Green apparel buying behaviour : A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability-oriented consumption in Japan

Journal article


Dhir, Amandeep, Talwar, Shalini, Sadiq, M., Sakashita, Mototaka and Kaur, Puneet. (2021). Green apparel buying behaviour : A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability-oriented consumption in Japan. Business Strategy and the Environment. 30(8), pp. 3589-3605. https://doi.org/10.1002/bse.2821
AuthorsDhir, Amandeep, Talwar, Shalini, Sadiq, M., Sakashita, Mototaka and Kaur, Puneet
Abstract

The green apparel literature has previously examined the disparity between consumers' positive purchase intentions and their actual purchase behaviour. This dichotomous behaviour represents the critical ‘intention–behaviour gap’, which marketers must seek to reduce to increase sales of their products. The current study thus seeks to identify the drivers of green apparel purchase behaviour that may potentially mitigate this gap. The proposed conceptual model is grounded in the Stimulus–Organism–Behaviour–Consequence (SOBC) paradigm and is tested through an analysis of cross-sectional data collected from 387 green apparel product consumers in Japan who were sourced through Macromill Inc. The findings suggest that optimism as the stimulus is positively associated with labelling satisfaction and labelling desire, which, in turn, are positively associated with purchase intentions, representing behaviour. Furthermore, purchase intentions are positively associated with shopping routine and fully mediate the association between shopping routine and buying behaviour. The study provides interesting strategic inputs for green apparel marketers and retailers.

Keywordsgreen apparel; green product; green purchase behaviour; green purchase intention; Stimulus; Organism–Behaviour–Consequence (SOBC)
Year01 Jan 2021
JournalBusiness Strategy and the Environment
Journal citation30 (8), pp. 3589-3605
PublisherJohn Wiley & Sons Australia, Ltd
ISSN0964-4733
Digital Object Identifier (DOI)https://doi.org/10.1002/bse.2821
Web address (URL)https://onlinelibrary.wiley.com/doi/10.1002/bse.2821
Open accessOpen access
Research or scholarlyResearch
Page range3589-3605
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online26 May 2021
Publication process dates
Accepted02 May 2021
Deposited02 Jul 2024
Additional information

© 2021 The Authors. Business Strategy and The Environment published by ERP Environment and John Wiley & Sons Ltd

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

Place of publicationUnited Kingdom
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