Jiang MengMeng, Wu Qiong
School of Economics, Wuhan Donghu University, Wuhan, China.
Front Psychol. 2022 Oct 24;13:1054166. doi: 10.3389/fpsyg.2022.1054166. eCollection 2022.
A gradual increase in population and urbanization has increased the demand for global resources, which ultimately burdens the depletion of resources and challenges environmental sustainability worldwide. In recent decades, nature sustainability has been the biggest challenge encountered by humankind. In addition, the changing lifestyle and consumption patterns have enormously played a key role. However, the consumption pattern from the employee's perspective suffers from the lack of research. Therefore, grounded on the theory of planned behavior (TPB), this research explores the antecedents and consequences of employees' buying intentions in the world's emerging market (China). Data were collected using a web-based link shared WeChat and Q.Q.; resultants into 451 valid responses and partial least square structural equation modeling (PLS-SEM) using SmartPLS 4 have been administered for the analysis. Besides the insignificant effect of descriptive norms on buying intention and environmental concerns on purchasing behavior, other factors significantly impact purchase intention and actual buying behavior. This research witnesses a significant mediating role of buying intention. This research suggests that practitioners (i.e., marketers, government, policymakers, and environmental focus companies) develop strategies for public advertisement and launch a general message and campaigns both in urban and rural areas to prevent environmental sustainability and increases awareness related to organic consumption.
人口和城市化的逐渐增加提高了对全球资源的需求，这最终给资源枯竭带来压力，并对全球环境可持续性构成挑战。近几十年来，自然可持续性一直是人类面临的最大挑战。此外，不断变化的生活方式和消费模式也起到了巨大的关键作用。然而，从员工角度来看的消费模式缺乏研究。因此，基于计划行为理论（TPB），本研究探讨了在世界新兴市场（中国）中员工购买意愿的前因和后果。数据通过微信和QQ分享的基于网络的链接收集；共得到451份有效回复，并使用SmartPLS 4进行偏最小二乘结构方程建模（PLS-SEM）分析。除了描述性规范对购买意愿以及环境关注对购买行为的影响不显著外，其他因素对购买意愿和实际购买行为有显著影响。本研究证实了购买意愿的显著中介作用。本研究建议从业者（即营销人员、政府、政策制定者和注重环境的公司）制定公益广告策略，并在城乡地区开展宣传和活动，以维护环境可持续性并提高与有机消费相关的意识。
