Attitudes towards environmentally friendly products (original) (raw)

Abstract

PurposeThis paper aims to identify the key antecedents and moderators that influence consumers' willingness to purchase environmentally friendly products.Design/methodology/approachA convenience sampling method was employed. A total of 600 self‐administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis.FindingsThe results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products.Research limitations/implicationsLongitudinal ...

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