Nankai Business Review International

Research on mechanism of consumer innovativeness influencing green consumption

behavior
Kefu Lao
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Kefu Lao , (2014),"Research on mechanism of consumer innovativeness influencing green consumption
behavior", Nankai Business Review International, Vol. 5 Iss 2 pp. 211 - 224
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Research on mechanism of Mechanism of

consumer
consumer innovativeness innovativeness
influencing green
consumption behavior 211
Kefu Lao Received 9 January 2013
Business School, Guangxi University, Nanning, China Revised 25 November 2013
Accepted 25 March 2014
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Abstract
Purpose The purpose of this paper is to explore the mechanism of the influence of consumer
innovativeness (CI) on consumer-reasoned green consumption (GC) behavior to understand more about
this behavior and help improve the practice of green marketing.
Design/methodology/approach To understand more about GC behavior and help to improve the
practice of green marketing, this paper tries to explore the mechanism of CI influences on
consumer-reasoned GC behavior.
Findings This study shows that CI has a significant influence on GC behavior. Its mechanism is that
CI directly influences consumer attitude, subjective norm (SN) and perceived behavioral control (PBC)
of GC, and then further influences GC intention and behavior. The direct influence of GC attitude on
intention is not significant, but GC intention is indirectly influenced via SN by attitude. Moreover, male,
young, highly educated and high-income consumers have stronger CI; the influence of CI on GC
behavior is more significant in male, old, less-educated and low-income consumers.
Research limitations/implications This research focuses on consumption behaviors which are
reasoned and environment condition-constrained only, and its findings cannot be generalized to
impulsive consumption behaviors. The influence of CI on impulsive consumption behaviors should be
further researched.
Practical implications Company managers should utilize new technology and design to make
green products more innovative and fashionable to attract more customers.
Social implications Instead of environment protection propaganda and education, society and
market supervisors should lay the key point of GC incentive on the draft and implementation of law and
regulation.
Originality/value This research is an initial attempt to establish the relationship between CI and GC
behaviors and generate a news research area in green marketing.
Keywords Consumer behavior, Consumer innovativeness, Structural equation modeling, Green
marketing, Green consumption
Paper type Research paper

1. Literature review
GC (GC) indicates consumers endeavor to protect ecoenvironment during purchase, use
and disposal and minimize the negative effects exerted on the environment. It is of great Nankai Business Review
International
Vol. 5 No. 2, 2014
Originally published in Chinese in the Nankai Business Review, Lao et al. (2013), Research on pp. 211-224
Emerald Group Publishing Limited
mechanism of consumer innovativeness influencing green consumption behavior, NBR, Vol. 16 2040-8749
No. 4, pp.106-113. DOI 10.1108/NBRI-11-2013-0041
 NBRI significance to the practice of enterprises green marketing, whose influencing factors
have been an important topic in green marketing studies. Previous research shows that
5,2 GC behavior is affected by demographic factors, such as age, gender, income and
education background, and it focuses on the young (Lee, 2008) people with high income
and academic credentials (Si, 2002) and female, especially those who are married and are
mothers (Lee, 2009; Laroche and Bergeron, 2001). However, the statistic shows no
212 obvious significance, and sometimes even reaches opposite conclusions (Balderjahn,
1988; Mainiery and Barnett, 1997; Samdahl and Robertson, 1989). Other studies discuss
the influencing factors from the aspects of psychology as attitude, perception and
responsibility. According to Balderjahn (1988) and Lee (2008), consumers attitude
toward environmental protection and green products greatly influences GC behavior,
which, however, meets different opinions from the research of Vlosky (1999), Yam-Tang
and Chan (1998) and Paco and Raposo (2009). Zhang (2010) points out that consumers
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perception on green products and environment has an influence on GC behavior. Although

it was not supported by Antil (1984), according to his early research, the conclusion drawn
by Straughan and Roberts (1999) that perceived consumer effectiveness does have
significant influence on GC behavior wins the support from Chan (1999). Besides, Wang
(2007) states that GC behavior is also affected by consumers perception of knowledge,
problem and responsibility of environmental protection. In general, research on influence
factors of GC behavior is still in its primary stage, of which further studies are required if it
is about to guide the green marketing practice.
According to Rogers (1983), consumer innovativeness (CI) is the degree of consumers
earlier acceptability to market innovation than other that of people in the same social
environment. It comes from their pursuit to new consumption experience, and it is the
reflection of a cognitive need (Maslow, 2007), a basic motivation, in the process of
consumption. Meanwhile, CI is also affected by many factors. According to Venkatraman
(1991) and Goldsmith et al. (1995), CI is closely related to consumers age, gender, income and
social status, etc. Besides, Midgley and Dowling (1993) also show that the young and those
with high social position often boast stronger CI. Moreover, Steenkamp et al. (1999) put forth
in their studies that besides education, age and income, CI is affected by culture, value and
personality of consumers. CI influences consumption behavior significantly, and this
standpoint can be seen from the studies of Im et al. (2003) and Chen (2011) who show that the
purchase of new products is greatly affected by CI. According to Chang (2007) and Lassar
et al. (2005), the acceptability of market innovation, namely, online shopping and cyber bank,
is enormously influenced by CI. Further study from Liu and Su (2010) shows the influence of
CI on the development of an enterprise brand. However, literature about the influence of CI
on GC behavior remains unavailable.

2. Model and hypothesis

Generally speaking, GC behavior, especially green purchase behavior, is well planned
and targeted. Consumers are not only reasoned but also realize that they are constrained
by objective environment and condition in consumption. Ajzen (1991) concludes that the
human behavioral pattern is reasoned and not totally controlled by individual will,
similar to the theory of planned behavior. This theory holds the point that attitude, SN
and PBC of a person work together to affect behavioral intention and then determine the
behavior. Agreeing with the point that GC behavior is reasoned as well as environment-
and condition-constrained, many scholars apply the theory of planned behavior to study
 the consumption behavior on green and safety organic products. For example, by using Mechanism of
the theory of planned behavior, Tarkiaimen and Sundqvist (2005) and Luo (2010) set foot
in the study of consumption behavior on organic and safety food; Kim and Chung (2011)
consumer
apply it into the research of consumption behavior on organic cosmetic; and Kalafatis innovativeness
and Pollard (1999) compare the intention and behavior of English and Greek consumers
on environmental-friendly product purchase.
CI does influence GC behavior. Besides the resource-conservative and 213
environmental-protective characters, green products often enjoy new function and
exterior, and sometimes take the lead in vogue as innovative and advanced technology
is applied. These features can better meet consumers need to seek change and
innovation. Thus, GC is often motivated by CI. This viewpoint wins support from some
researchers. For instance, taking green organic food as the research object, Bartels and
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Reinders (2010) discuss the relations between CI and consumer social status.
Therefore, as to the reasoned and environment-constrained GC behavior, the
mechanism of the influence of CI should be that CI influences consumers GC attitude,
SN and PBC, and then further influences their green consumption intention and
behavior (Figure 1). This theoretical model covers those hypothesizes as follows:
H1. CI positively influences consumer attitude of GC.
Consumer green consumption attitude means how much consumers like or hate GC
behavior. The reason why green products are easily loved by consumer is that they are
newly designed with fashionable style and new technologies are applied into, which
conform to the consumers need to seek change and innovation. The more modern they
become, the more the consumers will be keen on it. Moreover, consumers with stronger
innovativeness are likely to be fond of green products. Therefore, CI is positively related
to consumer attitude of GC.
H2. CI positively influences consumer SN of GC.
Consumer SN means the perception of various social rules and relations on GC. It is the
pressure that consumers feel when they are thinking whether and how to consume. This
pressure comes from the eco-pollution and damage caused by consumers using
outdated products and technology, which also leads to peoples censure. Consumers
with stronger innovativeness can sensitively and easily realize this pressure. The
stronger the CI is, the easier they will perceive the censure. Therefore, CI is positively
related to consumer SN of GC.
H3. CI positively influences consumer PBC of GC.

GC Attitude
H1 H5
H4
H H6 H8 Figure 1.
CI GC SN GC Intention GC Behavior Theoretical model of
consumer innovativeness
influencing green
H3 GC PBC H7 consumption behavior
 NBRI Consumer GC PBC indicate the possibilities, difficulties and promotive and obstructive
factors that consumers perceive in conducting GC. Because of CI, consumers will pay close
5,2 attention to novel green products and prepare for GC in the aspects of knowledge, capability
and economic condition. Generally speaking, stronger CI and better preparation will lead to
stronger PBC. Therefore, CI is positively related to PBC of GC.
H4. Consumer attitude positively influences consumer SN of GC.
214
According to the theory of planned behavior of Ajzen (1991), peoples attitude influences
their SN in terms of a specific behavior. Consumer attitude also influences SN, as GC is a
reasoned and condition-constrained behavior. The more active the consumers are in
conducting GC, the heavier environmental protection pressure they will suffer. GC attitude is
positively related to consumer SN of GC.
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H5. Consumer attitude positively influences consumer intention of GC.

Behavioral intention is peoples tendency and decision of a specific action before it is
carried out. According to the theory of planned behavior of Ajzen (1991), peoples
attitude on a specific behavior influences their intention. GC is often reasoned and
constrained by objective circumstances. The more positive the consumers are, the
stronger their GC intention will be. GC attitude is positively related to consumer
intention.
H6. Consumer SN positively influences consumer intention of GC.
Ajzen (1991) holds his point in the theory of planned behavior that peoples SN on a
specific behavior influences their behavioral intention, and GC behavior is not an
exception. Generally speaking, the greater the environmental protection pressure, the
stronger is the intention on GC. In a word, consumer SN of GC is positively related to
consumer GC intention.
H7. Consumer PBC positively influences consumer intention of GC.
Being an important distinction to the theory of reasoned action, Ajzen (1991) points out
in the theory of planned behavior that peoples PBC on a specific behavior positively
influences their intention and so does the GC behavior. The consumers with greater
ability and fewer obstacles are more likely to conduct GC. Therefore, consumer PBC is
positively related to consumer intention of GC behavior.
H8. GC intention positively influences consumer GC behavior.
Generally speaking, peoples actual behavior is the specific conduction and action of
their behavioral intention (Ajzen, 1991). GC behavior is not an exception; it is the action
of its intention. The consumers with a stronger intention are more likely to conduct GC
behavior. So, GC intention is positively related to consumer behavior.

3. Questionnaire design and survey methods

3.1 Questionnaire design
To make the reading and understanding easier, this questionnaire specifies GC into the
purchase and use of green air-conditioners mainly with the following reasons:
First, the use of green air-conditioners can reduce freon discharge and protect the
ozone layer remarkably, thus lessening cancers caused by the solar ultraviolet
 radiation. Supported by the government and society, it has gained reputation and Mechanism of
acceptability in the market.
consumer
Second, consumers are often rational when buying and using green
air-conditioners, a costly durable consumer commodity.
innovativeness
Third, green air-conditioners have an obvious positive externality, so the restriction
of circumstances and economic condition will be taken into consideration during
purchase. 215
Therefore, the purchase and use of green air-conditioners are very typical GC behaviors.
Besides the question about gender, age, education background and monthly family
income, etc., 19 questions (variables) are set in this questionnaire (Table I). Hirschman
(1980) holds the point that the actual CI not only includes consumers acceptability but
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also the information collection and acquisition of new products; thus, three questions
(variables), X1, X2 and X3, are set to test CI. To be specific, they are set to test consumers
acceptability (X1), information collection (X2) and information acquisition (X3).
According to the social psychology of Taylor (2006), X11, X12 and X13 are set to test
consumers preference (X11), importance (X12) and support (X13) to GC behavior. Cialdini
and Kallgren (1991) point out that SN comprises personal norms (including moral rules
and self-identification), descriptive norms and prescriptive norms; X21 and X22 are set to
test moral rules and self-identification, respectively, while X23 and X24 are set to test
descriptive norms and prescriptive norms, respectively. Furthermore, as far as Ajzen
and Feshbein (2005) are concerned, PBC should consist of an internal control belief
(including personal weakness, technique, ability and emotion, etc.) and an external
control belief (including information, opportunity, obstacle and dependence on others,
etc.); in this questionnaire, X31 and X34 are set to test consumer economic capability on

Variables Questions

X1 I like using products with new design and function

X2 I like reading various information and news about new products
X3 I like learning and mastering the change and characteristics of new products
X11 I think it is a wise choice to buy a green air-conditioner
X12 I think it is beneficial for everybody to buy a green air-conditioner
X13 I think we should endeavor to promote the use of green air-conditioners
X21 I think the use of green air-conditioner better conforms to my morality
X22 I think the use of green air-conditioner conforms to the wishes of my family
X23 I think the use of green air-conditioner conforms to the trend of social development
X24 I think the use of green air-conditioner better conforms to the industrial policy of our nation
X31 I dont think green air-conditioner is much expensive than the ordinary air-conditioner
X32 I dont think it is difficult to find a shop selling green air-conditioner
X33 I dont think it is difficult to distinguish the features of green air-conditioner during
purchase
X34 I dont think the running cost of green air-conditioner increases obviously
X41 Id like to collect and learn more information on green air-conditioner
X42 Id like to recommend relatives and friends to buy green air-conditioners
X43 Id like to recommend green air-conditioner to my family Table I.
X44 I will buy a green air-conditioner if it is needed Questions (variables)
X51 The real connection between green air-conditioner and me was (options) setting
 NBRI the basis of internal control belief, while X32 and X33 are set to test consumer external
control belief from the perspective of information. In Gollwitzers (1999) view,
5,2 behavioral intention can be divided into two stages: the first stage is motivation
formation stage and the second stage is plan formation stage. X41, X42 and X43 are set to
test the degree of GC motivation in the first stage, while X44 is set to test consumer plan
in the second stage. Generally speaking, the behavior of human beings is characterized
216 by consistency and coherence in different situations (Smith and Bond, 2006), so X51 is set
to test consumer GC behavior by taking their previous behavior as the actual behavior
after the questionnaire.
The 7-point Likert scale is adopted in this questionnaire. Choices and evaluations of
the three questions (X1, X2 and X3) set for the part of CI are as follows: strongly
discordant with me (0.5), fairly discordant with me (2), discordant with me (3.5),
undecided (5), accordant with me (6.5), fairly accordant with me (8) and strongly
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accordant with me (9.5). Sixteen questions (variables) from GC behavior (X11, X12 and
X13), SN (X21, X22, X23 and X24), PBC (X31, X32, X33 and X34) and behavioral intention
(X41, X42, X43 and X44) meet choices and evaluations, namely, strongly disagree (0.5),
quite disagree (2), disagree (3.5), undecided (5), agree (6.5), quite agree (8) and
strongly agree (9.5). The question (variables) X51, which belongs to a part of GC
behavior, is a multiple-choice one, and scores are in line with the highest one. The
corresponding choices and evaluation are: not notice whether it is a green
air-conditioner (0.5), pay attention to the green air-conditioner at times (2), once read
materials on the green air-conditioner (3.5), once recommended a green
air-conditioner to relatives and friends (5), once bought one green air-conditioner
(6.5), once bought two green air-conditioners (8) and once bought three and more
green air-conditioners (9.5).

3.2 Survey methods and results

The pre-survey was conducted in the business street of Green Garden City in Daxue
Road, Nanning, on April 2-3, 2012. In the end, 33 valid questionnaires were withdrawn.
Besides gender, age, education background and monthly income, etc., 23 questions
based on CI, GC attitude, SN, PBC, behavioral intention and consumption behavior are
set in total. The results of the pre-survey are key references to the setting and adjustment
of the questions (variables).
Conducted on April 21-22, 2012 (weekends), the data were collected around six
business centers of Nanning, namely, Nancheng Department Store, Parkson
Business Center, Beijing Hualian (Jiangnan Branch), Nanning Mengzhidao
Shopping Center, Wuxiang Square and Paris Spring Department Store. Being the
survey conductors, 17 undergraduates and postgraduates from Guangxi University
picked up the young and the middle-aged people ranging from 30 to 60 years as
subjects for a face-to-face random sampling. In total, 939 questionnaires were
handed out and 909 valid ones were withdrawn.

4. Questionnaires testing and model fitting

4.1 Questionnaires reliability and validity testing
Based on the 909 samples, this research adopts SPSS17.0 to test the reliability of 19
observation variables and obtains a reliability index (Cronbachs ) of 0.908. In addition,
the reliability indexes (Cronbachs ) of four latent variables, namely, CI (X1, X2 and X3),
 Observation Standard
Mechanism of
Latent variables variables Cronbachs a estimate Estimate t p consumer
CI X1 0.614 1.000 innovativeness
CI X2 0.737 0.683 1.159 15.430 ***
CI X3 0.686 1.101 15.061 ***
GC attitude X11 0.755 1.000
GC attitude X12 0.826 0.843 1.080 24.611 ***
217
GC attitude X13 0.763 0.959 22.405 ***
GC SN X21 0.759 1.000
GC SN X22 0.838 0.743 0.998 22.172 ***
GC SN X23 0.784 1.081 23.510 ***
GC SN X24 0.717 0.986 21.346 ***
GC PBC X31 0.600 1.000
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GC PBC X32 0.696 0.544 0.895 12.088 ***

GC PBC X33 0.595 0.947 12.830 ***
GC PBC X34 0.684 1.069 13.804 ***
GC intention X41 0.682 1.00
GC intention X42 0.867 0.828 1.169 22.050 ***
GC intention X43 0.860 1.180 22.716 ***
GC intention X44 0.774 1.200 20.828 *** Table II.
GC behavior X51 1 0.910 1.00 Test indices and fitting
result of measurement
Note: Significance level: *** p 0.001 model

GC attitude (X11, X12 and X13), SN (X21, X22, X23 and X24), PBC (X31, X32, X33 and X34) and
GC intention (X41, X42, X43 and X44), reach or surpass the high reliability value of 0.7
(Rong, 2009) with 0.737, 0.826, 0.838, 0.696 and 0.867 as the respective values (Table II).
The data above indicate relatively high reliability of this research.
AMOS17.0 is used for the confirmatory factor analysis of 909 samples, whose results
show good convergent validity of latent variables with all standard estimates of
variables relevant to CI, GC attitude, SN, PBC, intention and behavior, surpassing the
fiducial value of 0.5, and all significant indices 0.001, namely, p 0.001 (***)
(Table II). According to the comparison of square root of average variance extracted
(AVE) and the correlation index of latent variables, the square root of AVE relevant
to CI is greater than other correlation indices and shows good discriminant validity.
In line with the theory of planned behavior (Ajzen, 1991), there exists a high

Latent variables CI GC attitude GC SN GC PBC GC intention GC behavior

CI 0.677
GC attitude 0.607 0.788
GC SN 0.599 0.859 0.751
GC PBC 0.474 0.583 0.667 0.608
GC intention 0.568 0.704 0.783 0.702 0.789
GC Behavior 0.304 0.190 0.230 0.298 0.317 0.414 Table III.
Discriminant validity test
Note: In the matrix, data on diagonal are square roots of AVE; others are relevant correlation indexes of latent variables
 NBRI relevancy among GC attitude, SN, PBC and intention. However, it can be deduced
that the discriminant validity is not ideal because some of the correlation indices are
5,2 greater than the square root of AVE (Table III). Therefore, based on the
aforementioned results, conclusions can be drawn that the questionnaires are
qualified for the validity test but not so ideal.

218 4.2 Model fitting and hypothesis testing

With AMOS17.0, this research uses hypothesized model to fit the data of 909 samples as
structural equation modeling. The main model fit indices can be seen in Table IV. The
ratio of chi-square and degree of freedom (2/df) is 4.385, greater than 3 (ideal boundary
value) but less than 5 (loose boundary value), which is due to the greater 2 value
(635.826) in this research. According to Wu (2009), a value ranging from 100 to 200 is the
most suitable sample number for a 2 of structural equation model fit; Qiu and Lin (2009)
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also hold the point that the 2 value grows as the sample number augments. Therefore,
besides 2 statistics, other indices are needed for reference in testing structural equation
model fit (Rong, 2009). The sample numbers of this research are far greater than the
most suitable number (100 and above), so it is improper to judge the model fit merely by
the 2/df ratio.
As far as Wu (2009) is concerned, root mean square error of approximation
(RMSEA) is the most important index for the model fit test. The RMSEA value of
this research is 0.061, nicely staying in a suitable range from 0.05 to 0.08. Values of
other major model fit indices, normed fit index (NFI), goodness of fit index (GFI),
comparative fit index (CFI), relative fit index (RFI), IFI, Tucker-Lewis index (TLI)
and adjust goodness of fit index (AGFI), are greater than 0.9, a satisfactory result of
the model fit (Rong, 2009). Moreover, some indices also get relatively good results,
such as root mean square residual (RMR) (index value: 0.223), non-centrality
parameter (NCP) (index value: 490.826), minimum value of discrepancy function
(FMIN) (index value: 0.700), Akaikes information criterion (AIC) (index value:
725.826) and expected cross validation index (ECVI) (index value: 0.799). Hence, the
hypothesized model and survey data get a good fitting.

Table IV. Model fit 2/df RMSEA NFI GFI CFI RFI IFI TLI AGFI
Main indices of the model
fit test Index 4.385 0.061 0.919 0.932 0.936 0.905 0.937 0.925 0.911

Hypotheses Estimate Standard estimate t p Conclusion

H1: CIGC attitude 0.726 0.614 12.309 *** Provable

H2: CIGC SN 0.194 0.179 4.282 *** Provable
H3: CIGC PBC 0.503 0.560 10.044 *** Provable
H4: GC attitudeGC SN 0.686 0.748 15.296 *** Provable
H5: GC attitudeGC intention 0.076 0.097 1.310 0.190 Unprovable
H6: GC SNGC intention 0.454 0.530 6.741 *** Provable
Table V. H7: GC PBCGC intention 0.367 0.355 8.990 *** Provable
Fitting results and H8: GC intentionGC behavior 0.623 0.312 8.046 *** Provable
hypotheses testing of
theoretical model Notes: Significance level: *** p 0.001, **p 0.01, *p 0.05
 Moreover, the fitting results of the hypothesized model and survey data (Table V) Mechanism of
also indicate that three vectors, GC attitude, SN and PBC, dramatically influenced by CI
are significantly 0.001, namely, p 0.001 (***). H1, H2 and H3 are supported by the
consumer
survey data. Besides, vectors of H4, H6, H7 and H8 also outstand on the level of p innovativeness
0.001 (***),indicating the significant influences of GC attitude on SN, and then SN and
PBC on intention and finally intention on behavior. However, H5 shows that GC attitude
does not exert an obvious influence on GC intention, which is in accordance with the 219
research results of Yam-Tang and Chan (1998).

5. Statistical characteristics of CI
To explore the statistical characteristics of CI influence on GC behavior, 909 samples are
grouped by gender, age, education background and family income of subjects; 501
samples are males and 408 are females when classified by gender; 773 come are young,
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while 136 are old when grouped by the age of 43; 331 with a bachelor degree and above
are classified as people with high education, while 598 without bachelor degree as
less-educated people; 125 people are in the high-income group, while 784 are in the
low-income group when family monthly income of 7,000 Yuan is taken as standard. On
this basis, the research first calculates and compares the average level of CI in different
groups, and then conducts the fitting test with grouped data and theoretical model and
finally compares coefficients and significances of CI influencing GC attitude, SN and
PBC by pairs (Table VII). As a result, statistical characteristics of CI influencing GC
behavior are summarized as follows:
(1) Male, young, highly educated and high-income consumers enjoy stronger CI.
First, it takes on higher average values of CI in males. The average values of X1,
X2 and X3 are 5.8743, 5.9880 and 5.9940, respectively, in males, obviously greater
than 5.6912, 5.5412 and 5.5846, respectively, in females. Second, young people
show more significant CI. The average values of three variables, X1, X2 and X3,
in young consumers are 5.8014, 5.8154 and 5.8286, respectively, greater than,
5.7390, 5.6287 and 5.7059, respectively, in older consumers. Furthermore, the
measured values of CI in people with high education are relatively higher; in this
research, average values of their variables, X1, X2 and X3, are 5.8392, 6.0177 and
6.0273, respectively, obviously greater than 5.7676, 5.6677 and 5.6973,
respectively, in less educated people. Last but not the least, CI is more distinct in
high-income consumers. In this group, three variables for CI measuring, X1, X2
and X3 are 6.0080, 5.8520 and 6.0800, respectively, more outstanding than 5.7577,
5.7772 and 5.7672, respectively, for the low-income consumers. The statistical
results (Table VI) are in accordance with the studies of Venkatraman (1991),
Goldsmith et al. (1995) and Midgley and Dowling (1993). The reasonable

CI Gender Age Education Income

variables Male Female Young Old Low High Low High

n 501 408 773 136 598 311 784 125 Table VI.
X1 5.8743 5.6912 5.8014 5.7390 5.7676 5.8392 5.7577 6.0080 Average values of
X2 5.9880 5.5412 5.8154 5.6287 5.6677 6.0177 5.7772 5.8520 consumer innovativeness
X3 5.9940 5.5846 5.8286 5.7059 5.6973 6.0273 5.7672 6.0800 variables
 NBRI explanation on these statistical characteristics is that males have a higher
risk preference than females and they are more eager to become opinion
5,2 leaders; thus, they are more likely to buy new products. Young consumers
often have a stronger desire for knowledge than the older ones, and they are
more eager to change their status; thus, they bear a stronger CI. It costs
money to purchase new products and it also takes time and energy to get to
220 know the use of new products, so high-income and high-education
backgrounds provide necessary financial support and intellectual support
for consumers; in a word, consumers with relatively high-income and
high-education backgrounds enjoy stronger CI.
(2) Influence of CI on GC is more outstanding in males, old, less-educated and
low-income consumers. First, males CI exerts greater influence on
determinants of GC behavior. GC attitude, SN and PBC are three major
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determinants of GC behavior. The influence coefficients of CI on these three

determinants are 0.673, 0.235 and 0.579 in males, greater than the coefficients
of 0.547, 0.144 and 0.545 in females, and the significant testing indices are
also better. Second, CI exerts greater influence on the determinants of GC
behavior that is more outstanding in the older consumers. Except for the
second item, 0.748, 0.042 and 0.759 are the coefficients of CI affecting the
GC attitude, SN and PBC, respectively, of older consumers, and they are
greater than 0.586, 0.222 and 0.524, respectively, of the young consumers
with relatively the same significance testing coefficients. Furthermore,
people with low-education background show more obvious coefficients of CI
influencing on the above three factors; with better significance testing
results, people witness the coefficients of 0.620, 0.199 and 0.614 that are
greater than 0.584, 0.142 and 0.455 of the highly educated people. Last but
not the least, the coefficients of CI influencing GC behavior outstand in the
people with low income; among them, the significance testing results are
better and coefficients are 0.636, 0.202 and 0.590, greater than 0.412, 0.084
and 0.314 of the high-income people. The reasonable explanation on these
statistical characteristics (Table VII) is that males enjoy stronger leadership
consciousness and social responsibility than females, so they are more likely
to agree in the environmental protection responsibility in consumption; the
old consumers are more mature, reasoned and forward-looking than the
young, and they are likely to consider the relations between consumption
and sustainable development. As to the consumers with low education and
low income, they are inclined to pay more attention to environmental issues

Gender Age Education Income

Influence Male Female Young Old Low High Low High
n 501 s 408 773 s 136 598 311 784 125

Table VII. CIGC

Coefficients and attitude 0.673*** 0.547*** 0.586*** 0.748*** 0.620*** 0.584*** 0.636*** 0.412***
significance of consumer CIGC SN 0.235*** 0.144* 0.222*** 0.042 Ne. 0.199*** 0.142* 0.202*** 0.084 Ne.
CIGC PBC 0.579*** 0.545*** 0.524*** 0.759*** 0.614*** 0.455*** 0.590*** 0.314*
innovativeness
influencing GC Notes: Significance level: *** p 0.001, **p 0.01, * p 0.05, p 0.05 (negative)
 because they are easily disturbed by environmental pollution and Mechanism of
ecodegradation.
consumer
The previous literature and result of this research show that people with strong CI innovativeness
usually are those consumers boasting strong green purchase inclination and
enjoying statistical characteristics of being young, well-educated and with a high
income. However, at present, the influence of CI on these groups is not obvious. It
offers potential opportunities for enterprises to use CI to conduct green marketing in
221
young, well-educated and high-income consumers. By enhancing the influence of CI
on GC behavior, enterprises can acquire wider development space from these
markets.
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6. Conclusions and management significance

This paper explores the mechanism and statistical characteristics of CI influence on GC
behavior. The result shows that CI can significantly influence GC behavior. Its
mechanism is that CI directly influences consumer attitude, SN and PBC of GC, and then
further influence GC intention and behavior. The direct influence of GC attitude on
attention is not significant; GC attitude indirectly influences attention via SN. This
research also shows that the innovativeness of consumers who are male, young, highly
educated and with a high income is more notable than that in consumers who are
females, older, with low education and low income. The conclusions above are of
significance to green marketing.
The influence of CI on GC behavior offers new ideas and new thoughts to the
success of green marketing. CI influences GC behavior remarkably. Moreover, those
who enjoy high CI, such as the young, people with high education and high income,
often prefer GC. Thus, as a part of the product differentiation marketing strategies,
green product should not only satisfy consumers basic function need but also reflect
its value of innovation and environmental protection simultaneously, making the
product differentiation value more notable. Therefore, to attract consumers interest
and make the green marketing succeed, companies should make their green product
novel, fashionable and even take the lead in fashion by adopting innovative
technique and design during green marketing.
The results of GC behavioral pattern research contribute great help to the
improvement of green marketing and green management. Generally, consumer
attitude is decisive to consumer intention directly, but this research shows less
obvious influence of GC attitude on GC intention, while show significant influence of
GC, SN and PBC on intention. This specialty of GC behavior may be due to its
positive externality and insufficiency information disclosure. Therefore, the key
way to encourage GC should be changed from consumer attitude to SN and PBC. For
social and market administrators, they should enact more specific and practical
laws, regulation and standard on environmental protection and make them the
modes of consumers thinking and action. As to enterprise managers, their key work
of green marketing should be turned to lower GC cost and improve GC service; they
should improve GC PBC and then increase GC intention by enhancing cheapness
and convenience of GC as well as the stimulation of green air condition machine
consumption. On one hand, government should strictly enact and execute the
elimination policy of freon air-conditioners, as well as the subsidy and award policy
 NBRI of non-freon air-conditioners. Furthermore, these policies should be propagandized
to consumers so that the purchase of non-freon air-conditioner can become their
5,2 behavior norms. On the other hand, enterprise should improve the performance and
service of non-freon air-conditioner to minimize the quality difference between
Freon air-conditioner and non-freon air-conditioner. Meanwhile, the cost reduction
of non-freon air-conditioner should also be conducted.
222
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About the author

Kefu Lao is an Associate Professor of marketing at the Business School of Guangxi
University. He got a PhD in economics from the Zhongnan University of Economics
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and Law in 2008. His interests lie in the research of consumer behavior. Kefu Lao can
be contacted at: laokefu@gxu.edu.cn

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