Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity

Chia-Lin Hsu, Chi-Ya Chang and Chutinart Yansritakul

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 145-152

Abstract: Increased community awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the theory of planned behavior (TPB), this study aims to explain the effects (i.e., attitude, subjective norm, and perceived behavioral control) on purchase intention of green skincare products; it also aims to determine if country of origin (COO) and price sensitivity moderate the links between purchase intention and its antecedences. Data collected from 300 respondents in Taiwan are tested against the research model by using structural equation modelling. The results indicate that attitude, subjective norm, and perceived behavioral control have a significant impact on purchase intention of green skincare products, and that country of origin and price sensitivity can enhance the positive effects on the links between purchase intention and its antecedences. The findings of this study present important theoretical and practical implications for consumer green product purchase behaviors.

Keywords: Environmental problem; Green skincare product; Country of origin; Price sensitivity; The theory of planned behavior (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (80)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698916303721
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:34:y:2017:i:c:p:145-152

DOI: 10.1016/j.jretconser.2016.10.006

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().