Original Article

The relationship between collectivism and green product purchase intention: The role of attitude, subjective norms, and willingness to pay a premium.

Nader Al Zubaidi
  • Explore the Article >>
  • PDF

Main Article Content

Abstract

Environmental degradation caused by the unsustainable consumption behavior of consumers puts a strain on the environment and is hindering sustainable development. One approach is to reduce or change consumption from traditional products to green products to avoid this negative impact and encourage a more sustainable economy. This paper examines the impact of culture over the consumer’s green purchase intention in Jordan by examining the collectivism cultural dimension to the Jordanian consumer and applying attitudes towards green products, subjective norms towards green products and willingness to pay a premium. A conceptual model is developed in this research by linking collectivism with green product purchase intention and applying the effect of attitude toward green products, subjective norms towards green products and WPP to see if these mediators affect the direct relation between collectivism and green product purchase intention. By contacting data from 143 consumers, the result of this study revealed that collectivism plays a significant role in enhancing green product purchase intention and that such a relationship is mediated by attitude toward green products, subjective norms towards green products, and willingness to pay premium.


Keywords:
collectivism, green product purchase intention, attitude, subjective norm, willingness to pay premium
About this Article
Al Zubaidi, N. (2020). The relationship between collectivism and green product purchase intention: The role of attitude, subjective norms, and willingness to pay a premium. Journal of Sustainable Marketing, 1(1), 34–46. https://doi.org/10.51300/josm-2020-23

Article Details

References

Aljarah, A. (2020). The nexus between corporate social responsibility and target-based customer citizenship behavior. Journal of Sustainable Tourism, 28 (12), 2044-2063 . https://doi.org/10.1080/09669582.2020.1789155

Armitage, C. J., & Conner, M. (1999). The theory of planned behaviour: Assessment of predictive validity and “perceived control.” British Journal of Social Psychology, 38(1), 35–54. https://doi.org/10.1348/014466699164022

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.

Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197. https://doi.org/10.1016/j.jretconser.2016.06.014

Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology and Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013

Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179–192. https://doi.org/10.1108/jgr-12-2017-0058

Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9

Cho, Y. N., Thyroff, A., Rapert, M. I., Park, S. Y., & Lee, H. J. (2013). To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior. Journal of Business Research, 66(8), 1052–1059. https://doi.org/10.1016/j.jbusres.2012.08.020

Choi, I., & Nisbett, R. E. (1998). Situational Salience and Cultural Differences in the Correspondence Bias and Actor-Observer Bias. Personality and Social Psychology Bulletin, 24(9), 949–960. https://doi.org/10.1177/0146167298249003

Crossland, C., & Hambrick, D. C. (2011). Differences in managerial discretion across countries: how nation-level institutions affect the degree to which ceos matter. Strategic Management Journal, 32(8), 797–819. https://doi.org/10.1002/smj.913

Durmaz, Y. (2014). The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey. Asian Social Science, 10(6), 193-204. https://doi.org/10.5539/ass.v10n6p194

Eagly, A. H., & Chaiken, S. (2007). The advantages of an inclusive definition of attitude. Social Cognition, 25(5), 582–602. https://doi.org/10.1521/soco.2007.25.5.582

Eisingerich, A. B., & Rubera, G. (2010). Drivers of Brand Commitment: A Cross-National Investigation. Journal of International Marketing, 18(2), 64–79. https://doi.org/10.1509/jimk.18.2.64

Fischer, R., & Mansell, A. (2009). Commitment across cultures: A meta-analytical approach. Journal of International Business Studies, 40(8), 1339–1358. https://doi.org/10.1057/jibs.2009.14

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy Rhetoric, 10(2), 130-132.