Purpose of this paper: In most industries, the bulk of the supply chain wastes occur post-consumption. Consumers participating in retailer-sponsored product recycling or renewal programs play a significant role in reducing supply chain wastes. Extant literature on green supply chain collaboration tends to focus on the business-to-business relationships between supply chain partners, paying little attention to the role of the individual consumers. This study examines factors influencing consumer intention to collaborate in retailer-sponsored recycling programs and green initiatives aimed at reducing post-consumption wastes.
Design/methodology/approach: Drawing on the tenets of Theory of Planned Behavior and Social Exchange Theory, a model of green consumerism was first developed comprising six constructs: Green Attitude, Subjective Norms, Perceived Behavioral Control, Incentives, Green Intention, and Green Collaboration. The model was tested using data collected via a mixed-mode questionnaire from consumers aged 18 and above resident in Singapore and Australia. A total of 189 completed responses from both countries were obtained: Singapore (103) and Australia (86).
The analysis followed a four-step structural equation modeling (SEM) approach: unrestricted model, measurement model, structural model, and pre-specified model. An exploratory factor analysis on the unrestricted model resulted in Green Collaboration being divided into Green Purchase and Green Participation and Incentives split into Explicit Incentives and Implicit Incentives, producing a conceptual green consumerism model with eight constructs linked by seven hypotheses.
The validity and reliability of each factor from the unrestricted model of both the Australian and Singapore samples were then tested using multiple-group item response theory. The resulting measurement models were then employed to develop structural models using multiple-group SEM technique. The structural models were subsequently modified to increase their parsimony in the fourth pre-specified model stage.
Findings: Both the Australia’s and Singapore’s models indicate that green intention positively affects green purchase. Both models also reveal that the presence of implicit incentives will lead to a strong predilection toward green collaboration, implying more green purchase and a higher level of green participation.
The results suggest that in Singapore consumers normally purchase green products before participating in other green activities. In contrast, in Australia green participation need not be preceded by green purchase. These behavioral differences underscore the dissimilar approaches adopted by customers in the two countries in response to green supply chain collaboration. Value: Studies that frame eco-friendly consumer practices within a green supply chain are rare. This study sheds light on how consumers in two dissimilar cultures could contribute to green supply chain collaboration through their individual behavior and through influencing the practices of firms which they patronise. Research limitations/implications: The findings underscore the importance of embedding socio-cultural factors in studying consumer participation in green supply chain collaboration. The applicability of the model should be further tested in other socio-cultural settings. Practical implications: This study offers insights for retail managers in the two countries to develop effective policy and other measures to entice consumers to engage in green purchase and participate in green incentives.
Available at: http://works.bepress.com/siddhi/29/