What is it about?
Self-Image and Green Buying Intentions among University Students: The Role of Environmental Concern and Social Influence
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Photo by Ricardo Arce on Unsplash
Why is it important?
Our ecosystems, oceans, and weather patterns have been threatened and destroyed because of our lives and the way we do things. There has been an enormous increase in global warming, flooding, and desertification in recent years due to the degradation of natural resources, increased competition for finite resources, and pollution. If this situation is not addressed, future generations will face tremendous challenges.
Perspectives
There is an exciting opportunity for changemakers to develop new and creative ways to encourage responsible consumption and resource management and introduce sustainable policies and practices through both private and public life. Despite several studies that have been conducted to understand consumer preferences for green consumerism in various environments, little is known about the mechanisms and conditions under which this behavior can be enhanced. This study seeks to fill this gap by incorporating environmental concern as a mediator and social influence as a moderator on the influence of self-image and green buying intentions, particularly among young consumers.
Dr. Gabriel Simiyu
University of Eldoret
Read the Original
This page is a summary of: Self-Image and Green Buying Intentions among University Students: The Role of Environmental Concern and Social Influence, Journal of Nonprofit & Public Sector Marketing, March 2023, Taylor & Francis,
DOI: 10.1080/10495142.2023.2178589.
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