FACTORS INFLUENCING GREEN CONSUMPTION : The moderating effect of market maturity

Abstract: Purpose – The purpose of this master thesis is to examine factors influencing green consumption and to explain the moderating effect of market maturity on these factors in developed and emerging markets.Design/methodology/approach – In this research the pragmatism epistemology was employed as the scientific perspective of the current research. Deductive reasoning has been selected as scientific approach. The formulation of hypotheses, the collection and analysis of the data were based on and derived from existing theories. In line with deductive approach the collected data was analyzed quantitatively within cross-sectional time horizon. SSPS program was applied to process the collected research data and present the research results. The data was collected via online survey (Google Forms) in Russia and Sweden as well as credible and reliable secondary resources.Findings – Based on correlation and multiple regression analysis it was found that factor perceived consumer effectiveness positively (Beta=0.227) and significantly (Sig.<0.05) influences green consumption among young people in Sweden. Price is determined to affect negatively (Beta=-0.279) and significantly (Sig.<0.05) green consumption among young people in Sweden. Perceived consumer effectiveness positively (Beta=0.225) and significantly (Sig.<0.05) influences green consumption among young people in Russia. The presence of moderating effect of market maturity was not revealed within the conducted research. That means the level of development of countries (in case of Sweden and Russia) does not make a significant influence on the association between studied factors and green consumption among young people. Perceived consumer effectiveness is determined to be the main driving factor which pushes the younger generation toward sustainable consumption both in Sweden and Russia.Research limitations – the first limitation relates to the size of the sample. Although the sample of 100 respondents for each country (Sweden and Russia) was considered adequate, still a larger sample size could have provided more heterogonous findings and might have led to a different conclusion. Another limitation considers geographical and industrial boundaries. The research applies the theoretical model to the context of only two particular countries, namely, Sweden and Russia by focusing on consumption of green products from FMCG industry. With this regard, the findings of the study might not be fully suitable for other emerging and developed countries or other industries. Also, the application of non-probability sampling limited the authors to add more validity to the research. The last limitation is such a phenomena as socially desirable responding or response biases that means a tendency to choose the desirable response or the most moderate response.Practical implications – The findings ensure a better understanding of the content of moderating effect of market maturity and explain more in details how particular factors influence green consumption in emerging and developed markets. The model conceptualized by the authors is supposed to be a good basis for future researches aimed at examining moderating effect of market maturity on relationship between green consumption and factors influencing it in other emerging and developed markets besidesRussia and Sweden. In practice a special emphasis on perceived consumer effectiveness by the companies which market green products and target young consumers could helpthem to supply their products more successfully both in developed and/or emerging countries. Particularly, they need create a perception among potential consumers that buying green products contributes to sustainability and solution of environmental problems by elaborating particular strategies. As the research revealed a negative and significant relation between price and green consumption on the developed market it is important that managers consider price policy while marketing green products among young generation in developed countries.