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Sustainable Consumption: The Effects of Knowledge, Cultural Values, Environmental Advertising, and Demographics

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International Journal of Sustainable Development &

World Ecology

ISSN: 1350-4509 (Print) 1745-2627 (Online) Journal homepage: http://www.tandfonline.com/loi/tsdw20

Sustainable consumption: the effects of


knowledge, cultural values, environmental
advertising, and demographics

Brahim Chekima, Sohaib Chekima, Syed Azizi Wafa Syed Khalid Wafa,
Oswald @ Aisat Igau & Stephen Laison Sondoh Jr.

To cite this article: Brahim Chekima, Sohaib Chekima, Syed Azizi Wafa Syed Khalid Wafa,
Oswald @ Aisat Igau & Stephen Laison Sondoh Jr. (2015): Sustainable consumption: the effects
of knowledge, cultural values, environmental advertising, and demographics, International
Journal of Sustainable Development & World Ecology, DOI: 10.1080/13504509.2015.1114043

To link to this article: http://dx.doi.org/10.1080/13504509.2015.1114043

Published online: 23 Nov 2015.

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Download by: [University of Manitoba Libraries] Date: 24 November 2015, At: 02:41
International Journal of Sustainable Development & World Ecology, 2015
http://dx.doi.org/10.1080/13504509.2015.1114043

Sustainable consumption: the effects of knowledge, cultural values, environmental advertising,


and demographics
Brahim Chekimaa*, Sohaib Chekimab, Syed Azizi Wafa Syed Khalid Wafaa, Oswald @ Aisat Igaua
and Stephen Laison Sondoh Jr.a
a
Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Jalan UMS, 88400 Kota Kinabalu, Sabah, Malaysia;
b
Department of Languages, Literatures & Cultures, University at Albany, State University of New York, 1400 Washington Ave., Albany,
NY 12222, USA

(Received 15 August 2015; final version received 24 October 2015)


Downloaded by [University of Manitoba Libraries] at 02:41 24 November 2015

As a result of human lifestyles and unsustainable consumption patterns, the environment continues to deteriorate and thus
inhibit sustainable development. In order to curb this situation and promote a sustainable economy, one of the solution is to
reduce conventional products consumption and shift to green products. Over the past 20 years, marketing managers keenly
seek to understand the green market; however, inadequate information on how to promote consumers’ green behavioral
intentions is slowing the growth of green markets and becomes a barrier for firms when developing segments and
communicating strategies for effective promotion of green products in countries like Malaysia where the trend is fairly
new. Therefore, this study attempts to examine the impact of environmental knowledge, cultural values, and environmental
advertising and determine the moderating effect of income level, education level, and gender on consumers’ green purchase
intentions. A survey was administered, and a total of 405 valid questionnaires were obtained. Structural equation modeling
technique was used to evaluate the causal model by using SmartPLS 2.0 software. The finding results suggest that cultural
values and environmental advertising are the main influences in building green purchase intentions, while environmental
knowledge is not significantly related. The results also indicate that education level and gender have a significant positive
moderation effect while income did not. This suggests that green purchase intentions’ motivational factors are greater among
highly educated individuals, with females in particular. The discussions and implications of these findings are further
elaborated.
Keywords: green purchase intention; environmental knowledge; cultural values; environmental advertising; demographics;
structural equation modeling (SEM)

1. Introduction In recent years, environmental problems have resur-


Rapid economic development, technological advances, faced as the main issues for media and green marketing
unsustainable consumption, and the increasing global research field. Marketing managers, academics, and firms
population can no longer be separated from the negative have been pulled into spotlight to look for factors that
impacts on the environment. This has led to major envir- might encourage or motivate consumers to buy green
onmental degradation and disasters. Drastic changes in products. This gives an opportunity for marketers to ven-
climate, water and air pollutants, damage to flora and ture into a new category of green products to increase and
fauna, ozone layer depletion, acid rain, and deforestation maximize profits while expanding their market share, but
are among the so often occurring negative environmental in the meantime, they are facing a big challenge as they try
disasters. Ecological destruction continues unabated due to to develop and communicate strategies effectively to
human activities and economic growth (Selles 2013). In a arouse intentions to buy green products and ensure optimal
global report of over 100,000 cities surveyed in 2012, sales. Gleim et al. (2013) estimated the market share for
Hoornweg et al. (2013) warned that the amount of global green products was less than 4% worldwide. The men-
solid waste generation in 2010 is 3.5 million tonnes per tioned finding confirms the finding of Godelnik (2012)
day and expected to double by 2025, to over 6 million who stated that while consumers’ spending increased,
tonnes per day. This also increases the global cost of including for green products, the ‘green glass ceiling’ is
managing the waste from $205 billion per year in 2010 still unbreakable, and its market share is still very small.
to $375 billion by 2025.Through sustainable consumption, For the past two decades, numerous investigations have
the amount of nonrecyclable and hazardous waste/materi- been carried out to identify and understand the factors that
als as well as noxious emissions of air pollution resulted promote proenvironment behavior among consumers
from usage of conventional products will be reduced ulti- (Thongplew et al. 2013; Wu et al. 2015); however, they
mately making societies and regions more sustainable. have mostly addressed marketing strategies rather than con-
sumer behavior. Without an in-depth understanding of

*Corresponding author. Email: b.chekima@gmail.com

© 2015 Taylor & Francis


2 B. Chekima et al.

consumer behavior for this product category, this seems to be buying a whole. Newberry et al. (2003) observed that
among the greatest barriers facing sustainable consumption purchasing intentions is a frequent tool engaged in pre-
(Tseng & Hung 2013) and effective marketing strategies. dicting purchase behavior. Aligned with that definition,
Thus, based on the mentioned alarming condition of the Nik Abdul Rashid (2009) defines green purchase inten-
environment, and the very small market share of green pro- tions as the probability and willingness of individuals in
ducts as well as previous research findings, the main objective their purchase consideration to give preference to green
of this study is to investigate the factors motivating consu- products when compared with conventional products. The
mers’ intention to purchase green products based on the green purchase intention is described as a distinct kind of
theory of planned behavior (TPB) by Ajzen (1985). environmentally friendly behavior that individuals perform
Additionally, based on an extensive review of literatures and to express their concern to environment. Furthermore,
to the best of author’s knowledge, only a few studies focused green purchasing intentions was confirmed as a proxy
on the impact of cultural values, environmental advertising, for the actual green purchasing behavior (Ramayah et al.
and particular demographic characteristics on green products 2010).
purchase intentions. The TPB that has been advanced by Correspondingly, a comprehensive and widely used
Ajzen is widely accepted as robust model for predicting theory to assist in explaining green purchasing intentions
green intention and actions. This study focuses on purchase is the TPB (Ajzen 1985, 1991). TPB is a commonly
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intention for intention has broader implications and often will applied model, which is parsimonious and successful to
have a positive impact on individuals’ actions (Ajzen & predict and explain variance in volitional behavior
Driver 1992; Chandon et al. 2005; Schlosser et al. 2006). (Ajzen 1991) and examining the causal link between
This study brings new insight into understanding the role values, beliefs, attitudes, intentions, and action (Webb
of the culture on green purchase intentions, as for the last few & Sheeran 2006). The theory suggests that when
years, cultural components have been recognized worldwide exposed to behavioral options, individuals will begin to
to influence individual’s behavior in the market (Yaveroglu & consider alternatives and evaluate the effects involved
Donthu 2002; Kim & Choi 2005). Culture has a strong influ- grounded by their beliefs related to the actions and its
ence on consumers’ behaviors (Schiffman & Kanuk 2010) and effects. Ultimately, such beliefs will determine an indi-
the fundamental determinant of a person’s desires and beha- vidual’s attitude regarding possible actions, which will
vior (Kotler 2003). Strizhakova and Coulter (2013) further then affect the intentions to act. The TPB appears to be
suggested to investigate individuals’ cultural backgrounds powerful in explaining environmental behaviors (Tobler
because it can aid in motivating or encouraging proenviron- et al. 2012) and to be more accurate (Steg & Vlek
ment behavior in general and forming green purchasing inten- 2009). The impact of cultural values measured in this
tions in particular. In academics, little research focused on study utilizing the TPB is based on studies by McCort
investigating its effectiveness to form a positive attitude and and Malhotra (1993) and Luna and Gupta (2001), which
encourage consumers’ intentions to buy green products. postulate and confirm that cultures influence individuals
By investigating the abovementioned factors, this through the cognitive and affective functioning that
research contributes to the understanding of the motivational results in behavior.
drivers of consumer purchasing intention and substantiates
the body of knowledge in green marketing, which upholds
sustainable development and cleaner production. The find- 2.2. Environmental knowledge
ings of this research are also anticipated to provide a useful Previous studies examining the behavior of proenviron-
reference for the managerial use (producers and retailers) to ment have indicated that consumer behaviors and inten-
further develop appropriate marketing strategies to commu- tions are associated with several motivators/factors, among
nicate and promote green products effectively. which was the environmental knowledge. Chan (2001)
The paper proceeds with a literature review presenting a along with Haron et al. (2005) refer to environmental
summary on research findings surrounding variables such as knowledge as an individual’s ability to understand and
green purchasing intentions, environmental knowledge, evaluate the impact of ecosystem on the society as well
man–nature orientation, long-term orientation, environmen- as the amount of information he or she has regarding
tal advertising, and demographic characteristics. Following environmental issues. Werner and Alvensleben (2011) sta-
an overview of the methodology, the findings and discus- ted that knowledge creates a positive influence on a per-
sions are presented. Finally, the paper closes with implica- son’s viewing habits of buying and using eco-friendly
tions and limitations/recommendations for future research. products. Environmental knowledge itself involves rela-
tionships leading to environmental features or effects, joint
responsibilities required for sustainable development, what
people know about the environment, and appreciation of
2. Literature review
‘whole systems’ (Mostafa 2006). By employing the TPB,
2.1. Green purchase intentions and underpinning researchers established that the more knowledgeable the
theory consumers are about the environment, the more they know
Scholars by navigating the buying process, found purchase about the effects of the human actions toward the environ-
intentions to be one of the pillars that make the process of ment, and the more we expect them to purchase green
International Journal of Sustainable Development & World Ecology 3

products (Nik Abdul Rashid 2009; Rahbar & Abdul- to measures man–nature orientation values toward green
Wahid 2011). purchase intentions. Thus, this becomes the basis of
Laroche et al. (2001) suggested that eco-literacy also hypothesis two in this study which is stated as:
known as environmental knowledge is significantly corre-
lated with attitudes and environmental behavior. In fact, a Hypothesis 2: Green purchase intention is positively
lack of knowledge or information has been identified as an influenced by man–nature orientation.
important barrier for proenvironmental behavior (Kennedy
et al. 2009). A meta-analysis of previous studies have also
shown that people who have greater knowledge on envir- 2.4. Long-term orientation
onmental issues were more willing to engage in proenvir- Long-term orientation is among the dimensions of cultural
onmental behavior when compared with those who do not orientation that deals with time – past, present, and future.
have or lack such knowledge (Hines et al. 1987). As Long-term orientation ‘stands for the fostering of virtues
environmental knowledge appears to be a necessary moti- oriented toward future rewards, in particular, perseverance
vator for ecological behavior, a close examination of con- and thrift’ (Hofstede 2001). In other words, it relates to how
sumers’ environmental knowledge toward green purchase much society values long-standing compared with short-
intentions seems worthwhile. Thus, this leads to the fol- term values and tradition. This is an additional dimension
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lowing hypothesis: to Hofstedes’ initial four national culture dimensions,


uncovered by Bond (1987) and later proposed by Hofstede
Hypothesis 1: Green purchase intention is positively (1991) as the long- versus short-term orientation, as it has
influenced by environmental knowledge. been proven to be an important, independent dimension,
particularly in Asian cultures. According to Bearden et al.
(2006), long-term orientation is a prominent facet of national
2.3. Man–nature orientation culture values and of itself influences consumers’ decision-
Among the objectives of this study is to investigate the making process; however, research on its impact is lacking.
influence of culture on green purchasing intention. Based on the pertinent review of literature, this is among
Different cultural value orientations were discussed by the earliest researches that attempt to incorporate and inves-
some social theorists over the past few decades tigate the influence of long-term orientation values on pur-
(Hofstede 1980, 2001; Kluckhohn 1956; Rokeach, 1973; chase intentions of green products. While Hofstede argues
Schwartz 1994). Values are considered as principles that that his cultural dimensions should not be measured at the
guide the formation of attitudes to act (Rokeach 1973). individual or organizational level (Minkov et al. 2011), this
Man–nature orientation dimension is examined in this study adopted the Cultural Values Scale (CVSCALE) pro-
study, which was developed in the 1940s and 1950s by posed by Yoo et al. (2011) to capture Hofstede’s long-term
Florence Kluckhohn and Fred Strodtbeck (Kluckhohn & orientation at the individual level. It was developed as an
Strodtbeck 1961) and is found in the Value Orientation extension of Hofstede (1991) cultural scale values that were
Theory. initially designed to measure the cultural values at the
Chan (2001) referred to man–nature orientation ‘as the national level. Bearden et al. (2006) further explained that
relationship between human beings and the natural envir- long-term orientation will influence individuals’ level of
onment’. Fundamentally, this cultural value is concerned ethical values known as the extent to which one considers
with the relationship rooted between man and nature as accepted norms of right and wrong in their decisions. In
well as the attitude of the former toward the surrounding terms of environmental issues, Gul (2013) found that long-
environment. Man–nature orientation considers how term orientation was a good predictor for environmental
human dominates the nature, lives harmoniously with attitude formation in Turkey, an emerging market with col-
nature, or subjugated to nature (Samovar et al. 1981). lectivist culture between the East and the West.
Chan (2001) put forward that man–nature orientation can Consequently, it is expected that long-term oriented person
stimulate norms, where all consumer behavior rests. The will lead to positive green purchase intentions, and, thus, the
researchers, based on several previous studies, found that next hypothesis is stated as:
norms occasionally change and are ambiguous; however,
the impact is greater in guiding the practice of everyday Hypothesis 3: Green purchase intention is positively
life through intentions and behavior (Ajzen 1991; Chung influenced by long-term orientation.
et al. 2012).
Man–nature orientation has been examined in clothing
fashions and impulsive buying, confirming its positive role 2.5. Environmental advertising
in facilitating buying behavior (Rajagopal 2011; Kacen Advertising is considered a business strategy aiming to
and Lee 2002). Hoyer and MacInnis (2004) recommended attract users to a new or existing product and generate
cultural orientation values along with consumers’ beliefs positive emotional attachment (Goodrum & Helen 1990).
to be included in future research when examining the Baldwin (1993) quoted saying that ‘environmental adver-
factors of purchase intentions. Based on reviewed litera- tisements are designed to help form a consumer’s values
ture, this study aims to contribute to the very few studies and translate these values into the purchase of green
4 B. Chekima et al.

products’. The most significant difference between con- Hypothesis 8: Income will moderate the influence of
ventional advertising and green advertising is that the environmental advertising on green purchase intention.
latter is associated with environmental sustainability. If
‘green advertising messages appeal’ match with consu- 2.6.2. Education
mers’ thoughts and thinking process, this will enhance
In terms of education, majority of studies that tested the
their attitude toward purchase intentions, brands, and
level of formal education/literacy found a positive rela-
brand selection (Ruiz & Sicilia 2004; Kao et al. 2011).
tionship between education and green consumer beha-
Regarding correlation between environmental advertising
vior (Schwartz & Miller 1991; Zimmer et al. 1994). In
appeals and consumer green purchase attitude, Litvine and
Hungary, for instance, Zsóka and colleagues (2013)
Wüstenhagen (2011) by applying the TPB, established that
discovered that most of their respondents who were
increasing environmental messages allows consumers to
university students acquire more knowledge on envir-
recognize the advantage to purchase green power, and it
onment in the university, possess a satisfactory level of
would significantly enhance green power market. In short, it
environmental knowledge, and are highly aware of the
is established based on the TPB that people’s behavioral
need for change in consumer behavior in effort of
intentions (green purchase intentions) are a function of their
tackling environmental problems compared with high-
positive attitudes toward a specific behavior or subject (envir-
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school students. In another study, households in


onmental advertising) and vice versa. Thus, it is hypothesized
California for choice of alternative fuel vehicles
that:
revealed that college-educated respondents prefer elec-
trical/hybrid vehicles (Brownstone et al. 2000). On the
Hypothesis 4: Green purchasing intentions is positively
influenced by environmental advertising. other hand, Straughan and Roberts (1999) observed that
education level did not relate to individual’s proenvir-
onmental behavior. In this study, education is divided
2.6. Demographic variables into two categories: highly educated that includes ter-
tiary-education qualifications and low educated covers
A review of earlier studies shows that demographic character- high school and below. Thus, we predict the following
istics are associated with green product consumption behavior. hypotheses:

Hypothesis 9: Education will moderate the influence of


2.6.1. Income environmental knowledge on green purchase intention.
Engel et al. (1995) suggest based on the model of
purchasing decision process that purchasing intentions Hypothesis 10: Education will moderate the influence of
man–nature orientation on green purchase intention.
is strongly influenced by consumers’ income. Hockett
et al. (2004) report that those with higher incomes are
Hypothesis 11: Education will moderate the influence of
more likely to behave proenvironmentally. Meantime,
long-term orientation on green purchase intention.
Roitner-Schobesberger et al. (2008) study revealed that
those high earning Thai individuals are more likely to
Hypothesis 12: Education will moderate the influence of
have purchased organic food. Moreover, Csutora and environmental advertising on green purchase intention.
Mozner (2014), Abdul-Wahid et al. (2011), Mahmoud
et al. (2011), and Fotopoulos and Krystallis (2002)
have considered income as a significant factor influen- 2.6.3. Gender
cing consumers toward green product purchasing inten-
Previous studies have examined gender differences in
tions. Mahmoud et al. (2011) argue that green purchase
various environmental behavior and variables; however,
behavior depends on economic conditions of the con-
the empirical results of the effect of gender on environ-
sumer. In other words, people will be most interested
mental behavior is contradictory. Several studies found
and have intention to spend money on green products
that females are more likely to participate in proenvir-
when they have sufficient level of income and welfare
onmental behavior as well as having higher intentions
are at well-maintained level, allowing excess of money.
to purchase green products (Zelezny & Schultz 2000;
This leads to the next hypotheses:
Rezai et al. 2011). Zelezny and Schultz (2000) con-
ducted an international survey covering 14 countries
Hypothesis 5: Income will moderate the influence of
environmental knowledge on green purchase intention. regarding gender differences in proenvironmental atti-
tudes; their findings show a significant difference
Hypothesis 6: Income will moderate the influence of between the genders in behavior patterns and environ-
man–nature orientation on green purchase intention. mental attitudes, where women are more consistently
proenvironmental than men. Although many researchers
Hypothesis 7: Income will moderate the influence of have argued that women are more likely to act in a way
long-term orientation on green purchasing intention. that is more environmentally friendly than men in terms
International Journal of Sustainable Development & World Ecology 5

of sustainable consumption, final results are not con- 3.2. Measurement instruments
clusive. Diamantopoulos et al. (2003) concluded that Previous studies have been reviewed to ensure a compre-
numerous authors stated that men have more knowl- hensive list of measures and, consequently, have been
edge about environmental issues than women and act included. The initial instrument consists of 34 items that
accordingly. On the contrary, Tan and Lau (2010) found were pretested on a sample of 30 subjects. The pretest was
no significant difference between male and female ‘atti- developed and administered in a series of meetings and
tude’ toward green products for undergraduate students interviews with postgraduate students and senior aca-
in main private universities in Malaysia. demics to review and evaluate that constructs are compre-
Guided by the past literature and findings, this study hensible. Based on their feedback, two items were
will explore the impact of gender interaction between the dropped, and some minor wording changes were made to
significant motivational factors toward green purchasing the final version.
and identify of which gender is significant and contributes The questionnaire comprised two sections. Section
to proenvironmental behavior. Accordingly, it is hypothe- A gathered demographic information of respondents,
sized that: while section B comprised 32 items examining the
factors affecting consumers’ green purchase intention.
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Hypothesis 13: Gender will moderate the influence of Measurement of items was assessed using a five-point
environmental knowledge on green purchase intention. Likert scale ranging from 1 – strongly disagree or
highly unlikely to 5 – strongly agree or highly likely.
Items were adapted from the following sources: green
Hypothesis 14: Gender will moderate the influence of
man–nature orientation on green purchase intention. purchase intention (Chan 2001; Mostafa 2006), envir-
onmental knowledge (Tanner & Kast 2003; Haron et al.
2005), man–nature orientation (Chan 2001), long-term
Hypothesis 15: Gender will moderate the influence of orientation (Yoo et al. 2011), and environmental adver-
long-term orientation on green purchase intention. tising (Rahbar & Abdul-Wahid 2011).

Hypothesis 16: Gender will moderate the influence of


environmental advertising on green purchase intention. 4. Findings
4.1. Respondents profile
Our research model included proenvironmental moti- The demographic profile of respondents includes gender,
vational factors and their impact on green purchasing age, educational level, employment, and yearly income
intention. The hypotheses have been formulated based on level, which is presented in Table 1.
aforementioned research studies to define the research Just over half the sample (51%) was female subjects
framework shown in Figure 1. The research framework with a majority having tertiary education. Most respon-
was developed using structural equation modeling (SEM). dents are aged between 20 and 29 and 30 and 39 years,
with two most common annual income categories between
RM36,001 and RM60,000 (26.7%) and RM60,001 to
RM96,000 (22.2%) and the mean is RM74,726.60.
3. Methodology According to Economic Planning Unit of Malaysia, house-
3.1. Sample and data collection holds with annual incomes between RM36,001 and
A self-administered questionnaire survey was conducted RM96,000 belong to middle-income group.
to collect the research data. This study targeted both This study used SEM to examine the proposed model.
male and female customers aged between 18 and 65 SmartPLS 2.0 software (Ringle et al. 2005) was used to
years who have purchasing power and are active in evaluate the relationships among the constructs of the
shopping (Salzman 2012) at major supermarkets and research model by conducting partial least squares (PLS)
malls in the cities of the three most populous states, analysis. PLS analysis was preferred as the methodological
namely Kuala Lumpur, Selangor, and Sabah. A conve- choice as it allows us to simultaneously evaluate both the
nience sampling technique utilized, as there was no measurement and structural models (Chin 1998), maxi-
available access to sampling frames, databases, or mize the variance explained of the dependent variables,
records to select individuals randomly. Additionally, and simultaneous analyze a large number of constructs,
the participants were prescreened by asking if they are allowing extensive examination of interactions between
aware of and/or had previously purchased green pro- latent predictor variable and moderator (Hair et al. 2012).
ducts to ensure participants were qualified to answer
the survey questions and meaningful data collected.
Initially, a total of 600 questionnaires were distributed, 4.2. Assessment of the measurement model
and 405 valid questionnaires were obtained, leading to a As suggested by Hair et al. (2010), reflective measure-
response rate of 67.5%, which is above the 60% ment model assessment in the PLS analysis includes
response rate recommended by Babbie (1990). composite reliability (CR) to evaluate internal
6 B. Chekima et al.

Table 1. Demographic profile of respondents. Table 2. Assessment of the measurement model.

Demographics Frequency (N = 405) Percentage Convergent validity

Gender
Male 197 48.6 Composite
Female 208 51.4 Construct Item Loadings AVEa reliabilityb
Age (years)
Environmental EK1 0.915 0.899 0.900
18–19 5 1.2
knowledge EK10 0.842
20–29 148 36.6
EK2 0.896
30–39 128 31.6
EK3 0.884
40–49 92 22.7
EK4 0.893
51–65 32 7.9
EK5 0.869
Highest academic qualification
EK6 0.797
Secondary school or lower 26 6.4
EK7 0.824
Pre-university or 83 20.5
EK8 0.904
equivalent
EK9 0.919
Bachelor degree 244 60.2
Environmental A1 0.889 0.862 0.898
Master degree 35 8.7
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advertising A2 0.906
PhD 17 4.2
A3 0.796
Employment
A4 0.838
Government 151 37.3
A5 0.801
Private 186 46.0
A6 0.866
Self-employed 42 10.3
A7 0.862
Unemployed 26 6.4
Green purchase GPIG1 0.869 0.792 0.950
Yearly income
intentions GPIG2 0.896
RM18,000 and below 15 3.7
GPIG3 0.852
RM18,001–RM36,000 84 21.7
GPIG4 0.848
RM36,001–RM60,000 108 26.7
GPIG5 0.876
RM60,001–RM96,000 90 22.2
Man–nature MNO1 0.800 0.694 0.882
RM96,001–RM120,000 52 12.8
orientation MNO2 0.884
RM120,001–RM180,000 18 4.4
MNO3 0.767
RM180,001 and more 17 4.2
MNO4 0.775
Missing 21 5.2
Long-term LTO1 0.798 0.673 0.902
orientation LTO2 0.840
LTO3 0.785
LTO4 0.759
LTO5 0.766
consistency among items for each construct, item load- LTO6 0.733
ing, and average extracted variance (AVE) to assess con- Note: aAverage variance extracted (AVE) = (summation of the square of
vergent validity. the factor loadings)/[(summation of the square of the factor loadings) +
As shown in Table 2, the item loadings are greater than (summation of the error variances)].bComposite reliability (CR) = (square
of the summation of the factor loadings)/[(square of the summation of the
0.70 (Agan et al., 2013), varying from 0.733 to 0.919. The factor loadings) + (square of the summation of the error variances)].
results of CR for constructs were confirmed satisfactory
with values above cutoff value 0.70 (see Table 2) (Hair
et al. 2010). In terms of AVE results, convergent validity is Table 3. Discriminant validity (intercorrelations) of constructs.
acceptable, as all AVE values are greater than the cutoff
value of 0.50 (Hair et al. 2012). Therefore, convergent Latent Variables 1 2 3 4 5
validity was established. 1. Environmental advertising 0.93
2. Green purchase intentions 0.21 0.89
3. Environmental knowledge 0.32 0.17 0.95
4. Man–nature orientation 0.22 0.24 0.26 0.82
4.3. Discriminant validity of constructs 5. Long-term orientation 0.24 0.26 0.38 0.45 0.83
Discriminant validity is examined by comparing the ratio Note: Diagonals (in bold) represent square roots of average variance
between the square root of AVE and correlations (Fornell extracted (AVE), while the other entries represent the squared
correlations.
& Larcker 1981). As shown in Table 3, the diagonal
elements of the matrix, which represents the square root
of the AVEs, are higher than the corresponding intercon-
struct correlations, confirming discriminant validity (Agan 4.4. The structural model and path analysis
et al., 2013). The correlation between latent constructs’ After the measurement model was validated and con-
composite and all other constructs are also less than 0.7, firmed to be reliable, the structural model was evaluated.
indicating that constructs differ sufficiently from one The overall model (see Figure 1) explained a moderate
another (Urbach & Ahlemann 2010). significant variance of (R2 = 0.53.4) 53.4% in green
International Journal of Sustainable Development & World Ecology 7
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Figure 1. Structural model results.


Notes: T-values for one-tailed; 2.33 (**p < 0.01), 1.645 (*p < 0.05)
T-values for two-tailed; 2.58 (**p < 0.01), 1.96 (*p < 0.05)

purchasing intention by the three latent variables (man– orientation is the strongest predictor of green purchase
nature orientation, long-term orientation, and environmen- intentions, followed by cultural value of long-tem orienta-
tal advertising) and moderator variables (education level tion and environmental advertising.
and gender). In social science research, R2 of 0.75 is A closer examination of the moderating variables’ path
substantial, 0.50 is moderate, and 0.25 is weak (Wong coefficients in Figure 1 and Table 4 disclosed that income
2013). level is insignificant; thus, H5 through H8 are not sup-
An assessment of the path coefficient in Figure 1 and ported. Results indicate that education significantly influ-
Table 4 indicated that man–nature orientation had a sig- enced the effects between long-term orientation and green
nificant positive effect (β = 0.359, p < 0.01) on green purchase intentions (β = 0.212, p < 0.01) and environmen-
purchase intentions and so do long-term orientation tal advertising on intention to purchase green products
(β = 0.298, p < 0.01) and environmental advertising (β = 0.256, p < 0.01), however, did not moderate man–
(β = 0.252, p < 0.01), whereas environmental knowledge nature orientation. Therefore, H11 and H12 are supported
is not a significant predictor of green purchase intention. but H9 and H10 are not. Gender exhibited three significant
Thus, H2, H3, and H4 are supported whereas H1 is not. In positive interaction effects: a positive moderating effect
this study, it was found that cultural value of man–nature between man–nature orientation and green purchase

Table 4. Summary of the structural model.

Hypotheses Hypotheses paths Path coefficients T-values Results

H1 EK > Green Purchase Intentions 0.041 1.488 Not supported


H2 MNO > Green Purchase Intentions 0.359 4.714** Supported
H3 LTO > Green Purchase Intentions 0.298 3.791** Supported
H4 EA > Green Purchase Intentions 0.252 3.213** Supported
H5 EK × Income > Green Purchase Intentions 0.091 1.239 Not supported
H6 MNO × Income > Green Purchase Intentions 0.072 0.702 Not supported
H7 LTO × Income > Green Purchase Intentions 0.043 0.381 Not supported
H8 EA × Income > Green Purchase Intentions 0.020 0.198 Not supported
H9 EK × Education level > Green Purchase Intentions 0.050 1.441 Not supported
H10 MNO × Education level > Green Purchase Intentions 0.054 1.110 Not supported
H11 LTO × Education level > Green Purchase Intentions 0.212 2.583** Supported
H12 EA × Education level > Green Purchase Intentions 0.256 3.295** Supported
H13 EK × Gender > Green Purchase Intentions 0.070 1.184 Not supported
H14 MNO × Gender > Green Purchase Intentions 0.169 2.245* Supported
H15 LTO × Gender > Green Purchase Intentions 0.148 2.224* Supported
H16 EA × Gender > Green Purchase Intentions 0.182 2.568** Supported
Note: EK, environmental knowledge; MNO, man–nature orientation; LTO, long-term orientation; EA, environmental advertising.
**p < 0.01; *p < 0.05.
8 B. Chekima et al.

intention (β = 0.169, p < 0.05), between long-term orien- since green consumption perceived to save money and
tation and green purchase intentions (β = 0.146, p < 0.05), conserve the environment in the long run to guarantee a
and between environmental advertising toward green pur- better living for all.
chase intentions (β = 0.182, p < 0.01). Thus, H13, H14, The hypothesis that environmental advertising signifi-
and H15 are supported. cantly influence green purchase intentions was also sup-
ported. This corroborates with finding from Xue (2014).
This makes sense as environmental advertising would
5. Discussions enhance consumers’ knowledge and attitude toward
Sustainable consumption and development has attracted green products conjointly recognize the advantages of
the attention of both practitioners and academic research- purchasing such products. This may possibly be because
ers. Identifying and understanding how various factors messages in environmental advertising perceived to be
affect the intention of green purchasing is a critical topic credible, making them more socially responsible to the
of green consumer behavior discipline. Accordingly, the environment and distinguishes green products from ordin-
current study was to explain consumers’ green purchase ary products, which would help avoid confusion in distin-
intention motivational drivers. Of the 16 hypotheses, 8 guishing and identifying green products in market and its
availability in the country.
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hypotheses demonstrated a significant relationship toward


green purchase intentions. In terms of moderating effect, education level and
The result in Table 4 shows that environmental knowl- gender, independently, moderate the relationship between
edge did not significantly influence green purchase inten- man–nature orientation, long-term orientation, and envir-
tion. Therefore, this finding questions the assertion that, in onmental advertising. However, no interaction (moderat-
the TPB, the more knowledgeable the consumers are about ing) effect of income was discovered between the
a subject, the more they know about the effects of the independent variables and green purchase intentions. This
human actions toward it, the more we expect them to walk indicates that education level and gender can explain green
the right action and vice versa. The possible explanation purchase intention and show that its interaction with cul-
for the yielded result of this study is supported by Tanner tural values and environmental advertising represent more
and Kast (2003) who found the action-related knowledge effective antecedent variable of green purchase intention.
to be positively related to green food purchases and envir- The relationship between man–nature orientation, long-
onmental action, whereas the factual knowledge was not a term orientation, and environmental advertising on pur-
predictor of the latter. The questions in this study were chasing intention is stronger among females when com-
adopted from surveys administered based on factual pared with that among males. This reinforces the findings
knowledge. suggesting that women are more likely to be proenviron-
As for cultural influence, man–nature orientation was mentalists (Lee 2008; Rezai et al. 2011). Being the gate-
posited to be positively related to green purchase inten- keepers who are more likely to be proenvironmentalists
tions. This study found that the statistical result supported with higher green purchasing intentions, it is important to
the hypothesis. This is consistent with previous studies recognize the importance and impact of female gender on
(Chan 2001). This finding indicates that man–nature orien- the relationship between proenvironmental motivational
tation is a constant part of individuals’ life, which shapes factors and the purchasing intentions of green products.
people’s eco-friendly behavior and subsequently leads to As far as education level is concerned, the result also
positive green products purchase intention. In other words, suggests that individuals with higher education level (uni-
man–nature orientation values allow and/or increase con- versity and college degrees) show a stronger relation
sumers’ interest and desire for green products as a mean between environmental advertising and long-term orienta-
for expressing their wish to protect the environment and tion on green purchasing intentions when compared with
live harmoniously with nature. This may be because individuals with lower educational level (high school and
Asians in general (including Malaysians) perceive them- lower). The result suggests the potential impact of tertiary
selves as living in harmony with nature when compared education/knowledge on the recognition and trust of envir-
with Westerners who see themselves as separate from onmental advertising and nature of being long-term
nature (de Mooij 2004). oriented, which may lead to the strengthening of the
The cultural dimension of long-term orientation was impact of both on the green purchase intention. This find-
also hypothesized to be positively related to green pur- ing supports the earlier study by Rezai et al. (2011) sug-
chase intentions. This study found that the hypothesis was gesting that highly educated individuals have a stronger
supported and underpinned previous studies (Bearden intention to buy green products.
et al. 2006; Gul 2013), which found that long-term orien-
tation is a prominent cultural facet and influence consu-
mers’ purchase decision-making as well as a good 5.1. Implications
predictors for environmental attitude formation. The From theoretical perspectives, this study is the first to
respondents in this study displayed a positive relation develop a model that explains drivers of consumers’
long-term orientation toward green purchase intentions, green purchasing behavior by integrating and examined
International Journal of Sustainable Development & World Ecology 9

various major aspects, namely individuals’ knowledge on are rather controversial (Pfanner 2008) due to the use of
environment, cultural values (man–nature orientation and false green claims, ambiguous information, and lurid and
long-term orientation), marketing/organizational effort exaggerate language (Polonsky and Mintu-Wimsatt 1995).
(environmental advertising), and the moderating effects In addition, this research showed that women with
of income, education level, and gender in a single frame- higher education expressed higher purchase intentions of
work. The findings of this study bring new insights and green products than did men and individuals with lower
interesting findings where it has identified and confirmed education level (high school and lower). Therefore, it is
that cultural values play a significant role in green con- suggested that green product managers should give special
sumer behavior while the premium price factor is found attention to this consumer segment. Moreover, as con-
not to affect green purchase intention. firmed in this study, surprisingly, environmental knowl-
Moreover, it has been experimentally verified that edge has been found to have a negative relationship
overall relationships among variables were found to enrich toward green purchase intention. Hence, it is strongly
the explanation of TPB in predicting green purchase inten- suggested for green marketers to promote their green pro-
tions (53.4%). Developing such a model is important to fill ducts based on cause-related marketing method rather than
information gap that exists between academics (as evi- viral marketing method.
denced by insufficient number of research and innovation
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of consumers green purchasing behavior) and practitioners


(as evident by widespread of green products). 6. Limitations and future directions
In terms of research, this study provides further evi- As with all research, this study also has certain limitations.
dence of the usefulness and validation of using CVSCALE First, although the result of this study has further proven the
developed by Yoo and colleagues to measure the influence usefulness of the CVSCALE in measuring Hofstede’s cul-
of culture at the individual level. Applications of cultural tural dimension, the cultural assessment method for indivi-
values are increasing in cross-cultural studies dual-level is rather chaotic in business literature due to the
(Prasongsukarn 2009). This is due to the increasing glo- lack of universally accepted scales. Future research need to
balization of markets which facilitate products crossing the keep validating these measures on proenvironmental beha-
border, making cultural context as important and interest- vior using a larger sample, demographically diverse samples
ing to be studied to understand the consumer behavior and respondents from other countries, as well as employing
(Patterson et al. 2006). By measuring the cultural values other dimensions based on CVSCALE.
and not equate it with the national culture, researchers can Second, it would be interesting to extend this research
avoid the ecological fallacy, which occurs when the eco- by examining specific green product or industry or by
logical or country-level relationships are construed as if analyzing different types of product/green industry.
they apply to individuals (see Hofstede 1980). Finally, more variables could be examined as an extension
Based on the results of the PLS technique in testing to this study.
hypotheses in this study, man–nature orientation values Despite these limitations, the study makes several con-
exerted the most significant influence on green purchase tributions to the field of consumer buying behavior and
intentions, followed by long-term orientation and environ- green marketing.
mental advertising. Cultural values of both man–nature
orientation and long-term orientation provide a stronger
effect and, therefore, more useful profile of green con- Disclosure statement
sumption. The research findings provide managerial impli- No potential conflict of interest was reported by the authors.
cations for green marketers. The results offer consumer
segments (based on cultural values and personal/demo-
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