The mediating role of exogenous shocks in green purchase intention: evidence from italian fashion industry in the Covid-19 era

Eleonora Annunziata (), Tommaso Pucci, Jacopo Cammeo, Lorenzo Zanni and Marco Frey
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Eleonora Annunziata: Scuola Superiore Sant’Anna
Tommaso Pucci: University of Siena
Jacopo Cammeo: University of Siena
Lorenzo Zanni: University of Siena
Marco Frey: Scuola Superiore Sant’Anna

Italian Journal of Marketing, 2023, vol. 2023, issue 1, No 3, 59-79

Abstract: Abstract This work investigates how the COVID-19 outbreak has affected consumers’ green purchasing intention in the fashion industry. It examines how this exogenous shock has influenced the relationship between consumer green purchasing intention and its three relevant antecedents (environmental knowledge (EK), environmental concern (EC), eco-friendly behaviour (EFB)). A survey of 1433 Italian consumers was carried out. The data were analysed through a structural equation modelling method to evaluate the direct and indirect mediating effects of the COVID-19 shock on the relationship between green purchasing intention and its antecedents (i.e., EK, EC and EFB) by considering traditional and online purchasing channels. The results of the model confirmed a positive relationship between green purchasing intention and its antecedents. The COVID-19 pandemic was also found to positively mediate the relationship between green purchase intention and two out of its three antecedents (i.e., EK and EC) in both traditional and online purchasing channels. This paper contributes to the literature on sustainable consumption by assessing magnitude of the relationship between green purchasing intention and its antecedents, and the mediating role exerted by a complex exogenous shock such as the COVID-19 outbreak.

Keywords: Environmental knowledge; Environmental concern; Eco-friendly behaviour; Sustainable fashion; Purchase intention; COVID-19 (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s43039-023-00065-4

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