The Mediating Effects of Green Trust and Perceived Behavioral Control on the Direct Determinants of Intention to Purchase Green Products in Nigeria

Abstract

Global awareness towards the environment and green marketing in recent years is yet to promote Nigerians predisposition towards green practices. Being faced with environmental degradation in all facets, there is the need to spur green consciousness and pro-environmental behavioral intentions among the Nigerian populaces. Therefore this study examines the determinants of green purchase intention (green availability, green perceived value, green perceived knowledge) and secondly, to test the extent of mediating effects of green trust and perceived behavioral control on the determinants earlier mentioned. This survey uses quantitative method of research; data was collected through personal administration of questionnaires to lecturers in three universities in Nigerian. 750 questionnaires were distributed and 502 datasets were returned representing 68% response rate. 440 datasets were left for further analysis after deletion of multivariate outliers; Structural Equation Modeling is used to analyze data .The findings indicate that out of the eleven direct hypotheses, seven were found to be significant while four were not supported. Similarly, six mediation effects were proposed, the result shows five paths were mediated with two being full mediation and three partial. In conclusion, knowledge of green products, perceived behavioral control and availability of green products will heighten green purchase intention. DOI: 10.5901/mjss.2015.v6n4p256