An Investigation of Sustainable Product Purchase Behavior: A Social Cognitive Perspective of Consumer Action

<p>Environmentally friendly products have been available since the 1970s receiving both praise and skepticism on the part of consumers. More recently, product focus has shifted towards a product‘s social, economic, and environmental concerns (sustainable products). While consumers admit they would buy sustainable products, this behavior is currently not occurring at the point of purchase. This research contributes to the existing literature by further exploring why a consumer‘s likelihood to purchase sustainable products is not translated into actual sales. Based on an extensive review of the extant literature a theoretical model was developed and tested using an online survey distributed to employees from a Mid-Western community college. The results will be analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The study contributes to the literature by answering calls from Henry (2009) to use social cognitive theory (Bandura, 1986) and Grant, Franklin, and Langford (2002) to use the Self-Reflection and Insight Scale in a research realm outside of psychology. Moreover, this research tests eco-labels as a antecedent of willingness-to-pay as called for by Laroche, Bergeron, and Barbaro-Forleo (2001). Other contributions of this study include extending the research examining sustainable consumption and using self-efficacy as a mediator. In summary, this research tests a theoretical model to gain insights into the factors influencing likelihood to purchase sustainable products. Overall, sustainability perceptions are strong predictors of likelihood to purchase sustainable products, explaining 63% of the variance.</p>

Name thesis:degree_name

Doctor of Business Administration (DBA)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Marketing

Year dc:date.available

2014

Author dc:creator

• Ferguson, Keith Edmund

Contributors dc:contributor

• Dr. Joe Hair
• Dr. Victoria Crittenden
• Dr. Armen Tashchian

• Sustainability
• ecologically conscious consumer
• willingness-to-pay
• likelihood to purchase
• sustainable products
• Marketing

Repository record dc:identifier

https://digitalcommons.kennesaw.edu/etd/602

OAI identifier oai:identifier

oai:digitalcommons.kennesaw.edu:etd-1605