EFFECT OF SUSTAINABILITY PERCEPTION ON CONSUMER PURCHASING BEHAVIOUR

Abstract

Purpose- The aim of the study is to determine how sustainability perception affects electronic word-of-mouth communication and purchase intention. The perception of sustainability consists of waste utilisation and minimisation, climate change concerns, contributing to environmental protection and recycling. Consumer behaviour is addressed with the dimensions of electronic word-of-mouth communication and purchase intention. Methodology- The data were collected from consumers who use white goods by online survey method and SPSS statistical programme was used to test the relationships. The population of the study consists of consumers who use white goods. Considering that it is not practically possible to reach the universe, sampling was used. Since it is not foreseen to make a generalisation about the population, convenience sampling method, one of the non-random sampling methods, was used. Accordingly, the participants of the study consisted of 517 people. Findings- In the study, sustainability perception positively affects electronic word-of-mouth communication and purchase intention. Moreover, sustainability perception components together positively affect electronic word-of-mouth communication and purchase intention. Conclusion- In recent years, negative impacts on natural ecosystems have increased the importance of the concept of sustainability. Consumers have an important role in ensuring sustainability. Consumers' increasing awareness of sustainability and parallel to this, increasing concerns affect their purchasing behaviour. Perceptions of sustainability strongly influence consumer purchase intentions, which in turn encourage positive online word-of-mouth marketing more effectively than traditional marketing tools.

Keywords

• Sustainability perception
• electronic word-of-mouth
• purchase ıntention
• consumer behavior
• environmental sustainability

References

1. Akbari, M., Foroudi, P., Fashami, R. Z., Mahavarpour, N., Khodayari, M., (2022). Let us talk about something: The evolution of e-WOM from the past to the future. Journal of Business Research 149, 663-689. https://doi.org/10.1016/j.jbusres.2022.05.061
2. Aleixo, A.M., Leal, S., Azeiteiro, U.M., (2021). Higher education students’ perceptions of sustainable development in Portugal. Journal of Cleaner Production 327, 1-15. https://doi.org/10.1016/j.jclepro.2021.129429
3. AlQahtany, A., (2020). People’s perceptions of sustainable housing in developing countries: the case of Riyadh, Saudi Arabia. Housıng, Care and Support, 23(3/4), 93-109.
4. Anastasiei, B., Dospinescu, N., (2019). Electronic word-of-mouth for online retailers: predictors of volume and valence. Sustainability, 11(3), 1-18.
5. Arslan, A., Haapanen, L., Hurmelinna-Laukkanen, P., Tarba, S.Y., Alon, I., (2021). Climate change, consumer lifestyles and legitimation strategies of sustainability-oriented firms. European Management Journal, 39(6), 720-730.
6. Bezençon, V., Etemad-Sajadi, R., (2015). The effect of a sustainable label portfolio on consumer perception of ethicality and retail patronage. International Journal of Retail & Distribution Management, 43(4/5), 314-328.
7. Brandão, A., Miranda, C.C., (2022). Does Sustainable Consumption Behaviour Influence Luxury Services Purchase Intention? Sustainability, 14(13), 1-28.
8. Caglar, A.E., Yavuz, E., (2023). The role of environmental protection expenditures and renewable energy consumption in the context of ecological challenges: Insights from the European Union with the novel panel econometric approach. Journal of Environmental Management 331, 1-8. https://doi.org/10.1016/j.jenvman.2023.117317

9. Catenazzo, G., Epalle, A., Fragniere, E., Tuberosa, J., (2010). Testing the impact of sustainable development policies in Canton Geneva. Management of Environmental Quality: An International Journal, 21(6), 845-861.
10. Coulmont, M., Berthelot, S., Gagné, V., (2022). Sustainability performance indicator trends: a Canadian industry-based analysis. International Journal of Corporate Social Responsibility, 7(2), 1-17.
11. Duarte, P., Silva, S. C., Ferreira, M. B., (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
12. Escario, J.J., Rodriguez-Sanchez, C., Casaló, LV., (2020). The influence of environmental attitudes and perceived effectiveness on recycling, reducing, and reusing packaging materials in Spain. Waste Management 113, 251-260. https://doi.org/10.1016/j.wasman.2020.05.043
13. Ha, H.Y., Akamavi, R.K., Kitchen, P.J., Janda, S., (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595–606.
14. Helm, S.V., Pollitt, A., Barnett, M.A., Curran, M.A., Craig, Z.R., (2018). Differentiating environmental concern in the context of psychological adaption to climate change. Global Environmental Change 48, 158-167. https://doi.org/10.1016/j.gloenvcha.2017.11.012
15. Herrmann, C., Rhein, S., Strater, K.F., (2022). Consumers’ sustainability-related perception of and willingness-to-pay for food packaging alternatives. Resources, Conservation & Recycling 181, 1-13. https://doi.org/10.1016/j.resconrec.2022.106219
16. Hopewell, J., Dvorak, R., Kosior, E., (2009). Plastics Recycling: Challenges and Opportunities. Royal Society, 364(1526), 2115-2126.
17. Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., Jianzhou, Y., (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior 80, 22-32. https://doi.org/10.1016/j.chb.2017.09.019
18. Jung, H. J., Choi, Y. J., Oh, K. W., (2020). Influencing factors of Chinese consumers’ purchase ıntention to sustainable apparel products: exploring consumer “attitude–behavioral ıntention” gap. Sustainability, 12(5), 1-14.
19. Kayıkçı, P., Armağan, K., Dal, N.E., (2019). Sürdürülebilir pazarlama: kavramsal bir çalışma. Journal of Bucak Faculty of Business, 2(1), 77-93.
20. Khalil, D., Ramzy, O., Mostafa, R., (2013). Perception towards sustainable development concept: Egyptian students’ perspective. Sustainability Accounting, Management and Policy Journal, 4(3), 307-327.
21. Kim, Y., Oh, K. W., (2020). Effects of perceived sustainability level of sportswear product on purchase ıntention: exploring the roles of perceived skepticism and perceived brand reputation. Sustainability, 12(20), 1-16.
22. Kong, H. M., Witmaier, A., Ko, E., (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research 131, 640-651. https://doi.org/10.1016/j.jbusres.2020.08.021
23. Kwok, L., Mao, Z. E., Huang, Y. K., (2019). Consumers’ electronic word-of-mouth behavioral intentions on Facebook. Tourism and Hospitality Research, 19(3), 296-307.
24. Lee, K. Y., Choi, H., (2019). Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables. Computers in Human Behavior 94, 9-18. https://doi.org/10.1016/j.chb.2018.12.025
25. Lestari, E., Septifani, R., Nisak, K., (2021). Green awareness and green purchase intention: The moderating role of corporate image, International Conference on Green Agro-industry and Bioeconomy, IOP Conf. Series: Earth and Environmental Science 924, 1-8. doi:10.1088/1755-1315/924/1/012051
26. Lim, W. M., Ahmed, P. K., Ali, M. Y., (2022). Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying. Journal of Business Research 146, 582-604. https://doi.org/10.1016/j.jbusres.2022.03.093
27. Nath, V., Agrawal, R., (2022). Barriers to consumer adoption of sustainable products – an empirical analysis. Social Responsibility Journal. DOI: 10.1108/SRJ-12-2020-0495
28. Nauges, C., Wheeler, S.A., (2017). The complex relationship between households' climate change concerns and their water and energy mitigation behaviour. Ecological Economics 141, 87-94. https://doi.org/10.1016/j.ecolecon.2017.05.026
29. Nguyen, N.H., Dao, T. K., Duong, T. T., Nguyen, T. T., Nguyen, V. K., Dao, T. L., (2023). Role of consumer ethnocentrism on purchase intention toward foreign products: Evidence from data of Vietnamese consumers with Chinese products. Journal Pre-Proof, 9(2), 1-25.
30. Ottenbacher, M.C., Kuechle, G., Harrington, R.J., Kim, W.H., (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a Premium. International Hospitality Review, 33(2), 106-125.
31. Panuju, A., Ambarwati, D., Susila, M., (2019). Implications of automotive product sustainability on young customers’ purchase intention in developing countries: an experimental approach. IOP Conf. Series: Materials Science and Engineering 857, 1-10.
32. Queiroz, F. C. B. P., Lima, N. C., Silva, C. L., Queiroz, J. V., Souza, G. H. S., (2021). Purchase ıntentions for Brazilian recycled PET, products—circular economy opportunities. Recycling, 6(75), 1-18.
33. Rakib, M. R. H. K., Pramanik, S. A. K., Amran, M. A., Islam, M.N., Sarker, M. O. F., (2022). Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic. Heliyon 8(9), 1-11.
34. Saari, U.A., Damberg, S., Frombling, L., Ringle, C.M., (2021). Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention. Ecological Economics, 189, https://doi.org/10.1016/j.ecolecon.2021.107155 .
35. Schoubroeck, S.V., Chacon, L., Reynolds, A.M., Lavoine, N., Hakovirta, M., Gonzalez, R., Van Passel, S., Venditti, R.A., (2023). Environmental sustainability perception toward obvious recovered waste content in paper-based packaging: An online and in-person survey best-worst scaling experiment. Resources, Conservation & Recycling, 188, 1-13. https://doi.org/10.1016/j.resconrec.2022.106682
36. Scott, K.A., Weaver, S.T., (2018). The ıntersection of sustainable consumption and anticonsumption: repurposing to extend product life spans. Journal of Public Policy & Marketing, 37(2), 291-305.
37. Shankar, A., Jebarajakirthy, C., Ashaduzzaman, M., (2020). How do electronic word of mouth practices contribute to mobile banking adoption?. Journal of Retailing and Consumer Services 52, 1-14. https://doi.org/10.1016/j.jretconser.2019.101920
38. Shu, M., Wu, F., (2014). Effects of electronic word-of-mouth on consumers' purchase decision in catering industry. Akadémiai Kiadó, 64(2), 199-211.
39. Siqueira Jr, J.R., Pena, N. G., ter Horst, E., Molina, G. (2019). Spreading the word: how customer experience in a traditional retail setting ınfluences consumer traditional and electronic word-of-mouth ıntention. Electronic Commerce Research and Applications, 37, 1-11. https://doi.org/10.1016/j.elerap.2019.100870
40. Steinhorst, J., Beyerl, K., (2021). First reduce and reuse, then recycle! Enabling consumers to tackle the plastic crisis – Qualitative expert interviews in Germany. Journal of Cleaner Production 313, 1-12. https://doi.org/10.1016/j.jclepro.2021.127782
41. Sun, Y., Gonzalez-Jimenez, H., Wang, S., (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research 130, 564-573. https://doi.org/10.1016/j.jbusres.2019.09.040
42. Wijekoon, R., Sabri, M. F., (2021). Determinants that ınfluence green product purchase ıntention and behavior: a literature review and guiding framework. Sustainability, 13(11), 1-40.
43. Yeğin, T., Ikram, M., (2022). Analysis of consumers’ electric vehicle purchase ıntentions: an expansion of the theory of planned behavior. Sustainability, 14(19), 1-27.
44. Yükselen, C., (2017). Pazarlama Araştırmaları. Detay Yayıncılık, Ankara, ISBN: 978-975-8326-14-7.
45. Yükselen, C. (2020). Pazarlamanın Yeni Paradigması- Sürdürülebilirlik. Detay Yayıncılık, Ankara, ISBN: 978-605-254-282-8