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Which Values Matter Most to Romanian Consumers? Exploring the Impact of Green Attitudes and Communication on Buying Behavior

Author

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  • Răzvan-Andrei Corboș

    (Faculty of Management, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Ovidiu-Iulian Bunea

    (Faculty of Management, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Monica Triculescu

    (Faculty of Management, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Sorina Ioana Mișu

    (Faculty of Management, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

Abstract

The increasing commitment to sustainable consumption has intensified the scholarly focus on the determinants of environmentally friendly consumer behavior. This investigation provides an insight into the intricate interplay between green consumer values, functional (FV), conditional (CV), social (SV), and emotional (EV), and their impact on buying behavior (BB). Using survey data, we scrutinized the mediating roles of attitudes toward purchasing green products (APGP) and receptivity to green communication (RGC). Using partial least squares structural equation modeling (PLS-SEM), the empirical analysis yielded a mix of supported and unsupported claims about the mediation effects on the relationship between consumer values and buying behavior. Direct effects of FV on BB were significant, but the indirect effect through APGP was not, suggesting that APGP does not mediate the relationship between FV and BB, and that consumers’ functional value perceptions influence their buying behavior independently of their attitudes toward green products. Both direct and indirect effects of EV and FV on BB through APGP and RGC were significant, suggesting partial mediation. The results suggest that APGP and RGC partially mediate the effects of EV and FV on BB but do not mediate the effects of CV and SV on BB. Comparing these findings with previous research, we observe some parallels and divergences. Our study confirms the significant direct effect of FV on buying behavior, consistent with previous studies that underscore the importance of tangible benefits in influencing consumer decisions. Furthermore, the significant direct and indirect effects of EV on BB and APGP in our results are consistent with previous research, suggesting that emotional factors play a decisive role in green purchasing behaviors. However, factors such as CV and SV were found to have no impact in our research compared to previous studies. These discrepancies suggest that while CV influences attitudes, it may not strongly influence purchasing behavior through the mediating constructs in our model. Furthermore, the results imply that social factors may influence attitudes but do not necessarily translate into actual purchasing behavior in our context. Our study also reveals that RGC plays a substantial role in influencing buying behavior, indicating a significant total effect greater than indicated in previous research. These insights illuminate the complex mechanisms by which consumer attitudes and communication receptivity shape eco-conscious purchasing choices. Theoretical contributions enrich the discourse on green consumer behavior, while practical implications guide marketers in crafting communication strategies that resonate with consumer values and attitudes, thus fostering sustainable consumption patterns.

Suggested Citation

  • Răzvan-Andrei Corboș & Ovidiu-Iulian Bunea & Monica Triculescu & Sorina Ioana Mișu, 2024. "Which Values Matter Most to Romanian Consumers? Exploring the Impact of Green Attitudes and Communication on Buying Behavior," Sustainability, MDPI, vol. 16(9), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3866-:d:1388744
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    References listed on IDEAS

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    1. Theodor Purcărea & Valeriu Ioan-Franc & Ştefan-Alexandru Ionescu & Ioan Matei Purcărea & Victor Lorin Purcărea & Irina Purcărea & Maria Cristina Mateescu-Soare & Otilia-Elena Platon & Anca-Olguța Orza, 2022. "Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It," Sustainability, MDPI, vol. 14(3), pages 1-51, January.
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    4. Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
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    1. Bianca Antonela Ungureanu & Andy Felix Jităreanu & George Ungureanu & Carmen Luiza Costuleanu & Gabriela Ignat & Ioan Prigoreanu & Elena Leonte, 2025. "Analysis of Food Purchasing Behavior and Sustainable Consumption in the North-East Region of Romania: A PLS-SEM Approach," Sustainability, MDPI, vol. 17(6), pages 1-35, March.
    2. Efthymia Iliopoulou & Eirini Koronaki & Aspasia Vlachvei & Ourania Notta, 2024. "From Knowledge to Action: The Power of Green Communication and Social Media Engagement in Sustainable Food Consumption," Sustainability, MDPI, vol. 16(21), pages 1-23, October.

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