Sustainable marketing: The effects of environmental consciousness, lifestyle and involvement degree on environmentally friendly purchasing behavior

Pınar Mataracı and Sema Kurtuluş

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 3, 304-318

Abstract: The main aim of this study is to determine the roles of environmental consciousness, lifestyle and involvement factors on purchasing behavior. Factors affecting environmentally friendly behaviors were explained within the context of attitude, intention and behavior with a holistic approach. TRA Model (Theory of Reasoned Action) was expanded by adding variables that express individual consumer characteristics.Data were gathered via face to face survey from 900 participants who live in Istanbul where people from different socio-economic backgrounds are thought to be located. The proposed model was analyzed by means of Structural Equation Modelling.According to results, environmental consciousness, lifestyle and involvement factors have significant impacts upon attitude and intention towards buying. Also, behavioral dimension of environmental consciousness (such as recycling) and purchasing intention have the greatest impact upon buying behavior.

Date: 2020
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DOI: 10.1080/21639159.2020.1766988

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