Reviewing the determinants to green purchase: application of the elaboration likelihood model, heuristic-systematic model and nudge

• Main Authors: Koh, Wenny Jia-Hui, Oei, Eugenia Tian-Ying, Gan, Xiu Yi
• Other Authors: Michael David Gumert
• Format: Final Year Project
• Language: English
• Published: 2017
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/70612
• Institution: Nanyang Technological University

This paper adds to the existing literature on green purchase behavior by reviewing the determinants to green purchasing, with the aim of providing insights on their application to green marketing strategies and the store environment. The determinants to green purchasing are identified based on their ability to influence (i) consumer attitudes towards green consumption behaviour and (ii) the decision making process of purchase. In identifying the determinants to attitude towards green consumption, the paper will review classical attitude change models - Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Model (HSM). Noting that there exists an attitude-behaviour gap, the paper proposes the additional review of the Nudge Theory and its determinants that directly influence the decision-making process. Conversely, ELM and HSM serves to support the engagement of green purchase outside of the nudge environment through an attitude change towards green purchase. The various determinants that contribute towards green purchase behavior include personal relevance, perceived consumer effectiveness, ecological knowledge, social norms, imagery, eco-labels, information framing, and store manipulations. It is proposed that future research (i) explore the complementary adoption of the attitude-change models and nudge, (ii) the potential of encouraging green purchase in the online environment and longitudinal studies on green consumption behavior.