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The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example

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  • Zhengxia He
  • Yanqing Zhou
  • Jianming Wang
  • Cunfang Li
  • Meiling Wang
  • Wenbo Li

Abstract

Green purchasing behavior is of great significance to the realization of carbon reduction goals. Through in‐depth interviews, this study uses new energy vehicles to explore the driving factors of green purchase. It applies grounded theory for a qualitative analysis, the results of which show that behavior motivation, behavior intentions, residential characteristics, social norms, behavior ability, and institutional and technological context are the main factors of green purchase, albeit in inconsistent ways. It is found that behavior motivation indirectly affects green purchase through behavior intention; residents' characteristics, behavioral ability, social norms, and the institutional and technological context have moderating effects on the relationship between behavior intention and green purchase, indicating the existence of an “intention–behavior” gap. The study proposes the comprehensive model of Motivation–Intention–Context–Behavior to explain the driving factors for green purchase and provides policy implications on marketing strategy to companies producing green products.

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  • Zhengxia He & Yanqing Zhou & Jianming Wang & Cunfang Li & Meiling Wang & Wenbo Li, 2021. "The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1249-1269, February.
    • Handle: RePEc:bla:bstrat:v:30:y:2021:i:2:p:1249-1269
    DOI: 10.1002/bse.2682
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