Environmental Concern and Green Product Purchase: German Study
This paper presents an empirical investigation into how environmental concern influences the purchase intention and declared purchase behavior of green products among German consumers. Using a structured questionnaire administered to 270 respondents in Germany during 2016, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test six hypotheses linking environmental concern, purchase intention, and declared purchase — both for individual behavior and perceived behavior of others. Results indicate that environmental concern significantly predicts purchase intention, which in turn predicts declared purchase, while a direct link between environmental concern and declared purchase is not supported. Financial considerations and eco-label recognition emerge as key drivers of green purchasing decisions.
- Respondents and Survey Design: Sample demographics and survey administration details
- Measurement Instruments and Scales: Likert-scale items for three constructs
- Structural Equation Modeling Approach: PLS-SEM method selection and justification
- Model Validity and Reliability: AVE, composite reliability, and discriminant validity
- Hypothesis Testing and Results: Path coefficients and hypothesis support outcomes
- Discussion and Conclusions: Interpretation of results and practical implications
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What makes this paper effective
- The paper presents a clearly structured quantitative methodology, moving logically from sample description through instrument validation to hypothesis testing, which makes the research process easy to follow.
- The use of multiple validity and reliability measures — Cronbach's alpha, AVE, composite reliability, and the Fornell-Larcker criterion — demonstrates methodological rigor and builds confidence in the findings.
- The paper's conclusion that purchase intention mediates the relationship between environmental concern and actual declared purchase is a nuanced, counterintuitive finding that adds genuine analytical value.
Key academic technique demonstrated
The paper demonstrates Partial Least Squares Structural Equation Modeling (PLS-SEM) as a primary analysis tool. This technique is well suited to behavioral and social science research because it can handle non-normally distributed data (confirmed here by a significant Mardia test) while simultaneously evaluating measurement and structural model quality. The paper also illustrates the correct use of the Fornell-Larcker criterion for discriminant validity and the Goodness-of-Fit index for overall model assessment.
Structure breakdown
The paper opens with a description of the respondent sample and survey design, including a demographic breakdown table. It then presents the Likert-scale measurement instruments across three constructs (Environmental Concern, Purchase Intention, Declared Purchase). The methodology section explains the SEM approach and justifies statistical choices. Validity and reliability results are reported with supporting tables, followed by hypothesis evaluation results in tabular form. The paper closes with a brief interpretive discussion linking the findings to prior literature.
Respondents and Survey Design
The verification of the conceptual framework and hypotheses was carried out using a questionnaire survey. Primary data were gathered from a sample population of 270 respondents who were residents in Germany and who had previously purchased electronic goods. One of the major industries dedicated to decreasing its impact on the environment is the consumer electronics industry. This industry has applied several green initiatives focusing on environmental issues in manufacturing, clean delivery systems, energy efficiency, and product design.
The survey was conducted in 2016 between the months of August and September. Researchers collected the data by approaching interviewees directly, and participants were guaranteed that there would be no scale interference so as to minimize the possibility of influenced or biased answers.
The demographic composition of the survey respondents was as follows:
Age: 20–25: 5 (1.8%); 26–30: 86 (31.9%); 31–35: 112 (41.5%); 36 and above: 67 (24.8%)
Gender: Female: 148 (54.8%); Male: 122 (45.2%)
Education: Undergraduate: 1 (4%); Graduate: 84 (31.1%); Postgraduate: 166 (61.5%); Doctoral degree: 19 (7%)
Occupation: Private services: 188 (69.6%); Business: 38 (14.1%); Government job: 21 (7.8%); Self-employed: 23 (8.5%)
Table 1: Demographic composition of the respondents
As the table shows, respondents were drawn from a wide range of age groups. Most of them — 41.5% — were aged between 31 and 35. The smallest age group was the 20–25 group, which accounted for only 1.8% of the sample. Those aged 36 and above accounted for 24.8%, while those aged between 26 and 30 accounted for 31.9%.
When considering education levels, respondents who had completed a master's degree made up 61.5% of the sample, while those holding only an undergraduate degree made up just 4%. The remaining respondents held qualifications falling between a bachelor's and a doctoral degree.
References
Ahmad, A., & Thyagaraj, K. S. (2015). Consumer's intention to purchase green brands: The roles of environmental concern, environmental knowledge and self-expressive benefits. Current World Environment, 10(3). doi:10.12944/CWE.10.3.18
Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607–627. doi:10.1037/0022-3514.41.4.607
Braga Junior, S. S., da Silva, D., Gabriel, M. L., & de Oliveira Braga, W. R. (2015). The relationship between environmental concern and declared retail purchase of green products. Procedia — Social and Behavioral Sciences, 170, 99–108.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0 M3 (beta). University of Hamburg.
Appendix: Survey Questionnaire
The following questionnaire items were administered to respondents, who rated each item on a 1–5 scale for both themselves ("YOU") and their perception of others ("OTHERS").
1. Do you believe that your purchase of green products is influenced by the opinions of relatives, friends, and other people around you? 2. I hold the belief that it is vital to evaluate the consequences a product may have before buying it. 3. There should be punishment for firms that cause damage to the environment. 4. Toxic substances in agricultural produce cause harm to the environment. 5. I understand that organic products do not cause harm to the environment. 6. Environmental declarations show that a manufacturer cares about the environment. 7. The pollution in my town concerns me. 8. I am concerned when I spot people littering the streets. 9. I dispose of organic and inorganic wastes separately at home. 10. Deforestation may greatly put human life at risk. 11. I prefer biking and public transport. 12. By saving energy and water, I feel I can help conserve natural resources. 13. I feel I help conserve the environment by purchasing environmentally safe products. 14. The atmosphere is damaged by carbon dioxide emissions. 15. Paper and plastic bags destroy the environment. 16. Paper and plastic bags should all be recycled instead of being discarded. 17. Chemical products used at home, such as detergents, cause harm to the environment. 18. I go for products that pollute the least whenever I can. 19. I try to avoid manufactured products that cause damage to the environment. 20. I purchase food without toxic agricultural chemicals to protect the environment. 21. I pay a premium for food products that do not use substances toxic to the environment. 22. Price differences affect my purchasing decisions for green products. 23. I may pay a premium to purchase organic products since they do not cause harm to the environment. 24. I may prefer products that display the manufacturers' environmental certificates. 25. I verify that a product I am about to buy does not cause harm to the environment. 26. I have made a decision to purchase concentrated products. 27. I have made a decision to purchase compacted products to lower emissions. 28. I have made a decision to purchase products with fewer wrappings to reduce usage of natural resources. 29. I have made a decision not to buy products whose wrappings are non-biodegradable. 30. I have made a decision to purchase home chemical products that are biodegradable or ecologically sound. 31. I have made a decision to purchase refill products so as to reuse packaging. 32. I have decided to purchase products in larger quantities to reduce purchase frequency. 33. When purchasing a product, I usually check whether the manufacturer is environmentally conscious. 34. I usually purchase foods with no agricultural toxins so as to conserve the environment. 35. I pay a premium for products to protect the environment. 36. I purchase organic products because they are healthier. 37. I pay a premium for organic products because they are healthier. 38. I purchase products with environmental certificates because they are ecologically correct. 39. I usually choose the product that leads to the least damage to the environment and to people when making a purchase decision. 40. To save energy and water, I usually purchase concentrated products. 41. I usually purchase compacted products to reduce emissions, as transporting them is easier. 42. I usually purchase those products with the fewest wrappers. 43. I usually purchase biodegradable or ecologically sound home chemicals such as detergents. 44. I purchase refill products to later reuse the wrapping. 45. I usually purchase products with unconventional packaging design as they may lead to less solid waste. 46. I have switched or stopped using various products for ecological reasons.
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