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Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products

Author

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  • Massoud Moslehpour

    (Department of Business Administration, Asia University, Taichung City 41354, Taiwan
    Department of Management, California State University, San Bernardino, CA 92407, USA)

  • Panita Chaiyapruk

    (Department of Business Administration, Asia University, Taichung City 41354, Taiwan)

  • Sahand Faez

    (Graduate Institute of International Politics, National Chung Hsing University, Taichung City 402, Taiwan
    Faculty of Economics, University of Mazandaran, Babolsar 4741613534, Iran)

  • Wing-Keung Wong

    (Department of Finance, Fintech & Blockchain Research Center, and Big Data Research Center, Asia University, Taichung City 41354, Taiwan
    Department of Medical Research, China Medical University Hospital, Taichung City 40447, Taiwan
    Department of Economics and Finance, Hang Seng University of Hong Kong, Siu Lek Yuen, Hong Kong 41354, China)

Abstract

Global warming and depletion of the environment are more than a hunch; they are irrefutable facts. While caring for the environment seemed like a luxurious hobby twenty years ago, it has become a crucial necessity these days. However, the sustainable demand for eco-friendly products seems to be less than it should be. In other words, the consumers seem to lack the intent to purchase green products. Therefore, studies on factors affecting sustainable green purchasing intent seem to be crucial now more than ever. This study attempts to shed some light on the matter using structural equation modeling. After receiving the answers of 357 respondents from Thai Generation Y participants, the estimations reveal that attitude towards green packaging and green marketing awareness have the strongest effects on purchasing intention. On the other hand, environmental concern seems to have the weakest effect on purchasing intention. The findings suggest that the producers must pay more attention to packaging and other novel forms of marketing to increase the customers’ intent for purchasing green products.

Suggested Citation

  • Massoud Moslehpour & Panita Chaiyapruk & Sahand Faez & Wing-Keung Wong, 2021. "Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products," Sustainability, MDPI, vol. 13(23), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:23:p:13385-:d:694130
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    References listed on IDEAS

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    Cited by:

    1. Tran, Trung Kien & Lin, Chia-Yang & Tu, Yu-Te & Duong, Nam Tien & Pham Thi, Thuy Dung & Shoh-Jakhon, Khamdamov, 2023. "Nexus between natural resource depletion and rent and COP26 commitments: Empirical evidence from Vietnam," Resources Policy, Elsevier, vol. 85(PB).
    2. Alencar Bravo & Darli Vieira, 2024. "Modelling the Purchase of Green Packaged Products: The Significant Impact of the West–East Cultural Context," Sustainability, MDPI, vol. 16(3), pages 1-21, January.
    3. Hassan Jalil Shah & Jenho Peter Ou & Saman Attiq & Muhammad Umer & Wing-Keung Wong, 2022. "Does Inclusive Leadership Improve the Sustainability of Employee Relations? Test of Justice Theory and Employee Perceived Insider Status," Sustainability, MDPI, vol. 14(21), pages 1-19, November.
    4. Yun-Fei Li & Fang-Suey Lin, 2024. "Exploring Design Strategies for Cultivating Sustainability and Enhancing Brand Image in Personal Care Product Brands," Sustainability, MDPI, vol. 16(6), pages 1-24, March.

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