Highlighting That Green Products Derive From Waste
Which Is the Effect on Consumer Behavioral Intention?
Bibliographic Data
| ID | 22418522 |
|---|---|
| Authors | Rosa Maria Dangelico (0000-0002-9862-1774, Department of Mechanics, Mathematics, and Management Politecnico di Bari Bari Italy), Luca Fraccascia (0000-0002-6841-9823, Department of Computer, Control, and Management Engineering “Antonio Ruberti” Sapienza University of Rome Rome Italy, corresponding author) |
| Year | 2026 |
| Publication date | 2026-03-15 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Business Strategy and the Environment (JOURNAL) |
| Journal identifiers | ISSN: 0964-4733 • E-ISSN: 1099-0836 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/bse.70720 |
| OpenAlex | W7136303570 |
| Language | EN |
| References cited | 89 |
In the current market landscape, many innovative eco‐friendly materials are being developed. Plant‐based leather is being used recently in the production of fashion accessories. Based on the rational perspective in explaining sustainable consumer behavior, this study investigates the effect of green perceived utility, perceived performance, and general risks on the purchase intention and the willingness to pay more for fashion accessories made of plant‐based leather, exploring whether emphasizing the origin of the materials as waste has a negative or positive effect on consumers' behavioral intentions. Results show that the positive effect of green perceived utility overcomes the negative ones of perceived risks. When consumers are informed that the materials are industrial waste, their perception of the product's environmental benefits significantly increases, although there is not a significant increase in perceived risks. Accordingly, providing such information indirectly increases the purchase intention and the willingness to pay more for these products.
Consumer behaviour · Perception · Risk perception · Sustainability · Willingness to pay · Environmental Sustainability in Business · Food Waste Reduction and Sustainability · Sustainable Supply Chain Management
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How to SHIFT Consumer Behaviors to be More Sustainable
Attention by design
Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y
Redefining marketing strategies through sustainability
Green products from industrial symbiosis
Investigating the antecedents of consumer behavioral intention for sustainable fashion products
Willingness to Pay for Eco‐Certified Refurbished Products
Driving the change
| Citation velocity | historical |
|---|---|
| Highly cited | No |