预测新冠疫情期间消费者对绿色产品的购买态度和行为意向
Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic.
作者信息
Chen Xia, Rahman Muhammad Khalilur, Rana Md Sohel, Gazi Md Abu Issa, Rahaman Md Atikur, Nawi Noorshella Che
机构信息
School of Management, Jiujiang University, Jiujiang, China.
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia.
出版信息
Front Psychol. 2022 Jan 25;12:760051. doi: 10.3389/fpsyg.2021.760051. eCollection 2021.
This work has aimed to investigate the consumers' green product purchase attitudes and behavioral intention during COVID-19 pandemic. Data was collected through a survey method of 503 consumers in Malaysia. Data were analyzed using the partial least square method. The findings revealed that fear of COVID-19 pandemic has a significant impact on green product behavioral intention. Green product literacy, green product orientation, and social influence have a significant influence on green product purchase attitudes. The results also indicated that consumers' green product purchase attitudes mediate the effect of green product literacy, green product orientation, and social influence on behavioral intention. The findings of this work will provide strategically relevant references to green marketers and retail managers in the understanding of consumers' green product purchase attitudes and green product behavioral intention during the ongoing uncertainty of the COVID-19 pandemic.
这项工作旨在调查新冠疫情期间消费者对绿色产品的购买态度和行为意向。通过对马来西亚503名消费者的调查方法收集数据。使用偏最小二乘法对数据进行分析。研究结果表明，对新冠疫情的恐惧对绿色产品行为意向有显著影响。绿色产品素养、绿色产品导向和社会影响对绿色产品购买态度有显著影响。结果还表明，消费者的绿色产品购买态度在绿色产品素养、绿色产品导向和社会影响对行为意向的影响中起中介作用。这项工作的研究结果将为绿色营销人员和零售经理在理解新冠疫情持续不确定性期间消费者的绿色产品购买态度和绿色产品行为意向方面提供具有战略相关性的参考。
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