Impact of Perceived Social Responsibility on Consumers' Green Perception and Green Behavior: The Moderating Role of Personality Traits
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Published
13 August 2022
Keywords:
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consumers' green behavior, green perception, personality traits, social responsibility
Abstract
Green behavior plays an essential role in the continuation of human life. This study aimed to investigate the effect of perceived social responsibility on green perception and behavior. The study was conducted using quantitative methods, sampling a questionnaire to 450 customers of various one-chain store branches in Iran through convenience sampling. The study was conducted from 16 May 2018 through 20 June 2018. Data from the moderating bootstrap analysis was used in PROCESS to analyze the data. The results indicated significant, positive correlations between social responsibility, on the one hand, and green perception and consumers' green behavior, on the other hand. In terms of strength, the coefficients indicated moderate relationships (r=0.345 and r=0.288, respectively). Indirect effects were studied using Macro bootstrap. It was revealed that green perception (β=0.0652) predicts consumers' green behavior and is a moderating variable. Additionally, the moderating impacts of extroversion and openness in the relationship between consumers' green perception and green behavior were identified. According to the research, in addition to increasing social responsibility, companies should try to increase customers' perception of this behavior to help green consumption.
References
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Al-Swidi, A. K., Gelaidan, H. M., & MohammedSaleh, R. (2021) The joint impact of green human resource management, leadership and organizational culture on employees' green behaviour and organizational environmental performance. Journal of Cleaner Production, 316, 128112. doi: https://doi.org/10.1016/j.jclepro.2021.128112
Amrutha, V. N., & Geetha, N. (2021) Linking organizational green training and voluntary workplace green behavior: Mediating role of green supporting climate and employees' green satisfaction. Journal of Cleaner Production, 290, 125876. doi: https://doi.org/10.1016/j.jclepro.2021.125876
Bahreinizadeh, M., & Rezaei, B. (2015). Meta-analyzing and identifying factors influencing green purchasing decisions. Behavior.Management Research in Iran, 20(2), 21-48. doi: https://dorl.net/dor/20.1001.1.2322200.1395.20.2.2.9
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51–56. doi: https://doi.org/10.1016/0148-2963(88)90022-7.
Baskentli, S., Sen, S., Du, S., & Bhattacharya, C. B. (2019). Consumer reactions to corporate social responsibility: The role of CSR domains. Journal of Business Research, 95, 502-513. doi: https://doi.org/10.1016/j.jbusres.2018.07.046.
Bohas, A., & Poussing, N. (2016). An empirical exploration of the role of strategic and responsive corporate social responsibility in the adoption of different Green IT strategies. Journal of cleaner Production, 122: 240-251. doi: https://doi.org/10.1016/j.jclepro.2016.02.029.
Chen, C., Xu, X., & Frey, S. (2016). Who wants solar water heaters and alternative fuel vehicles? Assessing social–psychological predictors of adoption intention and policy support in China. Energy Res. Soc. Sci. 15, 1–11. doi: https://doi.org/10.1016/j.erss.2016.02.006.
Christopher, J. (2010). Corporate governance –A multi-theoretical approach to recognizing the wider influencing forces impacting on organizations. Critical Perspectives on Accounting, 21, 683–695. doi: https://doi.org/10.1016/j.cpa.2010.05.002.
Cobbinah, P. B., Asibey, M.O., Zuneidu, M. A., & Erdiaw-Kwasie, M. O. (2021). Accommodating green spaces in cities: Perceptions and attitudes in slums. Cities, 111, 103094. doi: https://doi.org/10.1016/j.cities.2020.103094
Costa, R., & Menichini, T. (2013). A multidimensional approach for CSR assessment: The importance of the stakeholder perception. Expert Systems with Applications, 40, 150-161. doi: https://doi.org/10.1016/j.eswa.2012.07.028.
Dagher, G. K., Itani, O., & Kassar, A. N. (2015). The impact of environment concern and attitude on green purchasing behavior: gender as the moderator. Contemporary Management Research, 11(2): 179-206. doi: https://doi.org/10.7903/cmr.13625.
DeRoeck, K., & Farooq, O. (2017). Corporate social responsibility and ethical leadership: Investigating their interactive effect on employees' socially responsible behaviors. Journal of Business Ethics, 151(4): 923–939. doi: 10.1007/s10551-017-3656-6.
Del Giudice, T., Stranieri, S., Caracciolo, F., Ricci, E. C., Cembalo, L., Banterle, A. & Cicia, G. (2018). Corporate Social Responsibility certifications influence consumer preferences and seafood market price. Journal of Cleaner Production, 178: 526-533. doi: https://doi.org/10.1016/j.jclepro.2017.12.276.
Dumitrescu, C., Hughner, R. S. & Shultz C. J. (2018). Examining consumers' responses to corporate social responsibility addressing childhood obesity: The mediating role of attributional judgments. Journal of Business Research, 88: 132-140. doi: https://doi.org/10.1016/j.jbusres.2018.03.006.
García-Jiménez, J. V., Ruiz-de-Maya, S. & López-López, I. (2017). The impact of congruence between the CSR activity and the company's core business on consumer response to CSR. Spanish Journal of Marketing-ESIC, 21, 26-38. doi: https://doi.org/10.1016/j.sjme.2017.01.001
Gordon-Wilson, S., & Modi, P. (2015). Personality and older consumers' green behaviour in the UK. Futures, 71, 1-10. doi: https://doi.org/10.1016/j.futures.2015.05.002.
Griskevicius, V., Tybur, J.M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. J. Pers. Soc. Psychol, 98(3), 392–404. doi: https://doi.org/10.1037/a0017346.
Gu, H., Ryan, C., Bin, L., & Wei, G. (2013). Political connections, guanxi and adoption of CSR policies in the Chinese hotel industry: Is there a link?. Tourism Management, 34: 231-235. doi: https://doi.org/10.1016/j.tourman.2012.01.017.
Haghighi, M., & Khalili, M. (2011). Investigating of green marketing position in consumers buying behavior. Organizational Culture Management, 9(2), 83-122. Retrieved from https://jomc.ut.ac.ir/article_29908.html?lang=en
Hayes, A. F. (2015). An index and test of linear moderated mediation. Multivariate Behavioral Research, 50, 1–22. doi: https://doi.org/10.1080/00273171.2014.962683.
He, X., Zhan, W., & Hu, Y. (2018). Consumer purchase intention of electric vehicles in China: The roles of perception and personality. Journal of cleaner production, 204, 1060-1069. doi: https://doi.org/10.1016/j.jclepro.2018.08.260.
Hirsh, J.B., & Dolderman, D. (2007). Personality predictors of consumerism and environmentalism: A preliminary study. Personality and Individual Differences, 43(6), 1583–1593. doi: https://doi.org/10.1016/j.paid.2007.04.015.
Hou, D., Cham, K.C., Dong, M. & Yao, Q. (2022). The impact of economic policy uncertainty on a firm's green behavior: Evidence from China. Research in International Business and Finance, 59, 101544. doi: https://doi.org/10.1016/j.ribaf.2021.101544
Inoue, Y., Funk, D.C., & McDonald, H. (2017). Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research, 75, 46–56. doi: https://doi.org/10.1016/j.jbusres.2017.02.005.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69. doi: https://doi.org/10.1016/j.jretconser.2017.11.008.
Kacperczyk, A. (2009). With greater power comes greater responsibility? Take over protection and corporate attention to stakeholders. Strategic Management Journal, 30, 261–285. Doi: https://doi.org/10.1002/smj.733.
Kaufman, H., Panni, M., & Orphanidou, Y. (2012). Factors affecting consumers green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal, 14(31), 50-69. doi: http://hdl.handle.net/10419/168746.
Kim, B., Lee, S., & Kang, K. H. (2018). The moderating role of CEO narcissism on the relationship between uncertainty avoidance and CSR. Tourism Management, 67, 203–213. doi: https://doi.org/10.1016/j.tourman.2018.01.018.
Kronrod, A., Grinstein, A. & Wathieu, L. (2012). Go green! Should environmental essages be so assertive?. Journal of Marketing, 76, 95–102. doi: https://doi.org/10.1509/jm.10.0416.
Lau, K.L., Yung, C.C.Y., & Tan, Z. (2021). Usage and perception of urban green space of older adults in the high-density city of Hong Kong. Urban Forestry & Urban Greening, 64, 127251. doi: https://doi.org/10.1016/j.ufug.2021.127251
Leonidou, L. C., Leonidou, C. N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26(13-14), 1319-1344. doi: https://doi.org/10.1080/0267257X.2010.523710.
Lin, Y. C., & Chang, C.A. (2012). Double standard: the role of environmental consciousness in green product usage. Journal of Marketing, 76, 125–134. doi: https://doi.org/10.1509/jm.11.0264.
Liobikiene, G., & Bernatoniene, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109-120. doi: https://doi.org/10.1016/j.jclepro.2017.05.204.
Lončar, D., Paunković, J., Jovanović, V., & Krstić, V. (2019). Environmental and social responsibility of companies cross EU countries–Panel data analysis. Science of The Total Environment, 657, 287-296. doi: https://doi.org/10.1016/j.scitotenv.2018.11.482.
Maehle, N., & Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management, 19(1), 44-53. Doi: https://doi.org/10.1108/10610421011018383.
Nielsen Company. (2008). Corporate ethics and fair trading: A Nielsen Global consumer report. New York: The Nielsen Company. https://ceo.ethicsworkshop.com/images/tr_200811_CSR_Fairtrade_global_reportOctober08.pdf
Öberseder, M., Schlegelmilch, B., Murphy, P.E., & Gruber, V. (2013). Consumers' perceptions of corporate social responsibility: scale development and validation. Journal of Business Ethics, 124(1): 101-115. doi: https://doi.org/10.1007/s10551-013-1787-y.
Osman, A., Othman, Y. H., Salahudin, S.N., & Abdullah, M. S. (2016). The awareness and implementation of green concepts in marketing mix: a case of Malaysia. Procedia Economics and Finance, 35, 428-433. Doi: https://doi.org/10.1016/S2212-5671(16)00053-8.
Palihawadana, D., Oghazi, P. & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964-4969. Doi: https://doi.org/10.1016/j.jbusres.2016.04.060.
Peloza, J., & Shang, J. (2011). How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39(1), 117–135. Doi: https://doi.org/10.1007/s11747-010-0213-6.
Pizam, A. (2009). Green hotels: A fad, ploy or fact of life? International. Journal of Hospitality Management, 1(28),1-1. doi:
10.1016/j.ijhm.2008.09.001.
Ramanaiah, N.V., Clump, M., & Sharpe, P.J. (2000). Personality profiles of environmentally responsible groups. Psychological Reports, 87, 176–178. Doi: https://doi.org/10.2466/pr0.2000.87.1.176.
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Authors
Zarei G., & Mirzaei K. (2022). Impact of Perceived Social Responsibility on Consumers’ Green Perception and Green Behavior: The Moderating Role of Personality Traits. Journal of Consumer Sciences, 7(2), 169-189. https://doi.org/10.29244/jcs.7.2.169-189
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