You reap what you sow: The role of Karma in Green purchase

In line with the growing popularity of the green economy in recent years, green marketing is also gaining more prominence in the academic world. One interesting research direction in this area is the role of religion in the consumption of green products. This is the first study that investigates the...

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Autores principales:	Chairy Chairy, Jhanghiz Syahrivar
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	karma spirituality long-term orientation green purchase intention Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d9b70e02a93a41ca9140af491c388aae
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spelling	oai:doaj.org-article:d9b70e02a93a41ca9140af491c388aae2021-12-02T18:23:58ZYou reap what you sow: The role of Karma in Green purchase2331-197510.1080/23311975.2020.1798066https://doaj.org/article/d9b70e02a93a41ca9140af491c388aae2020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1798066https://doaj.org/toc/2331-1975In line with the growing popularity of the green economy in recent years, green marketing is also gaining more prominence in the academic world. One interesting research direction in this area is the role of religion in the consumption of green products. This is the first study that investigates the role of “Karma” in the green purchase intention of Buddhist minority in Indonesia—most of them are Chinese descent. Karma, a doctrine most prominent in Buddhism, is the belief that one’s deeds in the present will influence his or her fate in the future or in the next life. In this study, spirituality and long-term orientation were predicted to mediate the relationship between karma and green purchase intention. For this study, we gathered 148 Indonesian Buddhists. We employed Composite Confirmatory Analysis via ADANCO PLS-SEM software to analyse the hypotheses and derive our conclusion. The results of this study reveal that 1) karma has a positive effect on green purchase intention, 2) There is a partial mediation of spirituality in the relationship between karma and green purchase intention and, 3) Karma has a positive effect on spirituality and long-term orientation. Theoretical contribution as well as managerial implications of this study, especially for green marketing practitioners targeting Buddhist consumers, are discussed.Chairy ChairyJhanghiz SyahrivarTaylor & Francis Grouparticlekarmaspiritualitylong-term orientationgreen purchase intentionBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	karma spirituality long-term orientation green purchase intention Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	karma spirituality long-term orientation green purchase intention Business HF5001-6182 Management. Industrial management HD28-70 Chairy Chairy Jhanghiz Syahrivar You reap what you sow: The role of Karma in Green purchase
description	In line with the growing popularity of the green economy in recent years, green marketing is also gaining more prominence in the academic world. One interesting research direction in this area is the role of religion in the consumption of green products. This is the first study that investigates the role of “Karma” in the green purchase intention of Buddhist minority in Indonesia—most of them are Chinese descent. Karma, a doctrine most prominent in Buddhism, is the belief that one’s deeds in the present will influence his or her fate in the future or in the next life. In this study, spirituality and long-term orientation were predicted to mediate the relationship between karma and green purchase intention. For this study, we gathered 148 Indonesian Buddhists. We employed Composite Confirmatory Analysis via ADANCO PLS-SEM software to analyse the hypotheses and derive our conclusion. The results of this study reveal that 1) karma has a positive effect on green purchase intention, 2) There is a partial mediation of spirituality in the relationship between karma and green purchase intention and, 3) Karma has a positive effect on spirituality and long-term orientation. Theoretical contribution as well as managerial implications of this study, especially for green marketing practitioners targeting Buddhist consumers, are discussed.
format	article
author	Chairy Chairy Jhanghiz Syahrivar
author_facet	Chairy Chairy Jhanghiz Syahrivar
author_sort	Chairy Chairy
title	You reap what you sow: The role of Karma in Green purchase
title_short	You reap what you sow: The role of Karma in Green purchase
title_full	You reap what you sow: The role of Karma in Green purchase
title_fullStr	You reap what you sow: The role of Karma in Green purchase
title_full_unstemmed	You reap what you sow: The role of Karma in Green purchase
title_sort	you reap what you sow: the role of karma in green purchase
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/d9b70e02a93a41ca9140af491c388aae
work_keys_str_mv	AT chairychairy youreapwhatyousowtheroleofkarmaingreenpurchase AT jhanghizsyahrivar youreapwhatyousowtheroleofkarmaingreenpurchase
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You reap what you sow: The role of Karma in Green purchase

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