Journal of Consumer MarketingGreen marketing and Ajzen’s theory of planned behaviour: a cross-market examinationStavros P. Kalafatis Michael Pollard Robert East Markos H. Tsogas

Article information:To cite this document:Stavros P. Kalafatis Michael Pollard Robert East Markos H. Tsogas, (1999),"Green marketing and Ajzen’s theory of plannedbehaviour: a cross-market examination", Journal of Consumer Marketing, Vol. 16 Iss 5 pp. 441 - 460Permanent link to this document:http://dx.doi.org/10.1108/07363769910289550

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Users who downloaded this article also downloaded:Charles Dennis, Lisa Harris, Ken Peattie, Andrew Crane, (2005),"Green marketing: legend, myth, farce or prophesy?",Qualitative Market Research: An International Journal, Vol. 8 Iss 4 pp. 357-370 http://dx.doi.org/10.1108/13522750510619733Robert D. Straughan, James A. Roberts, (1999),"Environmental segmentation alternatives: a look at green consumer behavior inthe new millennium", Journal of Consumer Marketing, Vol. 16 Iss 6 pp. 558-575 http://dx.doi.org/10.1108/07363769910297506Stephen W. McDaniel, David H. Rylander, (1993),"Strategic green marketing", Journal of Consumer Marketing, Vol. 10 Iss 3 pp.4-10 http://dx.doi.org/10.1108/07363769310041929

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Green marketing and Ajzen'stheory of planned behaviour: across-market examinationStavros P. KalafatisProfessor of Business Marketing, Kingston Business School, Kingstonupon Thames, Surrey, UK

Michael PollardResearcher, Kingston Business School, Kingston upon Thames,Surrey, UK

Robert EastProfessor of Consumer Behaviour, Kingston Business School,Kingston upon Thames, Surrey, UK

Markos H. TsogasLecturer, Kingston Business School, Kingston upon Thames, Surrey,UK

Keywords Green marketing, Consumer behaviour, Consumer marketing, Environment,United Kingdom, Greece

Abstract Examines the determinants that influence consumers' intention to buyenvironmentally friendly products. Ajzen's theory of planned behaviour (TPB) providesthe conceptual framework of the research and the appropriateness of the theory and istested in two distinct market conditions (UK and Greece). Although the findings offerconsiderable support for the robustness of the TPB in explaining intention in bothsamples, there is some indication that the theory is more appropriate in well establishedmarkets that are characterised by clearly formulated behavioural patterns (i.e. the modelfitting elements of the UK sample are superior to the corresponding ones obtained fromthe Greek sample). The results are consistent with previous research on moral behaviour.

IntroductionThe last three decades have seen a progressive increase in consumer

environmental consciousness, as the environment moved from a fringe, to a

mainstream issue. This has been driven by a number of factors including

increased media coverage, greater awareness of environmental problems, the

rise of pressure group activities, stringent legislation (both national and

international) and the impact of major industrial disasters on public opinion

(McIntosh, 1991; Butler, 1990; Tapon and Leighton, 1991; Charter, 1992;

Wagner, 1997). Consequently, consumers have become more concerned

about their everyday habits and the impact that these can have on the

environment (Krause, 1993).

Marketers viewed this phenomenon as offering business opportunities, and a

number of organisations developed and implemented long-term, proactive

environmental strategies (Pujari and Wright, 1995). At the same time

companies launched environmentally friendly (EF) products many of which

were clothed in confusing and misleading half truths, made false and trivial

promises (Davis, 1991), with some companies exaggerating or even

fabricating the environmental qualities of their products (Garfield, 1991).

Emerging evidence (Wong et al., 1996; Aspinall, 1993) suggests a curious

paradox. Despite evidence to suggest that society is increasingly sympathetic

towards the environment many EF products have not achieved the level of

market success that would have been expected. In many consumer product

categories, EF producers have achieved disappointingly low levels of market

share. This is supported by the findings of recent UK surveys which indicate

that, although consumers' concern with the environment continues to

Consumer environmentalconsciousness

JOURNAL OF CONSUMER MARKETING, VOL. 16 NO. 5 1999, pp. 441-460, # MCB UNIVERSITY PRESS, 0736-3761 441

An executive summary formanagers and executivereaders can be found at theend of this article

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increase (albeit at a decreasing rate) their willingness to buy EF products has

declined (Mintel, 1991; 1995). Thus the above are believed to support the

claim that UK consumers are reluctant to change their purchasing patterns

despite their expressed concern about the environment.

We use Ajzen's (1991) theory of planned behaviour (TPB) to provide an

insight into the determinants of intention within the green marketing domain.

Furthermore, the stability of these determinants is examined through a cross-

market examination.

Research background and theoretical framework

An account of research that links level of environmental consciousness and

EF behaviour is presented first and given that the research is firmly placed

within the consumer behaviour domain a brief review of the chosen

behaviour model, i.e. the TPB, follows.

Environmental consciousness and EF behaviour

As a result of environmental damage caused by products, production

processes and environmental disasters, environmentalism has, over the past

three decades, become an important issue (Easterling et al., 1996). For

consumers, the 1960s may be described as a time of `̀ awakening'', the 1970s

as a `̀ take action'' period, the 1980s as an `̀ accountable'' time, and the

1990s as a `̀ power in the marketplace'' era (Makower, 1993). During this

period consumers appear to have became aware of the fact that the

environment is more fragile than they once believed, and that there are limits

to the use of natural resources (Krause, 1993). This, in turn, stimulated a

widespread feeling that the time for corrective action has arrived (Buttel and

Flynn, 1974; Lipsey, 1977; Roper Organisation, 1990; Ladd, 1990;

Shabecoff, 1993).

By the end of the 1980s, increasing numbers of consumers described

themselves as environmentalists (Fisher, 1990; Cross, 1990; Donaton and

Fitzerald, 1992) and a number of opinion polls indicating an expressed desire

to protect the environment emerged (Carlson et al., 1993). Despite the

obvious limitations of such publications (Denzin, 1989; Oskamp et al, 1991;

Phillips, 1971) there is clear evidence of an upward trend in consumers'

environmental concern, with the period between 1972 and 1991 exhibiting

an accelerating pattern (Roberts and Bacon, 1997). In more recent years

there is evidence to suggest that a plateau has been reached (Stisser, 1994).

The 1986 NOP study indicated an 8 per cent level of environmental concern

while the corresponding percentages of the 1989 NOP, and the 1991 and

1993 Guardian/ICM studies were 33 per cent, 69 per cent and 71 per cent.

Heightened environmental concern has been reflected in increased intention

to purchase EF products. More specifically it has been suggested that

consumers with a higher level of environmental concern will be more likely

to engage in EF consumer behaviour (Antil, 1984; Roberts, 1991; Sheltzer

et al., 1991; Shabecoff, 1993). These claims have been supported by a

number of surveys carried out between 1989 and 1990 which reported a

dramatic increase in the number of consumers expressing environmental

concerns and claiming to have purchased EF products (see Gerstman and

Meyers Inc., 1989; Gallup, 1990; Mandese, 1991).

Nevertheless, a number of post 1990 studies have produced results that do

not fully support the above. For example, the 1991 Simmons Market

Research Bureau's (SMRB) study reported low correlation between

environmental concern and consumers' willingness to change their buying

Environmental damage

Environmental concern

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behaviour in favour of EF products. Such findings are in line with research

carried out by, among others, Kleiner (1991), Schlossberg (1991), and

Winski (1991), who concluded that there is little evidence to suggest that

positive attitudes towards environmental issues are manifested in the form of

actual purchase behaviour.

Examination of the relevant literature points towards two possible

explanations:

(1) Authors such as Downs (1972), Lipsey (1977), and Corrado and Ross

(1990), and a report produced by Harris and Associates (1989) suggest

that during times of recession, economic issues replace environmental

issues as more immediate concerns for consumers. This is believed to

explain the apparent cyclical pattern in terms of consumers' EF

behaviour.

(2) The complexity of environmental concern is offered as an alternative

explanation by authors such as Albrecht et al. (1982), Noe and Snow

(1990), Shetzer et al. (1991), and Zimmer et al. (1994), Roberts and

Bacon (1997). It is claimed that environmental concern may be more

influential for some behaviours than others and/or that environmental

concern itself may be multifaceted, and consequently may reflect and/or

be reflected in a wide spectrum of consumer activities.

In conclusion we can say that, despite the existence of some evidence to link

attitudes and EF behaviour, extant literature provides very little information

regarding the determinants of intention to buy EF products. The TPB is

employed in order to redress such omission.

The theory of planned behaviour

A variety of explanatory theories of consumer behaviour have been put

forward over the years. Some derive from the social sciences: psychology,

sociology, or economics. Others concentrate more on the effects of

marketing variables, and stress the effects of external stimuli, such as

advertising, physical product differentiation, packaging, promotion, retail

availability, point of sale display, direct selling and so on (Ehrenberg and

Goodhart, 1979). The major theories are highly eclectic, taking into account

both personal and environmental variables (e.g. Nicosia, 1966; Howard and

Sheth, 1969; Engel et al., 1995).

Although such theories provide an understanding of alternative brands or

products are compared, they do not explain how such comparisons are

translated into buying decisions. To account for this process and to develop a

comprehensive theory of consumer behaviour, many researchers turned to

social psychological research in attitude formation (Ajzen and Fishbein,

1980). A class of theories commonly referred to as expectancy-value models

(e.g. Rosenberg, 1956; Fishbein, 1963) appeared to be of particular relevance

because they provided a theoretical link between evaluative criteria and the

concept of attitude. In addition, these models formalised the widely held

view that consumers' anticipated satisfaction with a product (and hence the

purchase of that product) is determined by their beliefs that the product

fulfils certain functions and that it satisfies some of their needs. Over the past

40 years expectancy-value models have developed from the original Fishbein

(1963) consumer expectancy-value behaviour model to the theory of

reasoned action (TRA) (Ajzen and Fishbein, 1980), to the theory of planned

behaviour (TPB) (Ajzen, 1985;1991).

Relevant literature

Explanatory theories

JOURNAL OF CONSUMER MARKETING, VOL. 16 NO. 5 1999 443

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The TPB forms the theoretical framework of this paper because it offers a

clearly defined structure/model that allows the investigation of the influence

that attitudes, personal and cultural determinants and volitional control haveon consumers' intentions to buy EF products. Furthermore, a review by East

(1997) has indicated that, in recent years, the TPB has been applied to a wide

variety of topics (e.g. physical activities, quitting cigarette smoking, blooddonation, complaining, Internet use etc.) and that the model has provided

robust estimates.

Symbolically, the TPB model is presented in Figure 1 where it is illustrated

that each of the determinants of intention, i.e. attitude to behaviour (AB),

subjective norm (SN) and perceived control (PBC) is, in turn, determined byunderlying belief structures. These are referred to as outcome beliefs,

normative beliefs and control beliefs which are related to AB, SN and PBC

respectively. More specifically:

. Attitudes to behaviour (AB): AB is determined by the sum of the expected

outcomes, and is weighted by an evaluation of the desirability of theoutcome. The expectancy is measured as a likelihood (b) of the outcome

occurring if the action is taken and the value measured as an evaluation

(e) of the outcome when it does occur; thus the sum of the expected

values (Sbiei determines AB. This analysis is part of a general theory ofattitude developed by Fishbein (1963) and rests on work by Dulany

(1961). A distinctive aspect of Fishbein's approach is that the outcomes

affecting AB are restricted to those that are salient, i.e. those that areeasily brought to mind by respondents. Ajzen and Fishbein (1980) argue

that thoughts that do not readily come to mind in an elicitation are

unlikely to affect behaviour.

. Subjective norm (SN): The SN, like AB, are also based on salient beliefs,

called normative beliefs, about whether particular referents think therespondent should or should not do the action in question. Like expected

values these referent influences are covered by two measures: (n) the

likelihood that the referent holds the normative belief and (m), themotivation to comply with the views of the referent. Thus Snimi is the

determinant of SN.

Subjective norm controls that behaviour that is instigated by the desire toact as others think you should act. Sometimes, socially worthy acts, e.g.

recycling of paper and bottles, bring internally generated feelings of self-

respect or pride, while failure to act in this way may invoke feelings ofshame or self-reproach. SN is therefore, internally controlled, it does not

operate through external reinforcement such as the overt congratulations

or hostility of others. The different referents involved in the SN may be

friends, parents, doctors, political parties, religious organisations, etc.For example, in purchasing of EF clothes washing detergent products,

Outcome Beliefs

Referent Beliefs

Control Beliefs

Attitude to behaviour (AB)

Subjective Norms (SN)

Perceived Control (PC)

Intention Behaviour

Figure 1. Theory of planned behaviour

Theoretical framework

Subjective norm

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consumers might be influenced by the messages of environmental

pressure groups who claim that packaging and product formulations can

adversely affect the environment. The SN is `̀ subjective'' because it is

what the agent thinks, and a `̀ norm'', because it is the agent's

understanding of what others think he or she should do (East, 1997).

. Perceived behavioural control (PBC): PBC is also underwritten by

specific beliefs, called control beliefs. Control beliefs can be measured

as the product of two measures: the power (p) of a factor to assist the

action and perceived access to the factor (c). Thus Scipi is posited to

measure PBC. PBC is included in the TPB as a determinant that has both

a direct effect on behaviour and an indirect effect on behaviour through

intentions.

The indirect effect of PBC is based upon the assumption that PBC has

motivational implications for behavioural intentions. Individuals who

believe they lack the necessary resources or opportunities to perform a

particular behaviour are unlikely to form strong behavioural intentions

despite the fact that their attitude and SN may be favourable. Bandura

et al. (1980) provide empirical evidence that people's behaviour is

strongly influenced by the confidence that they have in their ability to

perform the behaviour. Thus, PBC is expected to contribute to the

prediction of intention over and above the effects due to the other major

independent variables of the model. At the same time its influence on

behaviour will also be mediated by intention.

The research setting

It was decided to carry out parallel research in two EU countries. This was

prompted by findings indicating that:

. the degree of green marketing varies considerably between countries

(Lazaro, 1993), and

. demand and attitudes for green products is likely to be uneven across

different market segments and cultures (Ottman, 1992a; 1992b; Peattie,

1992).

The UK and Greece were chosen as representing countries positioned close

to the two extremes of public awareness and debate on green issues.

The actual research environment was timber based products and in particular

dining tables and chairs. The choice reflects:

. the ongoing debate about the destruction of the tropical forest, and

. the fact that purchasing decisions for such products represent free and

voluntary choice and consequently consumers are expected to be able to

have reasons for their actions.

Given the issues under examination, attention was paid to the problem of

social desirability, i.e. the tendency by some respondents to provide answers

that they deem to be socially desirable or acceptable rather than their own

feelings or responses (Crowne and Marlowe, 1964). In order to overcome

such tendencies we decided not to elicit direct measures of intention but

rather to infer measures of intention through utilities attached to a specific

element of timber based furniture. More specifically, through conjoint

analysis we obtained utility measures attached to the provision or not of

information related to the actual source of the timber, i.e. whether or not the

timber used to produce the specific furniture originated from sustainably

Perceived behaviouralcontrol

Parallel research

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managed forests. For the purpose of this paper furniture made out of timber

from sustainably managed forests is termed `̀ Eco Labelling''.

Aim and objectivesThe main aim of the research presented here is to provide an insight into the

attitude dimensionality/determinants that influence consumers' intentions

towards EF products. More specifically, the objectives of the research follow

the general framework suggested by East et al. (1997) and are:

. To explore the boundary conditions of the TPB, i.e. to test its

appropriateness, within a given marketing domain, i.e. green marketing.

. To examine the stability of the model and the structure of the construct

relationships across different market conditions, i.e. to understand and

contrast the determinants that enter into the decision making of two

distinct market settings.

MethodologyThe research took the form of a cross-sectional self-completion survey

among UK and Greek consumers. In addition, a general section on socio-

demographics was used for matching the two samples. The eventual

questionnaire comprised two main sections. Section A was related to beliefs

associated with measures of the TPB model, while Section B comprised the

conjoint part of the research. The main methodological issues under

consideration are debated below.

Constructs

The procedures employed in obtaining the beliefs that were to form the TPB

part of the research and the approach followed in defining and designing the

stimuli to be incorporate in the conjoint section of the study are debated

below:

. Elicitation of beliefs: In accordance with Ajzen and Fishbein (1980), a

pilot study was carried out to elicit the salient beliefs of the population

under consideration concerning buying timber furniture carrying `̀ Eco

Labelling''. In particular a series of in-depth interviews with households

were carried out (18 such interviews were carried out in the UK and 11

in Greece). During these interviews elicitation procedures, described by

East (1990), were used and Table I indicates the number of statements

generated for all the belief constructs except intention (for the latter see

Product Attributes section). The NEWACT program was used in order to

produce appropriate questioning formats for each statements (East,

1991a).

. Product attributes: As stated in the Research Setting section, conjoint

analysis was employed in order to obtain utility values which in turn

were used as surrogate measures of intention. In addition to the

Determinants of intention Antecedents to the determinants

AB (2 statements) OB (5 statements ± paired measures for each

statement, i.e. likelihood and value for each

statement)

SN (2 statements) RB (6 statements ± as above)

PBC (2 statements) CB (3 statements ± as above)

Table I. Constucts of the TPB model

Research into attitude

Procedures

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justifications provided above the adoption of conjoint analysis reflects

our efforts to present the green aspects under examination within a

realistic context, i.e. as part of an overall product offering. Conjoint

analysis is a well established technique and the reader is directed to Hair

et al. (1998) for a detailed explanation of the process and to Louvier

(1994) for a debate of its theoretical foundations and conceptual

shortcomings.

The definition and design of the experimental stimuli was an important

consideration. As a result of the in-depth sessions and supported by contents

analysis of the promotional material of manufacturers of dining tables and

chairs the following attributes and levels were selected (Table II).

Data collection

The above constructs and product definitions were formulated into a self-

completion questionnaire which was pre-tested with 15 respondents. This

highlighted a number of defects in the survey instrument. Bohlen et al.

(1993) experienced similar problems in the development of a questionnaire

dealing with environmental issues, and they attribute such problems to

ambiguous wording and problems with vocabulary. In order to ensure that

the problems with the initial questionnaire had been addressed, the revised

version was also pre-tested with ten respondents. In addition to the pre-

testing, five protocol and five debriefing sessions were conducted.

Following further minor modifications, the final questionnaire was

developed by utilising the Tull and Hawkins (1993) model of questionnaire

Product

attributes Attribute levels

Price: Three levels, high, mid and low:

UK ± £1,800; £900; £300

Greece ± Dr. 2,000,000; Dr. 1,000,000; Dr. 350,000

Species used Three timber species, to represent the most commonly used ones:

UK ± Oak; Pine; Mahogany

Greece ± Oak; Walnut; Mahogany

The differences in species reflect country specific preferences.

Style Three styles, common to both the UK and Greece ± Traditional;

Modern; Classic

In order to ensure uniformity of replies the styles were presented in

the form of actual pictures which were not labelled (Loosschilder

et al., 1995). As with species, differences in tastes between the two

counties were accounted for.

Information

(for the rest of

this paper

referred to as

Eco Labelling)

Two levels, common to both UK and Greece ± Material from

sustainably managed forests; No information about source of

materials.

As with style, uniformity of replies was ensured by providing the

following definition to the respondents:

We define timber that comes from sustainably managed forests as

those materials which originate from forests which are managed in a

way that does not harm the ecosystem. The logging and extraction

process followed does not damage the environment, the forests are

not in biologically sensitive areas, the production provides

employment to the local community and the materials have an

internationally recognised label of approval as being

environmentally friendly.

Table II. Product attributes and experimental levels

Product definitions

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construction. The procedures were similar for both the UK and Greece and in

formulating the final, common, questionnaire good practices in international

research as specified by Douglas and Craig (1983) were followed.

In terms of the main issues related to the application of conjoint analysis the

following procedures were adopted:

. Choosing a presentation method: Given that a self-completion approach

was followed it was decided to use the self-explicated model.

. Survey method: Although conjoint analysis is a reasonably complex

technique for respondents to participate in there is evidence that it can

reliably be carried out without personal interviews, i.e. by telephone and/

or by mail (Akaah, 1991). Our experience has indicated that a carefully

designed postal survey, supported by explanation of the aims of the

research and access to the research team in case of queries can be

employed with considerable success.

. Measurements: Another decision that needs to be made is whether to use

rankings or ratings as a response scale. We followed Green and

Srinivasan (1978) who suggested that rating data are easier to administer

and are more suitable when a non face-to-face data collection technique

is employed.

Population and sampling

The population under consideration was consumers who, at the time of the

research, were actively looking into buying furniture made of timber. Sample

compatibility between the two countries was safeguarded by strict adherence

to comparable socio-economic classifications (Douglas and Craig, 1983). To

this effect the assistance of professional recruitment agencies was sought in

both countries.

The surveys were carried out in the London area of the UK and the Athens

area of Greece and respectively resulted in 175 and 170 usable replies. The

sample sizes do not quite fulfil the 10:1 ratio of sample size to number of

parameters (Bentler and Chou, 1987) and have not reached the recommended

cut-off point of 200 (Boosman, 1987; Hair et al., 1998). Nevertheless, they

are close enough to the above guidelines to provide some confidence in the

results. The smaller than desired samples were the result of problems

associated with identification of appropriate respondents and matching the

cross-cultural samples.

Analytical approach

As already stated, conjoint analysis was used to obtain utility values

attributed to the attribute levels. The specified model was a simple additive

one and with the exception of the level of price which was designated as

linear less (i.e. respondents were expected, for identical products, to prefer

the one with the lowest price) the levels of the other attributes were treated as

being discrete. As to the analysis of the data, disaggregate analyses were

carried out.

For the modelling of the TPB model structural equation analyses, Arbucle's

(1996) EMOS program was employed. Given that this study is concerned

with testing theory and making comparisons between samples the respective

covariance matrices were used for estimation purposes (Joreskog and

Sorbom, 1989). Furthermore, following recommendations put forward by

Bagozzi (1994), estimation was based on a full model with measurement

Conjoint analysis

Specified model

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error taken into account for the AB, SN and PBC constructs while the first-

order factors (i.e. OB, RB and CB) were allowed to correlate (Figure 2).

For further debate, explanation and justification of the actual analytical

approach followed, see Terry and O'Leary (1995).

ResultsThe measurement instrument

Given that the data collected comprised an interval scale, the properties of

the data sets were examined in order to determine their suitability for the

intended analysis (Bagozzi, 1994; Joreskog and Sorbom, 1989). This step

was considered especially important since it was expected that respondentswere likely to provide high positive scores because of the social acceptance

of the issues under consideration.

Examination of the measures of skewness and kurtosis of each construct

indicated that most of the values fell within the recommended lower

boundary (Tabachnick and Fidell, 1996; Churchill, 1995).

Construct reliability and intercorrelations

The reliability of the reflective constructs was examined forunidimensionality. Confirmatory factor analysis was employed for those

constructs that comprised more than four items, i.e. AB, SN and PBC. On the

other hand, Cronbach's alpha was computed for constructs with fewer than

four items, i.e. CB, AB, SN and PBC. Finally, since intention was a singleitem scale (i.e. utility values) no reliability analysis was possible.

The analysis provided satisfactory solutions for all the constructs and forboth populations (Table III). The reliability values obtained from the

Outcome Beliefsξ1

Attitudeη1

Referent Beliefsξ2

Subjective Normsη2

Intentionη4

Control Beliefsξ3

Perceived Controlη3

φ12

φ23

φ13

γ11

γ22

γ33

β42

β41

β43

ζ1

ζ2

ζ3

ζ4

Figure 2. Path diagram of the model

Construct reliability

Constructs Number of items UK Greece

OB 5 0.965 0.982

RB 6 0.951 0.914

CB 3 0.787 0.818

AB 2 0.847 0.746

SN 2 0.942 0.973

PBC 2 0.887 0.757

Table III. Construct reliability

Reflective constructs

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confirmatory analysis were all above the acceptable level (Hair et al., 1998)

and the same applied to the alpha values (Churchill, 1979; Nunally, 1967).

Descriptive statistics of the constructs are presented in Table IV. We can see

that, in terms of intention, the mean value placed on Eco Labelling was

negative in the Greek sample while positive in the UK sample. Furthermore,

the correlation patterns appear to be quite different, e.g. intention in the

Greek sample appears to be correlated with CB and SN while in the UK

sample the highest correlations are with RB, AB and SN. Finally, the fact that

none of the correlations approached the reliability values of the constructs is

an indication of lack of multicollinearity in the data sets (Campbell and

Fiske, 1959).

Estimation of the TPB model

As suggested in Hair et al. (1998) checks were performed for symptoms of

an identification problem (e.g. large standard errors, high correlation among

estimated coefficients etc.) and we were satisfied that identification was not

a problem for both samples. The results of the analysis are presented in

Table V:

. Overall model fit: Before examining the structural pattern of the

constructs the overall fit of the proposed model needs to be assessed.

Following the procedure proposed by Hair et al. (1998) three types of

goodness-of-fit measures are examined.

. Absolute fit measures: Given the well documented sensitivity and limited

usefulness of the w2 statistic we turn to other proposed measures (see

among others Joreskog and Sorbom, 1989; Steenkamp and Trijp, 1991;

Bagozzi and Baumgartner, 1994). The GFI measures of the two samples

(0.961 and 0.926) are both above the recommended threshold level of

0.90. On the other hand, the RMSE value obtained from the Greek

sample (0.142) is above the acceptable value of 0.08 while the

corresponding value of the UK sample (0.077) is within acceptable

Mean SD Intent OB RB CB AB SN PBC

UK

Intention 0.27 1.17 ±

OB 114.69 43.70 0.216* (0.965)

RB 114.11 43.72 0.300** 0.399** (0.951)

CB 60.41 29.38 0.089 0.308** 0.482** (0.787)

AB 8.88 3.08 0.269** 0.330** 0.223* 0.203* (0.847)

SN 8.03 3.14 0.354** 0.255** 0.478** 0.219* 0.410** (0.942)

PBC 7.42 3.35 0.194* 0.039 0.232* 0.405** 0.155 0.181 (0.887)

Greece

Intention ± 0.03 1.18 ±

OB 173.77 45.77 0.154 (0.982)

RB 131.04 42.54 0.195 0.348** (0.914)

CB 13.81 4.88 0.472** 0.227* 0.477** (0.818)

AB 18.61 4.26 0.213* 0.499** 0.337** 0.170 (0.746)

SN 9.59 3.29 0.454** 0.256* 0.499** 0.280** 0.316** (0.973)

PBC 7.35 3.58 0.237* 0.132 0.228* 0.361** 0.70 0.057 (0.757)

Notes: *p < 0.05; **p < 0.01Figures in parentheses represent either Cronbach's alpha coefficient or the GFIvalues obtained from the confirmatory factor analysis. For the single itemconstruct of intention no measures are possible.

Table IV. Descriptive statistics for aggregate measures

Identification problem

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range. Further indication of superior fit obtained from the UK sample is

provided by the ECVI measure which, although it has no specified range

of acceptable values, indicates that the measure from the UK sample

(0.324) is lower than the corresponding measure from the Greek sample

(0.503).

. Incremental fit measures: Looking at the incremental fit measures (i.e.

evaluation of the model against the null model) we can see that the AGFI

measure of the UK sample (0.910) is above the recommended threshold

of 0.90 while the corresponding measure of the Greek sample (0.896) is

marginally acceptable. In terms of the TLI and NFI measures (both with

recommended thresholds of 0.90) we can see that the UK sample appears

to be marginally acceptable while the Greek sample has provided

measures considerably below both thresholds.

UK Greece

Parameter estimation Estimates T-values Estimates T-values

Regression weights

Structural equations

g11 (OB?AB) 0.030 5.228*** 0.031 5.112***

g22 (RB?SN) 0.032 6.435*** 0.043 7.513***

g33 (CB?PBC) 0.069 6.353*** 0.068 6.355***

b41 (AB?Intention) 0.058 1.869 0.074 2.474*

b42 (SN?Intention) 0.109 4.036*** 0.046 1.784

b43 (PBC?Intention) 0.045 1.873 0.074 3.076**

Covariances

j21 (OB/?RB) 455.331 4.516*** 451.746 4.233***

j23 (OB/?CB) 418.128 5.972*** 343.648 4.664***

j13 (RB/?CB) 160.959 3.193** 203.015 3.270**

Modification indices

SN?AB 11.255 9.055

AB?SN 6.394 5.075

PBC?SN 4.922

RB?AB 5.218

CB?Intention 21.198

RB?Intention 9.057

Goodness of fit statistics

w2 24.411 52.984

df 12 12

p 0.018 0.000

GFI 0.961 0.926

RMSE 0.077 0.142

ECVI 0.324 0.503

Incremental fit measures

AGFI 0.910 0.896

TLI 0.896 0.666

NFI 0.894 0.775

Parsimonious fit measure

PGFI 0.412 0.397

Normed w2 2.034 4.415

PNFI 0.511 0.443

AIC 56.411 84.984

Notes: *p < 0.05; **p < 0.01; ***p < 0.001

Table V. Unstandardised estimates of the TPB model

Incremental fit measures

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. Parsimonious fit indices: Finally, we examine indices related to the issue

of `̀ over-fitting'' the model. The normed w2 measures are both within the

recommended 1.0 to 5.0 range. On the other hand the difference of the

two samples in terms of their respective PNFI indices is 0.068 which is

inside the 0.06-0.09 range that indicates substantial model differences.

Further evidence of differences is provided by the PGFI and AIC indices

for which the UK sample has provided lower values than the Greek

sample.

. Structural model fit: Examination of the estimated coefficients presented

in Table V indicates that, although the basic structure of the TPB model

holds true for both sample, differences are evident in terms of the

significance of the coefficients. Figure 3 presents those parameters that

have been found to be significant in each of the samples and also

incorporates the indirect effects associated with modification indices

above the suggested 3.84 value (Hair et al, 1998). We shall now deal

with each solution separately (a 1 per cent level of significance is

adopted).

UK sample: All the regression coefficients linking the antecedents and

the determinants of intention have been found to be significant. This we

believe provides support as to the internal validity of the TPB. In terms

of the path coefficients between the determinants and intention only SN

Outcome Beliefs Attitude

Referent Beliefs Subjective Norms

Control Beliefs Perceived Control

Intention

GREECE – Significant Pathways and Modification Indices

Outcome Beliefs Attitude

Referent Beliefs Subjective Norms Intention

Control Beliefs Perceived Control

UK – Significant Pathways and Modification Indices

Figure 3. Significant parameters

Over fitting

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was found to be significant. The centrality of SN is further highlighted

by the fact that significant modification indices between this determinant

and AB and PBC were detected. Finally, significant correlations between

all the antecedents were found to exist.

Greek sample: The relationship between antecedents and determinants

was confirmed as was the correlations between the antecedents.

Although the only determinant that was significant at the 0.01 level was

PBC the solution provides evidence of indirect effects between intention

and CB and RB (see modification indices).

Conclusions and discussionThe research presented here was designed to investigate two main issues.

First, it was the intention to test the appropriateness of the TPB within the

domain of green marketing. Second, we aimed to examine the stability of the

TPB and the structure of the construct relationships across two different

market conditions.

Looking at the first objective the results provided considerable support in

terms of the robustness of the TPB in predicting and explaining intention to

buy EF products. The model provided especially good measures of fit for the

UK sample (all relevant measures and indices were found to be within

acceptable limits) while some model fitting elements were found to be

problematic in the Greek data. Although we do not have any empirical

evidence to support our arguments, we suggest that these differences in

model fit reflect the relative maturity of the two countries as manifested in

their respective level of public awareness and debate about environmental

issues. Accepting this interpretation leads us to the tentative conclusion that

the TPB may be more appropriate in established markets that are

characterised by well formulated consumer perceptions and clearly defined

behavioural patterns.

Turning to the second of the research objectives, i.e. the cross-market/setting

stability of the determinants of intention and their corresponding underlying

beliefs structures, the results provide considerable support of this proposition

(all thegandj coefficients were found to be significant in both samples). On the

other hand, differences were found to exist in the significance of the estimated

coefficients between the two samples[1]. Such findings are consistent with

earlier research that has highlighted the significant impact that social influences

have on the formation of behavioural intention (Lee and Green, 1991).

Looking at the UK sample, we can see that social norms (SN) dominate the

solution, i.e. SN was found to be the only determinant associated with a

significant direct effect on intention. These findings appear to be in line with

the proponents of the situational approach (see, for example, Widaman and

Little, 1985) and are consistent with the results obtained by Vallerand et al.

(1992) in their research on moral behaviour. As for the Greek sample, the

pattern appears to be more complicated, i.e. although perceived control

(PBC) is the only determinant that is associated with a significant direct

effect on intention, the modification indices indicate significant indirect

effects of both referent and control beliefs. We refer to the work by

Vallerand et al. (1992), Terry et al. (1993), Ajzen (1985) and Saltzer (1981)

for possible explanation. These studies have indicated that generalised

control beliefs can moderate the effects of intention (i.e. support for the

Referent beliefs ? Intention pathway) and that some individuals exhibit a

First objective

UK sample

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tendency to attribute control of events to internal factors (i.e. support for the

Control beliefs ? Intention pathway).

A finding consistent across the two samples that is worth discussion is the

significant reciprocal causality between personal (attitudinal ± AB) and

social (normative ± SN) determinants. These results are consistent with

moral behaviour patterns identified by Vallerand et al. (1992) who stated that

`̀ ... expectancies of obtaining valued consequences and avoiding unwanted

consequences play an important role in the emission of moral behaviour''. In

addition, we hypothesise that, given the uncertain nature of the subject

matter, objectively derived information is not easily available and

consequently both AB and SN are partly formed through the acquisition and

processing of externally provided information (e.g. pressure groups):

something that leads to a convergence of these two determinants.

In conclusion we can say that the TPB has been shown to represent a reliable

(i.e. results exhibited both acceptable internal fit and external consistency

with other findings) predictive model of intention to purchase EF products.

However, we should not overlook the fact that the model has also proved

useful in identifying cross-market/setting commonalities and differences.

The results indicate that across the two samples behavioural attitudes are

formed through the development/learning of beliefs. At the same time the

cross-market differences, i.e. significance of the SN ? Intention pathway in

the UL sample and corresponding dominance of the PBC ? Intention

pathway in the Greek sample, have been highlighted. We return to issues of

relative market maturity in search of an explanation. The UK is characterised

by the presence of a number of high profile pressure groups (e.g. Friends of

the Earth, Greenpeace etc.) and a wide variety of EF products are available.

On the other hand the presence of pressure groups in Greece is marginal and

very few EF products are available in specialist shops. We therefore argue

that in the UK societal influences play a determinant part in forming

intention to purchase EF products while personal influences are dominant in

the Greek market. A final merit of the TPB relates to its ability to shed light

in the formation and development of attitudes, subjective norms and

perceived control, e.g. importance of shared information, indirect effect of

antecedents to determinants etc.

LimitationsAlthough the findings presented here provide a new insight into the

determinants of behavioural intention towards EF products the results may

be confounded by the following issues which merit further investigation:

. No actual measure of behaviour was obtained and intentions were

measured vicariously by utility values obtained through the application

of conjoint measurements.

. The model fit results associated with the Greek sample are at best

marginal and consequently there is some doubt as to their generalisability.

. Other determinants that are posited to have a significant impact on

behaviour, e.g. personal norms (Ajzen and Fishbein, 1969; East, 1991b);

and past experience (Bentler and Speckart, 1979; Bagozzi, 1981; Marsh

and Matheson, 1983; Sutton et al., 1987; Ajzen and Fishbein, 1980;

Ajzen, 1985) have been omitted from the study.

. Cultural factors (see for example Hofstede, 1980) and significance of

consumer products in terms of cultural meaning, i.e. the notion of

Conclusion

Behavioural intention

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cultural categories (see McCraken, 1986; Applbaum and Jordt, 1996)

have not been included in the study.

Note

1. Although the strength of the hypothesised pathways was different between the UK and

Greek samples, testing the equivalence of all corresponding g and Z coefficients indicated

a marginally significant difference between the samples for only the SN ? Intention

pathway.

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&

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Executive summary and implications for managers andexecutives

`̀ Green'' products, environmentalism and individual action`̀ Green'' marketing has been the subject of much controversy in recentyears. The most significant criticism levelled at marketers by someenvironmentalists is that their activities are exploitative. And, by including`̀ green'' messages in marketing, the marketer is exploiting environmentalconcerns as well as the environment itself.

Kalafatis et al. report that `̀ green'' products have failed to achieve the marketsuccess that levels of environmental concern reported by consumers wouldindicate. Put simply, consumer actions ± the purchase of environmentallyfriendly products ± do not match their reported preference for such products.Several reasons might be cited for this difference including:

. Consumer mistrust of environmental claims

. Reluctance to change purchasing habits

. The effect of economic recession on purchasing behaviour

. The level of perceived price differentials between `̀ green'' and otherproducts.

Kalafatis et al. examine whether one theory of consumer behaviour ± theTheory of Planned Behaviour ± provides insights into this seemingreluctance of consumers to opt for the environmentally friendly option.

Funny folk, consumers!The theory of planned behaviour (TPB) argues that consumers' actions relateto `̀ ...underlying belief structures''. Three areas of `̀ belief'' are involved:

(1) How likely an outcome is if we take a particular action and ourevaluation of that outcome

(2) The desire to act as others expect us to act regardless of directpersuasion

(3) Whether we perceive ourselves to have the resources or ability toperform a particular action.

These beliefs ± it is argued ± help determine how we behave when faced witha particular choice. And therefore statements relating to these beliefs can beused to examine why there exists a gap between reported preference for`̀ green'' products and the actual purchase of such products.

If we speculate on the basis of these three areas of belief we can put up thefollowing thoughts as to why consumers are slow to switch to `̀ green''products:

. The beneficial aspects of me buying a `̀ green'' product are very small. Itis the collective action of many that will `̀ save the earth''. My decision is± to all intents and purposes ± so insignificant as to be irrelevant.

. Since most other people share this attitude there is little societalpressure to conform to the environmentalist message. Moreover, the`̀ green'' campaigner focuses on the effects of `̀ faceless'' industry orgovernment rather than on the individual wastefulness of the consumer.Criticisms are levelled at our materialist culture rather than at how we,as individuals, act.

. Because we are cynical about `̀ green'' claims we do not believe that thepurchase of `̀ green'' products will `̀ make a difference''. Although the

JOURNAL OF CONSUMER MARKETING, VOL. 16 NO. 5 1999 459

This summary has beenprovided to allow managersand executives a rapidappreciation of the contentof this article. Those with aparticular interest in thetopic covered may then readthe article in toto to takeadvantage of the morecomprehensive descriptionof the research undertakenand its results to get the fullbenefit of the materialpresent

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effects of individual actions in a modern society are the most importantelement we cannot grasp this because governments, politicians and the`̀ green'' movement all assure us that more environmentally friendlybehaviour will not affect our lifestyle.

In summary, we feel that `̀ green is good'' but believe that a betterenvironment is predicated on actions by others.

Becoming more `̀ green'' ± will society's attitude eventually change?There is an argument that the liberal, capitalist paradigm will alwaystriumph because it is founded on human behaviour and does not seek toimpose an artificial structure onto normal human society. The currentposition of environmentalists runs counter to this inevitable outcome since itfinds fault with laissez-faire society and seeks to establish the sociologicalimperative of environmental responsibility.

However, if we characterise environmentalism as a moral issue rather than apolitical or economic concern, then it becomes compatible with liberaleconomics. The focus shifts to individual moral behaviour from regulatoryaction. The problem is that `̀ green'' issues are not seen from a moralstandpoint but from a political or economic standpoint. Since collectives areessentially amoral, we can only achieve the shift in behaviour when we focuson individual morality rather than the actions of government or industry.Where individuals believe in the moral rightness of environmentalism themarket will respond regardless of the decisions that governments take.

Given the gap between the purchase of `̀ green'' products and people'ssupport for environmentalist statements we can suggest that people's viewsare characterised by the general ± `̀ we should be concerned about theenvironment'' ± rather than the specific ±`̀ I will be environmentallyresponsible in my behaviour''.

`̀ Green'' products ± cart or horse?The question of `̀ green'' products' success (or rather lack of success) raisesthe question of whether product manufacturers respond to the market or leadthe market. In Kalafatis et al.'s research we see the example of timberproducts used to illustrate `̀ green'' product marketing. Yet we don't askwhether that existence of environmentally friendly timber products reflects aresponse to market demand or an attempt by manufacturers to differentiatethemselves through an environmentalist message.

Furniture has been one area where the `̀ green'' message has sunk intopeople's consciousness ± at least in the UK. Kalafatis et al.'s suggest thatthis consciousness is reflected by the fact that social norms (and the desire toconform to these norms) are a significant influence on the purchase of`̀ green'' products. Under such circumstances there is pressure onmanufacturers to use `̀ green'' raw materials since these are what societyexpects. We should note that the societal norms influence those involved inmanufacturing the furniture as well as those buying.

In contrast, Greek consumers in Kalafatis et al.'s study base their actions onmore personal beliefs. The pressure to act in an environmentally responsiblemanner is less significant. Consumers make their own decisions about`̀ green'' products uninformed by pressures from the wider society.Manufacturers selling `̀ green'' products are, we can contend, acting aheadof the market. It may well prove to be a successful strategy if we expectGreek environmentalism to follow a similar pattern to that in the UK.

(A preÂcis of the article `̀ Green marketing and Ajzen's theory of plannedbehaviour: a cross-marketing examination''. Supplied by Marketing

Consultants for MCB University Press.)

460 JOURNAL OF CONSUMER MARKETING, VOL. 16 NO. 5 1999

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