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Green apparel buying behaviour : A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability-oriented consumption in Japan
Dhir, Amandeep Talwar, Shalini Sadiq, M. Sakashita, Mototaka Kaur, Puneet
Dhir, Amandeep
Talwar, Shalini
Sadiq, M.
Sakashita, Mototaka
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.
Keywords
green apparel, green product, green purchase behaviour, green purchase intention, Stimulus, Organism–Behaviour–Consequence (SOBC)
Date
2021
Type
Journal article
Journal
Book
Volume
30
Issue
8
Page Range
3589-3605
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
DOI
Event URL
Open Access Status
Published as ‘gold’ (paid) open access
License
CC BY 4.0
File Access
Open
Notes
© 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.
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.