Sustainable marketing: The effects of environmental consciousness, lifestyle and involvement degree on environmentally friendly purchasing behavior

ABSTRACT

The main aim of this study is to determine the roles of environmental consciousness, lifestyle and involvement factors on purchasing behavior. Factors affecting environmentally friendly behaviors were explained within the context of attitude, intention and behavior with a holistic approach. TRA Model (Theory of Reasoned Action) was expanded by adding variables that express individual consumer characteristics.

Data were gathered via face to face survey from 900 participants who live in Istanbul where people from different socio-economic backgrounds are thought to be located. The proposed model was analyzed by means of Structural Equation Modelling.

According to results, environmental consciousness, lifestyle and involvement factors have significant impacts upon attitude and intention towards buying. Also, behavioral dimension of environmental consciousness (such as recycling) and purchasing intention have the greatest impact upon buying behavior.

这项研究的主要目的是确定环境意识, 生活方式和参与因素对购买行为的作用。对影响环境友好行为的因素从态度, 意图和行为三个方面进行了整体分析。通过增加表示个人消费者特征的变量, 扩展了TRA模型 (理性行为理论模型) 。

通过面对面调查收集了来自900位居住在伊斯坦布尔的参与者的数据, 这些参与者被认为是来自不同社会经济背景。通过结构方程建模对提出的模型进行了分析。

结果表明, 环境意识, 生活方式和参与因素对购买的态度和意愿有显著影响。此外, 环境意识 (如回收利用) 和购买意愿的行为维度对购买行为的影响最大。

KEYWORDS:

• Sustainable marketing
• environmental consciousness
• lifestyle
• involvement
• environmentally friendly products purchasing behavior

关键词:

• 可持续营销
• 环境意识
• 生活方式
• 参与度
• 环保产品的购买行为

Disclosure statement

We have no conflict of interest, financial or otherwise.

Additional information

Funding

For data collection from the field, financial support was obtained from the Scientific Research Project Unit of Istanbul University. Project number: [20790].