Linking green skepticism to green purchase behavior. (10th September 2016)

• Record Type: Journal Article
• Authors: Goh, See Kwong; Balaji, M.S.
• Is Part Of: Journal of cleaner production. Volume 131(2016:Sep.)
• Page Start: 629
• Page End: 638
• Publication Date: 2016-09-10
• Subjects: Green marketing -- Skepticism -- Environmental concern -- Environmental knowledge -- Green products; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2016.04.122
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: Widespread societal concern that firms are disseminating false or ambiguous environmental information has led to a growing number of customers becoming skeptical about the environmental performance and benefits of green products. As skepticism might have a detrimental effect on consumer responses there is a need for a better understanding of how skepticism affects green purchase behavior. Thus, the present study aims to investigate the role of skepticism in green purchase behaviors. More specifically, based on the attitude-behavior-context theory, this study investigates the mediating role of environmental concern and environmental knowledge in the relationship between green skepticism and green purchase intentions in an emerging economy of Malaysia. The mall intercept method was used to collect responses from 303 actual retail customers. Structural equation modeling results show that environmental concern and environmental knowledge fully mediate the relationship between green skepticism and green purchase intentions. The findings reveal that green skepticism lowers customers' environmental knowledge and environmental concern, in turn adversely impacting their purchase intentions for green products. These findings will assist environmental management scholars and firms to understand how skepticism impacts green purchase behavior and develop strategies to enhance customer attitude and behaviors concerning green products. Highlights: Green skepticism is rapidly gaining momentum worldwide. The role of green skepticism in influencing green purchase behavior was investigated in an emerging economy. Skepticism reduces consumers' knowledge and environment concern which, in turn, decreases intentions to buy green products Need regulatory policy to improve green performance communication and reduce green skepticism.