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The purpose of this study is to examine the contribution of environmental knowledge and environmental sensitivity on the green purchasing intention of Bangladeshi consumers by using an extended theory of planned behavior.

Quantitative research method was used to collect 369 data by using a convenient sampling method. Data was analyzed using partial least square while a structural equation model was applied to measure causal relations among the variables.

The findings of this study demonstrate that subjective norms, attitude toward green products and perceived behavioral control have a positive and significant relationship with green purchasing intention. Moreover, environmental knowledge has also a positive and significant relationship with environmental sensitivity. There is a positive and significant association between environmental sensitivity and attitude toward green products, while the relationship between environmental knowledge and attitude toward green products was found insignificant. Quality of green products does not moderate the relationship between attitude toward green products and green purchasing intention. The results further indicate that environmental sensitivity mediates the relationship between environmental knowledge and attitude toward green products. Attitude toward green products also mediates the relationship between environmental sensitivity and green purchasing intention. At the same time, environmental sensitivity and attitude toward green products jointly mediate the relationship between environmental knowledge and green purchasing intention. However, attitude toward green products does not mediate the relationship between environmental knowledge and green purchasing intention.

This study may be used to guide managers who are planning to launch green products in the Bangladeshi market for choosing their target markets and a great insight for the government to produce environmentally friendly consumption policy for citizens and environmental conservation.

The purpose of this study is to use the theory of planned behavior and a moderated mediation model to bridge the gap between attitude, intention and behavior in the context of green consumption. The study will focus on how environmental corporate social responsibility initiatives play a positive moderating role in the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchasing behavior.

A representative sample of 583 consumers was gathered from five major cities in Vietnam using a mall-intercept survey method. The moderated mediation model and the formulated hypotheses were tested using the PROCESS macro.

The results of our study reveal that green purchase intention is not only positively and directly associated with environmentally friendly purchase behavior but also significantly mediated the green purchase attitude–behavior link. Environmental corporate social responsibility initiatives were found to positively moderate the direct effect of attitude toward green products on green purchase intention. More importantly, our study also yielded that the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchase behavior is positively moderated by environmental corporate social responsibility initiatives. As such, the indirect impact of environmentally friendly purchase attitude on green purchase behavior through green purchase intention was stronger when the level of environmental corporate social responsibility initiatives was higher.

The results of this study have practical implications and offer valuable recommendations for marketing practitioners, administrators and policymakers. These recommendations can help promote corporate social responsibility practices among firms, encourage environmentally friendly consumption among consumers and contribute to the overall sustainable development of the country.

This study has made significant contributions to the existing literature on pro-environmental behavior by addressing the gap between attitude, intention and behavior in sustainable consumption. Furthermore, to the best of the author’s knowledge, this is the first study to use a moderated mediation model to shed light on the moderating effect of environmental corporate social responsibility initiatives on the direct and mediated relationships among attitude, intention and behavior in the context of green consumption.

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?

Data was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.

The antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.

This study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.

Most of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.

In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.

The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.

All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.

This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention.

A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0.

Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention.

Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products.

The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the identification and analysis of factors influencing purchasing behavior in green food sector.

The authors proposed a model based on reasoned action theory that combines two types of variables, the green marketing type and personal type, in order to predict purchasing behavior of green food. The authors have established a structural equations modeling, with a path analysis on a sample of 304 Algerian consumers from Algiers town.

The model was confirmed and the results showed how green marketing and personal factors influence the green food purchasing behavior in direct and indirect way, in presence of the mediating variables’ attitude toward green food and intention to buy green food.

There is no database or any information concerning green consumption in Algerian context. There is a lack of information about green production in food field. The choice of reasoned action theory as a theory explaining the decision-making process leading to purchasing act is based on fact that the Algerian field of food sector is virgin of this type of analysis, so the authors thought it is appropriate to apply the reasoned action theory as a first initiative in this field. Also, a more recent and more innovative psychological theory should be applied in the future studies.

The study will give researchers interested in Algerian context a better understanding of consumer behavior, especially in green product case, and will open new paths for future research in the same field by the application of another psychological theory that is more recent and innovative; the study can open research paths for other fields as well, such as consumer behavior toward green cosmetic products in Algeria.

The implications of this research can assist marketers for better positioning in green food market using the results indicated in research. The better understanding of factors influencing consumer purchasing behavior will encourage contractors to invest in this field in Algiers town context.

The study was established in a context where consumer market data of green food are non-existent, so the research represents an orientation to green food marketers toward a better positioning in relation to influence factors of their market target.

This study compares the impact of three drivers of sustainability behavior (perceived quality, social influences, and online education) and three transformative mediators (price value, attitude, and environmental knowledge) in influencing green buying behavior in a developed versus a developing country.

Data was collected through a self-administered online survey in the United States (n = 195) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling software. Multi-group analysis was conducted to compare the impact of drivers and mediators on consumers' intention and willingness to buy green products and services between the two country groups.

The direct effects of price value, attitude, online education, and environmental knowledge, together with the indirect effects of perceived quality, social influence, and online education explain a significant amount of variation in driving consumer sustainability behavior in both countries. Differences between countries indicate that cultural and country's level of economic development moderate some relationships in the model. Affordable prices and social influences are stronger in Brazil.

Organizations must educate consumers on relevant socio-ecological issues and communicate the positive aspects of their sustainable offerings as a proactive way to change consumers' attitude toward sustainability behavior, while recognizing the influence of family and friends in collectivist societies and price value in emerging markets.

This study is unique in drawing from three theories of green buying behavior and for empirically demonstrating the importance of distinct drivers and mediators under the context of countries in different stages of economic development (developed and developing). It provides a more global perspective on the topic and highlights the influential power of the key transformative mediators in the model.

This paper aims to examine the role of extraversion and agreeableness personality traits on Generation Y (Gen Y) consumers’ attitudes toward and willingness to pay for green hotels. Gen Y is a large and influential generational group, with a significant interest in green issues. There has been a lack of research on the consumer decision-making process toward green hotels. Specifically, the impact of personality on green attitudes and behavioral intentions is rarely investigated.

A major survey consisting of 406 final respondents was conducted. The 29-item survey questionnaire comprises items for extraversion, agreeableness, attitudes toward green hotels and behavioral intention toward green hotels. Numerous statistical techniques, including structural equation modeling, were used to evaluate the data collected.

The results show that extraversion and agreeableness personality traits are positively associated with respondents’ attitudes toward green hotels. Stronger and more positive attitudes toward green hotels lead to greater willingness to pay for green hotels. Moreover, attitudes toward green hotels mediate the relationship between the two personality traits and willingness to pay. These findings of Gen Y subsegments can be useful to hotel managers in identifying who are more likely to stay in and pay for environmentally friendly hotels.

Gen Ys are an influential consumer age group in the service industry, and their general attitudes toward “green” products are important to modern hoteliers. However, few researchers have examined Gen Ys’ attitudes and behavioral intentions toward green issues. No research has examined the role of personality traits on consumers’ perceptions of green hotels. The present study found that the extraversion and agreeableness traits of Gen Y individuals are linked to their attitudes toward and willingness to pay for green hotels.

The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.

The study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.

The study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.

The authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.

Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019.

A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling.

Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019.

Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

Investigation of the role of customer education in green products using a repeated cross-sectional study.