Influence of Environmental Values on Purchase Intention of Selected Personal Care Products Among Consumers
DOI:
https://doi.org/10.5555/ijosmas.v3i5.198Keywords:
Environmental Values, Purchase Intention, Brand Perception, Personal Care ProductsAbstract
Personal care products or PCPs are one of the emerging water contaminants and environmental pollutants in the world. These environmental concerns are opening the eyes of the consumers to adopt greener lifestyle practices and switch to more sustainable habits. The rising go-green consciousness has pushed industries handling personal care products to redefine sustainability. This study's primary objective is to examine Filipino non-green consumers’ purchase intention of personal care products, specifically, the PCP categories of dental and oral care, hair care, and skincare, based on their environmental values. Accordingly, we will further investigate how brand perception modifies purchase intentions of personal care products. The 397 qualified respondents used for the analysis are currently residing in the Greater Manila Area, which consists of Metro Manila and the nearby provinces of Cavite, Rizal, Laguna, and Bulacan. The preliminary reliability results generated from the pilot test showed that Cronbach’s alpha values for all constructs exceeded the acceptable value of 0.7. The study used Pearson’s product-moment correlation coefficient, and multiple regression analysis to measure the relationships of the variable. The results provide a better understanding of how environmental values and characteristics of these non-green consumers can help businesses enhance how they should cater to this type of consumers, which, in turn, can help improve brand performance.
Downloads
References
Böger, D., Kottemann, P. and Decker, R. (2018), "Parent brands’ influence on co-brand’s perception: a model-based approach", Journal of Product & Brand Management, Vol. 27 No. 5, pp. 514-522. https://doi.org/10.1108/JPBM-08-2017-1555
Bouman, T., Steg, L., & Kiers, H. A. L. (2018). Measuring Values in Environmental Research: A Test of an Environmental Portrait Value Questionnaire. Frontiers in Psychology, 9. https://doi.org/10.3389/fpsyg.2018.00564
Castillo Jr, F. G. (2018). Consumer buying behavior: The multicultural influence in the Philippines. The International Journal of Business Management and Technology, 2(2), 71-75.
Ertz, M., Karakas, F., & Sarigöllü, E. (2016). Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business Research, 69(10), 3971-3980.
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154-163. doi:10.1016/j.jretconser.2017.08.002
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Upper Saddle River, New Jersey: Prentice-Hall.
Hwang, J., Chung, J.E., 2019. What drives consumers to certain retailers for organic food purchase: the role of fit for consumers’ retail store preference. J. Retailing Consum. Serv. 47, 293–306.
Javed, M.K., Degong, M. and Qadeer, T. (2019), "Relation between Chinese consumers’ ethical perceptions and purchase intentions: A perspective on ethical company/brand management strategies", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 3, pp. 670-690. https://doi.org/10.1108/APJML-10-2017-0254
Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable Marketing and Consumer Support for Sustainable Businsses. Sustainable Production and Consumption, 27, 157-168.
Pogorzelski, J. (2018), "Perceptual Branding", Managing Brands in 4D, Emerald Publishing Limited, Bingley, pp. 9-58. https://doi.org/10.1108/978-1-78756-102-120181003
Quoquab, F., & Mohammad, J. (2017). Managing Sustainable Consumption: Is It a Problem or Panacea? In World Sustainability Series (pp. 115–125). Springer International Publishing. https://doi.org/10.1007/978-3-319-45081-0_7
S. Santos, K. E. (2017). Purchasing habits of students toward Green Marketing in Nueva Ecija, Philippines. International Journal of Environment, Agriculture and Biotechnology, 2(5), 2770–2774. https://doi.org/10.22161/ijeab/2.5.63
Sadiq, M., Adil, M., Paul, J., 2020. An innovation resistance theory perspective on purchase of eco-friendly cosmetics. J. Retailing Consum. Serv. https://doi.org/ 10.1016/j.jretconser.2020.102369.
Simpson, B., Maguire, M., & Schermer, J. A. (2021). Predicting pro-environmental values and behaviors with the supernumerary personality inventory and hope. Personality and Individual Differences, 181, 111051. doi:10.1016/j.paid.2021.111051
Sony, A. and Ferguson, D. (2017), "Unlocking consumers’ environmental value orientations and green lifestyle behaviors: A key for developing green offerings in Thailand", Asia-Pacific Journal of Business Administration, Vol. 9 No. 1, pp. 37-53. https://doi.org/10.1108/APJBA-03-2016-0030
Steg, L., Perlaviciute, G., Van Der Werff, E., and Lurvink, J. (2014). The significance of hedonic values for environmentally relevant attitudes, preferences, and actions. Environ. Behav. 46, 163–192. doi: 10.1177/0013916512454730
Wang, X., & Chao, C.-H. (2019). Nostalgia decreases green consumption: The mediating role of past orientation. BRQ Business Research Quarterly. https://doi.org/10.1016/j.brq.2019.03.005
Wang, L., Wong, P.P.W. and Narayanan Alagas, E. (2020), "Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge", International Journal of Culture, Tourism and Hospitality Research, Vol. 14 No. 1, pp. 63-82. https://doi.org/10.1108/IJCTHR-02-2019-0034
Wu, B., & Yang, Z. (2018). The impact of moral identity on consumers’ green consumption tendency: The role of perceived responsibility for environmental damage. Journal of Environmental Psychology, 59, 74-84.
