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There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.

Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.

Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.

This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.

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.

Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined.

Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models.

Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior.

As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development.

This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement.

Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

This research aimed to analyse the antecedents of green food purchasing behaviour amongst Generation Y consumers in a developing country. More specifically, the authors investigated the influence of attitudes towards organic food, subjective norms, perceived behaviour control, environmental knowledge, health awareness and organic food knowledge on the purchase intention of organic food and, consequently, organic food purchase behaviour.

A multi-method approach combined symmetric techniques with partial least squares structural equation modelling (PLS-SEM) and asymmetric techniques with fuzzy-set qualitative comparative analysis (fsQCA). The primary data sample was collected by a specialist company and included 500 Generation Y consumers from South Africa.

PLS-SEM results confirmed the positive influence of all antecedents, confirming the hypotheses. The authors also identified a multiple full mediation of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention. The fsQCA results indicated six different sufficient configurations for a high level of purchase intention, indicating that only some of the constructs are essential to stimulate the intention.

The originality of the research lies in presenting a new perspective on the sustainable consumption behaviour of Generation Y in a developing country, with a combination of techniques that provide greater robustness to the results. Specifically, the authors contribute to the debate on consumer behaviour and sustainability issues by understanding the dynamics between the factors that drive the purchase behaviour of green products. The article also contributes empirical results that help achieve Sustainable Development Goals (SDGs).

The study aims to investigate the effect of Islamic religiosity on green purchase intention. The environmental dimension of spiritual well-being (i.e. environmental well-being) was analyzed as a mediator and green skepticism as a moderator.

The millennial generation was considered for data collection, and their preference toward green food was investigated by using a questionnaire. The responses were analyzed by using AMOS.

The results highlighted that Islamic religiosity significantly effects the green food purchase intention of the millennial generation. This relation is positively mediated by the environmental dimension of spiritual well-being (i.e. environmental well-being). Moreover, the green skepticism weakens the relationship between Islamic religiosity and green purchase intention.

The main emphasis of this research was on the millennial generation, and only their selection criteria for green food were considered. Moreover, the study has only considered the environmental dimension of spiritual well-being (i.e. environmental well-being) and ignored the other dimensions, including transcendental and personal/communal well-being. Therefore, future studies can focus on these dimensions while highlighting the purchase behavior toward other green or eco-friendly products.

The research has discussed the broader areas, and it can help marketers, religious scholars, farmers and managers to make efficient strategies for the millennial generation. The researchers focusing on green consumer behavior and sustainable issues can consider this study as a guideline for investigating the Muslim millennial generation’s behavior.

The study is to investigate the effect Islamic religiosity on green purchase intention. It has focused on all sustainable aspects, including green well-being, green skepticism to analyze the green purchase intention of millennial generation.

The aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase intention and actual behavior through an antecedent–focus–outcome relationship in the context of Bangladesh.

For this study, research design was cross sectional and self-administered questionnaire was used for collecting data from the sample respondents. Primary data for this current study were collected from the segment termed as “millennium generation” which consists of young adults between the ages of 18–39 years. Sample technique of this study was judgmental, and a part of non-probability sampling was used for data collection. Statistical tools like SPSS and partial least square (PLS) were employed for the study to examine the impact of the constructs on green purchase intention and behavior.

After analyzing the data, the empirical findings obtained via smart Partial Least Square (PLS) approach confirmed out that all the four factors have significant positive relationship with green purchase intention which is also positively related with actual purchase behavior regarding ecological food products.

The result of the current study provides better understanding and information for the organizations to give more emphasis on the association of health consciousness, ethical self-identity and perceived consumer effectiveness with green purchase intention and actual behavior. The present study will assist as a guide to provide several implications and recommendations to organizations, business owners, academicians and policymakers aiming to encourage green products adoption rate thereby reducing natural degradation and increasing environmental sustainability.

This research establishes the findings that more concentration should be given to enhance ecological consumption and environmental awareness to achieve environmental sustainability and ecological balance in Bangladesh and all other developing countries. The outcomes of the study also contribute to the existing literature by adding new insights to customers' environmental concern and green consumption behavior in the context of Bangladesh.

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.

The concept of green marketing has emerged as a panacea for reducing the negative impact of business activities on the environment. Many studies have investigated the impact of green marketing on green purchase behavior, sustainable competitive advantage, etc., without much being explored about how green marketing translates into firms' profitability, particularly among small and medium enterprises (SMEs) in emerging markets. This study, therefore, investigates the influence of green marketing on perceived SME profitability alongside the mediating effect of green purchase behaviour.

A quantitative research approach was adopted, where a cross-sectional survey design was employed to collect the data from 400 SME owners/managers in Ghana. Using Statistical Package for Social Science, the data were analysed through descriptive statistics, correlation and macro Process version 3.4.1.

The results reveal that the dimensions (environmental knowledge, environmental concern, green price, green advertising and green product) of green marketing distinctively have significant positive effect on perceived SME profitability as well as green purchase behaviour. Furthermore, green purchase behaviour significantly mediates the relationship between green marketing dimensions and perceived SME profitability such that the indirect effects are far greater than the direct effects.

SME managers should include the green marketing dimensions in their business plans and develop strategies to implement them in order to enhance green purchase behaviour of their products and services which will, in turn, lead to profitability.

In augmenting green marketing literature, this study provides an insight into how SMEs can leverage on the distinct dimensions of green marketing to influence green purchase behaviour and profitability in an emerging market context.

Considering the relevance of understanding what influences environmentally sustainable consumer choices, the present study aims to examine and synthesize the key determinants factors from literature and outline a new conceptual framework for explaining green purchasing behaviors (GPBs).

A bibliometric analysis was conducted on 161 articles extracted from Web of Science and Scopus databases, which were systematically evaluated and reviewed, and represent the current GPB knowledge base. Content analysis, science mapping and bibliometric analysis techniques were applied to uncover the major theories and constructs from the state-of-the-art.

The evolving debate between altruistic and self-interest consumer motivations reveals challenges for rational-based theories, as most empirical applications are not focused on buying behaviors, but instead either on pro-environmental (non-buying) activities or on buying intentions. From the subset of leading contributions and emerging topics, nine thematic clusters are unveiled in this investigation, which were combined to create the new PSICHE framework with the purpose of predicting GPB: (P)roduct-related factors, (S)ocial influences, (I)ndividual factors, (C)oncerns about the environment, (H)abits and (E)motions.

By uncovering the multiple intervening factors in GPB decision processes, this study will assist practitioners and academics to move forward on how to foster more sustainable consumer behaviors.

The present study provides readers a summary of an unprecedentedly broad collection of papers, from which the key themes are categorized, the domain's intellectual structure is captured and an actionable framework for enhancing the understanding GPB is proposed. Four new thrust areas and a set of future research questions are included.

The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey.

Relevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses.

The findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect.

This study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts.

This study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.