Factors influencing consumers’ decision to purchase green products: the case of canned water as a green alternative to single-use plastic bottled water
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Inderscience Enterprises Ltd.
Abstract
This study investigates the factors that influence consumers’
decision to purchase canned water as a green alternative to single-use plastic
bottled water. The study relies on the theory of planned behaviour (TPB),
theory of consumption values (TCV), and theory of means-end chain (MEC) to
theorise that six factors (environmental concerns, subjective norms, social
value, price, taste, and convenience) may influence the decision. Multinomial
logistic regression (MLR) was used to assess the predictor variables’ effect on
consumers’ decisions. According to data collected from 493 respondents, social
value, subjective norms, and price influenced the decision to purchase canned
water, while the effects of environmental concerns, taste, and convenience were
non-influential. The study’s findings offer further empirical support for the
effect of social value and subjective norms on the acceptance of green products.
Additionally, the results suggest that environmental concerns’ influence may
diminish in the presence of other factors. The study provides canned water
manufacturers with some insights into consumer acceptance and what can be
done to improve and increase consumers’ acceptance.
Description
Keywords
green behaviour; green product; canned water; intention;
multinomial logistic regression analysis; MLR; product attributes;
environmental concerns; social value.
Citation
Sa’, N.A. and Salhieh, E.M. (2023) “Factors influencing consumers’ decision to purchase green products: the case of canned water as a green alternative to single-use plastic bottled water,” International Journal of Green Economics, 17(3), pp. 191–209.