Perceived Environmental Responsibility, Intention to Purchase Green Products and the Moderating Effect of Peer Pressure: Evidence from Generation Y Consumers in Southern Thailand
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Published:
Jul 21, 2018
Keywords:
Perceived Environmental Responsibility Intention to Purchase Green Product Peer Pressure
Main Article Content
Abstract
Nowadays, there is a call for society to be mindful about the consumption of green products and be responsible consumers which contributes to the tendency for consumers to be more willing to buy green products. This study, aimed to gauge the effect of perceived environmental responsibility on the intention to purchase green products. In addition, the impact of peer pressure was also explored as the moderating variable affecting the primary relationship between perceived environmental responsibility and the intention to purchase green products. Using convenience sampling technique, a total of 384 responses to a survey questionnaire were collected from participants between 18-34 years of age who from various geographic locations in Southern Thailand. The results from the hierarchical regression analyses demonstrated that perceived environmental responsibility significantly influenced the intention to purchase green products with an explanation power of 42.4% (R2 =.424) and a 0.001 level of significance. In addition, peer pressure’s moderation of the relationship between perceived environmental responsibility and intention to purchase green products was found to be insignificant at a 0.05 level of significance and an explanation power of 49% (R2 =.490). Plausible reasons for the findings are discussed within the context of the study. Practical and theoretical contributions, as well as recommendations for future research, are also addressed.
Article Details
How to Cite
Yamaqupta, N. (2018). Perceived Environmental Responsibility, Intention to Purchase Green Products and the Moderating Effect of Peer Pressure: Evidence from Generation Y Consumers in Southern Thailand. WMS Journal of Management, 7(Special), 180–189. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/135863
Section
Research Articles-Academic Articles
References
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Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asían social science, 8(12), 117.
Delamater, J. D., & Myers, D. J. (2007). Social psychology , Wadsworth, a division of Thomson Learning.
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of public policy & marketing, 102-117.
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Kim, H. S., & Damhorst, M. L. (1998). Environmental concern and apparel consumption. Clothing and Textiles Research Journal, 16(3), 126-133.
Klobas, J. E., & Clyde, L. A. (2001). Social influence and Internet use. Library Management, 22(1/2), 61-68.
Krejcie, R., & Morgan, D. (1970). Determining sample size. Educational and Psychological Measurement, 30(3), 607-609.
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Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40-55.
Oyewole, P. (2001). Social costs of environmental justice associated with the practice of green marketing. Journal of Business Ethics, 29(3), 239-251.
Paco, A., & Gouveia Rodrigues, R. (2016). Environmental activism and consumers’ perceived responsibility. International Journal of Consumer Studies, 40(4), 466-474.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Sekaran, U. (2007). Research methods for business: A skill- building approach (4th ed.). New Delhi: Wiley India.
Sharaf, M. A., & Isa, F. M. (2017). Factors Influencing Students' Intention to Purchase Green Products: A Case Study in Universiti Utara Malaysia. Pertanika Journal of Social Science and Huminities, 25, 239-249.
Soonthonsmai, V. (2001). Predicting intention and behavior to purchase environmentally sound or green products among Thai consumers: An application of the Theory of Reasoned Action (Doctoral dissertation, Nova Southeastern University).
Sullivan, P., & Heitmeyer, J. (2008). Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement. International Journal of Consumer Studies, 32(3), 285-295.
Van der Werff, E., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology, 34, 55-63.
Vantamay, N. (2018). Investigation and recommendations on the promotion of sustainable consumption behavior among young consumers in Thailand. Kasetsart Journal of Social Sciences.
Xu Ping. (2012). Environmental Problems and Green Lifestyles in Thailand. Assumption University, Thailand.
Arttachariya, P. (2012). Environmentalism and green purchasing behavior: A study on graduate students in Bangkok, Thailand. BU Academic Review, 11(2), 1-11.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
Azizan, S. A. M., & Suki, N. M. (2013). Consumers’ intention to purchase green product: insights from Malaysia’. World Applied Sciences Journal, 22(8), 1129-1134.
Booi-Chen, T. A. N., & Teck-Chai, L. A. U. (2009). Examining sustainable consumption patterns of young consumers: Is there a cause for concern?. Journal of International Social Research, 2(9).
Cavana, R. Y., Delahaye, B. L., & Sekaran, U. (2001). Applied business research: Qualitative and quantitative methods. John Wiley & Sons Australia.
Chekima, B., Chekima, S., Syed Khalid Wafa, S. A. W., Igau, O. A., & Sondoh Jr, S. L. (2016). Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210-220.
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asían social science, 8(12), 117.
Delamater, J. D., & Myers, D. J. (2007). Social psychology , Wadsworth, a division of Thomson Learning.
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of public policy & marketing, 102-117.
Howe, N., & Strauss, W. (2009). Millennials rising: The next great generation. Vintage.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. & Tatham, R.L. (2006). Multivariate data analysis. NJ: Pearson Prentice Hall.
Hessami, H. Z., Yousefi, P., & Goudarzi, G. (2013). The Conceptual Model of Effective Factors on Consumers Green Purchasing Intentions. Social influence, 27, 47.
Johri, L. M., & Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15(3), 265-281.
Kantatasiri, P., Jaroenwanit, P., & Brown, R. (2015). The influencing of young consumers shopping style on attitude toward the environmentally friendly food products in Thailand. International Business Management, 9(1), 105-110.
Kim, H. S., & Damhorst, M. L. (1998). Environmental concern and apparel consumption. Clothing and Textiles Research Journal, 16(3), 126-133.
Klobas, J. E., & Clyde, L. A. (2001). Social influence and Internet use. Library Management, 22(1/2), 61-68.
Krejcie, R., & Morgan, D. (1970). Determining sample size. Educational and Psychological Measurement, 30(3), 607-609.
Lai, O. K. (2000). Greening of Hong Kong? Forms of manifestation of environmental movements. The dynamics of social movement in Hong Kong, 259-295.
Lasuin, C. A., & Ng, Y. C. (2014). Factors influencing green purchase intention among university students. Malaysian Journal of Business and Economics (MJBE), 1(2).
Maichum, K., Parichatnon, S., & Peng, K. C. (2017). The Influence of Environmental Concern and Environmental Attitude on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand. Int J Bus Mark Manag, 2, 1-8.
McCarty, J. A., & Shrum, L. J. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy & Marketing, 20(1), 93-104.
Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229.
Öhman, N. (2011). Buying or lying—the role of social pressure and temporal disjunction of intention assessment and behavior on the predictive ability of good intentions. Journal of retailing and consumer services, 18(3), 194-199.
Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40-55.
Oyewole, P. (2001). Social costs of environmental justice associated with the practice of green marketing. Journal of Business Ethics, 29(3), 239-251.
Paco, A., & Gouveia Rodrigues, R. (2016). Environmental activism and consumers’ perceived responsibility. International Journal of Consumer Studies, 40(4), 466-474.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Sekaran, U. (2007). Research methods for business: A skill- building approach (4th ed.). New Delhi: Wiley India.
Sharaf, M. A., & Isa, F. M. (2017). Factors Influencing Students' Intention to Purchase Green Products: A Case Study in Universiti Utara Malaysia. Pertanika Journal of Social Science and Huminities, 25, 239-249.
Soonthonsmai, V. (2001). Predicting intention and behavior to purchase environmentally sound or green products among Thai consumers: An application of the Theory of Reasoned Action (Doctoral dissertation, Nova Southeastern University).
Sullivan, P., & Heitmeyer, J. (2008). Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement. International Journal of Consumer Studies, 32(3), 285-295.
Van der Werff, E., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology, 34, 55-63.
Vantamay, N. (2018). Investigation and recommendations on the promotion of sustainable consumption behavior among young consumers in Thailand. Kasetsart Journal of Social Sciences.
Xu Ping. (2012). Environmental Problems and Green Lifestyles in Thailand. Assumption University, Thailand.