The Moderating Role of Product Type in Network Buying Behavior

Jin Xiao, Ling Xie, Muhammad Faisal Shahzad and Jamshed Khan Khattak

SAGE Open, 2020, vol. 10, issue 2, 2158244020917953

Abstract: This article investigates how consumer attitudes toward green buying and subjective norms influence the network buying with the mediation of behavioral intentions and moderation of product type. Due to the increasing environmental concerns, network buying has positively changed human interactions with the environment. Based on a sample of 392 Chinese consumers, this study reveals that consumer attitudes toward green buying and subjective norms significantly influence network buying. The empirical results provide strong evidence for the mediating role of behavioral intentions in the relationship between the attitudes toward green buying and network buying. This study empirically tests a model, including the moderating effect of product type toward green products through network buying. Green consumption through network buying will help consumers to live a healthy life together with achieving environmental sustainability and consumer well-being at large. Interestingly, the current study suggests that network buying can drive sustainable consumption.

Keywords: network buying; environmental sustainability; product type; behavioral intentions; functional use belief (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020917953

DOI: 10.1177/2158244020917953

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