Environmental Purchasing: From the Perspective of Claims, Involvement, and Societal Structure
Al-Ibrahim, Dr. Kokku Randheer, Dr. Abdulrahaman Al-Aali, and Ruwaida . 2014
One of the major issues in marketing today is green marketing, or environmental consumption. This study examined whether environmental claims, societal structure, and consumer involvement in environmental issues influence positive consumer attitudes toward the environment and affect purchase decisions. A sample of 460 individuals was included in this study. Data were collected using a multiple-item scale developed to address all of the variables of the study. Data reduction was conducted using factor analysis. Seven factors were identified with alpha values that met the threshold level of 0.7, and total variance explained exceeded 65%. The association between favorable consumer attitudes toward the environment and independent variables was found to be significant. High and low environmental involvement, substantive claims, associative claims, message framing, collectivism, individualism, and favorable consumer attitudes were found to be significant predictors of willingness to perform an environmental purchase decision. Managerial implications highlight the importance of directing environmental issues toward the young and creating platforms that inform, educate, and convert markets into green consumption. An enormous opportunity exists for green consumption, and practitioners should translate this knowledge into a profitable model.
