Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention

Ying-Kai Liao, Wann-Yih Wu and Thi-That Pham
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Ying-Kai Liao: Program of International Business, Nanhua University, Chiayi County 62249, Taiwan
Wann-Yih Wu: Program of International Business, Nanhua University, Chiayi County 62249, Taiwan
Thi-That Pham: Department of Business Administration, Nanhua University, Chiayi County 62249, Taiwan

Sustainability, 2020, vol. 12, issue 18, 1-19

Abstract: The purpose of this study is to integrate the theoretical base of green purchasing by using the signaling theory approach to green marketing. Since previous studies do not combine relevant factors from the perspective of Signaling Theory and Attitude-Behavior-Context (ABC) Theory for green purchase, this study attempts to examine the effects of green customer value and attitude towards green products on green purchase intention. Moreover, it aims to identify the moderating effects of green marketing and green psychological benefits on the relationships between customer value, attitude, and green purchase intention. This study involved a survey that comprised 319 customers with at least a year’s experience in buying green products in Cambodia. The findings empirically revealed a significant and positive influence of green customer value on attitude towards green products. Furthermore, both green customer value and attitudes towards green products have a positive effect on green purchase intention. Green marketing (environmental advertising, and green word-of-mouth) and green psychological benefits (warm glow, self-expressive benefits, and nature experience) moderate the relationships between customer value, attitude towards the green product, and green purchase intention. The results may be beneficial for managers and marketers to develop appropriate green marketing strategies. They may also be helpful for academicians to conduct further validations regarding the theoretical framework of green purchasing.

Keywords: attitude towards green product; green marketing; green customer value; green psychological benefits; green purchase intention; Signaling Theory; ABC Theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (36)

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