Is the green product greener if it comes from abroad? Mediating effects of country of origin-based superiority/inferiority perception
Despite the growing interest in green product consumption, existing literature offers limited insight into the consumer's favorable or unfavorable attitude toward domestically produced green products compared to their foreign counterparts, particularly in the context of emerging markets. Throug...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-12-01
|
| Series: | Sustainable Futures |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825006677 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Despite the growing interest in green product consumption, existing literature offers limited insight into the consumer's favorable or unfavorable attitude toward domestically produced green products compared to their foreign counterparts, particularly in the context of emerging markets. Through the social identity and system justification lenses, this study addresses the mentioned gap by investigating whether the country of origin of a green product mediates the relationship between green product perceived quality and purchasing intention. Data was collected from 148 participants from four Tecnologico de Monterrey campuses (Puebla, Tampico, Hidalgo, and Queretaro) in Mexico and analyzed using partial least square - structural equation modeling (PLS-SEM) to assess the existence of mediation effect. The findings confirm the consumer's favorable attitude toward products from foreign countries of origin and illustrate that country-of-origin-based perceptions mediate the relationship between perceived green product quality and purchasing intention. These results contribute to the theoretical understanding of green consumption in emerging markets and offer practical implications. The study concludes with recommendations for future research venues. |
|---|---|
| ISSN: | 2666-1888 |