The Effects of Subjective Knowledge, Altruistic Value and Consumer Self-Confidence on the Green Purchase Attitudes and Green Purchase Behaviour of Chinese Customers

• Autorzy: Shengyu Gu

Warianty tytułu

Wpływ subiektywnej wiedzy, altruistycznych wartości i pewności siebie konsumentów na proekologiczne postawy i zachowania zakupowe chińskich klientów

• Języki publikacji: EN

Abstrakty

EN

In the current era of globalization, increases in marketing and advertising have enhanced customer knowledge and confidence. This study aims to investigate the effects of altruistic value, subjective knowledge and consumer self-confidence on green purchase attitudes and behaviour utilizing a cross-sectional data collection from hotel customers. First of all, the reliability and validity of the data were ensured, and later structural equational modelling was applied by AMOS. The results highlighted that consumer self-confidence, altruistic value and subjective knowledge have a positive and significant effect on green purchase behaviour and attitudes. The results also revealed that green purchase attitudes significantly mediate the relationships between green purchase behaviour and consumer self-confidence, altruistic value and subject knowledge. The study focused only on customers searching for a hotel and was limited to China. Future studies can use a similar model by focusing on any other country. (original abstract)

W trwającej erze globalizacji dzięki rozwojowi marketingu i reklamy zwiększyła się wiedza i pewność siebie klientów. Celem niniejszego opracowania jest zbadanie wpływu altruistycznych wartości, subiektywnej wiedzy i pewności siebie konsumentów na ich nastawienie i zachowania związane z zakupami proekologicznymi na podstawie przekrojowych danych zbieranych od klientów hoteli. Przede wszystkim zapewniono wiarygodność i trafność danych, a następnie zastosowano modelowanie równań strukturalnych za pomocą oprogramowania AMOS. Wyniki pokazały, że pewność siebie konsumentów, altruistyczne wartości i subiektywna wiedza mają pozytywny i znaczący wpływ na zachowania i postawy związane z zakupem proekologicznym. Wyniki ujawniły również, że postawy dotyczące proekologicznych zakupów w istotny sposób modyfikują zależności między zachowaniami związanymi z takimi zakupami a pewnością siebie konsumentów, wartościami altruistycznymi i wiedzą przedmiotową. Badanie koncentrowało się tylko na klientach poszukujących hotelu i ograniczało się do Chin. Przyszłe studia mogą zastosować podobny model, skupiając się na innym wybranym kraju. (abstrakt oryginalny)

Słowa kluczowe

EN

Knowledge; Altruism; Value to customer; Consumer behaviour; Purchase preferences; Ecological awareness

PL

Wiedza; Altruizm; Wartość dla klienta; Zachowania konsumenta; Preferencje zakupowe; Świadomość ekologiczna

• Czasopismo: Turyzm
• Rocznik: 2022
• Tom: 32
• Numer: z. 2
• Strony: 7--27

Twórcy

autor

Shengyu Gu

• Huizhou University

Bibliografia

• Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., Van Huylenbroeck, G. (2011). The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal, 113 (11), 1353-1378. https://doi.org/10.1108/00070701111179988
• Amyx, D.A., DeJong, P.F., Lin, X.H., Chakraborty, G., Wiener, J.L. (1994). Influencers of purchase intentions for ecologically safe products: An exploratory study. In: C.W. Park and D.L. Smith (eds), AMA Winter Educators' Conference Proceedings 5 (pp. 341-347). Chicago: American Marketing Association.
• Anderson, J.C., Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
• Arcury, T.A., Christianson, E.H. (1990). Environmental worldview in response to environmental problems: Kentucky 1984 and 1988 compared. Environment and Behavior, 22 (3), 387-407. https://doi.org/10.1177/0013916590223004
• Aurier, P., Ngobo, P.-V. (1999). Assessment of consumer knowledge and its consequences: A multi-component approach. Retrieved from: https://www.acrwebsite.org/volumes/8321/volumes/v26/NA%20-%2026 (30.06.2019).
• Axelrod, L.J., Lehman, D.R. (1993). Responding to environmental concerns: What factors guide individual action? Journal of Environmental Psychology, 13 (2), 149-159. https://doi.org/10.1016/S0272-4944(05)80147-1
• Bagozzi, R.P., Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/BF02723327
• Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17 (1), 51-56. https://doi.org/10.1016/0148-2963(88)90022-7
• Barber, N., Taylor, D.C., Strick, S. (2010). Selective marketing to environmentally concerned wine consumers: A case for location, gender and age. Journal of Consumer Marketing, 27 (1), 64-75. https://doi.org/10.1108/07363761011012967
• Berger, I.E., Corbin, R.M. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy & Marketing, 11 (2), 79-89. https://doi.org/10.1177/074391569201100208
• Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12 (1), 1-16. https://doi.org/10.1086/209031
• Chan, R.Y.K. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18 (4), 389-413. https://doi.org/10.1002/mar.1013
• Chen, L. (2013). A study of green purchase intention comparing with collectivistic (Chinese) and individualistic (American) consumers in Shanghai, China. Information Management and Business Review, 5 (7), 342-346. https://doi.org/10.22610/imbr.v5i7.1061
• Chen, M.-F., Tung, P.-J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers' intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230. https://doi.org/10.1016/j.ijhm.2013.09.006
• Choo, T.G., Park, H.H. (2013). The effect of consumption value on attitude and repurchase intention of secondhand fashion goods. The moderating role of self-confidence in fashion coordination. Journal of the Korean Society of Clothing and Textiles, 37 (4), 618-630. https://doi.org/10.5850/JKSCT.2013.37.4.618
• D'Souza, C., Taghian, M., Brouwer, A.R. (2021a). Ecolabels information and consumer self-confidence in decision making: A strategic imperative. Journal of Strategic Marketing, 29 (2), 141-157. https://doi.org/10.1080/0965254X.2019.1636845
• D'Souza, C., Taghian, M., Apaolaza, V., Hartmann, P., Brouwer, A., Chowdhury, B. (2021b). Consumer self-confidence in green foods: An investigation of the role of ecolabels using the theory of planned behavior and market segmentation. Journal of International Food & Agribusiness Marketing, 1-31. https://doi.org/10.1080/08974438.2021.1901826
• Dodd, T.H., Laverie, D.A., Wilcox, J.F., Duhan, D.F. (2005). Differential effects of experience, subjective knowledge, and objective knowledge on sources of information used in consumer wine purchasing. Journal of Hospitality & Tourism Research, 29 (1), 3-19. https://doi.org/10.1177/1096348004267518
• Ellen, P.S. (1994). Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors. Journal of Business Research, 30 (1), 43-52. https://doi.org/10.1016/0148-2963(94)90067-1
• Feick, L., Park, C.W., Mothersbaugh, D.L. (1992). Knowledge and knowledge of knowledge: What we know, what we think we know, and why the difference makes a difference. Retrieved from: https://www.acrwebsite.org/volumes/7294 (26.07.2019).
• Fornell, C., Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.1177/002224378101800104
• Fryxell, G.E., Lo, C.W.H. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46 (1), 45-69. https://doi.org/10.1023/A:1024773012398
• Gallarza, M.G., Arteaga, F., Gil-Saura, I. (2019). Customer value in tourism and hospitality: Broadening dimensions and stretching the value-satisfaction-loyalty chain. Tourism Management Perspectives, 31, 254-268. https://doi.org/10.1016/j.tmp.2019.05.011
• Gammon, S., Robinson, T. (2003). Sport and tourism: A conceptual framework. Journal of Sport & Tourism, 8 (1), 21-26. https://doi.org/10.1080/14775080306236
• Green Hotel Association (2019). What are green hotels? Retrieved from: http://greenhotels.com/index.php (16.02.2019).
• Guéguen, N., Stefan, J. (2016). 'Green altruism': Short immersion in natural green environments and helping behavior. Environment and Behavior, 48 (2), 324-342. https://doi.org/10.1177/0013916514536576
• Han, H., Hsu, L.-T.(J.), Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31 (3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013
• Handique, K. (2014). Role of collectivism, environmental concern, scepticism and perceived consumer effectiveness on the green purchasing behaviour of consumers of Guwahati, India. Retrieved from: http://internationaljournalcorner.com/index.php/theijbm/article/view/137712/96647 (16.02.2021).
• Henseler, J., Ringle, C.M., Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
• House, L.O., Lusk, J., Jaeger, S.R., Traill, W.B., Moore, M., Valli, C., Morrow, B., Yee, W.M.S. (2004). Objective and subjective knowledge: Impacts on consumer demand for genetically modified foods in the United States and the European Union. Retrieved from: https://agbioforum.org/wp-content/uploads/2021/02/AgBioForum_7_3_113.pdf (13.02.2019).
• Hsu, C.-L., Lin, J.C.-C. (2015). What drives purchase intention for paid mobile apps? An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14 (1), 46-57. https://doi.org/10.1016/j.elerap.2014.11.003
• Huang, Y. (2016). Customers' perceptions and expectations of green hotels in China: A case study [Doctoral dissertation]. Auckland Uniwersity of Technology. Retrieved from: https://openrepository.aut.ac.nz/bitstream/handle/10292/10071/HuangY.pdf?sequence=3 (22.02.2019).
• Jaiswal, D., Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69. https://doi.org/10.1016/j.jretconser.2017.11.008
• Jauhari, V., Manaktola, K. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19 (5), 364-377. https://doi.org/10.1108/09596110710757534
• Jiang, P., Rosenbloom, B. (2014). Consumer knowledge and external pre-purchase information search: A meta-analysis of the evidence. In: Consumer Culture Theory (Research in Consumer Behavior). Vol. 15 (pp. 353-389). Bingley: Emerald Group Publishing Limited. https://doi.org/10.1108/S0885-2111(2013)0000015023
• Johnson, T.E., Bastian, S.E.P. (2008). A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour. Australian Journal of Grape and Wine Research, 13 (3), 186-197. https://doi.org/10.1111/j.1755-0238.2007.tb00249.x
• Joshi, Y., Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3 (1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001
• Kalafatis, S.P., Pollard, M., East, R., Tsogas, M.H. (1999). Green marketing and Ajzen's theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16 (5), 441-460. https://doi.org/10.1108/07363769910289550
• Karp, D.G. (1996). Values and their effect on pro-environmental behavior. Environment and Behavior, 28 (1), 111-133. https://doi.org/10.1177/0013916596281006
• Kasliwal, N., Agarwal, S. (2015). A study on Indian consumers' attitude and choice of preferences for green attributes of the hotel industry. Prabandhan: Indian Journal of Management, 8 (1), 21-33. https://doi.org/10.17010/pijom/2015/v8i1/61258
• Kaufmann, R.H., Panni, M.F.A.K., Orphanidou, Y. (2012). Factors affecting consumers' green purchasing behavior: An integrated conceptual framework. Retrieved from: https://www.amfiteatrueconomic.ro/temp/Article_1100.pdf (8.06.2021).
• Kinnear, T.C., Taylor, J.R. (1973). The effect of ecological concern on brand perceptions. Journal of Marketing Research, 10 (2), 191-197. https://doi.org/10.1177/002224377301000210
• Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75 (4), 132-135. https://doi.org/10.1509/jmkg.75.4.132
• Kumar, R., Philip, P.J., Sharma, C. (2014). Attitude - value construct: A review of green buying behaviour. Retrieved from: http://www.pbr.co.in/2014/2014_month/feb/4.pdf (6.09.2021).
• Laroche, M., Bergeron, J., Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18 (6), 503-520. https://doi.org/10.1108/EUM0000000006155
• Li, L., Zheng, H. (2019). Research on environmental problems and countermeasures in the development of sports tourism in China. Frontiers in Sport Research, 1 (3), 18-24.
• Loibl, C., Cho, S.H., Diekmann, F., Batte, M.T. (2009). Consumer self-confidence in searching for information. Journal of Consumer Affairs, 43 (1), 26-55. https://doi.org/10.1111/j.1745-6606.2008.01126.x
• Lynne, G.D., Rola, L.R. (1988). Improving attitude-behavior prediction models with economic variables: Farmer actions toward soil conservation. The Journal of Social Psychology, 128 (1), 19-28. https://doi.org/10.1080/00224545.1988.9711680
• Mainieri, T., Barnett, E.G., Valdero, T.R., Unipan, J.B., Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137 (2), 189-204. https://doi.org/10.1080/00224549709595430
• Mas'od, A., Chin, T.A. (2014). Determining socio-demographic, psychographic and religiosity of green hotel consumers in Malaysia. Procedia - Social and Behavioral Sciences, 130, 479-489. https://doi.org/10.1016/j.sbspro.2014.04.056
• McCarty, J.A., Shrum, L.J. (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30 (1), 53-62. https://doi.org/10.1016/0148-2963(94)90068-X
• Mohamad, Z.Z., Arifin, T.R.T., Samsuri, A.S.B., Munir, M.F.M.B. (2014). Intention to visit green hotel in Malaysia: The impact of personal traits and marketing strategy. Retrieved from: http://www.ijbssnet.com/journals/Vol_5_No_7_June_2014/19.pdf (16.06.2021).
• Mohd Noor, N.A., Mat, N., Mat, N.A., Jamaluddin, C.Z., Salleh, H.S., Muhammad, A. (2012). Emerging green product buyers in Malaysia: Their profiles and behaviours. 3rd International Conference on Business and Economic Research (3rd ICBER 2012) Proceeding, 12-13 March 2012. Golden Flower Hotel, Bandung, Indonesia.
• Mostafa, M.M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & Marketing, 24 (5), 445-473. https://doi.org/10.1002/mar.20168
• National Bureau of Statistics of China (2020). Statistical communiqué of the People's Republic of China on the 2019 national economic and social development. Retrieved from: http://www.stats.gov.cn/english/PressRelease/202002/t20200228_1728917.html (16.10.2021).
• Ok Park, J., Sohn, S.-H. (2018). The role of knowledge in forming attitudes and behavior toward green purchase. Social Behavior and Personality: an international journal, 46 (12), 1937-1953. https://doi.org/10.2224/sbp.7329
• Perrouty, J.P., d'Hauteville, F., Lockshin, L. (2006). The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise. Agribusiness: An International Journal, 22 (3), 323-341. https://doi.org/10.1002/agr.20089
• Pieniak, Z., Aertsens, J., Verbeke, W. (2010). Subjective and objective knowledge as determinants of organic vegetables consumption. Food Quality and Preference, 21 (6), 581-588. https://doi.org/10.1016/j.foodqual.2010.03.004
• Prothero, A. (1996). Environmental decision making: Research issues in the cosmetics and toiletries industry. Marketing Intelligence & Planning, 14 (2), 19-25. https://doi.org/10.1108/02634509610110769
• Rahbar, E., Wahid, N.A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series., 12 (2), 73-83. https://doi.org/10.1108/17515631111114877
• Rahman, I., Reynolds, D. (2016). Predicting green hotel behavioral intentions using a theory of environmental commitment and sacrifice for the environment. International Journal of Hospitality Management, 52, 107-116. https://doi.org/10.1016/j.ijhm.2015.09.007
• Rehman, Z.-u., Dost, M.K.B. (2013). Conceptualizing green purchase intention in emerging markets: An empirical analysis on Pakistan. Retrieved from: http://www.westeastinstitute.com/wp-content/uploads/2013/07/Zia-ur-Rehman.pdf (28.02.2019).
• Selnes, F., Grønhaug, K. (1986). Subjective and Objective Measures of Product Knowledge Contrasted. In: R.J. Lutz (ed.), NA - Advances in Consumer Research. Vol. 13 (pp. 67-71). Provo, UT: Association for Consumer Research.
• Shahnaei, S. (2012). The impact of individual differences on green purchasing of Malaysian consumers. Retrieved from: https://ijbssnet.com/journals/Vol_3_No_16_Special_Issue_August_2012/14.pdf (19.08.2021).
• Sharma, N., Saha, R., Sreedharan, V.R., Paul, J. (2020). Relating the role of green self-concepts and identity on green purchasing behaviour: An empirical analysis. Business Strategy and the Environment, 29 (8), 3203-3219. https://doi.org/10.1002/bse.2567
• Shetzer, L., Stackman, R.W., Moore, L.F. (1991). Business-environment attitudes and the new environmental paradigm. The Journal of Environmental Education, 22 (4), 14-21. https://doi.org/10.1080/00958964.1991.9943057
• Smith, S.M., Haugtvedt, C.P., Petty, R.E. (1994). Attitudes and recycling: Does the measurement of affect enhance behavioral prediction? Psychology & Marketing, 11 (4), 359-374. https://doi.org/10.1002/mar.4220110405
• Steg, L., Bolderdijk, J.W., Keizer, K., Perlaviciute, G. (2014). An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental Psychology, 38, 104-115. https://doi.org/10.1016/j.jenvp.2014.01.002
• Stern, P.C. (2000). New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56 (3), 407-424. https://doi.org/10.1111/0022-4537.00175
• Stern, P.C., Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues, 50 (3), 65-84. https://doi.org/10.1111/j.1540-4560.1994.tb02420.x
• Stern, P.C., Dietz, T., Abel, T.D., Guagnano, G.A., Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Retrieved from: https://humanecologyreview.org/pastissues/her62/62sternetal.pdf (16.01.2019).
• Stern, P.C., Dietz, T., Guagnano, G.A. (1998). A brief inventory of values. Educational and Psychological Measurement, 58 (6), 984-1001. https://doi.org/10.1177/0013164498058006008
• Stern, P.C., Dietz, T., Kalof, L. (1993). Value orientations, gender, and environmental concern. Environment and Behavior, 25 (5), 322-348. https://doi.org/10.1177/0013916593255002
• Teng, Y.-M., Wu, K.-S., Liu, H.-H. (2015). Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel. Journal of Hospitality & Tourism Research, 39 (3), 299-315. https://doi.org/10.1177/1096348012471383
• Ting, C.-T., Hsieh, C.-M., Chang, H.-P., Chen, H.-S. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability, 11 (3), 819. https://doi.org/10.3390/su11030819
• Titterington, A.J., Davies, C.A., Cochrane, A.C. (1996). Forty shades of green: A classification of green consumerism in Northern Ireland. Journal of Euromarketing, 5 (3), 43-63. https://doi.org/10.1300/J037v05n03_04
• Umar A, M., Bachri, S., Rombe, E., Wahyuningsih (2021). Hotel image and service quality on value and customer satisfaction and its impact on word of mouth at star hotels in Central Sulawesi Province. Retrieved from: https://waqafilmunusantara.com/indexphp/2022/05/25/hotel-image-and-service-quality-on-value-and-customer-satisfaction-and-its-impact-on-word-of-mouth-at-star-hotels-in-central-sulawesi-province/ (2.11.2021).
• Verbeke, W. (2008). Impact of communication on consumers' food choices, Proceedings of the Nutrition Society, 67 (3), 281-288. https://doi.org/10.1017/S0029665108007179
• Vicente-Molina, M.A., Fernández-Sáinz, A., Izagirre-Olaizola, J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: Comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61, 130-138. https://doi.org/10.1016/j.jclepro.2013.05.015
• Wang, L., Wong, P.P.W., Narayanan Alagas, E. (2020). Antecedents of green purchase behaviour: An examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14 (1), 63-82. https://doi.org/10.1108/IJCTHR-02-2019-0034
• Wang, L., Wong, P.P.W., Narayanan Alagas, E., Chee, W.M. (2019). Green hotel selection of Chinese consumers: A planned behavior perspective. Journal of China Tourism Research, 15 (2), 192-212. https://doi.org/10.1080/19388160.2018.1553743
• Wang, L., Wong, P.P., Narayanan, E.A. (2020). The demographic impact of consumer green purchase intention toward Green Hotel Selection in China. Tourism and Hospitality Research, 20 (2), 210-222. https://doi.org/10.1177/1467358419848129
• Yadav, R., Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
• Zakersalehi, M., Zakersalehi, A. (2012). Consumers' attitude and purchasing intention toward green packaged foods; A Malaysian perspective. Retrieved from: https://www.academia.edu/1401766/Consumers_attitude_and_purchasing_intention_toward_green_packaged_foods_A_Malaysian_perspective (12.09.2019).
• Zhao, P., Lv, J. (2020). An empirical study on the development of marine sports tourism in Northern China. Journal of Coastal Research, 106 (sp1), 105-108. https://doi.org/10.2112/SI106-027.1
• Zuo, Y., Chen, H., Pan, J., Si, Y., Law, R., Zhang, M. (2021). Spatial Distribution Pattern and Influencing Factors of Sports Tourism Resources in China. ISPRS International Journal of Geo-Information, 10 (7), 428. https://doi.org/10.3390/ijgi10070428

Identyfikatory

DOI

https://doi.org/10.18778/0867-5856.32.2.01