Abstract

Building on the contentions of theory of reasoned action, current study hypothesized and tested the direct impact of environmental beliefs on green purchase intentions. In addition, the mediating role of environmental concern between environmental beliefs and green purchase intentions is also explored. Quantitative research design with survey method was adopted to collect data from respondents. Structural Equation Modeling (SEM) technique was used to gauge the model fit and to test the hypothesized associations. The results reveal that environmental beliefs are positively related to green purchase intentions. Moreover, environmental concern mediate the relationship between environmental beliefs and green purchase intentions. Managerial implications and future research directions are corroborated at the end of the paper.

Highlights

  • The notion of green marketing and green consumptions came in to existence when rapid changes in the environment in the form of global warming, unavailability of clean water, changing weather conditions, degradation of land, damage to ozone layer, reduction of flora & fauna and increasing pollution are recognized and subsequently concern was expressed by the consumers (Manget, Roche, & Munnich, 2009)

  • The argument is supported by many recent studies in which the authors are continuously highlighting a gap between predicted and actual demand of the green products in the real markets (Barbarossa & Pastore, 2015; Gleim et al, 2013)

  • The conceptual model was developed based on the theory of reasoned action and tested by using the Structure Equation Modeling bootstrapping technique

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Summary

Introduction

The notion of green marketing and green consumptions came in to existence when rapid changes in the environment in the form of global warming, unavailability of clean water, changing weather conditions, degradation of land, damage to ozone layer, reduction of flora & fauna and increasing pollution are recognized and subsequently concern was expressed by the consumers (Manget, Roche, & Munnich, 2009). Green Marketing includes marketing processes and activities of developing and selling products and services based on environmental benefits (Chen, 2010; Grewal & Levy, 2008). Increasing pressure from consumers along with international regulatory bodies have made a large number of firms to revisit their business models in order to incorporate the green marketing elements (Grimmer & Woolley, 2014; Pagiaslis & Krontalis, 2014; Straughan & Roberts, 1999). Many business firms start offering green products by recognizing it an aggressive move to take a competitive advantage in the market place (Chen & Chang, 2013; Luo & Bhattacharya, 2006). Several organizations spent millions of dollars on the development, selling and on promotional campaigns of green products

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