From intention to action: How environmental setback perception mediates green purchase behaviour

Abstract

This research explores the interaction between perceptions of environmental degradation during the pandemic and their subsequent effect on eco-conscious purchasing activities. This study constructs a theoretical framework by combining insights from established behavioural and consumption value perspectives. We analyse responses from 390 participants and utilize structural equation modelling to validate our model. The main findings indicate that participants believed the environmental conditions deteriorated during the pandemic, a perception that mediated the link between intentions for green purchasing and actual purchasing actions. The study also examines the model results by the individual differences in age and gender. Furthermore, except for functional value price, most consumption values resulted statistically significant on attitudes towards green purchasing. These insights are pivotal, providing relevant implications for the fields of marketing, sustainability, and policymaking, elucidating novel determinants for consumer's eco-friendly purchasing intentions and behaviours in a post-pandemic scenario. Comprehending these novel determinants is crucial for establishing effective strategies to encourage sustainable consumption patterns and to mitigate potential setbacks in forthcoming crises.