Cultural and Generational Differences in Predicting Green Consumption: A Mediated Moderation Model

Abstract

This study aimed to examine the effects of the antecedents of the theory of planned behaviour and environmental concern on green purchase intention. It also examines the mediating role of attitude and the moderating roles of generation and culture in these relationships. The study collected primary data from 446 international students at Tekirdağ Namık Kemal University using an online survey. As a result of structural equation modelling, it was determined that attitude, subjective norms, perceived behavioural control and environmental concern increased green purchase intention. In addition, it was determined that attitude partially mediated the relationship between environmental concern and green purchase intention and that this relationship was stronger in Western culture.