The Grass is Not Always Greener on the Other Side: The Impact of Environmental Campaigns on Green Purchasing Behavior

Abstract

As a developing country, we confront several environmental challenges. The country's environmental worth lags well behind that of wealthy countries. Nonetheless, the governments have recently paid attention to environmental issues. Aside from that, individuals display a proactive attitude regarding the importance of environmental protection efforts due to severe environmental challenges. This research article investigates the impact of the governmental environmental campaign on green purchasing behaviour in a developing country. The structural equation modelling analysis outcomes show that environmental campaigns for green awareness influence green purchasing behaviour through the green attitude, perceived behavioural control, and subjective green norms. The relationships discovered in this study provide practitioners with insight into understanding and stimulating pro-environmental consumer behaviour knowledge in developing countries. Scholars of environmental management will benefit from the study's novel comprehensive approach to analysing sustainable consumption trends and motivating its population to take action to preserve their environment. Practitioners may find our findings helpful in developing strategies to influence consumer attitudes and behaviour toward sustainable products in developing countries.