Bridging the knowledge-intention gap in sustainable consumption: an extended model
Abstract
Purpose
The aim of this paper was to delve into the underlying mechanism of the relationship between environmental knowledge and green purchase intentions, using an extended model based on the knowledge-attitude-behaviour (KAB) theory.
Design/methodology/approach
The parallel and serial mediation effects of environmental concern, green perceived value and green attitude were examined using PROCESS macro (Models 4 and 6). Data were collected from 395 youth in three different cities in India using a purposive sampling method.
Findings
The study’s findings revealed that environmental concern, green perceived value and green attitude act as parallel and sequential mediators between environmental knowledge and green purchase intentions. However, the direct impact of environmental knowledge on green purchase intentions was deemed insignificant. In essence, environmental knowledge, along with environmental concern and green perceived value, significantly contributes to the formation of attitudes conducive to green purchase intentions.
Originality/value
The present study theoretically contributes to green behaviour research by proposing and testing an extended model of KAB theory with parallel and serial mediations in the Indian context. The model explores the underlying mechanism of the relationship between environmental knowledge and green purchase intentions in detail.
Keywords
Acknowledgements
Funding: This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.
Competing Interests: The authors declare that they have no competing interests related to the work submitted for publication.
Data Availability: The data supporting the findings of this study are available upon reasonable request from the corresponding author.
Citation
Sinha, R. and Annamdevula, S. (2024), "Bridging the knowledge-intention gap in sustainable consumption: an extended model", Journal of Modelling in Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JM2-02-2024-0052
Publisher
:Emerald Publishing Limited
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