Does citizenship behavior have a role in changing attitude toward green products?

ABSTRACT

The green products industry is continuously growing worldwide. The increase in public concern and awareness of health, knowledge of the environment, as well as protecting the environment have led consumers to consider environmental issues and to purchase environmentally friendly products. This increase has given rise to research in the field of green products, especially when marketers seek the consumers’ motivation for purchasing green products. This study aims to examine the factors influencing the consumers’ attitudes toward green products regarding the citizenship behavior. A survey was conducted among 208 green products consumers. The data were collected by a questionnaire and analyzed through SEM. The results of the study revealed that health consciousness, knowledge environment, and attitude toward the environment had a significant effect on consumers’ attitudes toward green products. Moreover, citizenship behavior was found to function as a moderating variable in this relationship. Green products were perceived to be more expensive and healthier than conventionally produced alternatives. A major obstacle to the purchase of green products was reported to be premium prices. The volunteers would decrease the consumption of green products when the price was high and would increase their consumption when their ecological values encouraged them to do so.

Abbreviation: Green products (GP); citizenship behavior (CB); consumer attitude (CA); health consciousness (HC)

KEYWORDS:

• green products
• citizenship behavior
• consumers attitude
• health consciousness