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dc.contributor.authorCheah, Isaac
dc.contributor.authorPhau, Ian
dc.date.accessioned2018-02-01T05:22:50Z
dc.date.available2018-02-01T05:22:50Z
dc.date.created2018-02-01T04:59:44Z
dc.date.issued2011
dc.identifier.citationCheah, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62283
dc.description.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.

dc.publisherEmerald Group Publishing Limited
dc.subjectConsumer behaviour
dc.subjectEnvironmentally friendly products
dc.subjectWillingness to buy
dc.subjectSelf-image
dc.subjectAustralia
dc.subjectEcoliteracy
dc.titleAttitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation
dc.typeJournal Article
dcterms.source.volume29
dcterms.source.number5
dcterms.source.startPage452
dcterms.source.endPage472
dcterms.source.issn02634503
dcterms.source.titleMarketing Intelligence and Planning
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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