Quantitative insights into green purchase intentions: The interplay of health consciousness, altruism, and sustainability

Green consumption behaviour research plays a vital role in promoting actions to protect the environment and promote sustainable development. This research aims to determine the relationship between environmental sustainability awareness, social sustainability awareness, altruism, health consciousnes...

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Bibliographic Details
Published in:Cogent business & management 2023-12, Vol.10 (3), p.1-15
Main Authors: Nguyen, Phi-Hung, Nguyen, Dat Ngoc, Nguyen, Lan Anh Thi
Format: Article
Language:English
Subjects:
Altruism
Brand loyalty
Consciousness
environment sustainability awareness
Evangelism
green brand evangelism
green brand loyalty
green purchase intention
health consciousness
Purchase intention
social sustainability awareness
Sustainable development
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Summary:Green consumption behaviour research plays a vital role in promoting actions to protect the environment and promote sustainable development. This research aims to determine the relationship between environmental sustainability awareness, social sustainability awareness, altruism, health consciousness, and consumers' green consumption behaviour. A quantitative analysis based on a dataset of 586 customers was performed to test the hypotheses with SmartPLS 3.3.3. The results of the PLS-SEM model indicated as follows: (1) Awareness of the sustainable environment enhances customers' altruism; (2) Altruism has a positive effect on customers' intention, loyalty, and green brand evangelism; (3) Health consciousness has a positive effect on attitude but has no effect on green purchase intention; (4) Green purchase intention has a positive effect on loyalty and green brand evangelism; (5) However, green brand loyalty is not a factor that influences green brand evangelism, which is a significant finding. Furthermore, another research finding also highlights the importance of altruism in utilizing green products.
ISSN:2331-1975
2331-1975
DOI:10.1080/23311975.2023.2253616