are fewer than in the past. They were found to be negatively influenced by environmental unconcern
attitudes and Materialism, while they were positively affected by locus of control over politics
and Universalism.
Research limitations/implications – No demographic profile of frequent purchasers. Geographical
area limited (a potential) generalisation of results. Social desirability effect. Future research with reference
to evolutions in pro-environmental post-purchasing or non-purchasing behaviours during the years of
economic crisis.
Practical implications – Fewer consumers would buy ecological products if these were not comparable
enough with the conventional products in terms of price and efficacy.
Originality/value – First effort to explore the impact of the economic crisis on PPB in Greece.
Encompassed new categories of ecological products. Revealed two components inside PPB (Purchase
and Conservation) as well as number and size of consumer segments inside the Purchase component.
Formulation of a partial profile of the frequent pro-environmental purchasers. Impact of Universalism
on PPB was for the first time examined
Consumers’ Intentions to Buy Cosmetics and Detergents with Ingredients Made from Recycled CO2
No full textThis paper aims to examine Greek consumers’ intentions to purchase innovative green cosmetics and detergents. The new products, not yet delivered to the market, will contain green chemicals produced by recycled CO2, sun, and water. A model of the Theory of Planned Behaviour extended by scepticism was conceptualised, and the relevant measures were originally developed for this study. A survey was conducted through electronic interviews with 306 respondents. Stratified sampling was implemented according to the population distributions of gender and age in Greece. The results revealed that perceived behavioural control was the stronger influencer of intentions, followed by subjective norms, while the impact of attitudes was found to be surprisingly weak. Scepticism was found able to moderate the relationship between subjective norms and consumption intentions, indicating that the influence of important persons on intentions towards green buying is stronger in those consumers who obtained a higher level of scepticism
Are Greeks’ Unconcerned about Ethical Market Choices?"
Get PDFAn Ethical Unconcern (EthU) scale was constructed and its impact on Positive Ethical Consumption was examined. The procedure of EthU included literature search, brainstorming and discussion groups to generate the preliminary pool of 99 items, refinement of the scale via a students’ survey by the employment of item-to-total correlation and alpha-if-item deleted techniques. The initial scale was tested in a consumer survey conducted in the urban area of Thessaloniki, Greece. Item-to-total correlation and alpha-if-item deleted techniques were applied again, followed by Exploratory Factor Analysis (EFA) by the employment of PCA. The procedure left 21 items in five factors with eigenvalues greater than 1 explaining 61.34% of the variance. The five factors were named Boycott/ Discursive, Fair-Trade, Scepticism, Powerlessness and Ineffectiveness. The AMOS SPSS was then used to conduct confirmatory factor analysis. Goodness-of-fit results indicated that the measurement model fit the data well (χ2=594.226, p<0.000, CFI=0.926, NFI=0.899, TLI=0.910, RMSEA=0.066). The examination of the Positive Ethical Consumption indicated rare to occasional ethical buying choices among Greek consumers. The inhibiting role of Ethical Unconcern on Positive Ethical Consumption was found to be rather low
Cosmetics and Detergents with Recycled CO<sub>2</sub>: A Cross-Country Study with a Modified by Risk Perception Values–Beliefs–Norms Model
No full textThis paper presents the examination of a values–beliefs–norms (VBN) model, modified by climate change risk perception, in France, Germany, and Spain, to investigate consumers’ intentions to purchase personal and house care products that are going to contain innovative ingredients made from recycled CO2. Electronic interviews were undertaken by a research agency on stratified (gender and age) samples in each country. Solely biospheric values indicated a statistically significant and positive causal relationship with risk perception. Risk perception provided the strongest of all impacts on awareness of consequences. Awareness of consequences affected the ascription of responsibility, and ascription of responsibility affected personal norms, which in turn generated consumption intentions. VBN was found powerful in explaining 58%, 60.2%, and 43.3% of the variance in intentions to buy CPGs with green chemical ingredients in French, German, and Spanish consumers, respectively. Moderation analysis indicated that the relationship between personal norms and consumption intentions is stronger in France and Germany than in Spain. Theoretical and practical implications are provided
Greeks' intentions to visit a green hotel are influenced by Perceived Control and Past Experience
No full textThis research study addressed the ability of an extended with Past Experience model of the Theory of Planned Behavior (TPB) to reveal the Greek travelers’ intentions to choose a green hotel over a conventional one. Perceived Behavioral Control provided a stronger impact on intentions, followed by Subjective Norms and Past Experience, while Attitudes offered rather weak evidence of influence. The additional factor of Past Experience was found to be also correlated with Perceived Behavioral Control. Therefore, it can be implied that green hotels’ communication strategies should firstly underline the travelers’ own control to choose a green hotel, emphasizing that there are no time, money, or opportunity obstacles to restrict them. Secondly, visitors as well as distinguished persons, who have previously experienced a visit to a green hotel, should be promoted and valorized in an effort to increase social pressure. Thirdly, staying at a green hotel should be presented as a positive, environmentally beneficial while healthy, desirable, and enjoyable experience.Este estudio evalúa la habilidad de la teoría del comportamiento planeado (TPB), extendida con un modelo de Experiencia Pasada, para revelar la intención de los turistas griegos de elegir un hotel verde antes que uno convencional. El Control Conductual Percibido muestra un mayor impacto en las intenciones, seguido de Normas Subjetivas y Experiencias Pasadas, mientras que se ha obtenido poca evidencia de la influencia de las Actitudes. El factor adicional de la Experiencia Pasada resultó estar también relacionado con el Control Conductual Percibido. Por lo tanto, esto implica que las estrategias de comunicación de los hoteles verdes deberían, en primer lugar, apelar al control del propio turista sobre la elección de un hotel verde, enfatizando que no hay obstáculos económicos, temporales o de oportunidades que los restrinjan. En segundo lugar, se debería promover y valorar a los visitantes, así como a personajes distinguidos, que hayan visitado un hotel verde, para incrementar así a presión social. En tercer lugar, la estancia en un hotel verde debe presentarse como positiva y beneficiosa para el medio ambiente, a la vez que como una experiencia saludable, deseable y disfrutable
Recycled CO2 in Consumer Packaged Goods: Combining Values and Attitudes to Examine Europeans’ Consumption Intentions
No full textThe main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO2. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results
Climate Change Risk Perceptions in a VBN Model to Predict Intentions to Buy Cosmetics and Detergents Containing Recycled CO2
No full text<p>SunCoChem presentation delivered by Antonia Delistavrou, Associate Professor at the International Hellenic University (IHU) during the European Marketing Academy's Regional Conference (EMAC), taking place at the University of Piraeus in Athens (Greece) on September 27th-29th, 2023.</p><p>The SunCoChem project has received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No. 862192</p>
