Drivers of Zero-Waste Purchase Decisions : The Mediating Role of the Theory of Planned Behavior
DOI:
https://doi.org/10.17010/ijom/2024/v54/i9/174396Keywords:
zero-waste
, theory of planned behavior, S-O-R model, new environmental paradigm, purchase intention.Paper Submission Date
, September 25, 2023, Paper sent back for Revision, April 1, 2024, Paper Acceptance Date, April 25, Paper Published Online, September 14, 2024Abstract
Purpose : This study aimed to examine the mediating role of three antecedents of the theory of planned behavior (TPB) between the new environmental paradigm (NEP) and purchase intention via extending the TPB and stimulus-organism-response (S-O-R) paradigm.
Methodology : A self-administered questionnaire collected data from 239 individuals with prior knowledge of ZW products. Confirmatory factor analysis (CFA) was employed in SPSS AMOS 21 to examine the validity and reliability of the study. The bootstrapping method was used with structural equation modeling (SEM) to analyze the suggested framework and hypotheses.
Findings : NEP positively influenced the purchase intention of ecologically concerned Indian consumers. The attitude (ATT) and perceived behavioral control (PBC) partially mediated the association between NEP and purchase intention. However, the mediating role of subjective norms (SNs) was non-significant.
Practical Implications : This study’s empirical findings could assist interested academicians, policymakers, and marketers attain “responsible consumption and production,†the 12th sustainable development goal.
Originality : This study integrated the S-O-R model and TPB, significantly contributing to the current knowledge of ZW lifestyle. The proposed framework incorporated NEP, which further enhanced the understanding of TPB. This research thoroughly investigated the TPB mediation function in bridging the gap between NEP and customers’ intention to purchase ZW products.
Downloads
Published
How to Cite
Issue
Section
References
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (eds.), Action control: From cognition to behavior (pp. 11–39). Springer. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Chauhan, V. (2021, May 27). India's 15 incredible zero waste stores at your disposal. The Better Earthlings. https://thebetterearthlings.com/indias-15-zero-waste-stores/
Chekima, B., Chekima, S., Khalid Wafa, S. A., Igau, O. A., & Sondoh Jr., S. L. (2016). Sustainable consumption: The effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210–220. https://doi.org/10.1080/13504509.2015.1114043
do Paço, A., Alves, H., Shiel, C., & Filho, W. L. (2013). Development of a green consumer behaviour model. International Journal of Consumer Studies, 37(4), 414–421. https://doi.org/10.1111/ijcs.12009
Do Valle, P. O., Rebelo, E., Reis, E., & Menezes, J. (2005). Combining behavioral theories to predict recycling involvement. Environment and Behavior, 37(3), 364–396. https://doi.org/10.1177/0013916504272563
Dunlap, R. E. (2008). The new environmental paradigm scale: From marginality to worldwide use. The Journal of Environmental Education, 40(1), 3–18. https://doi.org/10.3200/JOEE.40.1.3-18
Dunlap, R. E., & Van Liere, K. D. (1978). The “new environmental paradigm.†The Journal of Environmental Education, 9(4), 10–19. https://doi.org/10.1080/00958964.1978.10801875
Eriksen, M., Lebreton, L. C., Carson, H. S., Thiel, M., Moore, C. J., Borerro, J. C., Galgani, F., Ryan, P. G., & Reisser, J. (2014). Plastic pollution in the world's oceans: More than 5 trillion plastic pieces weighing over 250,000 tons afloat at sea. PloS ONE, 9(12), e111913. https://doi.org/10.1371/journal.pone.0111913
Faelli, F., Blasberg, J., Johns, L., & Lightowler, Z. (2023). Selling sustainability means decoding consumers. Bain & Company. https://www.bain.com/insights/selling-sustainability-means-decoding-consumers-ceo-sustainability-guide-2023/
Februadi, A., Nabilah, A., & Najib, M. F. (2022). Determinants of attitudes toward green product and purchase intention of zero-waste product: A case study of menstrual cup. Journal of Marketing Innovation, 2(2), 44–56. https://doi.org/10.35313/jmi.v2i2.34
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Geyer, R., Jambeck, J. R., & Law, K. L. (2017). Production, use, and fate of all plastics ever made. Science Advances, 3(7), e1700782. https://doi.org/10.1126/sciadv.1700782
Grand View Research. (2021). Zero waste packaging market size, share & trends analysis report by material (paper & cardboard, biopolymer), by type, by distribution channel, by application, by region, and segment forecasts, 2023–2030. https://www.grandviewresearch.com/industry-analysis/zero-waste-packaging-market-report
Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice Hall.
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education.
Hair Jr., J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R.L. (2005). Multivariate data analysis (6th ed.). Pearson Publication Inc.
Han, H., Hsu, L.-T., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
Hashim, A. H., Xi, C. H., & Sien, C. W. (2018). Young Malaysian consumers' perception towards zero wastes. Malaysian Journal of Consumer and Family Economics, 21, 65–77. https://myjurnal.mohe.gov.my/public/article-view.php?id=151925
He, P., Chen, L., Shao, L., Zhang, H., & Lü, F. (2019). Municipal solid waste (MSW) landfill: A source of microplastics? -Evidence of microplastics in landfill leachate. Water Research, 159, 38–45. https://doi.org/10.1016/j.watres.2019.04.060
Hinkin, T. R. (1995). A review of scale development practices in the study of organizations. Journal of Management, 21(5), 967–988. https://doi.org/10.1177/014920639502100509
Intergovernmental Panel on Climate Change (IPCC). (2013). Summary for Policymakers. In Climate Change 2013: The physical science basis. Cambridge University Press. https://www.ipcc.ch/site/assets/uploads/2018/02/WG1AR5_SPM_FINAL.pdf
Joshi, Y., & Rahman, Z. (2016). Predictors of young consumer's green purchase behaviour. Management of Environmental Quality, 27(4), 452–472. https://doi.org/10.1108/MEQ-05-2015-0091
Kate, N., Chaudhary, P., & More, M. (2024). Antecedents to organic tea buying behavior and consumption among millennials in India: Through the lens of theory of planned behavior. Indian Journal of Marketing, 54(1), 44–62. https://doi.org/10.17010/ijom/2024/v54/i1/173382
Kirmani, M. D., & Khan, M. N. (2016). Environmental concern to attitude towards green products: Evidences from India. Serbian Journal of Management, 11(2), 159–179. https://doi.org/10.5937/sjm11-9241
Komara, C. N., & Yuliati, E. (2023). Analysis of factors affecting parents' purchase intention on eco-friendly baby clothing products in Indonesia. Indonesian Journal of Multidisciplinary Science, 2(10), 3414–3431. https://doi.org/10.55324/ijoms.v2i10.606
Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58, 102270. https://doi.org/10.1016/j.jretconser.2020.102270
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1–9. https://doi.org/10.1016/j.jretconser.2016.09.004
Linge, A., Singh, M., Kakde, B., & Punjani, K. K. (2022). Application of the theory of planned behaviour to predict college students online purchase intention: A systematic review and meta-analysis. Indian Journal of Marketing, 52(12), 39–57. https://doi.org/10.17010/ijom/2022/v52/i12/172561
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077
Mateedulsatit, S. (2018). A study of Thai millennials attitudes and adoption factors towards zero waste products (Doctoral thesis, Thammasat University). http://ethesisarchive.library.tu.ac.th/thesis/2018/TU_2018_6002040654_10365_9955.pdf
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press. https://mitpress.mit.edu/9780262630719/an-approach-to-environmental-psychology/
Moorthy, K., Kamarudin, A. A., Xin, L., Hui, L. M., Way, L. T., Fang, P. S., & Carmen, W. (2021). Green packaging purchase behaviour: A study on Malaysian consumers. Environment, Development and Sustainability, 23, 15391–15412. https://doi.org/10.1007/s10668-021-01302-6
Nath, S. (2024, February 5). Shop at these zero waste stores in India to cut your plastic footprint. The Shooting Star. https://the-shooting-star.com/zero-waste-stores-india/
Neerattiparambil, N. N., & Belli, S. M. (2020). Why rent a dress? : A study on renting intention for fashion clothing products. Indian Journal of Marketing, 50(2), 20–34. https://doi.org/10.17010/ijom/2020/v50/i2/150439
Nowacki, M., Chawla, Y., & Kowalczyk-Anioł, J. (2021). What drives the eco-friendly tourist destination choice? The Indian perspective. Energies, 14(19), 6237. https://doi.org/10.3390/en14196237
Palmer, P. (2009). What is zero waste and what is it not? Zero Waste Institute. https://zerowasteinstitute.org/?page_id=18
Park, E., Lee, S., Lee, C.-K., Kim, J. S., & Kim, N.-J. (2018). An integrated model of travelers' pro-environmental decision-making process: The role of the new environmental paradigm. Asia Pacific Journal of Tourism Research, 23(10), 935–948. https://doi.org/10.1080/10941665.2018.1513051
Park, I.-H., Park, Y.-M., Lee, C., Sun, J.-E., Hu, W., & Chung, J.-E. (2022). A comparative study of dietary related zero-waste patterns and consumer responses before and after COVID-19. Family and Environment Research, 60(1), 21–38. https://doi.org/10.6115/fer.2022.002
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pop, R.-A., Săplăcan, Z., & Alt, M.-A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. https://doi.org/10.3390/info11090447
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A., & Panda, T. K. (2019). Do altruistic and egoistic values influence consumers' attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163–169. https://doi.org/10.1016/j.jretconser.2019.05.011
Pratiwi, P. Y., Handra, T., & Choirisa, S. F. (2021). Determinants of zero waste lifestyle adoption among generation-Z. Conference Series, 3(2), 371–384. https://doi.org/10.34306/conferenceseries.v3i2.604
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879
Ragusa, A., Notarstefano, V., Svelato, A., Belloni, A., Gioacchini, G., Blondeel, C., Zucchelli, E., De Luca, C., D'Avino, S., Gulotta, A., Carnevali, O., & Giorgini, E. (2022). Raman microspectroscopy detection and characterisation of microplastics in human breastmilk. Polymers, 14(13), 2700. https://doi.org/10.3390/polym14132700
Rochman, C. M., Tahir, A., Williams, S. L., Baxa, D. V., Lam, R., Miller, J. T., Teh, F.-C., Werorilangi, S., & Teh, S. J. (2015). Anthropogenic debris in seafood: Plastic debris and fibers from textiles in fish and bivalves sold for human consumption. Scientific Reports, 5, Article No. 14340. https://doi.org/10.1038/srep14340
Rodrigues, M., Proença, J. F., & Macedo, R. (2023). Determinants of the purchase of secondhand products: An approach by the theory of planned behaviour. Sustainability, 15(14), 10912. https://doi.org/10.3390/su151410912
Săplăcan, Z., & Márton, B. (2019). Determinants of adopting a zero waste consumer lifestyle. Regional and Business Studies, 11(2), 25–39. https://doi.org/10.33568/rbs.2410
Sari, D. P., Masruroh, N. A., & Asih, A. M. (2021). Consumer intention to participate in e-waste collection programs: A study of smartphone waste in Indonesia. Sustainability, 13(5), 2759. https://doi.org/10.3390/su13052759
Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Green product buying intentions among young consumers: Extending the application of theory of planned behavior. Problems and Perspectives in Management, 16(2), 145–154. https://doi.org/10.21511/ppm.16(2).2018.13
Sharief, Z., & Panghal, A. (2023). Sustainable consumption: Consumer behavior when purchasing sustainability-labeled food products. Indian Journal of Marketing, 53(8), 47–65. https://doi.org/10.17010/ijom/2023/v53/i8/172975
Shen, Y.-C., & Chen, H.-S. (2020). Exploring consumers' purchase intention of an innovation of the agri-food industry: A case of artificial meat. Foods, 9(6), 745. https://doi.org/10.3390/foods9060745
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology & Marketing, 14(4), 361–378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4%3C361::AID-MAR4%3E3.0.CO;2-7
Shimul, A. S., Cheah, I., & Khan, B. B. (2022). Investigating female shoppers' attitude and purchase intention toward green cosmetics in South Africa. Journal of Global Marketing, 35(1), 37–56. https://doi.org/10.1080/08911762.2021.1934770
Spiteri, L. (2021). Zero-waste Instagram communities: A thematic analysis of ZW activities through the lens of the lifestyle movement framework. Canadian Journal of Information and Library Science, 43(3), 245–268. https://muse.jhu.edu/article/781387
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189. https://doi.org/10.1016/j.jretconser.2017.12.002
Srivastava, C., & Mahendar, G. (2018). Intention to adopt sustainable energy: Applying the theory of planned behaviour framework. Indian Journal of Marketing, 48(10), 20–33. https://doi.org/10.17010/ijom/2018/v48/i10/132325
Stern, P. C., Dietz, T., Abel, T. D., Guagnano, G., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97. https://cedar.wwu.edu/hcop_facpubs/1
Ting, C.-T., Hsieh, C.-M., Chang, H.-P., & Chen, H.-S. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability, 11(3), 819. https://doi.org/10.3390/su11030819
Valentin, A. P. (2021). Predicting sustainable consumption of package-free bath products among students in higher education institutions. International Journal of Sustainability in Higher Education, 22(7), 1753–1768. https://doi.org/10.1108/IJSHE-01-2021-0017
Verma, V. K., Chandra, B., & Kumar, S. (2019). Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206–216. https://doi.org/10.1016/j.jbusres.2018.11.021
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Waris, I., & Hameed, I. (2020). Promoting environmentally sustainable consumption behavior: An empirical evaluation of purchase intention of energy-efficient appliances. Energy Efficiency, 13(8), 1653–1664. https://doi.org/10.1007/s12053-020-09901-4
World Health Organization (WHO). (2022, 19 December). Ambient (outdoor) air pollution. https://www.who.int/news-room/fact-sheets/detail/ambient-(outdoor)-air-quality-and-health
Wu, J., Font, X., & Liu, J. (2021). Tourists' pro-environmental behaviors: Moral obligation or disengagement? Journal of Travel Research, 60(4), 735–748. https://doi.org/10.1177/0047287520910787
Xu, G., Wang, S., Li, J., & Zhao, D. (2020). Moving towards sustainable purchase behavior: Examining the determinants of consumers' intentions to adopt electric vehicles. Environmental Science and Pollution Research, 27, 22535–22546. https://doi.org/10.1007/s11356-020-08835-9
Yarimoglu, E., & Binboga, G. (2019). Understanding sustainable consumption in an emerging country: The antecedents and consequences of the ecologically conscious consumer behavior model. Business Strategy and the Environment, 28(4), 642–651. https://doi.org/10.1002/bse.2270
Zahan, I., Chuanmin, S., Fayyaz, M., & Hafeez, M. (2020). Green purchase behavior towards green housing: An investigation of Bangladeshi consumers. Environmental Science and Pollution Research, 27, 38745–38757. https://doi.org/10.1007/s11356-020-09926-3
Zaman, A. U. (2015). A comprehensive review of the development of zero waste management: Lessons learned and guidelines. Journal of Cleaner Production, 91, 12–25. https://doi.org/10.1016/j.jclepro.2014.12.013
