Green Purchase Behavior Research Articles

When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists

This study assessed the impact of mindful consumption on tourists’ green purchase intention and explore the mediating roles played by health consciousness, ethical self-identity, and environmental consciousness. Through an online survey, multi-source data were collected from tourists across China, and SmartPLS SEM was used for analysis to accommodate the requirements of complex models and the testing of mediating effects. The findings indicate that mindful consumption directly enhances green purchase intention and exerts an indirect effect through the mediating roles of ethical self-identity and environmental consciousness. However, the impact of health consciousness on green purchase intention was insignificant. This study is the first to link mindful consumption to tourists’ green purchasing behavior, constructing a critical framework to explore how mindful consumption influences green purchase intention. Additionally, it verifies the partial mediating roles of ethical self-identity and environmental consciousness in this process. Tourism stakeholders can utilize the proposed framework to implement strategies that promote tourists’ green purchasing behavior, therefore fostering sustainable development.

When Trust and Distrust Come Into Play: How Green Concern, Scepticism and Communication Affect Customers' Behaviour?

ABSTRACTWhat happens when already sceptical customers start questioning company communication? Encouraged by the vague answers to this question, our study extends existing knowledge about the effects of customers' environmental concern, scepticism and communication on green purchasing intention (GPI) and green purchasing behaviour (GPB) across environmentally controversial industries—namely, textile and clothing and food industries. Using our own primary data collected in November 2023 and covering 1001 customers in the Czech Republic, where the issue of sustainability is generally on the back burner, we show that customers' increased environmental concern can completely change the relationship between environmental scepticism and GPI, thereby leading to positive effects. What is interesting and new is the finding that trust and distrust can act as significant mediators of the relationships investigated thus far. Moreover, as soon as customers start to examine companies' practices and their credibility in more detail, the previously positive relationship between environmental communication and GPI can become negative.

Navigating Sustainable Mobility in Taiwan: Exploring the Brand-Specific Effects of Perceived Green Attributes on the Green Purchase Intention for Battery Electric Vehicles

In recent years, increased environmental awareness has led consumers to adopt more eco-friendly lifestyles, including choosing green products to reduce their impact on the environment. With a particular focus on the green consumption behavior with regard to battery electric vehicles (BEVs) from two leading brands, Tesla (automotive) and Gogoro (scooter), in Taiwan, this study investigated the relationships among green perceived quality (GPQ), green perceived value (GPV), green brand image (GBI), green trust (GTR), and green purchase intention (GPI). After collecting 203 environmentally conscious respondents who are familiar with Tesla and Gogoro BEVs, the PLS-SEM was used to verify the research framework. The findings demonstrate that GPQ significantly impacts GBI and GPV; GBI significantly impacts GPV and GTR; and GPV significantly impacts GTR. As the key determinants of purchasing BEVs, GPQ, GBI, and GTR have significant effects on GPI, whereas the effect of GPV on GPI is not significant. In addition, this study also explored the moderation effect on green purchase behavior, revealing that the brand-specific cognition of Tesla and Gogoro moderates the relationships between green attributes (such as GPQ, GBI, and GTR) and GPI. This study contributes a more comprehensive understanding of the psychological and behavioral drivers behind green consumption behavior within the context of BEVs. This study not only sheds light on consumer behavior within dual-market dynamics in Taiwan but also offers a framework for other markets with similar environmental and infrastructural challenges. These insights can assist BEV companies to develop their sustainable marketing strategies, emphasizing the importance of developing a strong green brand image and green trust to boost BEV sales from the perspective of green perceived quality.

Exploring the O Zone effect: how own, others and outer influences shape green purchasing behaviour in e-commerce

Exploring the O Zone effect: how own, others and outer influences shape green purchasing behaviour in e-commerce

Examining the role of green marketing mix elements on green purchase behavior

PurposeThis study examines the impact of green promotions and green packaging on the green purchase behavior through the mediating role of environmental knowledge and green satisfaction in the context of fast-food chains.Design/methodology/approachThe study follows a quantitative approach for data collection. The data were collected from 400 consumers of fast food chains operating in Pakistan through questionnaires.FindingsThe results showed that green promotions and green packaging had a strong positive impact on consumers’ green satisfaction, environmental knowledge and green purchase behavior. Green satisfaction and environmental knowledge mediated the relationship between green promotions and green purchase behavior and green packaging and green purchase behavior.Originality/valueThe study is the first of its kind to determine the mediating roles of green satisfaction and environmental knowledge in the context of green marketing. The research offers significant theoretical and managerial insights.

Toward green purchase behavior: does sustainability become the dominant mare for Lebanese restaurants

PurposeThe current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.Design/methodology/approachThe questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.FindingsThe results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.Practical implicationsThe current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.Originality/valueThis study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.

“Exploring barriers towards green personal care products purchase: an integrated ISM-MICMAC approach”

Purpose The demand for green personal care products (GPPs) has been growing globally due to increasing health-care concerns. However, the purchase rate of these products among consumers remains low. This study aims to identify and model the key barriers to the purchase of GPPs. Design/methodology/approach For this purpose, the study used innovation resistance theory (IRT) as a framework to identify key barriers to the purchasing of GPPs. The barriers were identified through a systematic literature review and validated by industry and academia experts. Furthermore, using interpretive structural modelling and Matrice d’Impacts Croisés Multiplication Appliquée a un Classement, the study identifies the interrelationships among the barriers and categorizes them based on their driving and dependence power. Findings The findings reveal that limited availability, improper labelling standard and certification, poor performance of products and lack of government regulations are key barriers to the purchase of GPPs. Research limitations/implications The study contributes to the existing literature on green purchase behaviour. Furthermore, it informs marketing strategies to overcome the identified barriers and increase the purchase of GPPs. Originality/value This study is the foremost empirical study that identifies and analyses the industry specific barriers to GPPs based on experts’ input and under the purview of IRT.

GREEN PRODUCT AWARENESS AND GREEN PURCHASING BEHAVIOR OF GENERATION Z: THE CASE OF STATE UNIVERSITIES IN REGION 4A, PHILIPPINES

This study aims to analyze the demographic profile of business administration students in terms of age, gender, and university year level, assess their awareness of green products, and evaluate their green purchasing behavior. Key variables examined include environmental awareness, knowledge, concern, perceived consumer effectiveness and responsibility, social influence, willingness to pay, eco-label, and attitude. The study also explores the relationship between green product awareness and purchasing behavior, and assesses demographic profile differences in purchasing behavior. A descriptive-correlational design was employed, statistical tools such as frequency and percentage, weighted arithmetic mean, Kruskal-Wallis test, and Spearman rho correlation were used to analyze the data. Findings reveal that green product awareness correlates positively with environmental awareness, knowledge and social influence that shows a moderate correlation. Variables like environmental concern, perceived consumer effectiveness, responsibility, willingness to pay, eco-label, and attitude towards green purchasing exhibit weaker relationships. Age and gender do not significantly influence the variables, though year level impacted environmental concern and attitudes.

The role of environmental attitude as a mediating variable on green purchasing behavior of the young generation and the implication for smes to increase their environmental awareness

Abstract A rising trend in eco-friendly products indicates a health-conscious approach to green buying [1]. The tendency to buy eco-friendly products is driven by various factors, both inside and outside influences. This study aimed to analyze the purchasing behavior of environmentally friendly products by examining the influence of interpersonal influence, altruism, and environmental knowledge on green purchasing behavior, with environmental attitude as a mediator. The population in this study were young people who bought environmentally friendly products. The sample was 153 respondents and was analyzed using the Partial Least Square (PLS) method with the Smart-PLS Program. The analysis showed a significant relationship between interpersonal influence, altruism, and environmental knowledge on green purchasing behavior, with environmental attitude as a mediator. The results analyzed the impact on small and medium-sized enterprises, particularly those targeting the younger demographic, whose managers had to pay greater attention to environmentally friendly products.

Environmental Awareness, Environmental Concerns and Perceived Consumer Effectiveness on Green Purchasing Behaviour among Malaysian Private University Students

Environmental Awareness, Environmental Concerns and Perceived Consumer Effectiveness on Green Purchasing Behaviour among Malaysian Private University Students

The Effect of Perceived Inflation on Green Purchase Behavior: The Moderated Mediation of Financial Literacy

The Effect of Perceived Inflation on Green Purchase Behavior: The Moderated Mediation of Financial Literacy

Green Marketing and Its Influence on Consumer Purchasing Decisions in the Indian Market

Green marketing is a vital business strategy to attract eco-conscious consumers and promote sustainable practices. This study examines how green marketing influences purchasing decisions among Indian consumers using data from a stratified random sample of 500 respondents. It evaluates the efficacy of green marketing tactics, key drivers of green purchasing behaviour, and the role of socio-demographic factors through quantitative and qualitative methods. Statistical results indicate that environmental awareness (β = 0.55, p < 0.01), perceived product effectiveness (β = 0.65, p < 0.01), and brand trust (β = 0.70, p < 0.01) are significant predictors of green purchasing intentions. While few respondents expressed willingness to pay a premium for eco-friendly products, most reported scepticism about the authenticity of green claims. Socio-demographic factors, such as income and education, showed a moderating effect F(3, 496) = 202.67, p < 0.001, emphasising disparities between urban and rural segments. Key challenges include price sensitivity and limited product availability, which hinder green adoption. Despite these barriers, the findings highlight opportunities for businesses to build consumer trust through transparency, eco-labelling practices, and sustainability certifications. Policymakers can leverage these insights to develop regulatory frameworks, incentive programs, and awareness campaigns encouraging sustainable consumption. This study offers a strategic roadmap for promoting environmentally conscious advertising in India, providing practical guidelines for businesses and policy interventions to foster sustainable development.

Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.

The hidden reasons behind generation Z's green choices

The green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal.

Factors Affecting Consumer Green Buying Behavior of Renewable Energy Generation Products for Agricultural Use

This study inspected the influence of contextual (government regulations, green product, green price, green place, and green promotion) and attitudinal (attitude towards green purchase) factors on green purchase behavior. The research framework has been developed based on the attitude-behavior-context (ABC) theory. This study is quantitative, using random sampling and the survey method for data collection. The data has been collected from the farmers who bought renewable energy production products (like solar panels) for agricultural use in Pakistan. A total of 500 questionnaires were distributed of which 387 were used. This study used SPSS for data screening and demographics analyses, whereas it used the ADANCO software package for PLS-SEM to analyze the hypothesized paths. The analysis results revealed that government regulations, green product, and green price have a direct significant relationship green purchase behavior. In line with this, these factors have indirect significant relationship with green purchase behavior through the mediation od attitude towards green purchase. Whereas the green promotion has not directly affected green purchase behavior but indirectly through the mediation path. On the other hand, the green place has no direct and indirect effect on green purchase behavior. The study assists governments, organizations, and practitioners to understand the underlying factors shaping green purchase behavior.

Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness

Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value–attitude–behaviour (VAB) framework, the study examines the intricacies of green consumption behaviour. Study data were collected through an online questionnaire from 283 young Vietnamese consumers who frequently purchase green products. We performed the quantitative analysis by the partial least squares structural equation modelling (PLS-SEM) and found that price consciousness and attitude towards green products directly influence green purchase behaviour. Environmental concern and green perceived value indirectly influence green purchase behaviour through consumer attitude. Furthermore, the influence of price consciousness enhances the relationship between attitude and green purchase behaviour. These findings provide valuable implications for managers aiming to attract young, environmentally conscious consumers and promote green consumption behaviours.

The Determinants of Green Purchasing in the Hospitality Sector: A Study on the Mediation Effect of LOHAS Orientation

The objective of this study was to identify the determinants of personal norm and to measure the effect of personal norm on green purchasing behavior as well as a possible mediating role of consumer LOHAS orientation in the effect of personal norm on green purchasing behavior in the hospitality context. A field study was designed to measure the hypothesized effects, and 418 consumers who regularly purchase summer holidays in hotels were included in the survey. Structural Equation Modeling (SEM) was employed in order to test the proposed hypotheses. The results confirm that social norm, the ascription of responsibility, and the attitude towards green purchasing behavior are the determinants of personal norm. Personal norm is found to affect both the green purchasing behavior and the LOHAS orientation of consumers. The results of the study also confirmed that LOHAS orientation does not mediate the effect of personal norm on green purchasing behavior due to the dominance of personal norm’s effect on LOHAS orientation. Academic as well as managerial implications are provided in the Discussion. The Conclusion provides the most important academic and practical contributions of the study, limitations related to the generalizability of the findings, and recommendations for future studies.

The impact of social media exposure and online peer networks on green purchase behavior

The impact of social media exposure and online peer networks on green purchase behavior

Vietnamese young consumers’ green purchase behavior: Does green trust matter?

It is crucial to practice environmentally responsible purchasing since impulsive purchases can damage the environment. Green purchase behavior (GP) can help consumers lessen their environmental impact. An integrated structural model of GP was developed by drawing on postulates from the Protection Motivation Theory (PMT). A total of 302 Vietnamese university students were surveyed using the snowball sampling method. It was found through structural equation modeling (SEM) that there is a significant association between perceived severity (PS), perceived vulnerability (PV), and GP. The relationship between PS, PV, and GP is mediated by attitude toward green purchase (ATT). Also, green trust (GTR) plays a significant moderating role in the PV and GP relationship. The findings, including the correlations between the variables, provide credence to the suggested theoretical framework. Since studies on environmental problems and green purchasing behavior are still in their early stages, this work helps fill a gap in our understanding of the phenomenon in the context of Vietnam, a developing Southeast Asian economy. This research may help manufacturers and marketers of green products encourage the use of their products to improve environmentally friendly and sustainable behavior. The findings suggest marketers and manufacturers should emphasize environmental pollution's perceived severity and vulnerability. It is also critical to establish consumers' trust in green marketing.

Green Purchase Behavior Gen Z: Menguak Peran Strategies Green Marketing

Generation Z, a generation deeply concerned about environmental issues, is actively seeking to make responsible choices, even in their purchasing decisions. The rise of green marketing, a strategy that resonates with these environmental values, is proving to be a powerful tool in attracting consumers, particularly Generation Z. This study, which investigates the influence of green marketing on green purchase behavior, uses a survey method to collect data from 100 Generation Z respondents who purchase McDonald's products in Palu City. The research data is analyzed using the Partial Least Square (PLS) analysis tool, and the results are promising-green marketing is shown to have a positive influence on green purchase behavior.