Green purchase behavior refers to consumers purchasing green products that are environmentally friendly, using fewer resources, and causing lower environmental impact and risk. As a growing number of people start to recognize the importance of individual responsibility for environmental protection, firms are increasingly motivated to develop green products to fit the needs of this green advocation. Despite an emerging number of consumers claiming their preference towards green brands compared to traditional alternatives, researchers have found that there is a huge gap between consumers’ purchase intention and actual behavior, which has gained much attention. The psychological process of green purchase behavior may be a complicated process influenced by various factors, such as consumer values and norms, the pros and cons marketed for green products, and various other situational factors. Scholars are calling for research that explores the psychological decision-making process of green purchase behavior from both theoretical and practical perspectives.
Due to the high pricing of green products, the trade-off between the price and function of green products may lower consumers’ satisfaction. Thus, there is always a gap between green purchase intention and actual purchase behavior. What determines consumers’ actual green purchase behavior? Under what conditions, will the consumers pay a premium price for green products? What prompts consumers to choose green brands over traditional alternatives? Will green consumption be a passing trend or a long-term consumption habit? What influences the frequency of consumers’ green purchasing?
Scholars are welcome to share their opinions and findings about green purchase behavior to help explore this research topic. We are extremely interested in the determinants of green purchase behavior and the mechanism of facilitating green consumption considering different perspectives. Papers may address, but not to be limited to, the following topics:
(1) Insights into green purchase behavior or green consumer behavior
(2) Insights into green products or green brands
(3) Determinants of green purchase behavior
(4) Relationship between green purchase intention and green purchase behavior
(5) The mechanism of the process translating green purchase intention into behavior.
(6) Means to improve green purchase frequency
Green purchase behavior refers to consumers purchasing green products that are environmentally friendly, using fewer resources, and causing lower environmental impact and risk. As a growing number of people start to recognize the importance of individual responsibility for environmental protection, firms are increasingly motivated to develop green products to fit the needs of this green advocation. Despite an emerging number of consumers claiming their preference towards green brands compared to traditional alternatives, researchers have found that there is a huge gap between consumers’ purchase intention and actual behavior, which has gained much attention. The psychological process of green purchase behavior may be a complicated process influenced by various factors, such as consumer values and norms, the pros and cons marketed for green products, and various other situational factors. Scholars are calling for research that explores the psychological decision-making process of green purchase behavior from both theoretical and practical perspectives.
Due to the high pricing of green products, the trade-off between the price and function of green products may lower consumers’ satisfaction. Thus, there is always a gap between green purchase intention and actual purchase behavior. What determines consumers’ actual green purchase behavior? Under what conditions, will the consumers pay a premium price for green products? What prompts consumers to choose green brands over traditional alternatives? Will green consumption be a passing trend or a long-term consumption habit? What influences the frequency of consumers’ green purchasing?
Scholars are welcome to share their opinions and findings about green purchase behavior to help explore this research topic. We are extremely interested in the determinants of green purchase behavior and the mechanism of facilitating green consumption considering different perspectives. Papers may address, but not to be limited to, the following topics:
(1) Insights into green purchase behavior or green consumer behavior
(2) Insights into green products or green brands
(3) Determinants of green purchase behavior
(4) Relationship between green purchase intention and green purchase behavior
(5) The mechanism of the process translating green purchase intention into behavior.
(6) Means to improve green purchase frequency
