Connecting Green Consumption Value to Green Word-of-Mouth: Insights into SMEs’ Eco-Friendly Product Purchasing Dynamics
Main Article Content
Abstract
Research aims: To examine the impact of different consumption values (functional, epistemic, emotional, social, and conditional) on green purchase behavior and green word of mouth, particularly within the context of green products like Jadah Tempe.
Design/Methodology/Approach: A quantitative approach with a cross-sectional descriptive design was used using a questionnaire distributed to 200 respondents in Yogyakarta both online and offline. From the distributed questionnaire, complete data was obtained from 188 respondents to be used in the analysis process.
Research findings: The findings indicate that emotional and conditional values significantly influence green purchase behavior and green word-of-mouth. Specifically, emotional values have a positive relationship with green purchase behavior, while conditional values demonstrate the strongest effect on consumer choices. Green purchase behavior serves as a crucial mediator in these relationships, suggesting that consumers with emotional attachments and contextually relevant values are more likely to engage in and promote sustainable purchasing.
Theoretical Contribution/Originality: This research provides unique insights into the consumer behavior of Jadah Tempe, emphasizing local sustainable food products' importance and offering a foundation for future studies in sustainable consumption practices.
Practitioners/Policy Implications: Marketers should focus on emotional connections and context in their campaigns to promote sustainability, enhancing consumer engagement with products like Jadah Tempe. Understanding the influence of emotional and conditional values on young consumers can help SMEs create inclusive marketing strategies that resonate with diverse segments and promote sustainable products.
Research Limitations/Implications: Although this study is limited to the Yogyakarta region, it opens up opportunities for further research in other areas to understand different contexts. The findings of this study still make a strong contribution to understanding consumer behavior and provide a solid foundation for future studies.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate the changes made. This should be done in any reasonable manner, but not in any way that suggests the licensor endorses you or your usage.
- ShareAlike — When you remix, transform, or build upon the material, the contributions must be distributed under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
References
Afful-Dadzie, E., & Egala, S. B. (2022). Medical practitioners’ decision making on quality of online medical information: A consumption values theory analysis. Health Policy and Technology, 11(4), 100685. https://doi.org/10.1016/j.hlpt.2022.100685
Albarq, A. N., & Al Doghan, M. (2020). Electronic word-of-mouth versus word-of-mouth in the field of consumer behavior: a literature review. Journal of critical reviews, 7(14), 646-654. https://doi.org/10.31838/jcr.07.14.187
Alkaabi, K. A. (2022). Customers’ purchasing behavior toward home-based SME products: evidence from UAE community. Journal of Enterprising Communities: People and Places in the Global Economy, 16(3), 472-493. https://doi.org/10.1108/JEC-11-2020-0187
Amin, S., & Tarun, M. T. (2021). Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal, 17(8), 1320-1336. https://doi.org/10.1108/SRJ-05-2020-0191
Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective. Future Business Journal, 7(1), 48. https://doi.org/10.1186/s43093-021-00094-5
Aravindan, K. L., Ramayah, T., Thavanethen, M., Raman, M., Ilhavenil, N., Annamalah, S., & Choong, Y. V. (2023). Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value. Sustainability, 15(4). https://doi.org/10.3390/su15043009
Awuni, J. A., & Du, J. (2016). Sustainable consumption in Chinese cities: green purchasing intentions of young adults based on the theory of consumption values. Sustainable Development, 24(2), 124-135. https://doi.org/10.1002/sd.1613
Caniëls, M. C. J., Lambrechts, W., Platje, J., Motylska-Kuźma, A., & Fortuński, B. (2021). Impressing my friends: The role of social value in green purchasing attitude for youthful consumers. Journal of Cleaner Production, 303, 126993. https://doi.org/10.1016/j.jclepro.2021.126993
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
Cheung Millissa, F. Y., & To, W. M. (2021). The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs: JBE. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6
Cheung, S. T., Jayawickrama, U., Olan, F., & Subasinghage, M. (2023, 2023). An Investigation on Cloud ERP Adoption Using Technology-Organisation-Environment (TOE) and Diffusion of Innovation (DOI) Theories: A Systematic Review. Decision Support Systems XIII. Decision Support Systems in An Uncertain World: The Contribution of Digital Twins, Cham.
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709-731. https://doi.org/10.1108/IJCHM-10-2015-0608
Corboș, R.-A., Bunea, O.-I., Triculescu, M., & Mișu, S. I. (2024). Which Values Matter Most to Romanian Consumers? Exploring the Impact of Green Attitudes and Communication on Buying Behavior. Sustainability, 16(9).
Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188-195. https://doi.org/10.1002/cb.1482
Dias, A., Sousa, B., Santos, V., Ramos, P., & Madeira, A. (2023). Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective. Sustainability, 15(6).
Dilotsotlhe, N., & Duh, H. I. (2021). Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application. Social Marketing Quarterly, 27(2), 150-171. https://doi.org/10.1177/15245004211013737
Eko, S. M. N. C., & Eka, R. D. (2022, 2022/12/24). Indonesia’s Green Economy Growth Prospects During the Covid-19 Pandemic: An Analytical Review from a Good Governance Perspective. Proceedings of the International Conference on Sustainable Innovation on Humanities, Education, and Social Sciences (ICOSI-HESS 2022)
Fiandari, Y. R., Surachman, S., Rohman, F., & Hussein, A. S. (2019). Perceived Value Dimension In Repetitive Fish Consumption In Indonesia By Using An Extended Theory Of Planned Behavior. British Food Journal, 121(6), 1220-1235. https://doi.org/10.1108/BFJ-07-2018-0429
Guerreiro, J., & Pacheco, M. (2021). How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions. Sustainability, 13(14).
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Hazaea, S. A., Al-Matari, E. M., Zedan, K., Khatib, S. F. A., Zhu, J., & Al Amosh, H. (2022). Green Purchasing: Past, Present and Future. Sustainability, 14(9).
Jacobsen, S. (2018). Why did I buy this? Journal of Research in Interactive Marketing, 12(3), 370-395. https://doi.org/10.1108/JRIM-12-2017-0102
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?”. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112. https://doi.org/10.1108/IJPHM-02-2019-0017
Jayani, D. H. (2021). Alasan Membeli Produk Berkelanjutan/Ramah Lingkungan. databoks. Retrieved December from https://databoks.katadata.co.id/produk-konsumen/statistik/a7c5e69df2a64c6/5-alasan-konsumen-belanja-produk-ramah-lingkungan
Kashif, U., Hong, C., Naseem, S., Khan, W. A., Akram, M. W., Rehman, K. U., & Andleeb, S. (2023). Assessment of millennial organic food consumption and moderating role of food neophobia in Pakistan. Current Psychology, 42(2), 1504-1515. https://doi.org/10.1007/s12144-021-01520-1
Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management, 33(4), 1129-1159. https://doi.org/10.1108/IJCHM-05-2020-0477
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kremel, A. (2024). Consumer Behaviour in a Circular System – How Values Promote and Hinder the Participation of Young Adults in the Swedish Deposit-Refund System for Beverage Packaging. Circular Economy and Sustainability, 4(2), 1427-1446. https://doi.org/10.1007/s43615-023-00333-7
Kumar, R., Kumar, K., Singh, R., Sá, J. C., Carvalho, S., & Santos, G. (2023). Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity. Sustainability, 15(8).
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28(33), 46020-46034. https://doi.org/10.1007/s11356-021-13946-y
Lin, J., Guo, J., Turel, O., & Liu, S. (2020). Purchasing organic food with social commerce: An integrated food-technology consumption values perspective. International Journal of Information Management, 51, 102033. https://doi.org/10.1016/j.ijinfomgt.2019.11.001
Liu, H., Meng-Lewis, Y., Ibrahim, F., & Zhu, X. (2021). Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective. Journal of Business Research, 137, 69-88. https://doi.org/10.1016/j.jbusres.2021.08.018
Maheshwari, S. P. (2014). Awareness of green marketing and its influence on buying behavior of consumers: Special reference to Madhya Pradesh, India. AIMA Journal of Management Research, 8(1/4), 0974-0497.
Mason, M. C., Oduro, S., Umar, R. M., & Zamparo, G. (2023). Effect of consumption values on consumer behavior: a Meta-analysis. Marketing Intelligence & Planning, 41(7), 923-944. https://doi.org/10.1108/MIP-03-2023-0100
Mittal, A., Raheja, K., Raut, R., & Deshpande, A. (2024). Fostering perceived wealth among SMEs through green business: unveiling the mediating influence of consumers' green attitude. Management of Environmental Quality: An International Journal, 35(2), 341-357. https://doi.org/10.1108/MEQ-06-2023-0167
Nyilasy, G. (2007). Word of mouth: what we really know–and what we don't. In Connected marketing (pp. 161-184). Routledge. https://doi.org/10.4324/9780080476797-13
Peiris, T. K. A., Jasingha, D., & Rathnasiri, M. S. H. (2024). Examining the effect of consumption values on green FMCG purchase behaviour: a focus on the theory of consumption values. Management & Sustainability: An Arab Review, ahead-of-print(ahead-of-print). https://doi.org/10.1108/MSAR-07-2023-0040
Pelletier, M. J., & Collier, J. E. (2018). Experiential Purchase Quality: Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases. Journal of Service Research, 21(4), 456-473. https://doi.org/10.1177/1094670518770042
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708. https://doi.org/10.2501/S0265048710201427
Rahnama, H. (2017). Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: The Case of Organic Yogurt in Iran. Journal of Food Products Marketing, 23(2), 144-166. https://doi.org/10.1080/10454446.2017.1244790
Rana, S. M. S., & Solaiman, M. (2023). Moral identity, consumption values and green purchase behaviour. Journal of Islamic Marketing, 14(10), 2550-2574. https://doi.org/10.1108/JIMA-01-2021-0030
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988. https://doi.org/10.1016/j.jretconser.2022.102988
Salem, S. F., & Alanadoly, A. B. (2021). Personality traits and social media as drivers of word-of-mouth towards sustainable fashion. Journal of Fashion Marketing and Management: An International Journal, 25(1), 24-44. https://doi.org/10.1108/JFMM-08-2019-0162
Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production, 151, 393-405. https://doi.org/10.1016/j.jclepro.2017.03.010
Sharma, V. M., & Klein, A. (2020). Consumer Perceived Value, Involvement, Trust, Susceptibility to Interpersonal Influence, and Intention to Participate in Online Group Buying. Journal of Retailing and Consumer Services, 52(1), 1-11. https://doi.org/10.1016/j.jretconser.2019.101946
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Stevens, J. (1996). .Applied multivariate statistics for the social sciences. In. Lawrence Erlbaum.
Sugandini, D., Susilowati, C., Siswanti, Y., & Syafri, W. (2020). Green supply management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial Engineering Management, 13(1), 79-92. https://doi.org/10.3926/jiem.2795
Tan, T. M., Makkonen, H., Kaur, P., & Salo, J. (2022). How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values. Technological Forecasting and Social Change, 176, 121432. https://doi.org/10.1016/j.techfore.2021.121432
Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176-1197. https://doi.org/10.1111/ijcs.12687
Thomé, K. M., Cappellesso, G., & Pinho, G. M. (2021). Food consumption values and the influence of physical activity. British Food Journal, 123(3), 943-957. https://doi.org/10.1108/BFJ-05-2020-0432
Toni, D. D., Eberle, L., Larentis, F., & Milan, G. S. (2018). Antecedents of Perceived Value and Repurchase Intention of Organic Food. Journal of Food Products Marketing, 24(4), 456-475. https://doi.org/10.1080/10454446.2017.1314231
Wang, J., Wang, J., & Gao, J. (2020). Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation. Sage Open, 10(1), 2158244020902074. https://doi.org/10.1177/2158244020902074
Watanabe, E. A. d. M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184. https://doi.org/10.1108/BFJ-05-2019-0363
Wijekoon, R., & Sabri, M. F. (2021). Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability, 13(11).
Witek, L., & Kuźniar, W. (2021). Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market. Sustainability, 13(1).
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products. British Food Journal, 121(2), 320-332. https://doi.org/10.1108/BFJ-01-2018-0027
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750. https://doi.org/10.1016/j.jclepro.2018.03.201