Notwithstanding the purchase of eco-friendly products has been increasingly recognized as a mainstream issue, what incentives consumers to and what refrains them from buying green goods still requires further theoretical and empirical investigation. To this end, a novel model to explain and predict the purchasing of eco-friendly products has been developed and tested on well-established environmentally minded consumers (n=453). The structural analysis conducted in the study confirmed the hypothesised trade-off between positive (both altruistic and selfish) and negative (selfish) motivations to the formation of green purchase intentions and behaviour.
Deepening the complexity of green purchasing behaviour: a structural modeling approach / Barbarossa, Camilla; Vernuccio, Maria. - ELETTRONICO. - VIII:(2011), pp. 1-21. (Intervento presentato al convegno VIII Convegno annuale della Società Italiana Marketing tenutosi a Roma, Sapienza).
Deepening the complexity of green purchasing behaviour: a structural modeling approach
BARBAROSSA, CAMILLA;VERNUCCIO, Maria
2011
Abstract
Notwithstanding the purchase of eco-friendly products has been increasingly recognized as a mainstream issue, what incentives consumers to and what refrains them from buying green goods still requires further theoretical and empirical investigation. To this end, a novel model to explain and predict the purchasing of eco-friendly products has been developed and tested on well-established environmentally minded consumers (n=453). The structural analysis conducted in the study confirmed the hypothesised trade-off between positive (both altruistic and selfish) and negative (selfish) motivations to the formation of green purchase intentions and behaviour.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
