A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions

Ekawati, N.; Wardana, I.; Yasa, N.; Kusumadewi, N.; Tirtayani, I.

Abstract: The study aimed to perform a further analysis of the society’s awareness towards the natural environment, especially the awareness of having a healthy life, which leads them to have an awareness to use a natural-based product (environmentally friendly product). Furthermore, this awareness acts as a guidance for them to become consumers who care about their environment and also the material logistics management of each company to build a good customer relationship management with their customer. Along with this phenomenon, however, several reasons regarding the increase of environmentally friendly product consumption are unknown. This study focused on antecedents generating green purchase behavior, namely, social influence, green attitude, green value, and green trust. The approach applied in the study was a purposive sampling method with the 450 respondents in all over Bali. The finding showed that the social influence did not significantly impact the green purchase behavior. On the other hand, green attitude, green value, and green trust brought a positive and significant impact toward green purchase behavior. Social influence, green attitude, and green value influenced positively and significantly toward green trust. Green trust played a role as the relationship mediator of social influence, green attitude, and green value on green purchase behavior. The study was limited as it belonged to cross-sectional and longitudinal study, and it needed a lengthy period to validate the finding. It only accommodated the consumer’s green purchase behavior in Bali. Hence, it cannot be generalized; however, it can be developed in another area. Moreover, the practical implication for the producers of the environmentally friendly product is that they can be more attentive to certain variables that generate the green purchase behavior. The authenticity of the study is that the social influence does not influence the green purchase behavior toward the society in Bali. Furthermore, this study supports the Theory of Reasoned Action (TRA) particularly in marketing the green product. The study is a more completed model development of the green purchase behavior. Furthermore, the variable in this study is worth considering in developing the environmentally friendly product.

How to cite this paper

        APA: Ekawati, N., Wardana, I., Yasa, N., Kusumadewi, N & Tirtayani, I. (2023). A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions. Uncertain Supply Chain Management, 11(1), 289-298.
    

        Chicago/Turabian: Ekawati, N., Wardana, I., Yasa, N., Kusumadewi, N & Tirtayani, I. 2023. "A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions." Uncertain Supply Chain Management 11, no. 1 (2023): 289-298.
    

        AMA: Ekawati, N., Wardana, I., Yasa, N., Kusumadewi, N & Tirtayani, I. A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions. Uncertain Supply Chain Management. 2023;11(1):289-298.
    

References

Akar, E., Yuksel, H., & Bulut, Z. (2015). The Impact of Social Influence on The Decision-Making Process of Sport Consumers on Facebook. Journal of Internet Application and Management, 6(2). 5-27.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey: Prentiss-Hall.
Bohns, V. K., Newark, D. A., & Boothby, E. J. (2018). When do we feel responsible for other people’s behavior and attitudes?. In Advances in group processes. Emerald Publishing Limited.
Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism management, 47, 286-302.
Bray, J., Johns, N., & Kilburn, D, (2010). An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98(4), 597-608
Casaló, L. V., & Escario, J. J. (2018). Heterogeneity in the association between environmental attitudes and pro-environmental behavior: A multilevel regression approach. Journal of Cleaner Production, 175, 155-163.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Chang, H., Huang, C., Fu, C., and Hsu, M. (2017). The Effect of Innovative, Consumer and Social Characteristics on Willingness to Try Nano-Foods: Product Uncertainty as a Moderator. Information Technology & People, 30(3), 653-690.
Chen, Y.S. (2013), Towards green loyalty: driving from green perceived value, green satisfaction, and green trust, Sustainable Development, 21 (5), 294-308.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Dehghanan, H., & Bakhshandeh, G. (2014). The impact of green perceived value and green perceived risk on green purchase behavior of Iranian consumers. International Journal of Management and Humanity Sciences, 3(2), 1349–1357.
Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. In SHS Web of Conferences (Vol. 18, p. 01008). EDP Sciences.
Ekawati, N, W., Kusumadewi, N,M,W & Dewi, A, A, S, K (2019). Loloh cemcem as a green product of Bali’s local wisdom. Academy of Strategic Management Journal, 18(5), 1-8.
Ekawati, N., Yasa, N., Kusumadewi, N., & Setini, M. (2021). The effect of hedonic value, brand personality appeal, and attitude towards behavioral intention. Management Science Letters, 1(1), 253-260.
Filieri, R., Chen, W., & Dey, B. (2017). The Importance of Enhancing, Maintaining and Saving Face in Smartphone Repurchase Intentions of Chinese Early Adopters. Information Technology & People, 30(3), 629-652.
Ganapathi, R., & Mahesh, N. (2013). Consumer’s Perceived Value, Attitude and Purchase Intention of Green Products. Management Insight, 9(1), 36–43.
Heimlich, J. E., & Ardoin, N. M. (2008). Understanding behavior to understand behavior change: A literature review. Environmental education research, 14(3), 215-237.
Hughner, R.S., Mcdonagh, P., Prothero, A., Shultz, C.J. & Stanton, J. (2007), Who are organic food consumers? A compilation and review of why people purchase organic food, Journal of Consumer Behaviour, 6(2‐3), 94-110.
Joshi, Y & Rahman Z (2015). Predictors of young consumer’s green purchase behaviour. Management of Environmental Quality: An International Journal. 27(4), 452-472.
Kim, H.Y. & Chung, J.E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Lam, A. Y. C., Lau, M. M., & Cheung, R. (2016). Modelling the Relationship among Green Perceived Value, Green Trust, Satisfaction, and Repurchase Intention of Green Products. Contemporary Management Research, 12(1), 47–60.
Lee, J., Park, D. H., & Han, I. (2011). The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet Research, 21(2), 187– 206.
Lee, K. (2014), Predictors Of Sustainable Consumption Among Young Educated Consumers In Hong Kong. Journal of International Consumer Marketing, 26(3), 217-238.
Liang, Q., & Chaipoopirutana, S. (2014). A study of factors affecting customer‘s attitude toward intention to purchase green electronic products at an it mall in Beijing, China. In International Conference on Business, Law and Corporate Social Responsibility, 1(2), 23-31.
Moisander, J. (2007), Motivational Complexity Of Green Consumerism. International Journal of Consumer Studies, 31(4), 404-409.
Mosser, A. K. (2015). Thinking Green, Buying Green? Drivers Of Pro-Environmental Purchasing Behavior. Journal of Consumer Marketing, 32(3), 167-175.
Naqvi, M., Jiang, Y., Miao, M., & Naqvi, M. 2020. The Effect of Social Influence, Trust, and Entertainment Value on Social Media Use: Evidence from Pakistan. Cogent Business & Management, 7(1), 1-23.
Narula, S.A. and Desore, A. (2016). Framing Green Consumer Behaviour Research: Opportunities And Challenges. Social Responsibility Journal, 12(1), 1-22.
Ramchurjee, N. A & Suresha S. (2015). Are Tourists’ Environmental Behavior Affected By Their Environmental Perceptions And Beliefs?. Journal of Environmental and Tourism Analyses, 3(1), 26-44.
Reichelt, J., Sievert, J & Jacob, F.H. (2014) How Credibility Affects Ewom Reading: The Influences Of Expertise, Trustworthiness, And Similarity On Utilitarian And Social Functions. Journal of Marketing Communications, 120(1-2), 65-81
Tanner, C. & WölfingKast, S. (2003), Promoting Sustainable Consumption: Determinants Of Green Purchases By Swiss Consumers. Psychology & Marketing, 20(10), 883-902.
Xu, Y. (2013). The Research Analysis Of The Green Label’s Impact On The Consumer Purchase Behavior. International Business Management, 2(1), 23-39.
Yang, X. (2019). Social Influence or Personal Attitudes? Understanding Users’ Social Network Sites Continuance Intention. Kybernetes, 48(3), 424-437.
Young, W., Hwang, K., McDonald, S. & Oates, C.J. (2010), Sustainable Consumption: Green Consumer Behaviour When Purchasing Products. Sustainable Development, 18(1), 20-31.

⭐ Highly Cited Articles

Journals

USCM Volumes

🔑 Keywords

✍️ Authors

🌍 Countries