Mediating effect of environmental orientation on pro-environmental purchase intentions in a low-involvement product situation. Issue 2 (May 2017)

• Record Type: Journal Article
• Authors: Coşkun, Ayşen; Vocino, Andrea; Polonsky, Michael
• Is Part Of: Australasian marketing journal. Volume 25:Issue 2(2017)
• Page Start: 115
• Page End: 125
• Publication Date: 2017-05
• Subjects: Environmental orientation -- Apathy -- Myopia -- Locus of control -- Mediation -- Low-involvement product; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2017.04.008
• Languages: English
• ISSNs: 1441-3582

Abstract

Highlights: The theory of planned behavior is expanded to explore low-involvement pro-environmental consumption in a developing country. Environmental orientation mediates the impact of positive and negative attitudinal factors. Shaping consumption for low involvement green goods is more complicated than for high involvement green goods. Abstract: Low-involvement consumption includes the majority of regular purchases by individuals and the community, and collectively these have a substantial negative environmental impact. It is, therefore, an important environmental domain to examine. This research surveys 340 Turkish consumers and examines whether apathy, locus of control and myopia influence environmental orientation and purchase intentions for a low-involvement green product, and whether purchase intentions are mediated by consumers' environmental orientation. The results suggest that environmental orientation positively affects purchase intentions, whereas external locus of control negatively affects purchase intentions. Environmental orientation mediates the effect of the internal and external locus of controls' effect on purchase intentions. The results indicate that environmental orientation is a critical direct and indirect driver of purchase intentions for low-involvement environmental goods. Moreover, it highlights that achieving an increase in consumers' purchase intentions for low-involvement green goods may be more challenging than influencing their purchase intentions for high-involvement green goods. The inability to increase purchase intentions for low involvement green goods will substantially inhibit reduction of consumers' environmental impacts through daily activities. Chinese Abstract: 低度介入消费包括个人和社区的大部分规律性购买行为，总体而言对环境有显著负面影响。因此，这是需要探讨的一个重要环境领域。此项研究调查了340位土耳其消费者，旨在探讨淡漠、控制点和近视是否影响针对低介入绿色产品的环境导向和购买意愿，以及购买意愿是否受消费者环境导向的影响。调查结果提示，环境导向对购买意愿有积极影响，外部控制点对购买意愿则有消极影响。环境导向调节内外控制点对购买意愿的影响。调查结果提示，对于低介入环保产品来说，环境导向是购买意愿的重要直接和间接驱动因素。而且，调查结果表明，提高消费者对低介入绿色产品的购买意愿可能比影响其对高介入绿色产品的购买意愿更具挑战性。如果无法提高消费者对低介入绿色产品的购买意愿，将显著妨碍消费者通过日常活动降低对环境的影响。