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The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis

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  • Frommeyer, Britta
  • Wagner, Elisa
  • Hossiep, C. Richard
  • Schewe, Gerhard

Abstract

Sustainable buying behavior has increasingly received attention from academia and practitioners alike. While research in this field commonly relies on the theory of planned behavior (TPB), previous studies have not been able to clarify the utility of purchase intention as a proxy for sustainable buying behavior and systematically neglect the role of social sustainability aspects. To advance the theoretical understanding of sustainable consumption, we investigate buying behavior with regard to the sustainable clothing purchases of 2000 consumers in Germany using necessary condition analysis (NCA). The results empirically confirm the utility of intention as a proxy for sustainable buying behavior. Further, we find that social concerns and the perceived knowledge of social issues are essential drivers of purchase intention. In addition to extending the theoretical understanding of the roles of intention and social aspects in the TPB framework, we derive practical implications for managers seeking to facilitate sustainable consumption.

Suggested Citation

  • Frommeyer, Britta & Wagner, Elisa & Hossiep, C. Richard & Schewe, Gerhard, 2022. "The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis," Journal of Business Research, Elsevier, vol. 143(C), pages 201-213.
    • Handle: RePEc:eee:jbrese:v:143:y:2022:i:c:p:201-213
    DOI: 10.1016/j.jbusres.2022.01.041
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    Cited by:

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    2. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    3. Gkillas, Konstantinos & Manickavasagam, Jeevananthan & Visalakshmi, S., 2022. "Effects of fundamentals, geopolitical risk and expectations factors on crude oil prices," Resources Policy, Elsevier, vol. 78(C).
    4. Jan Dul & Sven Hauff & Ricarda B. Bouncken, 2023. "Necessary condition analysis (NCA): review of research topics and guidelines for good practice," Review of Managerial Science, Springer, vol. 17(2), pages 683-714, February.
    5. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Hailin Xiao & Xiaocai Zhang, 2022. "The Market Disruption Path of Green-Oriented Trajectory-Transformed Technology Innovation: A Study of Consumer Lifestyles during the “Chasm” in China’s Electric Vehicle Market," Sustainability, MDPI, vol. 14(14), pages 1-27, July.
    7. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    8. Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.

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