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This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).

Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).

Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.

The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.

Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.

This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia.

A perceived lack of intention to buy green products observed among the Malaysian Generation Young consumers has sparked the interest to carry out this study. With the aid of structured questionnaires, data were collected from a total of 217 respondents, between 18 and 25 years of age.

The results of data analysis indicated that environmental consciousness, eco-label, price and advertising were significant predictors of green product buying behaviour. Contrary to the hypothesis, attitude was not a significant predictor of green buying behaviour among young consumers. The implications of these findings and directions for future research are outlined at the end of this paper.

This study offers empirical insights from the perspective of an emerging economy on the determinants of green products buying behaviour among young consumers.

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist.

The present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study.

Findings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement.

The idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding.

The study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements.

It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.

The study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

The purpose of this study is to ascertain the effects of environmental knowledge and green consumption as mediators on the relationship between green marketing and green buying behavior. This study utilized the definition that needs to customers that are based on environmental concerns and influence the buying behavior for green products. This not only focuses on the ecological concern in organizational operations but also focuses on the customers' knowledge about the environment and how it influences their decisions. Three dimensions have been identified in this research to describe green marketing. These are ecolabeling, green branding and green advertising.

A survey research method has been utilized to collect data on a questionnaire adapted from previous research. The data collected have been analyzed with SmartPLS to assess the measurement model for reliability and validity and structural model for hypothesis testing and confirmation.

Focusing on the level of environmental knowledge of customers, it comes to surface that customers in developing countries have lesser knowledge in comparison to the customers in developed countries. This causes concern for the marketing departments in organizations since different customer niches demand different marketing solutions to influence their buying decision. Environmental knowledge does not mediate the relationship between green marketing and green buying behavior whereas green consumption mediates the relationship between green marketing and green buying behavior.

This study incorporates the social practice theory in green marketing research on the organizational level. This study brings together marketing practices under the influence of environmental knowledge for buying behavior formation in a novel manner. The influencing of customer decisions through green marketing strategies determines the success of the marketing initiative. Also, the theoretical foundations on social practice theory and the empirical design of the study to observe the relationships with the survey are new steps.

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

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.

Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.

In this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.

The findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.

The influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

Millennials, an understudied segment of the sustainable market, are enthusiastic about adopting greener lifestyles but fail to translate pro-environmental attitudes to actual behavior, thus understanding factors that motivate their actual purchase of green products is imperative. Using the consumer socialization framework, the researchers studied the impacts of social structural variables (i.e. age, gender, education and family structure), socialization agents (i.e. family, peers and mass media) and environmental concern on the buying behaviors of millennials from two of the world’s most populous nations: India and China.

Using online panels (Amazon M-Turk and sojump.com), online surveys were administered to an online sample of millennials aged 18-24 years from India (n = 253) and China (n = 255).

Hierarchical regressions showed that peer communication predominantly influenced green buying behavior of millennials from India, while family communication was most important to Chinese millennials. Environmental concern, an attitudinal outcome, directly impacted behavior and also mediated the relationship between significant socialization agents and buying behavior in both countries.

Considering the importance given to peers (India) and family (China), green marketers have to use specialized strategies when marketing their products to millennials in India and China. Instead of focusing on mass media campaigns, the study highlights the importance of “personal” social networks to curb the environmental issues plaguing their respective countries.

The current study extends the literature on millennials’ green consumer behavior by exploring millennials in India and China. The consumer socialization framework has not been applied to countries like India and China, and to understand green consumerism, the role played by influential agents such as family and peers in these collectivistic cultures and their potential to change green attitudes and behavior warrants further exploration. The possibility of mediating effects has been represented by weak correlations between socio-demographic and psychological factors. Using the consumer socialization framework, the current study explores environmental concern (EC) as a mediator in the model.

The purpose of this study is to explain the factors that affect the green buying behaviours and the relations between these factors. For this purpose, three main factors were added to the Ajzen’s theory of planned behaviour (TPB) to develop a more comprehensive model, namely, environmental concern, environmental knowledge and perceived consumer effectiveness (PCE). It is believed that these variables could help understanding the green buying behaviour and extending the TPB model.

In this study, quantitative research has been made to test the relations in the proposed model. The target population in this research is individuals living in Turkey, both sexes of age over 18 years. The data were collected through an online survey between May and August of 2017. The data were statistically analysed with structural equation modelling and interpreted using the statistical software AMOS version 20.0.

The findings show that PCE is the variable that has the highest influence on the attitudes towards behaviour, intentions and green buying behaviour in the proposed model. It is possible to say that the PCE variable added to the model is an important variable that improved and strengthened the measurement model. Variables added to the model are compatible with Ajzen’s original model.

The obtained data may not be generalised throughout Turkey. However, it is believed that the data obtained can give a general idea for green buying behaviour of individuals in Turkey.

The obtained data provide a contribution to the marketing communication experts and the literature. Research findings contribute to explaining green consumption behaviours in developing countries.

In this research, the gap between consumers’ attitudes and their behaviours has been researched. Understanding the reason for this gap is essential to increase green consumption in developing countries. The number of studies in this field in Turkey is not very much. For this reason, this study is thought to contribute to the field.

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.