Understanding consumers' green consumption behavior through local purchasing

Uni e sidade do Minho Escola de Economia e Ges ão Aline de Almeida Ca alho Janua y 2021 Unde s anding consume s' g een consump ion beha io h ough local pu chasing Aline de Almeida Ca alho Unde s anding consume s' g een consump ion beha io h ough local pu chasing UMinho|2021 Aline de Almeida Ca alho Janua y 2021 Unde s anding consume s' g een consump ion beha io h ough local pu chasing Wo k ca ied ou unde he supe ision o P o esso Ana Ma ia Soa es Mas e Disse a ion Mas e in Ma ke ing and S a egy Uni e sidade do Minho Escola de Economia e Ges ão ii DIREITOS DE AUTOR E CONDIÇÕES DE UTILIZAÇÃO DO TRABALHO POR TERCEIROS Es e é um abalho académico que pode se u ilizado po e cei os desde que espei adas as eg as e boas p á icas in e nacionalmen e acei es, no que conce ne aos di ei os de au o e di ei os conexos. Assim, o p esen e abalho pode se u ilizado nos e mos p e is os na licença abaixo indicada. Caso o u ilizado necessi e de pe missão pa a pode aze um uso do abalho em condições não p e is as no licenciamen o indicado, de e á con ac a o au o , a a és do Reposi ó iUM da Uni e sidade do Minho. Licença concedida aos u ilizado es des e abalho A ibuição-NãoCome cial-SemDe i ações CC BY-NC-ND h ps://c ea i ecommons.o g/licenses/by-nc-nd/4.0/ iii ACKNOWLEDGEMENTS I would like o hank p o esso Doc o Ana Ma ia Soa es o he knowledgeable guidance, unde s anding and a ailabili y h oughou his pe iod. He kindness and dedica ion mo i a ed me g ea ly and I am so g a e ul and hono ed o ha e been ad ised by such a gi ed p o esso . Fo he laughe s, pa ne ship and inc edible suppo du ing hese wo yea s, I would like o hank my iends and colleagues, Lilian and Ca ol. Fo accep ing and challenging me, o he dedica ion o ou iendship, o belie ing in me when I did no , o keeping me hones , I would like o hank Layla. Fo making me wan o be my bes e sion and eeding me while I yped he e y las wo ds in he e, I would like o hank my lo e, Rogie . To my pa en s, he wo bigges lo es o my li e, he ones ha belie ed me he mos and opened he wo ld o me, I am immensely hank ul. To all he eache s, colleagues, iends and amily membe s ha suppo ed me in his jou ney and helped me pa e my way o his momen , I am o e e g a e ul. i STATEMENT OF INTEGRITY I he eby decla e ha ing conduc ed his academic wo k wi h in eg i y. I con i m ha I ha e no used plagia ism o any o m o undue use o in o ma ion o alsi ica ion o esul s along he p ocess leading o i s elabo a ion. I u he decla e ha I ha e ully acknowledged he Code o E hical Conduc o he Uni e si y o Minho. ABSTRACT Unde s anding consume s’ g een consump ion beha io h ough local pu chasing The s udy aims a con ibu ing o he unde s anding o he Po uguese consume s’ g een pu chasing beha io . Sus ainable consump ion has es ablished i sel as mo e han a end, bu a p essing issue due o he en i onmen al c isis he wo ld aces. Local pu chasing is an impo an ace o sus ainable consump ion and has been he objec o a as numbe o esea ches in he las decades. This s udy seeks o unde s and he majo de e minan s o local pu chasing. The ocus was o in es iga e he pu chase o local p oduc s in Po ugal in ligh o he a iables o he ex ended Theo y o Planned Beha io : en i onmen al conce n, a i ude, subjec i e no m, pe cei ed beha io al con ol and pu chase in en ion. The ele an da a was collec ed by de eloping a quan i a i e online esea ch h ough a consume ques ionnai e. Resul s show ha he main ac o in luencing local pu chasing in en ion is en i onmen al conce n, ollowed by a i ude. Pe cei ed beha io al con ol and subjec i e no m did no show a signi ican posi i e co ela ion wi h local pu chasing in en ion. Findings also sugges ha age and occupa ion a e no ele an c i e ia o di e en ia ion o local pu chasing in en ion, howe e gende is, as emale consume s a e 7.75% mo e likely o buy local goods han male consume s. These indings con ibu e o induce a mo e asse i e decision-making p ocess by ma ke ee s when building s a egies o g een p oduc s, o e s insigh s o di e en s akeholde s and policy make s on how o s imula e g een buying beha io as well as o add and en ich cu en esea ch on he opic. Keywo ds: consume a i ude, consume beha io , en i onmen al conce n, local pu chasing, pu chase in en ion. i RESUMO Comp eendendo o compo amen o de consumo e de po meio de comp as locais Esse es udo p e ende con ibui pa a a comp eensão do compo amen o de comp a e de dos consumido es po ugueses. O consumo sus en á el se consolidou como mais do que uma endência, mas uma ques ão u gen e de ido à c ise ambien al que o mundo en en a. A comp a local é uma impo an e ace a do consumo sus en á el e em sido obje o de inúme as pesquisas nas úl imas décadas. Es e es udo busca comp eende os p incipais de e minan es das comp as locais. O en oque oi in es iga a comp a de p odu os locais em Po ugal à luz das a iá eis da Teo ia Es endida do Compo amen o Planeado: p eocupação ambien al, a i ude, no ma subjec i a, con olo compo amen al pe cebido e in enção de comp a. Os dados ele an es o am cole ados po meio do desen ol imen o de uma pesquisa quan i a i a online a a és de um ques ioná io. Os esul ados mos am que o p incipal a o que in luencia a in enção de comp a local é a p eocupação ambien al, seguida pela a i ude. O con ole compo amen al pe cebido e a no ma subjec i a não mos a am co elação posi i a signi ica i a com a in enção de comp a local. Os esul ados ambém suge em que a idade e a ocupação não são c i é ios ele an es pa a a di e enciação da in enção de comp a local, mas o gêne o é, já que os consumido es do gêne o eminimo êm 7,75% mais chances de comp a p odu os locais do que os consumido es do gêne o masculino. Essas descobe as con ibuem pa a o ien a um p ocesso de omada de decisão mais asse i o po p o issionais de ma ke ing ao cons ui es a égias pa a p odu os e des, o e ece insigh s pa a múl iplos s akeholde s e o mulado es de polí icas sob e como es imula o compo amen o de comp a e de, bem como adicionam e en iquecem as pesquisas a uais sob e o assun o. Pala as-cha e: a i ude do consumido , compo amen o do consumido , comp a local, in enção de comp a, p eocupação ambien al. ii Index ACKNOWLEDGEMENTS ................................................................................................... III ABSTRACT ........................................................................................................................ V RESUMO .......................................................................................................................... VI FIGURES INDEX ............................................................................................................... IX TABLE INDEX ................................................................................................................... IX LIST OF ACRONYMS / ABBREVIATIONS ............................................................................ X 1 INTRODUCTION ............................................................................................................. 1 2 LITERATURE REVIEW ..................................................................................................... 5 2.1 SUSTAINABLE DEVELOPMENT AND GREEN PRODUCTS ....................................................... 5 2.2 GREEN CONSUMPTION ................................................................................................... 7 2.3 LOCAL PURCHASING BEHAVIOR ....................................................................................... 9 2.4 CONCEPTUAL FRAMEWORK ........................................................................................... 10 2.4.1 THE EXTENDED THEORY OF PLANNED BEHAVIOR .......................................................... 11 2.4.1.1 ENVIRONMENTAL CONCERN .................................................................................... 12 2.4.1.2 ATTITUDE .............................................................................................................. 13 2.4.1.3 SUBJECTIVE NORM ................................................................................................. 13 2.4.1.4 PERCEIVED BEHAVIORAL CONTROL ........................................................................... 14 3 METHODOLOGY ........................................................................................................... 15 3.1 RESEARCH DESIGN ...................................................................................................... 15 3.2 RESEARCH QUESTION .................................................................................................. 16 3.3 QUESTIONNAIRE .......................................................................................................... 17 3.4 VARIABLES’ OPERATIONALIZATION ................................................................................. 17 3.5 SAMPLING METHOD AND TARGET POPULATION ............................................................... 19 3.6 DATA ANALYSIS ........................................................................................................... 20 4 DATA ANALYSIS........................................................................................................... 21 4.1 SAMPLE CHARACTERIZATION ......................................................................................... 21 4.2. NORMALITY TEST ........................................................................................................ 23 4.3 STRUCTURAL EQUATION MODELING ............................................................................. 24 4.3.1 SCALE RELIABILITY .................................................................................................... 24 4 beha io . Speci ically, he ollowing esea ch ques ion is s udied: wha a e he ac o s ha in luence local pu chasing beha io ? Mo eo e , a numbe o speci ic objec i es a e p oposed: - To unde s and whe he en i onmen al conce n a ec s local pu chasing beha io ; - To unde s and whe he subjec i e no ms a ec local pu chasing beha io ; - To de e mine po en ial signi ican co ela ions be ween sociodemog aphic a iables and local pu chasing beha io ; - To iden i y which demog aphic segmen s ha a e p one o buying local. 5 2 Li e a u e Re iew In his chap e , he heo e ical backg ound o he s udy is p esen ed. Ini ially, he concep o sus ainable de elopmen , i s e olu ion and he concep o g een p oduc s a e add essed o con ex ualize he upcoming amewo k. Nex , we analyze he cha ac e is ics o he consume 's buying beha io , iden i ying he exis ence o ela ionship o in luence o hese cha ac e is ics on he pu chase decision p ocess h ough he ex end e sion o he Theo y o Planned Beha io (TPB). 2.1 Sus ainable De elopmen and G een P oduc s The opic o sus ainable de elopmen has been on he global agenda since 1987, when i was i s iden i ied in he B und land Repo (B und land, 1987), a epo issued by he Wo ld Commission on En i onmen and De elopmen ha yea . Since hen, global socie y has been inc easing he use o enewable ene gy sou ces and has become mo e e icien in e ms o p oduc ion, consump ion and euse o ma e ials and esou ces (Lukman, Gla ič, Ca pen e , & Vi ič, 2016). Ne e heless, he epo issued in 2019 by he In e go e nmen al Panel on Clima e Change (IPCC), which b ings oge he con ibu ions om leading scien is s in he a ea, wa ns o he u gency o espond o he clima e h ea immedia ely. Acco ding o he IPCC epo , he wo ld has only a dozen yea s o con ain global wa ming a a maximum o 1.5ºC. I empe a u e inc eases a e no con ained wi hin his ange, he isks o ex eme hea , d ough , lood and po e y will inc ease subs an ially o hund eds o millions o people (IPCC, 2019). Acco ding o he “B und land De ini ion”, “Sus ainable de elopmen is de elopmen ha mee s he needs o he p esen wi hou comp omising he abili y o u u e gene a ions o mee hei own needs” (B und land, 1987, p.37). Thus, an economy can only be conside ed sus ainable i i simul aneously mee s human needs - especially he undamen al needs o he poo - and espec s he ba ie s es ablished by he need o sus ain he abili y o he en i onmen o mee p esen and u u e needs. I is impo an o poin ou ha people's needs do no necessa ily coincide wi h hei wan s. Thus, no mee ing he needs o human beings is socially unsus ainable, and consuming esou ces beyond he capaci y o he en i onmen is en i onmen ally unsus ainable (Lo ek & Spangenbe g, 2014). The IPCC has di ec ecommenda ions on people's die s when i comes o indi idual changes ha can 6 help educe he impac o clima e change. The epo s esses ha is necessa y o buy less mea , milk, cheese and bu e . I is also c i ical o ea mo e local seasonal oods and educe was e (IPCC, 2013). Acco ding o a ecen Ox o d Uni e si y s udy, he cu en global ood supply chain gene a es app oxima ely 13.7 billion me ic ons o ca bon dioxide equi alen s (CO2eq) (Poo e & Nemecek, 2018). This numbe co esponds o 26% o global g eenhouse gas (GHG) emissions. Ano he 2.8 billion me ic ons o CO2eq (5%) a e caused by non- ood ag icul u e and o he de o es a ion ac o s. In addi ion o emissions, ood p oduc ion gene a es app oxima ely 32% o global e es ial acidi ica ion and abou 78% o eu ophica ion. The sum o hese emissions is capable o essen ially modi ying he species composi ion o na u al ecosys ems, as well as educing biodi e si y and e en ecological esilience (Poo e & Nemecek, 2018). The en i onmen al impac o he cu en ag icul u al sys em is ala ming. This sys em consumes esou ces in ensi ely, co e ing abou 43% o he plane 's ee land (which is no co e ed by ice o dese ). App oxima ely 87% o his land is ag icul u al ood c ops and he emainde is dedica ed o bio uel and ex ile c op p oduc ion o alloca ed o non- ood uses such as lea he and wool p oduc ion. Poo e & Nemecek es ima es ha almos 70% o eshwa e wi hd awals a e used by ag icul u al i iga ion. The impac o i iga ion is ano he agg a a ion because i e u ns less wa e o i e s and g oundwa e han indus ial and municipal uses. I should also be bo ne in mind ha i iga ion p edomina es in wa e -sca ce a eas, s imula ing be ween 90 and 95% o global wa e sca ci y consump ion (Poo e & Nemecek, 2018). Poo e and Nemecek's (2018) esul s ag ee wi h IPCC 2018 di ec i es. Acco ding o he p e iously men ioned Ox o d s udy, he en i onmen al impac s o animal p oduc s can signi ican ly exceed hose o plan subs i u es. Mea , aquacul u e, eggs and dai y p oduc s use 83% o he wo ld's a able land. A he same ime, such p oduc ions con ibu e 56 o 58% o GHG emissions om ood and p o ide only 37% o p o ein and 18% o calo ies consumed wo ldwide (Poo e & Nemecek, 2018). A change in an indi idual's die can p oduce en i onmen al bene i s on a scale no a ainable by ood p oduce s, acco ding o Poo e and Nemecek (2018). Adop ing a die ha elimina es he consump ion o animal p oduc s has ans o ma i e po en ial. Such a ans o ma ion can educe land use o ood p oduc ion by app oxima ely 3.1 billion hec a es (a educ ion o 76% o he cu en o al) and educing land use o ag icul u e by 19%. Such a change would lead o a 49% educ ion in GHG emissions om ood p oduc ion. In addi ion, soil acidi ica ion would all by 50% and eshwa e 7 wi hd awals o i iga ion could be educed by 19%. Besides al e ing hei die o educe hei indi idual impac , consume s can ac on he clima e cause by a oiding ood p oduc s ha gene a e high en i onmen al impac (Poo e & Nemecek, 2018). High consump ion o na u al esou ces is no unique o ood p oduc ion. Deple ion o hese esou ces has inc eased sha ply o mo e han a decade o mee a global demand o p oduce goods and se ices. This end has caused se ious damage o he en i onmen , such as he in ensi ica ion o global wa ming, he decline o auna and lo a and he in ensi ica ion o pollu ion, especially in la ge u ban a eas. Since hen, many coun ies ha e ecognized he se e i y o he clima e h ea and ha e sough “sus ainable de elopmen ” as a way ou o educe he nega i e impac o de elopmen on socie y and he en i onmen (Joshi & Rahman, 2015). 2.2 G een Consump ion Sus ainable de elopmen mani es s i sel in wo dis inc di ec ions: g een inno a ion and g een consump ion (Joshi & Rahman, 2015). G een inno a ion is ocused on p oduc ion, seeks o encou age en i onmen al sus ainabili y p ac ices h oughou he cycle o c ea ion o goods and se ices. G een consump ion is di ec ly linked o En i onmen ally Responsible Consump ion (ERC). “Responsible consump ion” was de ine o he i s ime in 1973 by Geo ge Fisk as “ a ional and e icien use o esou ces wi h espec o he global human popula ion” (Fisk, 1973, p.24). The au ho highligh ed he impo ance o conside ing he consump ion ques ion om a global pe spec i e, since consump ion o deple able esou ces in one loca ion will necessa ily a ec s he ese oi o esou ces elsewhe e. ERC is p ac iced by consume s when hey ake in o accoun he en i onmen al impac o buying, using and disposing o miscellaneous p oduc s o using a ied g een se ices (Joshi & Rahman, 2015). Responsible consump ion is in e wined wi h en i onmen al awa eness. This las opic has been s udied since he 1970’s, i g ew s onge in he 1980’s and inally gained ele ance in he 1990’s, labeled “ he decade o he en i onmen ” (Akehu s , A onso, & Gonçal es, 2012). Since hen, he e was a p og essi e inc ease in consume en i onmen al awa eness. This change in consume beha io was he esul o se e al ac o s like media co e age o he g owing social and en i onmen al conce ns, p essu e by NGOs, legisla ion, inc easing awa eness o en i onmen al issues and he e ec o en i onmen al disas e s on public opinion. “Consequen ly, consume s ha e become mo e conce ned 8 wi h hei daily pu chasing habi s and he impac hese migh ha e on he en i onmen ” (Akehu s , A onso, & Gonçal es, 2012, p.973). F om a ma ke ing poin o iew, he co e aspec ha de e mine en i onmen al awa eness is he consume ’s willingness o pay highe p ices and spend mo e ime and e o o adop en i onmen ally iendly consump ion beha io (Chi a, 2007). Consequen ly, a g een consume is de ined by a combina ion o h ee ac o s: awa eness o g een al e na i es, willingness o pay mo e o g een p oduc s and o go he ex a mile o emb ace g een beha io . P e ious esea ch has al eady es ablished ha he ise o en i onmen al awa eness is changing consume beha io . The BBMG Conscious Consume Repo showed ha in 2007, o e a decade ago, 51% o Ame icans we e willing o pay ex a o p oduc s wi h highe en i onmen al quali y. Mo eo e , 67% o hese consume s ag eed wi h he impo ance o pu chase p oduc s ha elici en i onmen al bene i s (Bempo ad & Ba anowski, 2007). The O ganiza ion o Economic Co-ope a ion and De elopmen (OECD) poin ed ou in 2002 ha almos a hi d o consume s ac oss OECD’s 36 coun ies could be conside ed ‘‘g een consume s’’ due o hei s ong en i onmen al engagemen and hei eadiness o pay o en i onmen al p oduc s (Di ec o a e e al., 2002). The Eu opean Commission ca ied ou a s udy in 2005 ha poin ed ou ha 31% o Eu opeans we e willing o pu chase en i onmen ally iendly goods e en i hei cos was highe compa ed o hei adi ional subs i u e. A simila s udy made in 2008 by he same ins i u ion showed an exponen ial inc ease on ha pe cen age: om 31 o 75% (Eu opean Commission, 2008). The ise o he numbe o indi iduals who a e willing o spend mo e o en i onmen ally iendly p oduc s is e idence ha en i onmen al awa eness is ans o ming consume beha io (Liu, Ande son, & C uz, 2012). The p esen ime is he peak o en i onmen al awa eness wo ldwide, none heless he easibili y o educing en i onmen al deg ada ion, clima e change and pollu ion h ough a ans o ma ion in consume beha io is no ye a ma e o public knowledge. The basic ask o buying g oce ies accoun s o 30% o he en i onmen al impac o household consump ion, a ca ego y ha also includes mobili y, home imp o emen , cons uc ion and elecommunica ions. (Mose , 2015). Acco ding o Joshi & Rahman (2015), consume s ha e he powe o p e en o a leas dec ease en i onmen al damage jus by choosing o buy g een p oduc s. “A g een p oduc is de ined as ‘one which sa is ies consume s’ needs wi hou damaging he en i onmen and con ibu es owa ds a mo e sus ainable wo ld. These p oduc s a e en i onmen ally supe io and ha e low en i onmen al impac , hey use ma e ials sa e o he en i onmen , a e ecyclable and equi e less packaging. Some examples o g een p oduc s a e: o ganic p oduc s, ene gy e icien ligh -bulbs, he bal p oduc s, eco- iendly washing machine, e c.” 9 (Gu ǎu & Ranchhod, 2005, p.130). Also, in 1995, a s udy ound ha domes ic pu chases p oduced 40% o global en i onmen al damage (G une & Juhl, 1995). The e is no scien i ic e idence ha poin s o a educ ion o his ac ion oday (Gu ǎu & Ranchhod, 2005). Fu he mo e, en i onmen ally esponsible pu chasing - g een consump ion - occupies a posi ion o high impo ance in he sus ainable de elopmen o a coun y, since unplanned pu chase o goods, excessi e consump ion and ma e ialism ha e huge po en ial o damage he en i onmen . G een o en i onmen ally sus ainable pu chasing decisions a e oppo uni ies o educe en i onmen al impac , as consume s simply eplace highe impac p oduc s wi h p oduc s ha a e "en i onmen ally iendly" o p oduced by local a me s and small business. 2.3 Local pu chasing beha io Two main ends domina ed ood p oduc ion in Eu ope and he US in he second hal o he las cen u y: inc easingly in ensi ied and mechanized ag icul u al sys ems wi h he pu pose o imp o ing ha es s combined wi h a p og essi ely globalized ood sys em. The ace o escala e and globalize ood sys ems ha e high en i onmen al, social and economic cos s. The en i onmen is p edominan ly a ec ed by pollu ion emi ed om he ood p oduc ion p ocess, educed soil e ili y and educ ion in biodi e si y (H. L. La T obe, Aco , T obd, & Aco p, 2011). The concep o ‘ ood miles’ ep esen s he mos en i onmen ally des uc i e consequence o he inc easingly global na u e o he ood sys em. Food miles accumula e du ing he jou ney whe e ood is ans e ed om he egion o o igin o i s des ina ions, hen goes h ough he phases o packaging, p ocessing, s o ing, and eaching e ail channels, ul ima ely a i ing a consume s’ homes. “The ob ious en i onmen al cos s o ood miles a e he ai pollu ion caused by ucks and planes, as well as he inc eased use o non enewable esou ces” ( La T obe e al., 2011, p.311). The concen a ion o p ocesses in ood p oduc ion, he globaliza ion o he ac i i y and he supply chains in ol ed, he my iad o scandals conce ning he ood indus y plus he ise in global en i onmen al awa eness pushed he consume o p essu e o mo e in o ma ion and anspa ency on ood o igin (Feldmann & Hamm, 2015) and inc eased hei in e es in pu chasing local p oduc s (Hu, Ba e, Woods, & E ns , 2012). Since he las decade, many consume s ha e been eo ien ing hemsel es owa ds local p oduc s, ood ha wen h ough a sho e anspo a ion jou ney o ha is sold s aigh ou o he p oduce ’s hands, 10 as a way o con ibu e o minimizing hei en i onmen al oo p in (Hu e al., 2012). Buying local p oduc s has been linked o sus ainable consump ion in a as numbe o esea ches in he las decades (Blake, Mello , & C ane, 2010; Gilg e al., 2005; Lyson, Gillespie, & Hilchey, 1995; La T obe, 2001). Escala ing en i onmen al awa eness and ea o consequences o clima e change ha e boos ed in es iga ions ha iden i ies local ood consump ion as one o mul iple consume s’ li es yle choices wi h po en ial o mi iga e indi idual’s ca bon oo p in and hus p ese e he en i onmen (Blake e al., 2010). The bene i s o buying local eaches a beyond he en i onmen al sphe e, hus posi i ely a ec ing he economy and communi y by nu u ing local economic de elopmen , p ese ing di e si y and quali y in p oduce, gene a ing “oppo uni ies o p oduce s and consume s o come oge he o solidi y bonds o local iden i y and solida i y” (Lyson e al., 1995, p.112). Cowell & Pa kinson (2003) iden i y in he sus ainable de elopmen li e a u e h ee key a gumen s ha link sus ainabili y o egionaliza ion and localiza ion o ood p oduc ion and consump ion p ac ices: “1. I educes he en i onmen al impac s associa ed wi h anspo ing long dis ances […]; 2. The po en ial o deg ada ion o he en i onmen and exploi a ion o human labo is educed […]; 3. I leads o an inc eased sense o communi y by building up local ne wo ks o p oduce s and consume s” (Cowell & Pa kinson, 2003, p.223). Fu he mo e, pas esea ch indica es ha consume s la gely us ha a o ing locally p oduced ood, o example, is en i onmen ally iendly (Toble , Vissche s, & Sieg is , 2011). 2.4 Concep ual F amewo k O e he yea s a ious enligh ening heo ies o consume beha io ha e been p esen ed. They ha e dis inc sou ces, de i ing om he social sciences – economics, psychology and sociology - o ocusing on he e ec s o ma ke ing a iables and ex e nal s imuli. Mos o hese heo ies conside pe sonal and en i onmen al a iables (Kala a is, Polla d, Eas , & Tsogas, 1999). Resea che s u ned o social psychological esea ch in a i ude o ma ion in o de o unde s and buying decisions and o build a wide- anging heo y o consume beha io . Expec ancy- alue models we e gi en special in e es because “ hey p o ided a heo e ical link be ween e alua i e c i e ia and he concep o a i ude” (Kala a is e al., 1999, p. 443). The Theo y o Planned Beha io (TPB) is an e olu ion o he ini ial expec ancy- alue model. I is a aluable heo e ical amewo k o unde s anding he consump ion o local p oduc s as i p esen s a “clea ly de ined s uc u e/model ha allows he in es iga ion o he 11 in luence ha a i udes, pe sonal and cul u al de e minan s and oli ional con ol ha e on consume s' in en ions o buy en i onmen ally iendly p oduc s” (Kala a is e al., 1999, p. 444). The Ex ended Theo y o Planned Beha io (Chen & Tung, 2014; Paul, Modi, & Pa el, 2016) inco po a es a new a iable o he o iginal TPB in o de o make i mo e e icien in he con ex o g een consump ion esea ch. 2.4.1 The ex ended Theo y o Planned Beha io The s udy o psychological aspec s o p edic and explain consume beha io is no new in scien i ic li e a u e. Se e al au ho s ha e add essed and deepened issues ela ed o he psychological componen o unde s and he ac o s ha lead indi iduals o make hei pu chasing decisions (Tommase i, Singe , T oisi, & Maione, 2018). The Planned Beha io Theo y (TPB) was p oposed by Icek Ajzen in 1985 and was p aised as he bes model o p edic ing he in en ions and beha io o ce ain consume ac ions (Yada & Pa hak, 2016). The TPB heo y is a concep ual ex ension o Theo y o Reasoned Ac ion (TRA), and is belie ed o be use ul o p edic ing people's beha io unde ce ain ci cums ances (Ajzen, 1988). I explains ha an indi idual's beha io and decision making can be guided by h ee a iables: a i udes (ATT), subjec i e no ms (SN), and pe cei ed beha io con ol (PBC). Toge he hese h ee a iables a e p edic o s o in en ions, hey lead o he o ma ion o a "beha io al in en ion" ha in luences beha io (Ajzen, 2002). The TPB amewo k has been p o ed e ec i e in p edic ing consume in en ion and beha io in a b oad scale o en i onmen al s udies. F om hospi ali y o ene gy e icien p oduc s, he model has es ablished i sel as obus and applicable (Yada & Pa hak, 2016). Conce ning pa icula ly he s udy o g een p oduc s, Kala a is e al., (1999) assessed he sui abili y o TPB amewo k in p edic ing consume s’ in en ion o pu chase eco- iendly p oduce in G eece and he UK, epo ing ha he amewo k showed s eng h in bo h se ings. Simila ly, Chan & Lau, (2002) in es iga ed he sui abili y o he amewo k when assessing consume s' p o-en i onmen al pu chase beha io in Ame ican and Chinese cul u al pe spec i e and concluded he uni e sali y o TPB in bo h cul u al con ex s. In ecen yea s a g owing numbe o s udies in psychological li e a u e ha e included supplemen a y cons uc s in he TPB o inc ease i s abili y o p edic beha io (Yada & Pa hak, 2016). In one ins ance, an ex ended Planned Beha io Theo y (TPB) esea ch model was de eloped inco po a ing he a iable En i onmen al Conce n (EC) wi h he pu pose o p edic ing he consume 's in en ion o isi g een ho els (Chen & Tung, 2014). A ecen s udy seeking o alida e TPB and i s 12 ex ended o m while p edic ing Indian consume s’ g een p oduc pu chase in en ion concluded ha he ex ended amewo k has highe p edic abili y han TPB and TRA in g een ma ke ing se ings: “an addi ional cons uc in he new model conside ably con ibu es o imp o ing he unde s anding o g een p oduc s pu chase in en ion o ma ion and could become a sus ainable main-s eam a iable” (Paul e al., 2016, p.123). The addi ional a iable EC can help achie e a comp ehensi e unde s anding o g een p oduc pu chase in en ion and o ha eason he ex ended TPB was ound he mos sui able amewo k o equip his s udy. The s eng h o co ela ion be ween beha io al in en ion and TPB’s h ee p edic o s was in es iga ed by a b oad s udy (T. Han & S oel, 2017), which e iewed esea ch on he con ex o socially esponsible consume beha io , such as g een consume beha io . Resul s show ha TPB p o ides a eliable amewo k o explaining beha io o his so . The same s udy also explo ed how much an addi ional p edic o a iable can imp o e he p edic ion o in en ion o he TPB, including he a iable en i onmen al consciousness. I was no ed ha EC displays “good p edic i e alidi y in explaining socially esponsible buying beha io s” (Han & S oel, 2017, p.99). An analogous inding was epo ed by (Yada & Pa hak, 2016) while in es iga ing he pu chase in en ion o g een p oduc s in he Indian con ex : he addi ion o he EC cons uc has enhanced he obus ness and p edic i e capabili y o he TPB. In iew o he e idence in he li e a u e e iew in a o o he inclusion o addi ional p edic o s in he TPB o imp o e i s p edic i e powe , his s udy applies an ex ended e sion o he amewo k including he EC p edic o o in es iga e g een pu chase beha io in he Po uguese con ex . The componen s o he ex end TPB a e now p esen ed. 2.4.1.1 En i onmen al Conce n The meaning o he cons uc En i onmen al Conce n has been o e looked o a long ime by esea che s as i can seem ob ious o implici acco ding o Dunlap and Jones (2002). Fo ha eason, hey examined di e en de ini ions o p o ide he ollowing: “En i onmen al Conce n e e s o he deg ee o which people a e awa e o p oblems ega ding he en i onmen and suppo e o s o sol e hem and/o indica e a willingness o con ibu e pe sonally o hei solu ion” (Dunlap & Jones, 2002, p.485). When ope a ionalized as a a iable on he TPB amewo k, Chen & Tung, (2014) ound EC o be a gene al a i ude conce ning he p o ec ion o he na u al en i onmen ha ac s as signi ican de e minan o ansi ion o en i onmen ally iendly beha io . A gene al a i ude such as EC will a ec 13 speci ic beha io di ec ly and indi ec ly by impac ing o he a iables ha a ec beha io , such as SN, PBC and ATT (Chen & Tung, 2014). Conside ing he ela ions be ween he men ioned a iables, he ollowing hypo heses a e p oposed: H1: En i onmen al conce n posi i ely impac s local p oduc s pu chase in en ion. H2: En i onmen al conce n posi i ely impac s a i ude owa ds local p oduc s. H3: En i onmen al conce n posi i ely impac s subjec i e no ms. H4: En i onmen al conce n posi i ely impac s pe cei ed beha io al con ol. 2.4.1.2 A i ude A i ude (ATT) owa ds he beha io is explained by he ou come o beha io al belie s and he esul o he e alua ions (posi i e o nega i e) o a speci ic beha io by an indi idual (I. Ajzen & Fishbein, 1980). Paul e al (2016) and Zhao e al. (2014) also used TPB in hei s udies and conside ed a i ude as one o he ac o s ha play an impo an ole in p edic ing consume s' buying in en ions. In he speci ic case o g een p oduc s, p e ious li e a u e has ound ha a i ude and beha io al in en ion ha e a posi i e associa ion in mul iple cul u es (Mos a a, 2007) and sugges s ha a change in a i ude owa ds g een p oduce implica es in a ise in pu chase in en ion. The e o e, he ollowing hypo hesis is p oposed: H5: A i ude owa ds local pu chase posi i ely impac s local pu chase in en ion. 2.4.1.3 Subjec i e No m The second a iable e e s o he social p essu e wielded (app o al o disapp o al) o pe o m a beha io o no (Icek Ajzen, 1991). The subjec i e no m (SN) is belie ed o be a g oup o no ma i e belie s and mo i a ion o comply. Usually, he ac ions o eac ions o amily, iends, consul an s, o any p o essional show p ima y impo ance in sel -decision making (I. Ajzen & Fishbein, 1980). The mo e a o able he a i ude and subjec i e no m and he g ea e he pe cei ed con ol, he s onge will be he pe sonal in en ion o pe o m he beha io . Al hough many empi ical s udies ha e explained indi iduals beha io al in en only h ough a i ude and subjec i e no m (A mi age & Conne , 2001), in some cases he conside a ion o hese wo a iables has no been su icien o p edic beha io . Paul e al. (2016), o example, ound ha he subjec i e no m does no in luence he 20 3.6 Da a analysis This esea ch uses he S uc u al Equa ion Modeling (SEM) echnique o answe i s objec i es and es he mul iple ela ionships ep esen ed in Figu e 1. SEM is a mul i a ia e analysis echnique, a me hod ha analyzes mul iple measu es o he s udy objec , his way inc easing he esea ch’s explana o y powe , hence expanding he comp ehension o mo e complex and in e dependen s udy objec s (Hai e al., 2010). SEM has been b oadly used in scien i ic esea ch and speci ically wi hin ma ke ing esea ch. Acco ding o Hai e al. (2010), SEM is he mos adequa e mul i a ia e me hod o es and alida e he ela ionships es ablished among concep s composed o mul iple obse able i ems. This echnique allows o a mo e p ecise e alua ion o he s eng h o he ela ionships since he SEM adjus s he ela ionship acco ding o he measu emen e o (Hai e al., 2010). In addi ion, in line wi h ou las esea ch objec i e (To iden i y which demog aphic segmen s a e p one o buying local), we checked o he impac o demog aphic a iables using - es , a me hod ha compa es he means be ween wo independen g oups. 21 4 DATA ANALYSIS In his chap e , he da a collec ed h ough he online ques ionnai e will be analyzed. The pu pose is o d aw conclusions, espond o he esea ch ques ion and objec i es by es ing he hypo heses p esen ed ea lie based on he da a analysis. The so wa e IBM SPSS S a is ics ( e sion 25) and La aan (Rosseel, 2012) used o ea he da a collec ed. Fi s ly, he sample was cha ac e ized and a e ha he Kolmogo o -Smi no es was pe o med o assess no mali y and adequa ely selec he s a is ical es s o implemen . The da a analysis comp ehended a Con i ma o y Fac o Analysis, whe e an e alua ion o he scale’s in e nal consis ency was employed and las ly a S uc u al Equa ion Modeling (SEM) me hod was implemen ed o check he hypo hesis. 4.1 Sample cha ac e iza ion The in es iga ion was ca ied ou using a sample consis ing o a o al o 484 esponden s. The sample showed an asymme y in he dis ibu ion o gende s, wi h a p edominance o emale esponden s, wi h 331 elemen s (68.4%), and 147 male esponden s, (30.4). Such asymme y o esponses is in line wi h Schlesinge , Mi chell, & Elbel's (2002) inding ha sugges s women end o be mo e pa icipa i e and be e exp ess hemsel es han men. Six (1.2%) esponden s p e e ed no o choose be ween male and emale gende (Table 2). As depic ed in G aph 1, he sample’s ages ange be ween 18 and 75 yea s, wi h he a e age age being a ound 34 yea s old. 39% o he sample is cons i u ed by esponden s be ween 18 and 27 yea s old, 29.3% anges be ween 29 and 40 yea s old, 29,8% a e be ween 41 and 60, which e lec s a sample whose age equency is highe wi hin a younge coho , bu wi h a signi ican each be ween adul esponden s as well. As o he educa ional backg ound o he sample, i is possible o conclude ha mos esponden s hold a ype o uni e si y deg ee, which makes o a highly educa ed sample. 69 indi iduals (14.3%) ha e seconda y educa ion, 124 (25.6%) ha e a bachelo s’ deg ee, 49 (10.1%) ha e a pos -g ad cou se, 147 (30.4%) ha e a mas e ’s deg ee and 94 (19.4%) hold a doc o ’s deg ee. The sample occupa ional p o ile is composed by mos ly ac i e wo ke s (54.3%) and a signi ican sha e o s uden s. 208 (43%) indi iduals a e s uden s, 17 (3.5%) wo k wi hin he se ices sec o , 22 (4.5%) a e independen wo ke s, 168 (34.7%) a e public se e s, 56 (11.6%) wo k o he p i a e sec o and 13 (2.7%) a e unemployed. 22 Table 2 - Socio-demog aphic cha ac e is ics N % Gende Feminine 331 68.4 Masculine 147 30.4 No disclosed 6 1.2 Educa ion Seconda y Educa ion 69 14.3 Bachelo ’s 124 25.6 Pos -g ad cou se 49 10.1 Mas e ’s 147 30.4 Doc o ’s 94 19.4 Occupa ion S uden 208 43 Se ices p o ide 17 3.5 Independen wo ke 22 4.5 Public se e 168 34.7 P i a ely employed 56 11.6 Unemployed 13 2.7 G aph 1 - Age dis ibu ion 23 4.2. No mali y Tes Acco ding o Hill & Hill (2012), he Kolmogo o -Smi no es and he Shapi o-Wilk es a e he mos popula s a is ical es s o assess he no mali y o a sample. These es s compa e he sample's sco es o a se o no mally dis ibu ed sco es wi h he same mean and s anda d de ia ion. I he es is no signi ican (p> 0.05), ha means ha he sample dis ibu ion is no signi ican ly di e en om a no mal dis ibu ion, hence i is likely a no mal sample. I he es is signi ican (p <0.05), ha means he dis ibu ion is no no mal (Field, 2013). Based on he alues ob ained (Table 3), we can conside all i ems ollow a non-no mal dis ibu ion, hence he da a ollows a non-no mal dis ibu ion, wha equi es he use o non-pa ame ic s a is ics. Table 3 - No mali y Tes s Kolmogo o -Smi no a Shapi o-Wilk S a is ic N P S a is ic N P ATT1 0,349 484 0,000 0,688 484 0,000 ATT2 0,376 484 0,000 0,630 484 0,000 ATT3 0,306 484 0,000 0,718 484 0,000 SN1 0,259 484 0,000 0,859 484 0,000 SN2 0,279 484 0,000 0,848 484 0,000 SN3 0,246 484 0,000 0,862 484 0,000 SN4 0,198 484 0,000 0,893 484 0,000 PBC1 0,265 484 0,000 0,775 484 0,000 PBC2 0,279 484 0,000 0,699 484 0,000 PBC3 0,263 484 0,000 0,856 484 0,000 PBC4 0,200 484 0,000 0,901 484 0,000 PBC5 0,295 484 0,000 0,850 484 0,000 PBC6 0,275 484 0,000 0,846 484 0,000 PBC7 0,355 484 0,000 0,803 484 0,000 EC1 0,267 484 0,000 0,733 484 0,000 EC2 0,269 484 0,000 0,738 484 0,000 EC3 0,369 484 0,000 0,642 484 0,000 EC4 0,406 484 0,000 0,574 484 0,000 EC5 0,361 484 0,000 0,657 484 0,000 IN1 0,249 484 0,000 0,837 484 0,000 IN2 0,256 484 0,000 0,809 484 0,000 IN3 0,277 484 0,000 0,857 484 0,000 24 IN4 0,278 484 0,000 0,766 484 0,000 IN5 0,255 484 0,000 0,749 484 0,000 AG 0,118 484 0,000 0,927 484 0,000 ED 0,230 484 0,000 0,880 484 0,000 a. Lillie o s Signi icance Co ec ion 4.3 S uc u al Equa ion Modeling S uc u al Equa ion Modeling (SEM) is a da a analysis echnique ha combines ea u es o ac o analysis and mul iple eg ession. SEM allows esea che s o simul aneously in es iga e mul iple co ela ed dependence ela ionships be ween he measu ed a iables and la en cons uc s as well as among se e al la en cons uc s (Hai e al., 2010, p. 546). A Con i ma o y Fac o Analysis (CFA) is a con i ma o y echnique unde he umb ella o SEM me hods ha assesses he con ibu ion o each i em in a scale and inco po a es how well he scale measu es he concep s. CFA enables esea che s o es how accu a ely he measu ed a iables in a model ep esen he cons uc s (Hai e al., 2010, p. 600). A e unning he da a collec ed h ough a i s ound o CFA, each i em o he scale had i s ac o loading (λ) analyzed. Fac o loading is a alue ha shows he deg ee o co ela ion be ween he o iginal a iables and he ac o s, and i is a undamen al me ic o comp ehend he na u e o a pa icula ac o (Hai e al., 2010, p. 90). “Loadings indica e he deg ee o co espondence be ween he a iable and he ac o , wi h highe loadings making he a iable ep esen a i e o he ac o ”, s a es Hai e al. (2010, p. 110). When analyzing he esul s o he i s ound o CFA, i was iden i ied a need o elimina e i e i ems ha showed a low s anda dized ac o loading (λ< 0.5), acco ding o Hai e al. (2010, p.116): EC2, PBC4, PBC5, PBC6, PBC7. This g oup o i ems ha egis e ed a ac o loading alue below he desi ed h eshold comp omised wo impo an indica o s o he measu emen model: C onbach’s alpha and A e age Va iance Ex ac ed (AVE), wha equi ed hei emo al om he da a poll. This p ocess was ca e ully ca ied ou o iden i y and apply he necessa y adjus men s o main ain he model’s o iginali y. 4.3.1 Scale Reliabili y The eliabili y o a measu e de ines i s deg ee o consis ency (Hill & Hill, 2012). C onbach's alpha was used as a measu e o in e nal consis ency o es he eliabili y o he scale. Acco ding o Hai e al. (2010), an accep able indica o o he alue o alpha C onbach is one ha is g ea e han 0.70. 25 Nunnally (1979) c i e ia o he di e en deg ees o consis ency classi ica ions o each ange o C onbach’s alpha alue is p esen ed on able 4: Table 4 - Classi ica ion o C onbach’s Al a Coe icien Classi ica ions C onbach's α Excellen α> 0.9 Ve y good α be ween 0.80 and 0.90 Good α be ween 0.70 and 0.80 Accep able α be ween 0.65 and 0.70 Weak α be ween 0.60 and 0.65 Poo α <0.60 Sou ce: Nunnally (1979) A e excluding he i e i ems ha showed a low s anda dized ac o loading, a new ound o CFA was un and i s esul s can be seen in Table 5. The esul s show ha all la en cons uc s classi y as e y good ega ding he C onbach’s scale o consis ency, excep o A i ude, which is classi ied as excellen . I em SN4 also p esen ed a low s anda dized ac o loading, bu i s emo al did no signi ican ly a ec he cons uc ’s C onbach Alpha alue, hence he choice o keep i wi hin he da a poll was made. 26 Table 5 - Reliabili y o Scales Va iable I em λ C onbach's α AVE Composi e Reliabili y A i ude ATT1 ATT2 ATT3 0,936 0,888 0,860 0,921 0,800 0,923 Subjec i e No m SN1 SN2 SN3 SN4 0,926 0,953 0,835 0,480 0,867 0,640 0,873 Pe cei ed Beha io al Con ol PBC1 PBC2 PBC3 PBC4a PBC5a PBC6a PBC7a 0,802 0,783 0,748 - - - - 0,813 0,598 0,816 Pu chase In en ion PI1 PI2 PI3 PI4 PI5 0,772 0,836 0,700 0,886 0,818 0,896 0,633 0,896 En i onmen al Conce n EC1 EC2a EC3 EC4 EC5 0,653 - 0,775 0,814 0,747 0,829 0,561 0,835 No e 1: A = a i ude; SN = 0073ubjec i e no m; PBC = pe cei ed beha io al con ol; PI = pu chase in en ion; EC = en i onmen al conce n. a Dele ed due o low s anda dized ac o loadings. 27 4.3.2 Assessmen o he measu emen model Following SEM me hodologies, he measu emen model alidi y o he Ex ended TPB amewo k u ilized in his esea ch was achie ed by wo p ocesses: (1) inding speci ic e idence o cons uc alidi y and (2) es ablishing accep able le els o goodness-o - i (GOF) o he measu emen model (Hai e al., 2010, p. 576). In he i s p ocess, cons uc alidi y was con i med by demons a ing eliabili y ( ia C onbach’s al a as p e iously de ailed in 4.2.2.1), con e gen alidi y and disc iminan alidi y u ilizing he indica o s ob ained in he second ound o CFA (a e emo ing he 5 obse ed a iables wi h low ac o loading). Cons uc alidi y exp esses “ he ex en o which a se o measu ed a iables ac ually ep esen s he heo e ical la en cons uc hose a iables a e designed o measu e” (Hai e al., 2010, p. 601). Con e gen alidi y es ima es he ela i e amoun o sha ed a iance o con e gence be ween indica o s o a speci ic cons uc (Hai e al., 2010, p. 618). Con e gen alidi y was es ablished ia wo dis inc app oaches ha u ilize h ee di e en CFA indica o s ha a e depic ed in Table 5: (1) all i ems ac o s loadings we e highe han 0.5, mos achie ing an ideal alue abo e 0.7; (2) each A e age Va iance Ex ac ed (AVE) alue was highe han 0.5 and composi e eliabili ies alues we e highe han 0.7 (Hai e al., 2010, p. 605). Such inding sugges s he con e gen alidi y among i ems measu ed is s ong o each la en a iable o he model. O he han eliabili y and con e gen alidi y, he hi d measu e ha de ines cons uc alidi y is disc iminan alidi y. Tha indica o exp esses he ex en o which a cons uc is uly dis inc om o he cons uc s by compa ing he AVE es ima es o each ac o wi h he squa ed in e cons uc co ela ions associa ed wi h ha ac o (Hai e al., 2010, p. 633). The disc iminan alidi y o a cons uc is ob ained by compa ing he squa e oo s o he AVE alues wi h he Pea son co ela ions be ween all cons uc s. Fo nell and La cke (1981) es ablished ha he AVE squa e oo s mus be highe han he co ela ion alue o he cons uc s, which was con i med in his in es iga ion as depic ed in Table 6. 28 Table 6 - Disc iminan Validi y and Pea son’s Co ela ion Ma ix Cons uc s ATT SN PBC EC PI A i ude (ATT) Subjec i e No m (SN) Pe cei ed Beha io al Con ol (PBC) En i onmen al Conce n (EC) Pu chase In en ion (PI) 0,894 0,508 0,622 0,601 0,712 0,800 0,476 0,346 0,402 0,773 0,392 0,481 0,749 0,721 0,795 Mean 4,485 3,516 4,147 4,484 4,077 S anda d De ia ion 0,657 0,780 0,736 0,599 0,729 No e: In diagonal a e he AVE's squa e oo s o each cons uc . All co ela ions a e signi ican a 1% Following SEM me hodologies, he measu emen model alidi y o he Ex ended TPB model u ilized in his esea ch es ablished accep able le els o goodness-o - i (GOF) o he measu emen model (Hai e al., 2010, p. 576). GOF a e measu es ha indica e how well a speci ic model ep oduces he co a iance ma ix among he indica o a iables (Hai e al., 2010, p. 576). To assess goodness-o - i , six indica o s we e u ilised: 𝑥2 (chi-squa e), 𝑥2𝑑𝑓 ⁄ (chi-squa e o deg ee o eedom a io), CFI (compa a i e i index), GFI (goodness-o - i index), TLI (Tucke –Lewis index), and RMSEA ( oo mean squa e e o o app oxima ion). A model i is conside ed good when indices ≥ 0.90, alues o 𝑥2/𝑑𝑓 a e be ween 2 and 5 and he alue o RMSEAs ≤ 0.08, as s a es Hai e al. (2010, p. 578). A e pe o ming Con i ma o y Fac o Analysis, i was ound ha he GOF s a is ics we e e y app oxima e o he h eshold o good- i : 𝑥2=543.101; 𝑑𝑓=144; p<0.001; 𝑥2/𝑑𝑓= 3.77; TLI=0.926; CFI=0.937; RMSEA=0.076; GFI = 0,893. 4.3.3 S uc u al Model Valida ion (Hypo hesis es ) The alidi y o he measu emen model was assessed using a SEM echnique ha checked causal co ela ions be ween la en a iables and es he hypo hesis. The esul s o he s anda dized coe icien es ima e o each cons uc o he ex ended TPB model a e s uc u ally ep esen ed by Figu e 3. Table 7 depic s he ele an SEM indica o s and summa izes hypo hesis esul s. As shown, ou o he se en p oposed hypo heses, wo we e no suppo ed by he da a. 29 No e: * p < 0.05, *** p < 0.001 Figu e 3 - S uc u al Ex ended TPB Model Table 7 - SEM esul s o ex ended TPB model Hypo hesis Coe icien s β z- alue P alue Suppo ed 1 EC → PI 0,840 5,431 0,000 YES 2 EC → ATT 0,767 11,321 0,000 YES 3 EC → SN 0,511 9,423 0,000 YES 4 EC → PBC 0.613 9,717 0,000 YES 5 ATT → PI 0.155 2,197 0,028 YES 6 SN → PI 0.063 -1,461 0,144 NO 7 PBC → PI 0.099 -1,784 0,074 NO 4.4 Impac o Demog aphic Va iables AS p e iously s a ed, his esea ch also aimed o iden i y which demog aphic segmen s a e p one o buying local. Hence, o in es iga e how he demog aphic a iables gende , age and occupa ion a ec pu chase in en ion, - es we e un o compa es he means be ween wo independen g oups. 4.4.1 Gende - es The independen - es ( able 8) ha compa ed he pu chase in en ion mean be ween emale and male esponden s showed a signi ican di e ence on in ensi y o pu chase in en ion among he wo g oups ( (482) = -4.249; p<0,05). The a e age pu chase in en ion o emale esponden s is signi ican ly highe (+7.75%) han he a e age pu chase in en ion o male esponden s, gi en ha INTMALE (M=3.873; 36 The p esen esea ch is limi ed also by he ques ionnai e in wo aspec s: he scale was adap ed om he o iginal e sion and ansla ed om English o Po uguese. Bo h p ocesses could ha e a ec ed he ou come o his s udy. In wha conce ns u u e s udies, he e a e a numbe o possible esea ch a enues. Fi s o all, his s udy’s limi a ion p o ides some di ec ions o u he esea ch. As his s udy uses a non-p obabilis ic sample, i would be bene icial i u u e s udies would u ilize a sampling me hod ha would allow o gene aliza ion o a wide con ex . Quali a i e esea ch o help unco e o he ac o s ha a e ele an o unde s and g een consump ion beha io in gene al and buy local in en ion in pa icula is also a p omising ou e. Fac o s such as sel -concep and iden i y, o example, may be use ul o unde s and wha ac o s igge en i onmen al conce ns and ela ed beha io s (Sha ma, Saha, S eedha an, & Paul, 2020). I would also be aluable ha u u e s udies could explo e ac o s ha in luence o he ypes o sus ainable consump ion beha io such as educing mea and dai y consump ion and ai a el. 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Appe i e . h ps://doi.o g/10.1016/j.appe .2015.09.017 Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impac o consume en i onmen al esponsibili y on g een consump ion beha io in China: The ole o en i onmen al conce n and p ice sensi i i y. Sus ainabili y (Swi ze land) . h ps://doi.o g/10.3390/su12052074 Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. (2014). Wha a ec s g een consume beha io in China? A case s udy om Qingdao. Jou nal o Cleane P oduc ion . h ps://doi.o g/10.1016/j.jclep o.2013.05.021 43 7 Appendix Appendix 1 – Ques ionnai e scale by Paul e al. (2016, p. 131) 44 Appendix II – Ques ionnai e 45