Research on strategy optimization of sustainable development towards green consumption of eco-friendly materials

2.1 Carbon footprint on user satisfaction

In recent years, the environmental impact of business activities has become a major concern for both consumers and businesses. One of the key ways in which businesses reduce their environmental impact is by reducing their carbon footprint. However, little is known about how a company's carbon footprint affects user satisfaction. Carbon footprint is the number of greenhouse gases (GHGs) emitted by a company, product, or service over its lifecycle. Carbon footprint includes emissions of carbon dioxide (CO2), methane (CH4), nitrous oxide (N2O), and other GHGs (Avotra and Nawaz, 2023; Dar et al., 2022; Nawaz et al., 2021). A company's carbon footprint is influenced by its energy consumption, transportation, manufacturing processes, and waste management. User satisfaction is the degree to which a product or service meets or exceeds the expectations of users. User satisfaction is influenced by various factors such as quality, performance, usability, reliability, and affordability. User satisfaction is a key driver of customer loyalty, brand image, and business performance (Gómez-Cruz et al., 2020). Research shows that a company's carbon footprint has a significant impact on user satisfaction. Consumers are becoming increasingly environmentally conscious and are more likely to choose products and services that have a lower carbon footprint (Xia et al., 2022). Companies that have a high carbon footprint are perceived as being less environmentally, in brand image and reputation. This perception leads to decreased user satisfaction and reduced customer loyalty. Several studies have investigated the impact of the carbon footprint on user satisfaction in different industries. A study by Marcon et al., (2022) found that consumers' willingness to pay for eco-friendly products increased as their environmental consciousness increased. The study also found that a product's eco-friendliness had a positive impact on user satisfaction and purchase intention. Similarly, a study by Singh et al., (2020) found that consumers' perception of a company's environmental responsibility positively affected their satisfaction with the company's products and services. The study also found that companies that actively promoted their environmental initiatives had a higher level of user satisfaction.

2.2 Carbon footprint and common prosperity

Carbon footprint is the amount of greenhouse gases, mainly carbon dioxide, emitted by human activities. As the world faces the consequences of climate change, reducing its carbon footprint has become an important issue. The impact of the carbon footprint on common prosperity is an area of concern for policymakers, researchers, and businesses. The carbon footprint has a significant impact on the common prosperity of society (Huo et al., 2021, 2020). Several studies have examined the relationship between carbon footprint and economic growth. According to (Zhou et al., 2019), reducing carbon emissions leads to long-term economic growth, and sustainable development improves common prosperity. Additionally, the study suggests that green innovation is a driver of economic growth while reducing carbon emissions. Research has also found that reducing carbon footprint leads to better public health outcomes. A study by (Opoku et al., 2022) found that reducing air pollution caused by carbon emissions reduces the incidence of respiratory and cardiovascular diseases, which improves common prosperity. Similarly, reducing carbon emissions from transportation reduces traffic congestion, leading to less time spent commuting, which leads to better mental health outcomes (Barton, 2020). Furthermore, reducing carbon emissions creates job opportunities and improves social equity. According to Rosenbloom (2020), transitioning to a low-carbon economy creates new job opportunities in renewable energy and energy-efficient technology. The study also found that low-carbon policies reduce income inequality and improve social equity. On the other hand, some studies have suggested that reducing carbon emissions has economic impacts in the short term. According to Xie & Jamaani, (2022), carbon taxes lead to a reduction in economic growth in the short term, but the long-term benefits of reduced carbon emissions outweigh the short-term costs.

2.3 Green consumption behavior and user satisfaction

According to the theory of planned behaviour, consumer attitudes toward a product or service influence their purchasing intentions and behaviour (Valentin and Hechanova, 2023). Therefore, if consumers have a positive attitude towards green products, they are more likely to engage in green consumption behaviour. Previous studies have also suggested that green consumption behaviour has a positive impact on user satisfaction (Valentin and Hechanova, 2023). Liao & Chuang, (2022) surveyed consumers and found that green consumption behaviour positively affects user satisfaction. Similarly, Lu et al., (2021) found that green consumption behaviour has a positive impact on user satisfaction among consumers. Moreover, the study by Lu et al., (2022) on consumers found that green consumption behaviour has a significant positive impact on user satisfaction, which is mediated by the perception of product quality.

2.4 Green consumption behavior and common prosperity

Green consumption behaviour refers to the purchase and use of environmentally friendly products and services to reduce environmental impacts. As awareness of the importance of sustainability grows, green consumption behaviour has become more common. Green consumption behaviour has gained traction as people become more aware of the impact their actions have on the environment (Cheah and Aigbogun, 2022). This behaviour is often driven by environmental concerns, as people seek to reduce their carbon footprint and preserve natural resources. Research shows that green consumption behaviour is influenced by factors such as individual values, social norms, and marketing strategies (Nekmahmud et al., 2022). Common prosperity refers to the idea that economic growth should benefit everyone in society, not just a select few. It encompasses not only economic prosperity but also social and environmental well-being. Green consumption behaviour impacts common prosperity in several ways. Green consumption behaviour has a positive economic impact by driving demand for environmentally-friendly products and services. This led to the growth of green industries, job creation, and increased economic activity (Yeow and Loo, 2022). In addition, companies that prioritize sustainability are often seen as more trustworthy and socially responsible, which leads to increased customer loyalty and brand value (Vijayan et al., 2023). Green consumption behaviour also has a positive social impact by promoting sustainability and reducing environmental impacts. This leads to improved public health, as well as social and environmental justice (Hansen & Schrader, 2020). Additionally, green consumption behaviour fosters a sense of community and shared values, as people come together to promote sustainability (Takahashi, 2021). The primary goal of green consumption behaviour is to reduce environmental impacts. By purchasing and using environmentally friendly products and services, people reduce their carbon footprint and preserve natural resources. This leads to a more sustainable future and a healthier planet for future generations (Hansen & Schrader, 2020).

2.5 Eco-friendly products and common prosperity

The world is currently facing numerous environmental challenges such as climate change, resource depletion, and pollution. One way of addressing these challenges is by promoting the use of eco-friendly products. Eco-friendly products are those that are manufactured using sustainable materials and processes and have a minimal environmental impact during their use and disposal (Nassar et al., 2021). Eco-friendly products have a positive impact on the environment. For instance, a study by (Han, 2020; Pahlevi and Suhartanto, 2020) found that eco-friendly products have lower carbon footprints compared to conventional products. Eco-friendly products are also manufactured using sustainable materials such as bamboo, which are renewable and have a minimal environmental impact during their production(Chi, 2022). Additionally, eco-friendly products are designed to be energy-efficient, which reduces the amount of energy required for their use. Eco-friendly products have a positive impact on the economy. For example, a study by Su et al., (2021) found that eco-friendly products have a positive effect on the competitiveness of firms. Eco-friendly products also create new market opportunities and increase the demand for sustainable products, leading to the growth of green industries (Lee et al., 2022). Furthermore, the adoption of eco-friendly products has the potential to reduce costs for firms in the long run, as they require less energy to operate and are more durable than conventional products. Eco-friendly products have a positive impact on society. The adoption of eco-friendly products promotes sustainability and encourages individuals to make environmentally conscious choices (Thorisdottir and Johannsdottir, 2020).

2.6 Eco-friendly products and user satisfaction

Environmental sustainability has gained significant attention in recent years due to the global climate crisis. The growing concern for the environment has led to the development and promotion of eco-friendly products. These products are designed to reduce environmental impact and promote sustainable living. While there is a growing body of research on the impact of eco-friendly products on the environment, there is limited research on how these products impact user satisfaction (Baumeister et al., 2022). Environmental concerns have become an essential aspect of society, leading to an increased demand for eco-friendly products. Eco-friendly products are products that are designed to have minimal impact on the environment, reduce waste, and promote sustainable living (Ali et al., 2021; An et al., 2021; Yingfei et al., 2021). These products include recyclable and biodegradable materials, energy-efficient products, and sustainable packaging. The increasing concern for the environment has led to the development of eco-labels to certify eco-friendly products (Chatterjee et al., 2023). Several studies have examined the impact of eco-friendly products on user satisfaction. The study attributed this to the feeling of moral satisfaction and a sense of social responsibility associated with using eco-friendly products. Additionally, eco-friendly products are often perceived to be of higher quality and better for health (Peck et al., 2022). This perception of higher quality and better health leads to increased user satisfaction. However, the impact of eco-friendly products on user satisfaction is not always straightforward. The impact of eco-friendly products on user satisfaction depends on the level of knowledge and involvement of the consumer. The study found that consumers with a high level of knowledge and involvement in environmental issues were more satisfied with eco-friendly products than those with a low level of knowledge and involvement (Xie et al., 2023). Additionally, the study found that eco-friendly products lead to decreased user satisfaction if they are less effective or convenient than non-eco-friendly alternatives.

2.7 Green consumption behavior as a mediator

In recent years, there has been a growing concern about the impact of the carbon footprint on the environment. As a result, many consumers have started to engage in green consumption behaviours to reduce their carbon footprint. Although there has been a lot of research done on the connection between environmentally conscious purchasing and customer happiness, relatively little is known about the role that environmentally conscious purchasing plays as a mediator in the connection between carbon footprint and customer happiness (Xiong et al., 2022). The entire amount of greenhouse gas emissions that are emitted to the environment as a result of human activity is referred to as a community's “carbon footprint.” Transport, utilizing power, and the purchase and use of products and services are examples of these activities. It has been determined that a major factor in climate change and global warming is the carbon footprint (Lee et al., 2022). Green consumption behaviour refers to the actions taken by individuals to reduce their carbon footprint. These behaviours include the use of eco-friendly products, recycling, reducing energy consumption, and using public transportation. Green consumption behaviour is driven by environmental concerns, social norms, and personal values (Saari et al., 2021). User satisfaction refers to the degree to which consumers are satisfied with a product or service. User satisfaction is an important factor in determining consumer behaviour and brand loyalty. The satisfaction of consumers is influenced by various factors, including product quality, price, and environmental impact (Prieto-Sandoval et al., 2022).

Green consumption behaviour refers to consumer actions that reduce environmental harm and promote sustainable production and consumption (Huang et al., 2022). Green consumption behaviour includes actions such as recycling, using public transport, and buying environmentally friendly products. Common prosperity refers to a society where individuals, communities, and nations all benefit from sustainable and inclusive economic growth (ElHaffar et al., 2020). The concept of common prosperity recognizes the importance of balancing economic development and social well-being. Several studies have suggested that green consumption behaviour mediates the relationship between carbon footprint and common prosperity. For instance, (Huang et al., 2022) found that green consumption behaviour mediates the relationship between carbon footprint and common prosperity in China. Similarly, (Chen-Glasser et al., 2023) found that green consumption behaviour mediates the relationship between carbon footprint and common prosperity. Green consumption behaviour has also been found to have a moderating effect on the relationship between carbon footprint and common prosperity.

2.8 Eco-friendly products as a mediator

Environmental issues are one of the most pressing concerns of the modern era, and various efforts are being made to address them. One such effort is the promotion of eco-friendly products, which are designed to reduce the carbon footprint of consumers. This literature review aims to explore the mediating role of eco-friendly products in the relationship between carbon footprint and common prosperity. A carbon footprint is a measurement of the quantity of emissions of greenhouse gases that are generated by anthropogenic activities, such as energy generation, the transportation of people and goods, and the operations of manufacturing plants (Thorisdottir and Johannsdottir, 2020). The concept of carbon footprint has gained significant attention due to its adverse effects on the environment, including climate change, air pollution, and natural resource depletion. Common prosperity is an economic development model that aims to achieve shared growth and benefits for all members of society (Rowan et al., 2022). The concept emphasizes the importance of addressing inequality, poverty, and environmental degradation to achieve sustainable and equitable economic growth. Eco-friendly products are goods and services that are designed to reduce their impact on the environment. These products typically use renewable resources, reduce waste and emissions, and promote sustainable production and consumption. Several studies have investigated the mediating role of eco-friendly products in the relationship between carbon footprint and common prosperity. Caspi & Perlman, (2022) found that eco-friendly products played a significant mediating role in the relationship between carbon footprint and sustainable consumption behaviour.

Carbon footprint refers to the total amount of greenhouse gas emissions, including carbon dioxide, methane, and nitrous oxide, generated by a product throughout its life cycle, from production to disposal. The carbon footprint has become an important indicator of a product's environmental impact, and consumers' awareness of this indicator has increased in recent years (Piedrahita-Rodríguez et al., 2023). Studies have shown that consumers' environmental concerns are positively related to their willingness to purchase eco-friendly products (Ly, 2023). Eco-friendly products are products that have a lower environmental impact than conventional products. These products are made with environmentally friendly materials, use less energy, emit fewer greenhouse gases, and have a smaller carbon footprint. Previous studies have shown that consumers' satisfaction with eco-friendly products is influenced by various factors, including the product's quality, price, and design (Xie et al., 2023).

2.9 Conceptual framework and hypothesis development

The conceptual diagram shows that the carbon footprint of a company or organization has an impact on user satisfaction and common prosperity. This impact is mediated by the green consumption behaviour of the consumers and the use of eco-friendly products. The more a company or organization reduces its carbon footprint, the more it positively affects user satisfaction and common prosperity. Green consumption behaviour and the use of eco-friendly products act as a mediator in this relationship. Consumers who have a green consumption behaviour and prefer eco-friendly products are more likely to be satisfied with companies or organizations that have a low carbon footprint, leading to common prosperity. Thus based on the literature review we developed the following hypothesis and conceptual framework which is shown in Fig. 1.(See Figs. 2 and 3).

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Fig. 1

Conceptual Framework.

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Fig. 2

Measurement Model.

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Fig. 3

Structural Model.

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H1: Carbon footprint has a significant and positive impact on user satisfaction.

H2: Carbon footprint has a significant and positive impact on common prosperity.

H3: Green consumption behaviour has a significant and positive impact on user satisfaction.

H4: Green consumption behaviour has a significant and positive impact on common prosperity.

H5: Eco-friendly products have a significant and positive impact on user satisfaction.

H6: Eco-friendly products have a significant and positive impact on common prosperity.

H7: Green consumption behaviour mediates the relationship between carbon footprint and user satisfaction.

H8: Green consumption behaviour mediates the relationship between carbon footprint and common prosperity.

H9: Eco-friendly products mediate the relationship between carbon footprint and user satisfaction.

H10: Eco-friendly products mediate the relationship between carbon footprint and common prosperity.

4.1 Reliability and validity

4.2 Cronbach alpha

Cronbach's alpha is a measure of internal consistency and reliability for a set of questions or measures used to assess a single concept in a research project. It indicates how closely connected the elements of a scale or measure are and how accurately they assess the same underlying construct. A Cronbach's alpha value of 0.7 or higher is widely considered to indicate good internal consistency and reliability. Cronbach alpha values are shown in Table 2.

4.3 Discriminant validity

The degree to which two or more of the constructs in a research model may be distinguished from one another is measured by the discriminant validity of the model. It shows to what extent the items or measures that are meant to test one construct are measuring a different construct that is part of the model. The square root of the average variance extracted (AVE) for each construct is compared to the correlations between the multiple elements using the Fornell-Larcker criterion. To validate the discriminant ability of a model, it is necessary to demonstrate that the square root of the AVE for a given construct has a value that is higher than the correlation between that construct along the other constructs in the model. The findings on the discriminant validity are presented in Table 3.

One such technique is the Heterotrait-Monotrait (HTMT) ratio of correlations, which is available in Smart PLS 4. With this approach, the correlation between two constructs is compared to the correlation between the constituent parts of each construct. The HTMT ratio is used to assess whether discriminant validity has been established by comparing it to 0.9. Table 4 displays the HTMT results.

4.4 Coefficient of determination and Q2

In a regression model, the amount of variation in the dependent variable assigned to the independent variables is shown statistically by the coefficient of determination, commonly known as R-squared. The R-squared statistic serves as a representation of this percentage. R squared values vary from 0 to 1, with higher values reflecting a greater ability of the independent variables to explain the variation in the dependent variable. The table below contains R-squared values. The relevance of a model's predictions in the future is measured by Q2, on the other hand. It shows how well a model anticipates fresh observations that weren't taken into account during the phase of the model's development when those observations were acquired. Q2′s values are anywhere between −1 and 1, with larger values indicating that the model is more predictive. Table 5 displays the R2 and Q2 values.(See Tables 6 and 7).

4.5 Structural model

The H1 relationship's findings, which indicated that a company's carbon footprint has a significant and favourable impact on customer satisfaction, support this hypothesis (t = 1.710, P = 0.040). According to the H2 relationship's findings, the hypothesis that carbon footprint has a large and favourable impact on overall prosperity is accepted (t = 7.350, P = 0.000). According to the H3 relationship's findings, green consumption practices have a large and favourable impact on consumer satisfaction (t = 17, 210, P = 0.000). According to the H4 relationship's findings, green consumption practices have a significant and favourable impact on overall prosperity (t = 11.831, P = 0.000). According to the H5 relationship's findings, eco-friendly items have a significant and favourable impact on customer satisfaction (t = 2.090, P = 0.020). According to the H6 relationship's findings, the hypothesis that eco-friendly items have a considerable and favourable impact on overall prosperity is accepted (t = 5.220, P = 0.000).

To determine if it mediated the relationships between Carbon Footprint and User Satisfaction, Carbon Footprint, and Common Perspective, and Carbon Footprint and Common Perspective, the mediating effect of green consumption behavior was examined (β = 0.045, t = 2.090, p 0.020: β = 0.119, t = 4.150, p = 0.000). It was determined whether the associations between Carbon Footprint and User Satisfaction, Carbon Footprint, and Common Viewpoint were mediated by the use of eco-friendly items (β = 0.395, t = 10.24, p 0.000: = 0.307, t = 8.570, p = 0.000).

6.1 Limitations and future directions

Despite the theoretical and practical implications of this study, some limitations must be acknowledged. Firstly, this study relied on self-reported measures of user satisfaction, green consumption behaviour, and eco-friendly products, which may be subject to bias and may not accurately reflect actual behaviour. Additionally, this study focused solely on the mediating role of green consumption behaviour and eco-friendly products and did not consider other potential mediators that may impact the relationship between carbon footprint and user satisfaction. Furthermore, this study focused primarily on the consumer perspective and did not consider the perspective of businesses or other stakeholders. Future research should consider the perspectives of different stakeholders and examine how different actors work together to promote sustainability and reduce carbon footprint. Future research can also investigate the moderating role of demographic factors, such as age, gender, and income, in the relationship between carbon footprint, green consumption behaviour, and user satisfaction. Additionally, future studies can examine the role of different types of eco-friendly products, such as recyclable and biodegradable products, in promoting sustainable consumption behaviour and user satisfaction. Another potential avenue for future research is to explore the impact of different types of environmental messaging on consumer behaviour and attitudes. For example, researchers could examine the effectiveness of different types of messaging, such as fear-based messaging or positive messaging, in promoting sustainable behaviour.