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Mediating effect of environmental orientation on pro-environmental purchase intentions in a low-involvement product situation

journal contribution
posted on 2017-05-01, 00:00 authored by A Coşkun, Andrea VocinoAndrea Vocino, Michael PolonskyMichael Polonsky
Low-involvement consumption includes the majority of regular purchases by individuals and the community, and collectively these have a substantial negative environmental impact. It is, therefore, an important environmental domain to examine. This research surveys 340 Turkish consumers and examines whether apathy, locus of control and myopia influence environmental orientation and purchase intentions for a low-involvement green product, and whether purchase intentions are mediated by consumers' environmental orientation. The results suggest that environmental orientation positively affects purchase intentions, whereas external locus of control negatively affects purchase intentions. Environmental orientation mediates the effect of the internal and external locus of controls' effect on purchase intentions. The results indicate that environmental orientation is a critical direct and indirect driver of purchase intentions for low-involvement environmental goods. Moreover, it highlights that achieving an increase in consumers' purchase intentions for low-involvement green goods may be more challenging than influencing their purchase intentions for high-involvement green goods. The inability to increase purchase intentions for low involvement green goods will substantially inhibit reduction of consumers' environmental impacts through daily activities.

History

Journal

Australasian marketing journal

Volume

25

Pagination

115-125

Location

Amsterdam, The Netherlands

ISSN

1441-3582

Language

eng

Publication classification

C1 Refereed article in a scholarly journal, C Journal article

Copyright notice

2017, Australian and New Zealand Marketing Academy

Issue

2

Publisher

Elsevier