Keywords: Green Marketing, Green Purchasing, Green Purchasing Intention, Product Marketing, Qualitative Analysis Approaches.

Transcription

1 The Conceptual Model of Effective Factors on Consumers Green Purchasing Intentions Hessam Zand Hessami, Parisa Yousefi, Ghazaleh Goudarzi Abstract - Although issues have changed to one of the most important purchasing criteria for consumers, they do not show any tendency to use green products. So, according to the importance of reasons in consumers behavioral gap in purchasing green products and goods, the purpose of this research is to elicit effective factors and finally present a conceptual model for main components and dimensions that effect consumers Green purchasing intention. The purpose of this model is presenting functional guides for international marketers, organizations and corporations which work on products and green service. To achieve this goal, fundamental and primary factors extracted from key models and on this basis, the primitive conceptual model was designed. (Researchers such as Cheah & Phau, Kaufmann and Panni, Sinnappan and Abd Rahman, Chan, Lee, Lin and Huang had presented reference models), Afterwards, the overall content of the model and the validity of proposed model were confirmed by using experts view and qualitative analysis approaches (Delphi technique). This model can be used in further researches and by analyzing methods such as DEMATEL and structural equations the model can be tested both statistically and mathematically. This model can be used as a basis for developing conceptual model in the field of green products purchasing behavior. Keywords: Green Marketing, Green Purchasing, Green Purchasing Intention, Product Marketing, Qualitative Analysis Approaches. I. INTRODUCTION From the 1990, customers were increasingly interested in issues. The key customers changed to powerful force in green consumerism and they wanted corporations to be responsible for their society and social issues [42]. Thus, attention was drawn towards green products and green processes. Understanding the importance of this issue by global communities leading to enact strict and new law [45]. In 1992, European Commission presented instructions about labels which indicate environment support [23]. On this basis, corporations made new efforts in the field of green technologies by making ly - friendly products.however, Rex and Baumann research (2007), illustrated that corporations made great investment in creating and labeling products more effectively but their market share is still low. The importance of the attitude - behavior gap was revealed, when 30% of U.K consumers report concern over issues, but were slow to translate such concerns into actually going green In fact, nowadays, one of the most significant challenges that marketers and corporations which are working in the field of green products and services encounter, is to identify and specify what factors have influence on green 10 consumers behavior and eventually persuade them to buy green products. Without knowing this issue, corporations and organizations cannot expand consumer s specific strategies for increasing their market portion by using new demands related to green market and professional marketers. According to the importance of this issue, the purpose of this study is to present a conceptual model in order to identify and extract dimensions, components and indicators which have influence on consumers Green purchasing intention by utilizing documentary studies and the validity of proposed model was confirmed by using experts view and qualitative analysis approaches ( Fuzzy Delphi technique). II. LITERATURE RESEARCH Green marketing notified that green marketing is well integrated with in the company s strategy. According to [5] green marketing as a holistic management process responsible for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way. [30] points out that green marketing is a process which includes all marketing activities that are developing to trigger and to sustain consumers attitudes and behaviors. According to [44] green or marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimal detrimental impact on the natural environment. Today, consumers are paying more attention to the efforts of businesses and support companies that excel with their green marketing. Green product points out that green product is as product in which typically nontoxic, made from recycled materials, or minimally packaged. [41] defines green product based on a few features, including original grown, recycle/reusable, contain natural ingredients, contain recycled content, do not pollute environment, contain approved chemical and not test on animals. Green purchasing Green purchasing is a highly effective tool in the shift towards sustainable green consumption and production and can address a wide range of issues, including the reduction of CO 2 emissions. To achieve a sustainable future for the global society, public and private sector stakeholders around the world are urged to practice green purchasing [16]. Green purchasing intention to selectively choosing products with less impact when purchasing goods [35]. Green purchasing intention is conceptualized as the probability and willingness of a person to give preference to products that having eco-friendly features over other

2 traditional products in their purchasing considerations [1]. According to Empirical studies have a significant positive relationship between intention and behavior ([32]; [12]; [11]). Research to date suggests that even when this is the case, studies have demonstrated intentions continue to be good predictors of behavior ([40]; [48]). Research to date suggests that even when this is the case, intentions continue to be good predictors of behavior ([16]; [17]). In theories and opinions presented by different researchers, different criteria have been introduced as factors influencing green products purchasing behavior and encouraging consumers to buy them which have been mentioned in the following table. Table 1. Factors Affecting Consumers Green Purchasing Behavior and Intention Variables awareness concern attitude consumer effectiveness seriousness of Social influence References [10] ; [11] [25]; [38]; [20];[27]; [21] ; [16]; [37]; [13]; [46] ; [18]; [24] ; [31]. [36]; [37]; [27];[47]; [49] ; [7]; [17]; [8]. [27] ; [28] ; [35]. [6] ; [27]. [27]; [16]; [47]; [5]; [30]. order to make decisions and consensus on problems that the goals and parameters are not specified in them obviously. The important feature of this method is to present flexible framework that covers many of the barriers related to lack of precision and clarity. Most of the problems in decision making are related to incomplete and in accurate information. Adopted decisions by experts are based on their personal competence and are highly subjective. Therefore it is better to present data by Fuzzy numbers instead of absolute numbers [10]. The algorithm of Fuzzy Delphi method execution has been shown in figure 1. Governments role Functional value Social value Emotional value Conditional value Epstemic value Man-nature orientation Ecological effect Ecological knowledge Concern for self-image in protection Self-Image knowledge [27] ; [47]. [10]. [10] ; [11]. [10] ; [11]. [47]. [27]; [16]. [37]; [3]; [5]; [11]; Collectivism [33] ; [10]. Fuzzy Delphi method Fuzzy Delphi Method was proposed by Ishikawa et al (1993) and it was derived from the raditional Delphi technique and fuzzy set theory [22]. According to [4]. Applying the Fuzzy Delphi Method to group decision can solve the fuzziness of common understanding of expert opinions. In fact, executive phases of Fuzzy Delphi method are the combination of Delphi method execution and doing analysis on information by using definitions of Fuzzy sets theory [34]. The Delphi method is an iterative process to collect and distill the anonymous judgments of experts. Fuzzy Delphi method uses a serious of data collection and analysis techniques interspersed with feedback [4]. The usage of this method leads to valuable results in 11 Fig 1. The Algorithm of Fuzzy Delphi Method Execution III. LITERATURE REVIEW By over viewing the investigations related to green behavior and purchasing intentions, it is identified that researchers with specific goals and perspectives have presented different models in this regard. Presented models have different dimensions and components. Here we describe some models briefly. Cheah and Phau model The purpose of this presented model is to identify dimensions and components affecting Australian consumers purchasing tendency to ly friendly products. The dimension of this model includes attitude towards green products and perceived product necessity and the attitude towards ly friendly products is measured by components of ecoliteracy issues, interpersonal influence and their values orientation. Certainly, attitude towards green products is considered as a mediator variable. For measuring values orientation two indicators such as individuals collectivism and individualism have been considered. In this model the effect of attitude towards green product on their purchasing tendency is not measured singly, rather in a provider s view of this model, understanding the necessity of that product affect the process (Figure 2).

3 Fig 2. Cheah and Phau Model [14] Kaufmann and Panni and Orphanidou Framework This framework is the result of research with the purpose of creating different approaches that has been presented and prepared based on past secondary research information to determine the variables influencing consumers green purchasing behavior. In this framework it has been endeavored to express factors influencing green purchasing behavior from different dimensions. In this framework knowledge, concerns, effectiveness perceived by consumer, awareness, concern and attitude, altruism, trust about green products safety and quality, values collectivism and justice on the method of business as an independent variable and demographic factors (age, gender, income level, education level, occupation and ethnicity) is considered as a mediator variable. Fig 4. Sinnappan and Abd Rahman Model [47] Chan model This model was designed and presented with new approaches in order to investigate the role of cultural diversity and ecological factors influencing Chinese consumers green purchasing behavior. Firstly, according to this model components influencing attitude toward green purchasing that include man-nature orientation, collectivism value, ecological knowledge and ecological impacts were identified. Afterwards, it was assumed that according to rational action process, attitude toward green purchasing influencing green purchasing intention and eventually green purchasing intention has an effect on green purchasing behavior. The most striking feature of this model is that the effect of expressed indicators on green purchasing behavior concept is not measured directly. Fig 3. Kaufmann and Panni and Orphanidou Framewor Sinnappan and Abd Rahman model According to demographic variables, the purpose of this presented model is to identify factors that have influence on consumers green purchasing behavior in Malaysia. Thus, in addition to the independent variables, demographic factors have been considered as a mediator variable (Figure 4). 12 Fig 5. Chan Model [11] Lin and Huang Model The main structure of this model is based on the theory of consumption values. This model is presented in order to measure impact of consumers values on choosing green purchasing. Three fundamental propositions are axiomatic to the theory of consumption values: consumer choice is a function of multiple consumption values, consumption values make different contributions in any given choice situation, and consumption values are independent. Therefore, a model was developed and presented for assessing the impact of above values on choosing green purchasing (Figure 6).

4 V. RESEARCH METHODOLOGY The employed research method is practical in purpose because this study pay attention to modern design of conceptual model with the aim of developing applied knowledge of dimensions and components principles and relations influencing Green purchasing intention. Also, this research is a descriptive research (nonexperimental) based on the research plan and data collection methods and survey approach has been used for gathering information. The expert team includes 10 university experts and professional experts that work in this field and by using fuzzy Delphi method their views on proposed conceptual model s components, dimensions and indicators were extracted. In this research, experts have been selected among professors that have books, published scientific articles or registered researches and studies in this field. Fig 6. Lin and Huang Model [29] Generally, the following research gap can be considered in the field of models and researches that some of them were mentioned in previous section. Most of presented models in the field of identifying factors influencing consumers green purchasing intentions did not have a proper system structure, some of the expressed components and indicators in models of factors influencing green purchasing intentions do not fit with local needs and characteristics of a particular country and those indicators cannot be evaluated in other countries, most of the models have static mode and they are not dynamic enough to adapt to cultural and factors and variables, in studies for identifying the factors influencing green purchasing behavior intentions, suitable mathematical models have not been used for extracting indicators and Paying attention to individuals awareness of ly - friendly products is one of the cases that have an important role in consumers green purchasing intention but it has been disregarded. IV. THE CONCEPTUAL MODEL OF RESEARCH The conceptual model of research is an analytical tool that research variables and relation between them change with the aid of that model [19]. In fact, the conceptual model of research consists of concepts and hypotheses that have close relation with each other and altogether, constitute a coherent analytical framework [43]. In this study, after reflecting on the sources and texts that have been read, various aspects as well as the relations between them were determined and then by considering the convergent and divergent of various aspects of factors influencing green products purchasing intention, the initial conceptual model was designed. The experts view and qualitative analysis approach (fuzzy Delphi) have been used for evaluating the validity of this proposed model. VI. FINDINGS The Questionnaire of this study was designed with the purpose of gaining experts view on their agreement on initial model s indicators and components. As regard to different characteristics of individuals influencing their subjective interpretations toward qualitative variables and to respond to questions with the same mentality for experts, the range of qualitative variables was defined as triangular fuzzy numbers according to Table 2. Experts expressed their agreement with indicators by verbal variables (very low, low, medium, high and very high). It should be mentioned that the classification of Fuzzy ranges determined according to investigation of presented models in Fuzzy papers and the final opinion of the experts. Table 2. Certain fuzzy numbers of verbal variables verbal variables very high high medium low very low Triangular fuzzy Certain fuzzy number number ) ( ) ( 0.75 ) ( 0.5 ) ( 0.25 ) ( Certain fuzzy numbers have been calculated by using Minkowski formula in the following form [4]: X=m + (1) In the first step, proposed conceptual model sent to expert group members with a description of its dimensions, components and indicators in order to collect their agreement with indicators. The results from surveying presented responses have been gathered (See table 3). 13

5 Table 3. Counting Results of the First Stage of Polling very low low medium high very high awareness concern attitude consumer effectiveness seriousness of responsibility Social Influence role Governments Functional value Social value Emotional value Conditional value Epstemic value Awareness of green products According to the results of the table above, the fuzzy average of each indicator was calculated by following relations that have been shown in the table 4. ) i), (i) A i = ( a 1 a, (i) 2 a 3 ), i=1,2,3,, n (2) A ave = ( m 1, m 2, m 3 ) = (,, ( (3) In these relations A i represents the view of expert number i and A ave represents the average of experts view, triangular fuzzy and non-fuzzy average of indicators have been calculated respectively by using formula 1, 2 and 3. In fact, non-fuzzy average in table 4 indicates the experts agreement with indicators in initial conceptual model. As can be seen in table 4, the maximum rate of experts agreement is on understanding the importance of indicators of attitude and perceived seriousness of, while the minimum rate of their agreement is on indicators of social value. After refining opinions presented by experts in the form of open questions and meetings with them, the questionnaire was developed for the second stage and was sent back to experts again with the individual s previous opinions and the difference in each person's opinion with the average of other experts view. In this stage, each of the experts again responded to presented questions according to their views and the average view of other experts in previous stage and the results were gathered in table 5. Table 4. The Average of Experts View Results from The First Polling nonfuzzy Triangular fuzzy average average awareness concern attitude consumer effectiveness seriousness of responsibility Influence Social Governments role Functional value Social value Emotional value Conditional value Epstemic value Awareness of green products Table 5. Counting Results of the Second Stage of Polling very low low medium high very high awareness concern attitude consumer effectiveness seriousness of responsibility Influence Social Governments role Functional value Social value Emotional value Conditional value Epstemic value Awareness of green products Triangular fuzzy and non-fuzzy averages were calculated by using formulas 1, 2 and 3 and their results have been gathered in table 6. 14

6 Table 6. The Average of Experts View Results from the Second Polling Triangular fuzzy average nonfuzzy average awareness concern attitude consumer effectiveness seriousness of responsibility Influence Social Governments role Functional value Social value Emotional value Conditional value Epistemic value Awareness of green products However, if the disagreement between these two stages is less than 0.1 (low threshold), the polling process will be stopped (Cheng & Lin, 2002). Table 7. The Difference of Experts View in the First and Second segats of Polling 6 first stages second stages The difference of the first and second staged awareness concern attitude consumer effectiveness seriousness of responsibility Influence Social Governments role Functional value Social value Emotional value Conditional value Epstemic value Awareness of green products According to the experts disagreement in the first and second stages of polling which has been gathered in table 7, we understand that the members of experts group have achieved a unity in all indicators thus the polling about these indicators is paused. Therefore, the presented model 15 has 1 dimension, 4 components and 13 indicators during the two stages of polling about expressed indicators from experts team (Figure 8). Fig 8. Research Conceptual Model VII. DISCUSSION AND CONCLUSION Serious problems in recent years, led researchers to present patterns with the aim of determining factors influencing consumers green products purchasing behavior and their intentions. Some deficiencies such as being native model, lack of proper system structure, lack of dynamism that is required for adapting with cultural- variables and factors and ignore some effective criteria were observed by over viewing previous researchers model and patterns such as [26], [47], [10], [27] and [29] in green products purchasing and intention area. In fact one of the most obvious weaknesses in previous studies is that the study on the effects of different criteria on green purchasing intention is scattered. Due to expanding the use and the positive effects of comprehensive and systematic approaches, the presented model was proposed according to considerations of the system approaches. While the presented model in this study has systematic structure, it has been proposed for overcoming the deficiency of past studies and continuous improvement in the factors affecting consumers green purchasing intention. The proposed model was investigated and validated by studying and analyzing designed documents, experts view and Fuzzy Delphi technique. As it was mentioned before, the most important feature of the proposed model is the integration of indicators related to

7 beliefs that previous researchers have considered the effects of these factors in their studies sparsely. For example, [10] has measured the ecological impact of knowledge on attitude toward green purchasing while [16] has examined the role of concerns over green purchasing intention and [37] has considered concerns, awareness and attitudes as factors influencing consumer green purchasing behavior. Unlike most previous studies, the proposed model includes all the indicators influencing beliefs. Also the proposed model includes effective and valuable criteria such as social values, emotional values, epistemic value, Conditional value and individuals awareness of green products that have an important role in influencing consumers behavior and ultimately persuade them to buy green products that no little attention has been paid to them in past researches. Moreover, the present model, unlike models of [26], [47], [10], [27] and [29] is compatible and consistent with rational choice theory and relations between attitudes toward green purchasing as dependent variable and independent variables (factors affecting attitudes toward green purchasing) are identified and explained with the help of that. In fact attitude toward green purchasing has played the role of dependent and independent variable. The presented model can be used as a basis for more extensive studies in the field of green products purchasing behavior and intention. VIII. FUTURE RESEARCHES The conceptual model in this study has been suggested for green purchasing and factors influencing that by using qualitative research methods, studying and analyzing the key models and in order to understand the model deeper, it is suggested that by using synthetic methods in qualitative and quantitative researchers and group multi attribute decision making models such as interpretive structural modeling, relationships between the components are extracted and then by using DEMATEL technique the intensity of the relationship is calculated mathematically. Afterwards the model s goodness of fit is examined by using results of DEMATEL technique, by extracting sub indicators of model, by using inferential statistics and factor analysis and structural equations. The test of model indifferent communities and different industries can show lots of research gaps and it can be a basis for developing the model. REFERENCES [1] Abdul Rashid, N. (2009). 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