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    Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation

    Access Status
    Fulltext not available
    Authors
    Cheah, Isaac
    Phau, Ian
    Date
    2011
    Type
    Journal Article
    
    Metadata
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    Citation
    Cheah, I. and Phau, I. 2011. Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence and Planning. 29 (5): pp. 452-472.
    Source Title
    Marketing Intelligence and Planning
    ISSN
    02634503
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62283
    Collection
    • Curtin Research Publications
    Abstract

    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.

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