JEFMS Journal

Google Scholar

Article Pdf

---

ABSTRACT:

In recent years, severe economic expansion and overconsumption have deteriorated the environment. The study aimed to determine the effect of environmental awareness and identify the factors influencing the Millennials' purchase intention. The research seeks to address existing gaps by utilizing the Theory of Planned Behavior and the Theory of Consumption Values as its theoretical framework. This study incorporates additional variables, including environmental awareness, habits, and low awareness of sustainable electronic products to comprehensively understand the subject matter. The study utilized the causal research design and the purposive sampling method to select 449 Millennials aged 27-42 from Manila, Quezon City, Pasay, and Muntinlupa. Quantitative data were analyzed using Structural Equation Modeling (SEM). The study confirms the significant effect of environmental awareness on Attitudes, Subjective Norms, Perceived Behavioral Control, and Purchase Intention. Furthermore, conditional and epistemic values were also considered a motivation for shaping purchase intention. The results show that Millennials understand the environmental issues and recognize the need for proactive efforts to support sustainable initiatives. Consumers generally exhibit positive attitudes and intentions regarding sustainable products. Therefore, businesses, manufacturers, policymakers, and marketers must increase their efforts to promote awareness of the consumption of sustainable electronic products. This can be achieved through advertising and effective marketing strategies such as offering discounts, cash-back schemes, and highlighting the benefits of the products that will motivate the consumers to consider adopting this product into their lifestyle.

KEYWORDS:

Environmental Awareness, Consumption Behavior, Consumption Values, Purchase Intention, Sustainable Products

REFERENCES:

1) Abeysekera, I., Manalang, L., David, R., & Guiao, B. G. (2022). Accounting for Environmental Awareness on Green Purchase Intention and Behaviour: Evidence from the Philippines. Sustainability, 14(19), 12565. https://doi.org/10.3390/su141912565

2) Afrifa, G. A., Tingbani, I., Yamoah, F., & Appiah, G. (2020). Innovation input, governance and climate change: Evidence from emerging countries. Technological Forecasting and Social Change, 161, 120256. https://doi.org/10.1016/j.techfore.2020.120256

3) Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t

4) Ali, S., Danish, M., Khuwaja, F. M., Sajjad, M. S., & Zahid, H. (2019). The intention to adopt green IT products in Pakistan: driven by the modified theory of consumption values. Environments, 6(5), 53. https://doi.org/10.3390/environments6050053

5) Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian Millennials’ Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185–1198. https://doi.org/10.1108/bfj-10-2019-0748

6) Anshari, M., Alas, Y., Razzaq, A., Shahrill, M., & Lim, S. A. (2021). Millennials Consumers’ Behaviors between Trends and Experiments. In IGI Global eBooks (pp. 1492–1508). https://doi.org/10.4018/978-1-7998-8957-1.ch076

7) Basha, M. B., & Lal, D. (2019). Indian consumers’ attitudes towards purchasing organically produced foods: An empirical study. Journal of Cleaner Production, 215, 99–111. https://doi.org/10.1016/j.jclepro.2018.12.098

8) Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463–468. https://doi.org/10.1016/j.jclepro.2014.09.075

9) Boomsma, C., Jones, R. V., Pahl, S., & Fuertes, A. (2019). Do psychological factors relate to energy saving behaviours in inefficient and damp homes? A study among English social housing residents. Energy Research & Social Science, 47, 146–155. https://doi.org/10.1016/j.erss.2018.09.007

10) Bósquez, N. G. C., Arias-Bolzmann, L. G., & Quiroz, A. K. M. (2022). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536–550. https://doi.org/10.1108/bfj-12-2021-1340

11) Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11(4), 959–991. https://doi.org/10.1007/s11846-016-0211-2

12) Camilleri, M. A., Cricelli, L., Mauriello, R., & Strazzullo, S. (2023). Consumer Perceptions of Sustainable Products: A Systematic Literature review. Sustainability, 15(11), 8923. https://doi.org/10.3390/su15118923

13) Chen, X., Rahman, M. K., Rana, M. S., Gazi, M. a. I., Rahaman, M. A., & Nawi, N. C. (2022). Predicting consumer green product purchase attitudes and behavioral intention during COVID-19 pandemic. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.760051

14) Cities and Municipalities Competitiveness Index | CMCI. (2022). CMCI. https://cmci.dti.gov.ph/index.php

15) Costa, C. S. R., Da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964

16) 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

17) Dorce, L. C., Da Silva, M. C., Mauad, J. R. C., De Faria Domingues, C. H., & Borges, J. a. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91, 104191. https://doi.org/10.1016/j.foodqual.2021.104191

18) European Commission. (2020). Communication From the Commission to the European Parliament, the European Council, the Council, the European Economic, and Social Committee, and the Committee of the Regions. https://eur-lex.europa.eu/resource.html?uri=cellar:b828d165-1c22-11ea-8c1f-01aa75ed71a1.0002.02/DOC_1&format=PDF

19) Frank, P., & Brock, C. (2018). Bridging the intention–behavior gap among organic grocery customers: The crucial role of point‐of‐sale information. Psychology and Marketing, 35(8), 586–602. https://doi.org/10.1002/mar.21108

20) Global Risks Report 2023 | World Economic Forum. (2024, September 10). World Economic Forum. https://www.weforum.org/publications/global-risks-report-2023/

21) Guiao, B. G. M., & Lacap, J. P. G. (2022). Effects of environmental sustainability awareness and altruism on green purchase intention and brand evangelism. Asian Journal of Business Research, 12(3). https://doi.org/10.14707/ajbr.220134

22) Hasan, M. M., Nekmahmud, M., Yajuan, L., & Patwary, M. A. (2019). Green business value chain: a systematic review. Sustainable Production and Consumption, 20, 326–339. https://doi.org/10.1016/j.spc.2019.08.003

23) Heo, J., & Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421–437. https://doi.org/10.1080/13527266.2017.1303623

24) Hofenk, D., Van Birgelen, M., Bloemer, J., & Semeijn, J. (2017). How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors. Journal of Business Ethics, 156(2), 473–492. https://doi.org/10.1007/s10551-017-3616-1

25) Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361–372. https://doi.org/10.1016/j.jclepro.2019.01.231

26) Hsu, C., Chang, C., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006

27) Kumar, P., & Polonsky, M. J. (2017). An Analysis of the Green Consumer Domain within Sustainability Research: 1975 to 2014. Australasian Marketing Journal (AMJ), 25(2), 85–96. https://doi.org/10.1016/j.ausmj.2017.04.009

28) Mathur, S., Tewari, A., & Singh, A. (2021). Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content. Journal of Marketing Communications, 28(7), 725–744. https://doi.org/10.1080/13527266.2021.1936126

29) Mehdikhani, R., & Valmohammadi, C. (2021). The effects of green brand equity on green word of mouth: the mediating roles of three green factors. Journal of Business and Industrial Marketing, 37(2), 294–308. https://doi.org/10.1108/jbim-03-2020-0166

30) Nekmahmud, M., Ramkissoon, H., & Fekete-Farkas, M. (2022). Green purchase and sustainable consumption: A comparative study between European and non-European tourists. Tourism Management Perspectives, 43, 100980. https://doi.org/10.1016/j.tmp.2022.100980

31) Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575. https://doi.org/10.1016/j.jclepro.2019.118575

32) Rahnama, H., & Rajabpour, S. (2016). Identifying effective factors on consumers’ choice behavior toward green products: the case of Tehran, the capital of Iran. Environmental Science and Pollution Research, 24(1), 911–925. https://doi.org/10.1007/s11356-016-7791-x

33) Rau, H., & Fang, Y. (2018). Optimal Time for Consumers to Purchase Electronic Products with Consideration of Consumer Value and Eco-Efficiency. Sustainability, 10(12), 4664. https://doi.org/10.3390/su10124664

34) Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior. Management Decision, 57(4), 1018–1042. https://doi.org/10.1108/md-10-2018-1092

35) Shah, S. K., Zhongjun, T., Sattar, A., & XinHao, Z. (2021). Consumer’s intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter? Technology in Society, 65, 101563. https://doi.org/10.1016/j.techsoc.2021.101563

36) 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

37) Sodhi, P., & Singh, R. P. (2017). Factors affecting consumers’ attitude towards purchasing green packaged food products: an integrated conceptual framework. International Journal of Business Excellence, 13(4), 521. https://doi.org/10.1504/ijbex.2017.087758

38) Souki, G. Q., Chinelato, F. B., & Filho, C. G. (2021). Sharing is entertaining: the impact of consumer values on video sharing and brand equity. Journal of Research in Interactive Marketing, 16(1), 118–136. https://doi.org/10.1108/jrim-03-2020-0057

39) Suki, N. M. (2015). Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values. Journal of Cleaner Production, 132, 204–214. https://doi.org/10.1016/j.jclepro.2015.09.087

40) Sun, Y., Liu, N., & Zhao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209, 481–493. https://doi.org/10.1016/j.jclepro.2018.10.241

41) Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. https://doi.org/10.1108/apjml-03-2019-0178

42) Tangsupwattana, W., & Liu, X. (2018). Effect of emotional experience on symbolic consumption in Generation Y consumers. Marketing Intelligence & Planning, 36(5), 514–527. https://doi.org/10.1108/mip-11-2017-0316

43) Tanrikulu, C. (2021). Theory of consumption values in consumer behavior research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176–1197. https://doi.org/10.1111/ijcs.12687

44) United Nations. (2015). THE 17 GOALS | Sustainable Development. https://sdgs.un.org/goals

45) Wan, C., Shen, G. Q., & Choi, S. (2017). Experiential and instrumental attitudes: Interaction effect of attitude and subjective norm on recycling intention. Journal of Environmental Psychology, 50, 69–79. https://doi.org/10.1016/j.jenvp.2017.02.006

46) Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention? Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193

47) Waris, I., Dad, M., & Hameed, I. (2021). Promoting environmental sustainability: the influence of knowledge of eco-labels and altruism in the purchase of energy-efficient appliances. Management of Environmental Quality an International Journal, 32(5), 989–1006. https://doi.org/10.1108/meq-11-2020-0272

48) Xu, L., Prybutok, V., & Blankson, C. (2018). An environmental awareness purchasing intention model. Industrial Management & Data Systems, 119(2), 367–381. https://doi.org/10.1108/imds-12-2017-0591

49) Xu, Y., Du, J., Khan, M. a. S., Jin, S., Altaf, M., Anwar, F., & Sharif, I. (2022). Effects of subjective norms and environmental mechanism on green purchase behavior: An extended model of theory of planned Behavior. Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.779629

50) Zailani, S., Iranmanesh, M., Hyun, S. S., & Ali, M. (2019). Applying the theory of consumption values to explain drivers’ willingness to pay for biofuels. Sustainability, 11(3), 668. https://doi.org/10.3390/su11030668

51) Zhang, J., Cherian, J., Sandhu, Y. A., Abbas, J., Cismas, L. M., Negrut, C. V., & Negrut, L. (2022). Presumption of green electronic appliances purchase intention: the mediating role of personal moral norms. Sustainability, 14(8), 4572. https://doi.org/10.3390/su14084572