Dissertations, Theses and Capstone Projects

Date of Award

Spring 2014

Degree Type


Degree Name

Doctor of Business Administration (DBA)



First Advisor

Dr. Joe Hair

Second Advisor

Dr. Victoria Crittenden

Third Advisor

Dr. Armen Tashchian


Environmentally friendly products have been available since the 1970s receiving both praise and skepticism on the part of consumers. More recently, product focus has shifted towards a product‘s social, economic, and environmental concerns (sustainable products). While consumers admit they would buy sustainable products, this behavior is currently not occurring at the point of purchase. This research contributes to the existing literature by further exploring why a consumer‘s likelihood to purchase sustainable products is not translated into actual sales. Based on an extensive review of the extant literature a theoretical model was developed and tested using an online survey distributed to employees from a Mid-Western community college. The results will be analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The study contributes to the literature by answering calls from Henry (2009) to use social cognitive theory (Bandura, 1986) and Grant, Franklin, and Langford (2002) to use the Self-Reflection and Insight Scale in a research realm outside of psychology. Moreover, this research tests eco-labels as a antecedent of willingness-to-pay as called for by Laroche, Bergeron, and Barbaro-Forleo (2001). Other contributions of this study include extending the research examining sustainable consumption and using self-efficacy as a mediator. In summary, this research tests a theoretical model to gain insights into the factors influencing likelihood to purchase sustainable products. Overall, sustainability perceptions are strong predictors of likelihood to purchase sustainable products, explaining 63% of the variance.

Included in

Marketing Commons