Consumers’ Environmental Sustainability Perceptions on their Attitude: The Moderating Effect of Price: Structured Abstract

EasyChair Preprint 5785

Abstract

This paper focuses on the relationship between environmental sustainability perception and different consumer attitudes such as consumer loyalty, satisfaction, and purchase intention; it considers this relationship in the light of the moderating effect of price. Environmental sustainability actions can positively encourage consumers’ behaviors. However, sustainability practices can increase the cost of operations, and it may lead firms to charge a higher price for their goods and services. Hence, the price may have a moderating effect between these different consumer attitudes and environmental sustainability actions of the companies. A quantitative research technique was conducted to test the relations between these variables through an online survey in Turkey. The findings confirmed the positive relationship between environmental sustainability actions and consumer attitudes. Besides, it also confirmed that price has a moderating effect between these actions of the companies and consumer attitudes. This research demonstrates that consumers care about environmental issues as long as the price is reasonable. Likewise, companies need to consider the optimal price level by conducting environmental sustainability practices to get a competitive position in the market.

Keyphrases: Consumer Purchase Intention, Environmental Sustainability, The price effect, consumer loyalty, consumer satisfation

@booklet{EasyChair:5785,
  author    = {Gözde Erdogan and Joan Llonch Andreu and Maria del Carmen Alarcon del Amo},
  title     = {Consumers’ Environmental Sustainability Perceptions on their Attitude: The Moderating Effect of Price: Structured Abstract},
  howpublished = {EasyChair Preprint 5785},
  year      = {EasyChair, 2021}}