Published
2024-08-22
Section
Research Articles
License
The journal adopts the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0), which means that anyone can reuse and redistribute the materials for non-commercial purposes as long as you follow the license terms and the original source is properly cited.
Author(s) shall retain the copyright of their work and grant the Journal/Publisher rights for the first publication with the work concurrently licensed since 2023 Vol.8 No.2.
Under this license, author(s) will allow third parties to download, reuse, reprint, modify, distribute and/or copy the content under the condition that the authors are given credit. No permission is required from the authors or the publisher.
This broad license intends to facilitate free access, as well as the unrestricted use of original works of all types. This ensures that the published work is freely and openly available in perpetuity.
By providing open access, the following benefits are brought about:
- Higher Visibility, Availability and Citations-free and unlimited accessibility of the publication over the internet without any restrictions increases citation of the article.
- Ease of search-publications are easily searchable in search engines and indexing databases.
- Rapid Publication – accepted papers are immediately published online.
- Available for free download immediately after publication at https://esp.as-pub.com/index.php/ESP
Copyright Statement
1.The authors certify that the submitted manuscripts are original works, do not infringe the rights of others, are free from academic misconduct and confidentiality issues, and that there are no disputes over the authorship scheme of the collaborative articles. In case of infringement, academic misconduct and confidentiality issues, as well as disputes over the authorship scheme, all responsibilities will be borne by the authors.
2. The author agrees to grant the Editorial Office of Environment and Social Psychology a licence to use the reproduction right, distribution right, information network dissemination right, performance right, translation right, and compilation right of the submitted manuscript, including the work as a whole, as well as the diagrams, tables, abstracts, and any other parts that can be extracted from the work and used in accordance with the characteristics of the journal. The Editorial Board of Environment and Social Psychology has the right to use and sub-licence the above mentioned works for wide dissemination in print, electronic and online versions, and, in accordance with the characteristics of the periodical, for the period of legal protection of the property right of the copyright in the work, and for the territorial scope of the work throughout the world.
3. The authors are entitled to the copyright of their works under the relevant laws of Singapore, provided that they do not exercise their rights in a manner prejudicial to the interests of the Journal.
About Licence
Environment and Social Psychology is an open access journal and all published work is available under the Creative Commons Licence, Authors shall retain copyright of their work and grant the journal/publisher the right of first publication, and their work shall be licensed under the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).
Under this licence, the author grants permission to third parties to download, reuse, reprint, modify, distribute and/or copy the content with attribution to the author. No permission from the author or publisher is required.
This broad licence is intended to facilitate free access to and unrestricted use of original works of all kinds. This ensures that published works remain free and accessible in perpetuity. Submitted manuscripts, once accepted, are immediately available to the public and permanently accessible free of charge on the journal’s official website (https://esp.as-pub.com/index.php/ESP). Allowing users to read, download, copy, print, search for or link to the full text of the article, or use it for other legal purposes. However, the use of the work must retain the author's signature, be limited to non-commercial purposes, and not be interpretative.
Click to download <Agreement on the Licence for the Use of Copyright on Environmental and Social Psychology>.
How to Cite
Drivers of green persistence intentions in an authentic green brand, moderating role of green self-efficacy
Hafiz Muhammad Hafeez
PhD Scholar, Universiti Malaysia Terengganu, Malaysia / Assistant Director University Institute of Management Sciences, Pir Maher Ali Shah Arid Agriculture University Rawalpindi
Azizul Yadi Yaakop
Associate Professor of Marketing, Faculty of Business, Economics and Social Development, Universiti Malaysia, Terengganu
Taimoor Ahmed
Department of Marketing and Management, School of Business, Law and Entrepreneurship (SoBLE), Swinburne University of Technology, Hawthorn Campus, Melbourne, Victoria
Noureen Fatima
Assistant professor, Human Resource Management, College of Business Administration, King Faisal University. Eastern Province - AlAhsa KSA
Ali Haider
Department of Business Administration, Allama Iqbal Open University, Islamabad
DOI: https://doi.org/10.59429/esp.v9i8.2839
Keywords: Green persistence intentions, authentic green brand, green self-efficacy
Abstract
The purpose of this research is to help companies enhance the efficacy of their green marketing by presenting novel green marketing strategies that align with present environmental trends. Recently, there has been a surge in interest in sustainable consumption, which has led to several inquiries into the green gap phenomenon. To bridge the knowledge gap, this study concentrates on cutting-edge methods of green marketing that align with environmental trends and help companies increase the efficacy of their green marketing initiatives. Consequently, to address the managerial implications of the six unique concepts—green authenticity, green self-efficacy, green experiential satisfaction, green passionate love, and green perseverance intentions—a study framework must be established. Public Limited universities in Rawalpindi and Islamabad were the sites of research that put the idea of a green university into practice. Both students and teachers were considered for this survey. Using a structured questionnaire, 323 answers were collected. A total of 323 students from various academic backgrounds filled out the survey, with 90 of them people being faculty members. The research's measurement and structural framework were examined using SmartPLS, and the results demonstrate that all six hypotheses were significant. The relationship between positive experiences with green things and plans to keep doing green is being moderated, in part, by green self-efficacy.
References
[1]. S. Asan and F. Antonio, “Drivers of green brand experience and its impact on pro-environmental behavioural intentions,” vol. 22, no. 2, pp. 133–148, May 2023, doi: https://doi.org/10.28932/jmm.v22i2.6080.
[2]. Y.-S. Chen, T.-W. Chang, H.-X. Li, and Y.-R. Chen, “The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude,” International Journal of Environmental Research and Public Health, vol. 17, no. 11, p. 4089, Jun. 2020, doi: https://doi.org/10.3390/ijerph17114089.
[3]. J. Gahlot Sarkar, A. Sarkar, and R. Yadav, “Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals,” Young Consumers, vol. 20, no. 3, pp. 190–207, Aug. 2019, doi: https://doi.org/10.1108/yc-08-2018-0840.
[4]. J. Guerreiro and M. Pacheco, “How Green Trust, Consumer Brand Engagement and Green Word-Of-Mouth mediate Purchasing Intentions,” Sustainability, vol. 13, no. 14, p. 7877, Jul. 2021, doi: https://doi.org/10.3390/su13147877.
[5]. Z. Tong, T. Li, J. Feng, and Q. Zhang, “Using Images of Eyes to Enhance Green Brand Purchase Intentions through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression,” Frontiers in Psychology, vol. 11, Oct. 2020, doi: https://doi.org/10.3389/fpsyg.2020.568595.
[6]. S. Asan, Djoko Sihono Gabriel, John Tampil Purba, and Margaretha Pink Berlianto, “The Drivers of Green Brand Evangelism: The Mediation Role of Green Brand Experience,” RGSA, vol. 18, no. 8, pp. e06217–e06217, Apr. 2024, doi: https://doi.org/10.24857/rgsa.v18n8-016.
[7]. N. Sharma and R. Dayal, “Drivers of Green Purchase Intentions: Green Self-Efficacy and Perceived Consumer Effectiveness,” Global Journal of Enterprise Information System, vol. 8, no. 3, pp. 27–32, 2016, Accessed: Jun. 13, 2024. [Online]. Available: https://www.gjeis.com/index.php/GJEIS/article/view/336
[8]. Karel Karsten Himawan, M. Bambling, and Sisira Edirippulige, “Modernization and singlehood in Indonesia: Psychological and social impacts,” Kasetsart Journal of Social Sciences, vol. 40, no. 2, pp. 499–506, 2019, Available: https://so04.tci-thaijo.org/index.php/kjss/article/view/242197
[9]. F. Di Maria et al., “Minimization of spreading of SARS-CoV-2 via household waste produced by subjects affected by COVID-19 or in quarantine,” Science of The Total Environment, vol. 743, p. 140803, Nov. 2020, doi: https://doi.org/10.1016/j.scitotenv.2020.140803.
[10]. Saif Ur Rehman and Sulaman Hafeez Siddique, “Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand,” Journal of Policy Research, vol. 9, no. 3, pp. 196–212, Sep. 2023, doi: https://doi.org/10.61506/02.00107.
[11]. M. U. Majeed, S. Aslam, S. A. Murtaza, S. Attila, and E. Molnár, “Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment,” Sustainability, vol. 14, no. 18, p. 11703, Sep. 2022, doi: https://doi.org/10.3390/su141811703.
[12]. Tran, N.K.H. 2023. Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty. Business Strategy & Development 6(4), pp. 1006–1017. Available at: http://dx.doi.org/10.1002/bsd2.294.
[13]. Rahmadhani, A.V. and Widodo, A. 2023. Pengaruh Green Brand Image, Green Brand Trust, Green Brand Awareness dan Green Brand Satisfaction terhadap Purchase Intention pada Konsumen Air Mineral Merek Aqua. Jurnal Samudra Ekonomi dan Bisnis 14(3), pp. 393–405. Available at: http://dx.doi.org/10.33059/jseb.v14i3.3891.
[14]. B. L. * Cheng, B. B. Enriquez, T. Thomborrow, and S. Mansori, “Application of the theory on planned behaviour to green hotel visit intention: An extension of self-identity,” JMAP: Journal of Marketing Advances and Practices, vol. 1, no. 1, pp. 1–21, 2019, Accessed: Apr. 06, 2024. [Online]. Available: http://eprints.sunway.edu.my/1816/
[15]. L. Wahyuningtias and Y. Artanti, “Pengaruh Green Brand Positioning Dan Green Brand Knowledge Terhadap Green Purchase Intention Melalui Sikap Pada Green Brand Sebagai Variabel Mediasi,” Jurnal Muara Ilmu Ekonomi dan Bisnis, vol. 4, no. 2, p. 320, Aug. 2020, doi: https://doi.org/10.24912/jmieb.v4i2.8205.
[16]. M. Pancić, H. Serdarušić, and D. Ćućić, “Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness,” Sustainability, vol. 15, no. 16, p. 12534, Jan. 2023, doi: https://doi.org/10.3390/su151612534.
[17]. M. Phuong and C. Lampert, “Towards Understanding Knowledge Distillation,” proceedings.mlr.press, May 24, 2019. https://proceedings.mlr.press/v97/phuong19a.html
[18]. WALIA, S.B. and KUMAR, H. 2021. Association between Green Brand Trust, Green Brand Credibility, Green Brand Equity on Perceived Value and Purchase Intention towards Green Product. International Journal of Business Excellence 1(1), p. 1. Available at: http://dx.doi.org/10.1504/ijbex.2021.10043087
[19]. Khan, N.A., Hassan, S., Pravdina, N. and Akhtar, M. 2023. Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior. Young Consumers 24(6), pp. 686–703. Available at: http://dx.doi.org/10.1108/yc-09-2022-1610.
[20]. A. Dedy, “Pengaruh Green Perceived Value Dan Green Brand Image Melalui Green Satisfaction Dan Green Trust Terhadap Green Brand Equity Pada Pariwisata Kreatif Di Jawa Barat”, Komitmen: Jurnal Ilmiah Manajemen, vol. 1, no. 1, pp. 1–14, Apr. 2020, doi: https://doi.org/10.15575/jim.v1i1.8284.
[21]. M.-T. Ha, “Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern,” PLOS ONE, vol. 17, no. 11, p. e0277421, Nov. 2022, doi: https://doi.org/10.1371/journal.pone.0277421.
[22]. A. Alvin, “Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia,” Jurnal Manajemen Bisnis dan Kewirausahaan, vol. 2, no. 6, Aug. 2019, doi: https://doi.org/10.24912/jmbk.v2i6.4906.
[23]. Tandon, J. Sithipolvanichgul, F. Asmi, M. A. Anwar, and A. Dhir, “Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions,” Business Strategy and the Environment, Jan. 2023, doi: https://doi.org/10.1002/bse.3350.
[24]. Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green …,” ouci.dntb.gov.ua. https://ouci.dntb.gov.ua/en/works/73EENg0l/ (accessed Jun. 13, 2024).
[25]. D. T. Bagaskara and L. Salim, “Do Green Brand Positioning, Green Brand Knowledge, Attitude Towards Green Brand, and Environmental Concern are Influence Factors for the Green Purchase Intention of Black Soldier Fly Larvae?,” Fokus Ekonomi : Jurnal Ilmiah Ekonomi, vol. 18, no. 1, pp. 199–210, Jun. 2023, doi: https://doi.org/10.34152/fe.18.1.199-210.
[26]. D. Maccannell, “Staged Authenticity: Arrangement of Social Space in Tourist Settings,” ResearchGate, Nov. 1973. https://www.researchgate.net/publication/247636835_Staged_Authenticity_Arrangement_of_Social_Space_in_Tourist_Settings
[27]. J. Huang, X. Wang, Y. Luo, L. Yu, and Z. Zhang, “Joint Green Marketing Decision-Making of Green Supply Chain Considering Power Structure and Corporate Social Responsibility,” Entropy, vol. 23, no. 5, p. 564, May 2021, doi: https://doi.org/10.3390/e23050564.
[28]. Wu, H.-C. and Cheng, C.-C. 2019. What drives green persistence intentions? Asia Pacific Journal of Marketing and Logistics 31(1), pp. 157–183. Available at: http://dx.doi.org/10.1108/apjml-01-2018-0013.
[29]. F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, “User Acceptance of Computer Technology: a Comparison of Two Theoretical Models,” Management Science, vol. 35, no. 8, pp. 982–1003, Aug. 1989, doi: https://doi.org/10.1287/mnsc.35.8.982.
[30]. M. N. K. Saunders and K. Townsend, “Choosing Participants,” The SAGE Handbook of Qualitative Business and Management Research Methods: History and Traditions, p. 480, 2018, Available: https://www.academia.edu/35483154/Choosing_participants
[31]. S. Nargundkar, S. Samaddar, and S. Mukhopadhyay, “A Guided Problem-Based Learning (PBL) Approach: Impact on Critical Thinking,” Decision Sciences Journal of Innovative Education, vol. 12, no. 2, pp. 91–108, Apr. 2014, doi: https://doi.org/10.1111/dsji.12030.
[32]. J. Gaytan, “Teacher Recruitment and Retention: An Essential Step in the Development of a System of Quality Teaching,” Career and Technical Education Research, vol. 33, no. 2, pp. 117–132, Jan. 2008, doi: https://doi.org/10.5328/cter33.2.117.