Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation
Purpose – This paper aims to identify the key antecedents and moderators that influence consumers’ willingness to purchase environmentally friendly products. Design/methodology/approach – A convenience sampling method was employed. A total of 600 self-administered questionnaires were distributed...
| Main Authors: | , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62283 |
| _version_ | 1848760822669508608 |
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| author | Cheah, Isaac Phau, Ian |
| author_facet | Cheah, Isaac Phau, Ian |
| author_sort | Cheah, Isaac |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose – This paper aims to identify the key antecedents and moderators that influence consumers’ willingness to purchase environmentally friendly products. Design/methodology/approach – A convenience sampling method was employed. A total of 600 self-administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis. Findings – The results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products. Research limitations/implications – Longitudinal studies can be conducted in the future. Other possible moderating factors such as product involvement or pricing can also be explored. A wider range of behavioural indicators can be used to capture a more accurate measurement of environmentally oriented behaviours. Practical implications – Consumer education about the environment is crucial for consumers to form a more favourable mindset towards environmentally friendly products. Communication initiatives that highlight various environmental support campaigns and environmentally conscious product strategies are some of the ways to encourage purchasing behaviour. Originality/value – The study empirically examines the antecedents and consequences of attitudes towards purchasing green products in an Australian context. Furthermore, the study uses day-to-day necessity products as the product category. |
| first_indexed | 2025-11-14T10:21:53Z |
| format | Journal Article |
| id | curtin-20.500.11937-62283 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:53Z |
| publishDate | 2011 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-622832018-02-01T05:22:50Z Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation Cheah, Isaac Phau, Ian Consumer behaviour Environmentally friendly products Willingness to buy Self-image Australia Ecoliteracy Purpose – This paper aims to identify the key antecedents and moderators that influence consumers’ willingness to purchase environmentally friendly products. Design/methodology/approach – A convenience sampling method was employed. A total of 600 self-administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis. Findings – The results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products. Research limitations/implications – Longitudinal studies can be conducted in the future. Other possible moderating factors such as product involvement or pricing can also be explored. A wider range of behavioural indicators can be used to capture a more accurate measurement of environmentally oriented behaviours. Practical implications – Consumer education about the environment is crucial for consumers to form a more favourable mindset towards environmentally friendly products. Communication initiatives that highlight various environmental support campaigns and environmentally conscious product strategies are some of the ways to encourage purchasing behaviour. Originality/value – The study empirically examines the antecedents and consequences of attitudes towards purchasing green products in an Australian context. Furthermore, the study uses day-to-day necessity products as the product category. 2011 Journal Article http://hdl.handle.net/20.500.11937/62283 Emerald Group Publishing Limited restricted |
| spellingShingle | Consumer behaviour Environmentally friendly products Willingness to buy Self-image Australia Ecoliteracy Cheah, Isaac Phau, Ian Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title | Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title_full | Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title_fullStr | Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title_full_unstemmed | Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title_short | Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| title_sort | attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation |
| topic | Consumer behaviour Environmentally friendly products Willingness to buy Self-image Australia Ecoliteracy |
| url | http://hdl.handle.net/20.500.11937/62283 |