Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic

Xia Chen; Muhammad Khalilur Rahman; Md Sohel Rana; Md Abu Issa Gazi; Md Atikur Rahaman; Noorshella Che Nawi

doi:10.3389/fpsyg.2021.760051

Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic

Front Psychol. 2022 Jan 25:12:760051. doi: 10.3389/fpsyg.2021.760051. eCollection 2021.

Authors

Xia Chen¹, Muhammad Khalilur Rahman², Md Sohel Rana³, Md Abu Issa Gazi⁴, Md Atikur Rahaman¹, Noorshella Che Nawi^{2

5}

Affiliations

¹ School of Management, Jiujiang University, Jiujiang, China.
² Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia.
³ Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia.
⁴ School of E-Commerce, Jiujiang University, Jiujiang, China.
⁵ Global Entrepreneurship Research Innovation Centre (GERIC), Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia.

Abstract

This work has aimed to investigate the consumers' green product purchase attitudes and behavioral intention during COVID-19 pandemic. Data was collected through a survey method of 503 consumers in Malaysia. Data were analyzed using the partial least square method. The findings revealed that fear of COVID-19 pandemic has a significant impact on green product behavioral intention. Green product literacy, green product orientation, and social influence have a significant influence on green product purchase attitudes. The results also indicated that consumers' green product purchase attitudes mediate the effect of green product literacy, green product orientation, and social influence on behavioral intention. The findings of this work will provide strategically relevant references to green marketers and retail managers in the understanding of consumers' green product purchase attitudes and green product behavioral intention during the ongoing uncertainty of the COVID-19 pandemic.

Keywords: COVID-19 pandemic; behavioral intention; consumers’ attitudes; green product; green product orientation.