Research on mechanism of consumer innovativeness influencing green consumption behavior

Purpose - – The purpose of this paper is to explore the mechanism of the influence of consumer innovativeness (CI) on consumer-reasoned green consumption (GC) behavior to understand more about this behavior and help improve the practice of green marketing. Design/methodology/approach - – To understand more about GC behavior and help to improve the practice of green marketing, this paper tries to explore the mechanism of CI influences on consumer-reasoned GC behavior. Findings - – This study shows that CI has a significant influence on GC behavior. Its mechanism is that CI directly influences consumer attitude, subjective norm (SN) and perceived behavioral control (PBC) of GC, and then further influences GC intention and behavior. The direct influence of GC attitude on intention is not significant, but GC intention is indirectly influenced via SN by attitude. Moreover, male, young, highly educated and high-income consumers have stronger CI; the influence of CI on GC behavior is more significant in male, old, less-educated and low-income consumers. Research limitations/implications - – This research focuses on consumption behaviors which are reasoned and environment condition-constrained only, and its findings cannot be generalized to impulsive consumption behaviors. The influence of CI on impulsive consumption behaviors should be further researched. Practical implications - – Company managers should utilize new technology and design to make green products more innovative and fashionable to attract more customers. Social implications - – Instead of environment protection propaganda and education, society and market supervisors should lay the key point of GC incentive on the draft and implementation of law and regulation. Originality/value - – This research is an initial attempt to establish the relationship between CI and GC behaviors and generate a news research area in green marketing.