The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention
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- Điều hướng trang này:
- 2.2 Green Purchase Intention
- 2.3 Greenwashing and Green Purchase Intention
| II. Review of Literature
2.1 Theory of Reasoned Action Explained that behavior is influenced by intention, which is then influenced by subjective attitudes and norms. The beliefs influence this attitude because of the actions that have taken place. TRA demonstrates its utility in explaining social behavior aimed at purchasing environmentally friendly products. Attitudes toward perceived behavioral values are the best predictors of the intention to purchase environmentally friendly products. Measurement of purchase intention has been used a lot to find out about a market and a product's potential because the more people want to buy, the more likely they are to do so. 25510 The TRA assumes that most characteristics of interest to social and behavioral scientists are completely under volitional self-control and that once a purpose is formed, the behavior is predicted to be initiated under appropriate circumstances (Sok et al., 2020). 2.2 Green Purchase Intention Green purchasing intention is defined as the possibility that a customer will purchase green products and services because of his or her environmental needs (Zhang et al., 2018). Purchase intention is defined as the process by which buyers decide which products to purchase and believe that the product would also serve their needs and will be accepted for their habits in general (Hassan & Mohammad, 2013). According to Rahim et al., (2016) Green purchase intention is the possibility that a user would then decide on an environmentally friendly product over a comparable traditional product. In a study by Chen and Chang (2012) the level to which customers will pay for environmentally friendly products or services is referred to as green purchase intention. 2.3 Greenwashing and Green Purchase Intention Many businesses have started using green marketing in the last few years. They use greenwashing to make their company look green, environmentally friendly, and healthy, so people will be more willing to buy. According to Marquis et al. (2016) Greenwashing is a deceptive marketing strategy used by businesses to make false statements about their environmental efforts to create a favorable public image. The company's products are considered green and sustainable, even if not. Greenwashing gives a false statement about the eco-friendly aspect to cover materials that are not environmentally friendly (Topal et al., 2019). If a customer is committed to a particular green product, the goal of the purchase is more likely to be exceeded. Thus, customer perceptions may influence the purchase of environmentally friendly goods. Therefore, this study suggests the research hypotheses: Greenwashing has a positive impact on green purchase intention (H1) tải về 1 Mb. Chia sẻ với bạn bè của bạn:
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