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Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era

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  • Sun, Ying
  • Leng, Ke
  • Xiong, Haitao

Abstract

The severe impact of the COVID-19 pandemic on the world has caused consumers to think about environmental issues. Although green products are very important to environmental sustainability, the factors that influence consumers' purchase behavior of green products is unclear. This study aims to explore the impact mechanism of social media marketing on consumers' green product purchase behavior in the post-pandemic era. Based on the theory of planned behavior (TPB), this study constructs an extended TPB model to understand the influencing factors of Chinese consumers' green product purchase behavior in the post-pandemic era. The empirical results of 489 questionnaires show that social media marketing, product knowledge and crisis awareness have a direct or indirect positive influence on purchase intentions. Perceived behavioral control and intentions have positive effects on behavior. The attribution of responsibility facilitates the relationship between intentions and behaviors. The results have important implications for enterprises’ sustainability strategies and provide a framework for investigating green buying behaviors in Chinese culture in the post-pandemic era.

Suggested Citation

  • Sun, Ying & Leng, Ke & Xiong, Haitao, 2022. "Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002119
    DOI: 10.1016/j.jretconser.2022.103118
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    Cited by:

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    3. Tsai, Pei-Hsuan & Tang, Jia-Wei, 2023. "Consumers' switching intention towards E-commerce platforms’ store-to-store pickup services: The application of the extended PPM model," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Pan, Xiongfeng & Wang, Mengyang & Li, Mengna, 2023. "Low-carbon policy and industrial structure upgrading: Based on the perspective of strategic interaction among local governments," Energy Policy, Elsevier, vol. 183(C).
    5. Sawang, Sukanlaya & Lee, Chia-Chi & Chou, Cindy Yunhsin & Vighnesh, Nanjangud Vishwanath & Chandrashekar, Deepak, 2023. "Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Valentin, Alvin Patrick M. & Hechanova, Ma Regina M., 2023. "Addressing plastic pollution through green consumption: Predicting intentions to use menstrual cups in the Philippines," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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