Academic journal article E+M Ekonomie a Management

Effect of Integration of Green Constructs and Traditional Constructs of Brand on Green Purchase Intention of Customers

Academic journal article E+M Ekonomie a Management

Effect of Integration of Green Constructs and Traditional Constructs of Brand on Green Purchase Intention of Customers

Article excerpt

Introduction

Most recently, a number of customers have shown concern over the considerable damage caused to the environment. Natural resources are gradually being replete, and climate change threats are the most important of these concerns (Euro barometer, 2011; European Commission, 2010; Lapinskien? et al., 2015; Barrier, 2016). Formerly, organizations avoided investing in support of the environment, which became a setback for their own future progress (Chen, 2010). Presently, as a result of increased attention to the environment, they tend to take greater responsibility for the environment than before (Chang & Chieng, 2006). Even the studies highlight the role of future generations as being vital toward eco-awareness (Simionescu, 2013; Csigene Nagypal et al., 2015). One of the main actions that the companies have taken in this regard is green marketing, known as environmental marketing or social marketing, which refers to a kind of attitude of social marketing with all the ethical, social, environmental, and human values put in processes, tools, and marketing and sales behavior in order to achieve stability in business. This has resulted in increase in the number of marketing studies on environmental issues, and the influence of activities of the companies shows the importance of green marketing (Chamorro et al., 2009; Lee, 2008; Zhu et al., 2016; Suki, 2017). Since green products are becoming increasingly popular, more and more customers prefer to buy green products (Royne et al., 2011; De Angelis et al., 2017; Li et al. 2016). Furthermore, the companies' pioneering innovations let them be the 'first one', thus allowing them to charge higher prices for their green products (price skimming), improve their organizational image, develop their markets and enjoy rivalry benefits (Hart, 1995; Peattie, 1995). However, the challenge facing companies is to remove their customers' doubt regarding the proper quality and function of the green products, and whether these products carry the features of being green or not (Kalafatis et al., 1999; Aagerup et al., 2016). In recent years, the companies have claimed a lot to be producing green products, but only later it turned out that such claims were nothing but frauds, this becoming a serious challenge for the companies (Chen & Chang, 2012; Kalafatis et al., 1999). This shows that the companies are facing two main issues in green marketing, one of them being the proper function of a product and the other one - the issue of production of a product which is environmentally friendly (Ng et al., 2014). As for the second issue, which is how to create a positive attitude towards environmentally friendly products, we have seen new constructs, such as green image, green trust, green satisfaction, and the equity of a green brand, all of which have attempted to create a positive attitude towards the green brand (Chen, 2010; Chen & Chang, 2012). However, these green marketing constructs present us with only a general understanding of customers and cannot justify the customers' purchase behavior when buying green products (Rios et al., 2006; Mourad et al., 2012). Respectively, in order to respond to the needs of customers the companies must pay close attention to green marketing, since it takes human beings' health into consideration and prevents harm to the environment. Thus, many companies see this as an opportunity and want to make the best out of it (Rahman & Haque, 2011). In developing countries, this is a major concern due to the fact that environmental regulations are insufficient. However, the companies tend to be more environmentally concerned and, in some cases, some remarkable actions have taken place. Companies are suggested to rely on marketing communication strategies, rather than just green advertising strategies (Bailey et al., 2016). These communication strategies appeal to customers green consumption values which are embedded within customers' minds.

The next level of analysis is the ever-increasing importance of green marketing and its role in the success of companies, which is necessary to investigate various dimensions of green marketing and to find their relationship with traditional variables. …

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