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Eco-advertising and Ban-on-Plastic: the Influence of CSR Green Practices on Green Impulse Behavior

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Abstract

The effects of corporate social responsibility (CSR) on consumer’s attitude and intentions have attracted the attention of the researchers. The examination of the role of CSR green practices on Green Purchase Intension (GPI) and Green Impulse Buying (GIB) has received a little attention. The present study primarily explores this relationship between CSR, GPI, and GIB. The study empirically establishes a relationship between eco-advertising and Ban-on-Plastic (BOP) as CSR green practices, consumer’s GPI, subjective norms, and GIB. We examine the mediating role of eco-advertising, BOP, GPI, and moderating role of subjective norms towards GIB in such relationships. The authors find it a key factor that is likely to explain individuals’ behaviors that could be explored through a holistic approach to green buying behavior. For this purpose, the present study has utilized data from 479 Chinese consumers and structural equation modelling approach has been used for the analysis. The findings empirically support the Guagnano and Kolter-Zaltman theories partially, i.e., CSR has a direct and positive effect on GIB. Eco-advertising and BOP positively impact GPI. Moreover, while GPI mediates the relationship between CSR green practices and GIB, the moderating role of subjective norms is significant only in GPI-GIB relationship. The study provides a better understanding into GIB, with several implications for green strategies, and opens new research avenues for further investigation in the field of CSR green practices and GIB.

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Acknowledgements

The authors are thankful to the respondents and experts for their timely and valuable responses helping out in collecting data required for the study. Moreover, the authors acknowledge the financial support by the National Natural Science Foundation of China [71502073].

Author information

Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, 211106, Nianjing, Jiangsu, People’s Republic of China

    Khizar Hayat, Zhu Jianjun & Sharafat Ali

  2. Department of Economics, Government Graduate College Kot Sultan, Kot Sultan, 31650, Layyah, Punjab, Pakistan

    Sharafat Ali

  3. College of Applied Business Administration, King Saud University, Riyadh, 11451, Saudi Arabia

    Mohammed Moosa Ageli

Authors
  1. Khizar Hayat
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  2. Zhu Jianjun
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  3. Sharafat Ali
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  4. Mohammed Moosa Ageli
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Corresponding author

Correspondence to Sharafat Ali.

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Appendix A: Sample of Questions

Appendix A: Sample of Questions

Measurement items

Sr. No

CSR

1

Eco advertising is the part of CSR strategies that firms adopt.

2

CSR initiatives are for social welfare.

3

CSR practices of the firms influence the consumer buying behavior.

4

The government should impose policies for corporate social responsibility.

5

The government intervention in CSR policies makes a positive change.

6

Government ban policy on plastic/non-biodegradable bags is an essential part of corporate social responsibility.

Sr. No

Eco-advertising

1

Eco-advertising can enhance the knowledge about green products.

2

I think watching eco- broadcast advertisements is the source of enjoyment and awareness for a clean environment.

3

Eco-advertisement guides customers to make an informed purchasing decision.

4

I like eco-advertisement.

Sr. No

Plastic ban

1

Government intervention in CSR policies is beneficial for overall social welfare.

2

Ban on plastic bags is suitable for the natural environment.

3

Biodegradable bags are eco-friendly.

4

I will prefer the eco-friendly bags during shopping.

5

I will buy the product with eco-friendly packaging at a sudden moment.

Sr. No

Green purchase intention

1

If I heard that a new green product was available through a local convenience store or advertisements, I would be interested enough to buy it.

2

I expect to purchase a green product next month.

3

I wish to purchase a green product if I can afford it.

4

I tend to buy new green products earlier than my peers.

Sr. No

Subjective norms

1

Non-biodegradable shopping bags are harmful, and my family avoids these bags.

2

My family thinks I should purchase green product.

3

I will buy the household products which will be suitable for my family.

4

Governmental intervention in CSR policies is appropriate for social values.

5

My friends think I should purchase green product.

6

Environmental well-being and social well-being initiatives teach about social values.

Sr. No

Green Impulse buying

1

Sometimes, when I buy the green product spontaneously, I feel satisfied.

2

Sometimes, when I go shopping, I buy things that I had not intended to buy due to some specific reasons.

3

I buy green things impulsively sometimes.

4

I feel easy and relaxed while buying the green product impulsively.

5

If I know that the firm is connected with economic and social well-being initiatives, we may impulsively purchase that firm's product.

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Hayat, K., Jianjun, Z., Ali, S. et al. Eco-advertising and Ban-on-Plastic: the Influence of CSR Green Practices on Green Impulse Behavior. J Knowl Econ 14, 3741–3770 (2023). https://doi.org/10.1007/s13132-022-01014-w

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