An extended theory of green purchase behaviour: the gap between intended and actual behaviour

Public concern for the environment has increased in the past four decades (Kim and Choi 2005), leading to consumer demand for pro-environmental products and services. Research on the drivers of green consumption among Hispanic and other minorities is scarce (Lee 2008), focusing mainly on comparing Hispanics to other demographic groups in terms of environmental worldviews, knowledge or attitudes (e.g., Lynch, 1993; Noe and Snow, 1990; Whittaker et al. 2005). Little is known about whether these attitudes or concerns are translated into actual green consumption; this study intends to bridge that gap. People’s pro-environmental behaviors are often determined by what they know about the environment, how they feel about it, and what commitment they are willing to make (Maloney and Ward 1973). This notion is rooted in the cognition-affect-behavior (CAB) paradigm that has long been central to flow models of consumer behavior. In line with this paradigm, we propose a model that portrays a flow from environmental knowledge, green attitudes, and ecological affect, to green behavioral intent and actual green purchase behavior (Fishbein and Azjen 1975).The literature views increased environmental knowledge as an antecedent to more positive environmental attitudes (Chan 2001), but not necessarily to behavior. Conceptualized as beliefs about the environment (Banerjee and McKeage 1994) and environmental concern (e.g., Alwitt and Pitts 1996; Stone et al. 1995), pro-environmental attitudes were found to be associated with green consumers (Banerjee and McKeage 1994). In line with the CAB paradigm, which views attitudes as predicting affect and, in turn, actual behavior, the proposed model portrays positive relationship between environmental affect and behavior (e.g., Maloney & Ward, 1973; Chan and Lau, 2000). The literature indicates that the attitude-behavior relationship is stronger when the attitude considered is favorability toward performing a specific green behavior as opposed to attitudes toward general environmental issues (e.g., Hines et al. 1987). Additionally, previous studies showed significant positive relationship between ecological behavioral intention and actual behavior (e.g., Li, 1997; Maloney and Ward 1973; Schahn and Holzer, 1990).Survey data were collected from a convenience sample of 425 students of Hispanic ethnicity from a large Southeastern university. The survey included previously validated scales to measure environmental knowledge (Mohr, Eroglu and Ellen’s 1998), environmental attitude (Banerjee and McKeage’s 1994); Kim and Choi’s 2005), environmental affect (Maloney and Ward 1973), attitude toward green purchase (Taylor and Todd 1995), green purchase intention (Li 1997), and green purchase behavior (Kim and Choi 2005). Demographic data were also obtained.A structural equation modeling analysis was performed with modeling results indicating a satisfactory fit (x2 (933) = 1907.66, p < .001, CFI = .90, TLI = .90, RMSEA = .05, SRMR = .068). The values of CFI, TLI, RMSEA, and SRMR indicated that the proposed model adequately fitted the data. Results revealed that environmental knowledge was positively associated with environmental attitudes (β =.63), which in turn, was positively associated with attitude toward green purchase (β =.83), green purchase intention (β =.29) and green purchase behavior (β =.48). Additionally, environmental attitude was associated with environmental affect (β =.84), that was associated with green purchase intention (β =.44) and green purchase behavior (β =.48).Results confirm that the path between knowledge about the environment and green purchase behavior among young Hispanics is moderated by attitudes and emotional involvement with the issue. It confirms that behavioral intent is an antecedent to actual behavior. This study contributes to the literature on green consumption by examining the moderating effect of emotional involvement and attitude toward purchasing green. The model suggests that environmentally-friendly attitudes lead to green purchase behaviors via two possible paths. One is by activating “eco-affect” or the emotional involvement with environmental issues; the second path is through attitude towards purchasing green products. Although both paths were significant, the path that includes affect was found to be stronger. Results from this study have useful implications for marketers in terms of the type of message appeal that might resonate with the audience. Selecting between emotional appeal and the favorability of purchasing green products would activate different attitude-behavior mechanisms and should not be considered interchangeable.KeywordsEnvironmental AttitudeGreen ConsumptionEnvironmental KnowledgeStructural Equation Modeling AnalysisEmotional InvolvementThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

BackgroundNursing leaders and nurses play a significant role in promoting green healthcare practices in healthcare organizations. Therefore, it is essential to understand the mechanism through which leadership can affect the green behavior and creativity of nurses.AimsTo investigate the effects of transformational leadership and a green work climate on nurses’ behavioral intentions, actual green behavior, and green creativity.MethodsSelf-report questionnaires (nursing green transformational leadership, climate, behavior, and creativity) were used to gather data from 400 nurses.ResultsNurses’ perceptions of nursing green transformational leadership, climate, behavior, and creativity were all at acceptable levels. Regression analysis indicated that nurses’ green behavioral intentions, actual green behavior, and green creativity, as well as the green work climate, were positively affected by nursing green transformational leadership. The Sobel results showed that nursing green transformational leadership indirectly affected nurses’ green behavioral intentions, actual green behavior and green creativity through the mediating role of the green work environment. There was a moderating influence of the green work climate on the association between nurses’ green behavioral intentions and actual green behavior.ConclusionA green work climate had a mediating effect on the relationships among nursing green transformational leadership, nurses’ green behavioral intentions, actual green behavior and green creativity. Nurses’ green behavioral intentions positively affect their actual green behavior through the moderating effects of a green work climate.ImplicationNurse managers should be aware of the influence of leadership style and the green work climate as significant factors influencing the ability of nurses to engage in green behavior and foster their green creativity.Clinical trial numberNot applicable.

Purpose: The paper aims to understand how eco labels influence attitude towards green product purchases. The study progresses to analyze why attitude does not translate to actual purchase behavior even when eco labels transpire green information to customers'. This is done using the Theory of Planned Behavior (TPB) Design/methodology/approach: The study used partial least square structural equation modeling (PLS SEM) to analyze the statistical data. The TPB was used as the root model to understand the green purchase behavior and how eco labels with product attributes influence attitude towards green products. The variables of TPB namely attitude, subjective norms and perceived behavioral control contributed to the constellation of green product behavior. The questionnaire was distributed using convenience sampling method to 241 youths (university students). Findings: Firstly, the study successfully established the validity of TPB in the Indian context towards green products. It classifies the model on product, perception and actual level which adds to the better rendition for consumers' green behavior. Secondly, with the addition of eco labels and product attributes of green products improved the prediction power of TPB from 53.1% to 58.5%. Thirdly, eco labels and product attributes came out to be cardinal antecedents to harbor favorable attitude towards green products. The study also found the attitude was not translating to green purchase behavior and mandated further inquiry to the concern. Finally, the study vouches for gender neutrality while promoting green products. Research implications: Firstly, the study adds to the mounting evidences towards the applicability of TPB towards green product purchase in India. Secondly, the study addresses the importance of ecol labels and product attributes towards harboring favorable attitude towards green products. Finally, unfolds the nuances for the inability to translate attitude towards green purchase behavior. Managerial implications: Firstly, the study advances the indispensability of eco labels to promote green products. Firms can materialize on this dynamics of information dissemination through eco labels and promote sustainable attitude among consumers'. Secondly, the firms can understand the dynamics of consumer behavior and work accordingly to frame policies conducive towards translating attitude into green purchase behavior. Thirdly, the study strongly documents the need to market green products in a gender neutral manner. Originality: The study draws novelty on two prospects. Firstly, the study uses eco labels and product attributes as antecedents towards attitude. Secondly, the study also aims to determine the actual green purchase behavior using the TPB model. Thirdly, the study investigates the moderating role of gender towards green product behavior.

The study aims to explore the factors driving consumers' desire for environmentally friendly purchases and their impact on actual purchasing behavior. It uses a quantitative methodology, utilizing a structured questionnaire, to gather data from a diverse customer sample, reflecting the growing focus on green buying in both academic research and commercial operations. The study, involving 500 respondents from diverse demographic backgrounds and shopping habits, used structural equation modeling to analyze correlations among variables, revealing that numerous factors significantly influence green purchase intentions. The study reveals that environmental awareness and knowledge about sustainable practices are key predictors of green purchasing intention. Personal values and beliefs about environmental protection also positively influence green purchase intention. The study also examines the impact of green purchase intention on actual green purchase behavior, finding a strong positive relationship between consumers' intention to purchase green products and their environmentally responsible consumption practices. This research emphasizes the importance of understanding consumers' intentions in driving sustainable purchasing behaviors. It provides valuable insights for marketers and policymakers in developing effective strategies to promote green products and encourage environmentally conscious behaviors. By targeting the antecedents of green purchase intention, marketers can tailor their communication and promotional efforts to increase consumers' likelihood of making sustainable choices. The study also contributes to the existing body of knowledge by expanding our understanding of factors influencing green purchase intention and its impact on actual green purchase behavior. The findings highlight the importance of translating consumers' intentions to purchase eco-friendly products and emphasize the need to translate these intentions into actual behaviors.

PurposeThis paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).Design/methodology/approachThe research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.FindingsPLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.Research limitations/implicationsThere may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.Practical implicationsThis study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.Originality/valueThis research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

Green purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.

This study aims to explore the role of green purchase intention in green purchase attitude and the influence of corporate social responsibility on green purchase behavior. By conducting surveys on consumers, we collect data on their attitudes toward green purchases, green purchase intentions, corporate social responsibilities, and actual green purchase behaviors. Through structural equation modeling for data analysis, the study found that green purchase intention plays a mediating role between green purchase attitude and corporate social responsibility on green purchase behavior. Specifically, green purchase attitude and corporate social responsibility have a significant positive impact on green purchase behavior, and green purchase intention plays a partial mediating role between the two. This shows that consumers' green purchase intention plays an important role in deciding whether to make a green purchase, and the company's green purchase attitude and social responsibility have a positive impact on consumers' green purchase behavior. These research results have important guiding significance for enterprises to carry out green marketing and promote sustainable development.

PurposeAlthough much research has examined sustainable consumption, one key factor that has been rediscovered is religion. This study aims to include religiosity as a background variable to extend the theory of planned behavior in measuring the Pakistani youth’s green purchase intentions (GPI) and green purchase behavior (GPB) of energy-efficient home appliances.Design/methodology/approachBuilt on a positivist research philosophy and a deductive approach of a quantitative design, a convenience sample of 317 participants was approached via online forms. Partial least squares structural equation modeling was used to analyze both the measurement model and the structural model.FindingsThe results suggest that religiosity impacts consumers’ beliefs to maintain control over green behavior and perceived behavioral control (PBC), followed by sustainable attitudes (SA), beliefs that significant others endorse green behavior subjective norms (SN) and GPI. Besides, PBC, SN and SA impact GPI. Furthermore, GPI and PBC impact GPB. Finally, PBC, SN and SA mediate the religiosity and GPI link. However, the moderation effect of PBC on the link of GPI with GPB was not supported.Research limitations/implicationsThe model developed is specific to the Muslim population in Pakistan. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Pakistan or in other developing countries.Originality/valueThe current research advances the knowledge on the 2030 Agenda for sustainable development goal (SDGs) (Goal-12) by clarifying the mechanisms whereby religiosity impacts factors of sustainable consumption including SA, PBC and SN.

This study main objective is to analyze the emerging phenomenon of eco-friendly green environments in the domain of marketing. It is essential to increasing the market penetration of ecological products to get consumers to adopt a positive attitude toward green purchasing. Specifically, the study examined the role of green self-efficacy, subjective norms, and green purchase attitude in predicting the effect of intention in green purchase on the association among these factors and actual green purchase behavior. Data from 224 consumers with prior experience buying eco-friendly products is used. Results showed that subjective norms, green self-efficacy, and green purchase attitude important impact on intention to green purchase, which leads to predicted actual green purchase behavior. The mediation of intention toward green purchase was found to be partial. Therefore, this study suggests that interventions aimed at promoting green purchase behavior should focus on enhancing consumers' green self-efficacy, subjective norms, and green purchase attitude, as well as strengthening the intention-behavior relationship.

PurposeThe purpose of this paper is to investigate the relationships between environmental consciousness (ECO), green purchase attitude (GPA), green purchase intention (GPI), perceived customer effectiveness (PCE), green behaviour (GRB) and green purchase behaviour (GPB). Based on the statistical analyses, this paper offers some further research directions to advance the extant literature.Design/methodology/approachThe theoretical model is firmly grounded in extant literature. To test the study hypotheses, the authors have developed a survey instrument following a two-stage process. The constructs were first operationalized by the authors and then pre-tested by experts. Dillman’s (2007) guidelines were then followed to gather data. Finally, the theoretical model was tested using multivariate statistical tools.FindingsResults indicate that ECO has an influence on GPA and PCE; GPA has an influence on PCE and GRB; GPI has an influence on PCE; and GRB has an influence on GPB. Environmental benefit still ranks at the sixth position among eight product-selection criteria, as is evident from qualitative in-depth interviews indicating a primarily rationalistic and not an altruistic purchase approach. The gap in translation of ECO into GB and GPB can be attributed to costliness, non-availability with less variety, lack of brand reputation of green products and budget constraints for customers.Research limitations/implicationsThe study faces the limitation of generalizability of the results because it was carried out in a particular state in India; it may not be the perception of the country as a whole. The bias owing to social desirability, selective memory and telescoping with the use of self-reported data could also be a limitation for the current empirical study.Originality/valueThis study aimed to extend pro-environmental behaviour studies beyond developed countries and to empirically validate the models built on the theory of ECO leading to GPB, especially for India, a rising market. A novel approach to empirically discuss the situational and market factors will provide a much-needed thrust for research on these lines.

This study examines the green purchase awareness of Philippine youth consumers and its influence on green purchase intention and, ultimately, their green purchase behaviour. The study used the theory of planned behaviour as a conceptual framework. The research used an online five-point Likert scale questionnaire and gathered data from accounting and business students in the Philippines; data were collected from 923 usable respondents and then validated and analysed using structural equation modelling (SEM). The findings suggest that respondents’ awareness of environmental degradation’s consequences influences green purchase intention and positively mediates green purchase behaviour. The attitudes, norms, and respondents’ perceived behavioural control represent the environmental awareness beliefs; they positively and significantly contributed to green purchase intention, which contributed to green purchase behaviour. The study is original in that it examines the applicability of the theory of planned behaviour in the context of the Philippines, which has legislative backing for environmental awareness among the citizens. It also investigates the extent to which subjective norms can influence personal behavioural control and mediate towards green purchase intention. The findings contribute to the Philippine setting; however, it is extensible with further research on emerging nations that share societal cultures. The data obtained sufficiently explain the phenomenon using the theory of planned behaviour; combining it with Hofstede’s model of societal culture can increase explanatory power for societal-based studies on purchase intention and behaviour. In a high-power distance and collective societal-cultural setting, findings support the argument that environmental awareness contributes to green purchase intention and buyer behaviour. The proactive stance of making the population aware of the environmental effects is noticeable. However, they provide a low-level explanation of their intention to purchase green products and a medium-level explanation of translating purchase intention to purchase behaviour. Hence, we recommend the government review their approach to making people environmentally aware, which measurably translates into green purchasing intention and purchasing behaviour.

Purpose This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of antecedents that aid Indian marketers in designing promotional and advertising strategies. Design/methodology/approach A non-probability criterion-based sampling technique was used in collecting the data across Hyderabad city of Telangana region through online survey technique. The respondents were the customers who were attracted towards green and eco-friendly products. A total of 129 responses were received. SPSS v26 software was used to conduct the descriptive analysis, and the two-step analysis approach of the measurement and structural model was conducted in SmartPLS. Findings Results indicate that interpersonal influence has a greater direct influence on green purchase behaviour (GPB); altruism’s influence on green purchase intention (GPI) and GPB is through environmental attitude (EA) and green awareness (GA). EA has a significant influence on GA and green behaviour (GB). The GA and GB individually act as potential mediators between EA and green consumption behaviour (GCB) variables. Perceived environmental knowledge (PEK) does not influence GPB directly or indirectly. Altruism still ranks at the fifth position among the six antecedents, indicating reciprocal determinism and not an altruistic purchase approach in the Telangana region. Social implications The results of this study may be used by government agencies and policymakers to launch awareness campaigns aimed at educating the public and encouraging green buying practices among broader societal segments. These kinds of programmes could lessen the harm that inconsiderate consumption habits do to the environment and to society, increase the green behaviour practices like planting trees, and recycling, and also increase the consumer’s PEK. Originality/value To the best of the authors’ knowledge, the present study is the first to apply reciprocal deterministic theory along with theory of planned behaviour to predict Indian GCB and address the attitude-behaviour gap. Moreover, to the best of the authors’ knowledge, this is the first study to investigate together the direct and indirect influence of altruism, interpersonal influence and perceived environmental knowledge on green purchase behaviour. Given the growing trend of consumers adopting an eco-friendly mind-set, a novel approach to empirically discuss the behavioural and personal factors will give research the much-needed boost it needs.

In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK

Sustainability of the environment is one of the major issues both in developed and developing countries. There is an abundance of studies on green buying behavior. However, a few have studied the mediating role of green buying behavior. Thus, we have developed a new model that has five direct and three mediating relationships. This empirical research has used a snowball sampling technique for collecting the data. We distributed 400 questionnaires and received 377 valid responses. The study has used Smart PLS software for data analysis, including reliability, validity, and generating measurement and structural models. We found that green brands, green identification, and social influence are significant predictors of green buying behavior. Further, we find that the green brand image and green buying behavior promote green satisfaction. The results also suggest that green buying behavior mediates (1) green image and green satisfaction, (2) social influence and green buying behavior, (3) self-identification, and green satisfaction. We also found that consumers have a favorable attitude towards green buying behavior. However, there is a huge gap in consumers’ attitudes and actual buying behavior. Thus, marketers and practitioners need to develop strategies that would translate a favorable attitude toward actual buying behavior.