Navigating the green maze: Insights for businesses on consumer decision-making and the mediating role of their environmental concerns

dc.contributor.authorLopes, João M.
dc.contributor.authorTrancoso, Tiago
dc.contributor.authorGomes, Sofia
dc.date.accessioned2024-02-01T17:41:04Z
dc.date.available2024-02-01T17:41:04Z
dc.date.issued2024-01-25
dc.description.abstractPurpose Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions. Design/methodology/approach This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey. Findings Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns. Practical implications According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness. Social implications It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society. Originality/value The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.
dc.identifier.citationLopes, J. M. M., Gomes, S., & Trancoso, T. (2024). Navigating the green maze: Insights for businesses on consumer decision-making and the mediating role of their environmental concerns. Sustainability Accounting, Management and Policy Journal, (Published online: 25 january 2024), 1-23. https://doi.org/10.1108/SAMPJ-07-2023-0492. Repositório Institucional UPT. https://hdl.handle.net/11328/5361
dc.identifier.doihttps://doi.org/10.1108/SAMPJ-07-2023-0492
dc.identifier.issn2040-8021
dc.identifier.urihttps://hdl.handle.net/11328/5361
dc.language.isoeng
dc.publisherEmerald
dc.relationThis work are funded by FCT – Fundação para a Ciência e a Tecnologia, IP, project UIDB/04630/2020.
dc.relation.hasversionhttps://www.emerald.com/insight/content/doi/10.1108/SAMPJ-07-2023-0492/full/html
dc.rightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectGreen consumer orientation
dc.subjectSustainable development goals
dc.subjectSustainable consumer behavior
dc.subjectEnvironmental concerns
dc.subjectGreen purchase decision
dc.subject.fosCiências Sociais - Economia e Gestão
dc.titleNavigating the green maze: Insights for businesses on consumer decision-making and the mediating role of their environmental concerns
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage23
oaire.citation.issuePublished online: 25 january 2024
oaire.citation.startPage1
oaire.citation.titleSustainability Accounting, Management and Policy Journal
person.affiliation.nameREMIT - Research on Economics, Management and Information Technologies
person.familyNameGomes
person.givenNameSofia
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.orcid0000-0002-0326-0655
person.identifier.ridAAX-9149- 2021
person.identifier.scopus-author-id36983012600
relation.isAuthorOfPublication05ebcd91-a47c-4480-bf6a-7865f2014dc2
relation.isAuthorOfPublication.latestForDiscovery05ebcd91-a47c-4480-bf6a-7865f2014dc2

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