Green DIY store choice among socially responsible consumer generations

Dan‐Cristian Dabija · Brînduşa Mariana Bejan

20 citations0/0 files storedInternational Journal of Corporate Social Responsibility

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Environmental Sustainability in Business Consumer Retail Behavior Studies Sustainable Supply Chain Management

Abstract

The purpose of our empirical investigation, based on the theory of reasoned action and generational theory, is to study the green DIY retail store choice of socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers and Gen Zs). The authors base their quantitative research on structural equation modelling in an emerging market (Romania) to highlight the socially responsible consumption behavioural factors (education on environmental protection and social responsibility, rational use of resources and financial sacrifice necessary to protect the environment) which drive the customers of international DIY store chains operating in Europe in their choice of retail formats. The results reveal that there is a difference between Romanian and European-based retail chains with respect to the impact of socially responsible consumption behavioural dimensions on the choice of retail format, due to their respective communication of environmental governance strategies and different actions implemented. The research contributes to the development of the literature by establishing a connection between socially responsible consumption behaviour and retail format choice in green DIY retailing. From the management perspective, the paper provides retailers operating in emerging markets with possible directions to adapt their strategies when approaching these markets. The value of the paper lies in the application of socially responsible consumption behaviour scale and generational theory in green DIY retailing to a fast-growing emerging market, with a view to enhancing consumer retail format choice, depending on their attitudes towards social responsibility and propensity towards environmental protection.

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References

1980Understanding Attitudes and Predicting Social Behavior 1977Marketing Research: Methodological Foundations 1970Marketing Research 2001Targeting consumers who are willing to pay more for environmentally friendly products 1992A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action 2015Factors Affecting Green Purchase Behaviour and Future Research Directions 2006Measuring organizational performance: beyond the triple bottom line 2016Strategic perspectives of corporate sustainability management to develop a sustainable organization

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