Karma Belief and Green Product Purchase Intention: Two Mediating Factors of Environmental Awareness and Global Warming Belief

Abstract

Green marketing has established as an important topic among scholars and practitioners due to its importance in supporting a better world people are living in. The karma doctrine posits that all decisions and behaviors result in consequences. This belief is widely embraced globally as shown by previous research. Despite the importance of karma belief in daily life, research on the role of karma in consumers’ decision, in particular green marketing context is relatively rare. The purpose of this study is to investigate whether belief in karma can increase the intention to purchase green products. In order to achieve the study’s goal, data from 188 adult respondents were collected in this study. The respondents were reached by the convenience sampling method. Using a quantitative method, this study investigates the existence and type of relationship between constructs; thus, the analytical tool used is Structural Equation Modeling (SEM). This study found that the relationship between karma belief and green product purchase intention is mediated by two constructs, namely, environmental awareness and global warming belief. Theoretical and practical contributions are discussed.