Does It Matter Who Exhibits More Green Purchase Behavior of Cosmetic Products in Asian Culture? A Multi-Group Analysis Approach

Farzana Quoquab, Azila Jaini and Jihad Mohammad
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Farzana Quoquab: Azman Hashim Internal Business School (AHIBS), Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
Azila Jaini: Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Pengkalan Chepa 16100, Malaysia
Jihad Mohammad: Department of Management and Marketing, College of Business and Economics, Qatar University, Doha 2713, Qatar

IJERPH, 2020, vol. 17, issue 14, 1-20

Abstract: This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers’ green purchase behavior.

Keywords: green purchase behavior; value orientation; gender; pro-environmental belief; personal norm; cosmetics industry (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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