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An examination of the influences on ‘green’ mobile phone purchases among young business students: an empirical analysis

This article examines the determinants of eco-friendly electronic good consumption among students at a large Australian university who have been exposed to a marketing campaign, Mobile Muster. Empirical research generally shows younger consumers to be less concerned about the environment. Similar studies demonstrate that peer pressure has a large role to play. Accordingly, using the theories of reasoned action and planned behavior, this study examines subjective norms, attitudes, perceived control, environmental concern, altruism, risk aversion, price consciousness, involvement, branding, environmental knowledge, and their relationship with purchase intentions. It is the first study to examine these effects on the purchase of eco-friendly phones, a product of high personal relevance to these consumers. Mediation effects were also assessed. Results showed that subjective norms (friends/experts) can increase intentions and mediate the relationship between information and intentions. Involvement emerged as a significant influencer on intentions, presenting new findings for the literature. Moreover, higher levels of objective knowledge increased intentions. This supported the significant role of the Mobile Muster scheme in dispersing knowledge. These findings are of practical value to educators, allowing them to determine factors that influence consumer knowledge and norms with the aim of enabling students to form more ecological relevant purchase intentions.