Abstract
This study is the first to examine a serial mediation model that includes environmental concern, self-green image congruence, green brand trust, and green purchase intention. Based on data from a sample that included 349 Saudi individuals, the analyses supported most mechanisms flowing from environmental concern to self-image congruence and green brand trust in serial. The direct relationship of environmental concern to green purchase intention was also statistically significant. This study provides an interesting perspective on the antecedents of green purchase intention. From a managerial perspective, the results show that cognitive, psychological and motivational mechanisms could enhance green markets in an Arab and Islamic country.
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