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The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example
Author(s) -
He Zhengxia,
Zhou Yanqing,
Wang Jianming,
Li Cunfang,
Wang Meiling,
Li Wenbo
Publication year - 2021
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2682
Subject(s) - purchasing , context (archaeology) , green consumption , consumer behaviour , marketing , psychology , theory of planned behavior , business , social psychology , economics , microeconomics , production (economics) , management , paleontology , control (management) , biology
Green purchasing behavior is of great significance to the realization of carbon reduction goals. Through in‐depth interviews, this study uses new energy vehicles to explore the driving factors of green purchase. It applies grounded theory for a qualitative analysis, the results of which show that behavior motivation, behavior intentions, residential characteristics, social norms, behavior ability, and institutional and technological context are the main factors of green purchase, albeit in inconsistent ways. It is found that behavior motivation indirectly affects green purchase through behavior intention; residents' characteristics, behavioral ability, social norms, and the institutional and technological context have moderating effects on the relationship between behavior intention and green purchase, indicating the existence of an “intention–behavior” gap. The study proposes the comprehensive model of Motivation–Intention–Context–Behavior to explain the driving factors for green purchase and provides policy implications on marketing strategy to companies producing green products.