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This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL).

Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique.

ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers.

The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials.

Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products.

Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers.

To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

This paper aims to study the intellectual landscape of green purchase (GP) literature, visualize and analyse the temporal evolution, thematic mapping of emerging and future research themes using a systematic and quantitative literature review approach.

The study employs a bibliometric analysis and examines the bibliometric metadata consisting of 440 studies extracted from the Scopus database for the years 1990–2022 within the GP field.

The findings based on performance analysis and visualization networks reveal the productivity trend of GP by years, authors, academic relationships, international collaborations, top cited publications, most occurring keywords, existing and emerging themes and temporal theme evolution.

It provides a broader/macro view of the topic and lacks specificity and deeper analysis, which can be addressed in future bibliometric studies.

The integration of topics contributes to the development of the intellectual landscape of the GP research field and suggests thrust areas for future research. The study offers important implications for the academic community to gain a comprehensive and global understanding of green purchasing.

This research is unique as previous studies have not quantitatively compiled and extensively analysed work of these characteristics on the area under study using bibliometrics.

The unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and future generations. This paper aims to investigate the impact of social media on the green purchase intention of consumers. The research adopts the theory of reciprocal determinism to integrate the variables of social media, green product knowledge, green consumption values and drive for environmental responsibility, assessing their collective impact on green purchase intention.

Data were gathered from a sample of 310 young consumers using a structured close-ended questionnaire. The proposed hypothesis was tested by employing PLS-SEM.

The study validates that social media (SM) has the ability to shape consumers' intention to choose more eco-friendly products. In addition to social media, green consumption values and the drive for environmental responsibility exert a significant influence on green purchase intention. However, green product knowledge did not have a significant impact on green purchase intention nor did mediate the relationship between social media and green purchase intention.

The existing scholarly literature indicates that researchers have employed a variety of theories as the basis for their studies aimed at predicting intentions and behaviors related to environmentally conscious purchases. To our knowledge, this is the first study to incorporate social media in the theory of reciprocal determinism. Notably, the paper represents the inaugural investigation in the context of an emerging economy to incorporate green product knowledge as a mediating variable.

This study explores green consumer behaviour among Generation Y (Gen Y) and Generation Z (Gen Z) in India, applying the Theory of Planned Behaviour (TPB) to assess how digital literacy and eco-friendly behaviour, alongside knowledge, attitude, subjective norms, and perceived behavioural control, shape purchase intentions in line with Sustainable Development Goal 12 (SDG 12).

The research involved a survey of 680 randomly selected respondents from educational institutions across three northern Indian cities. Data collection was conducted using a structured questionnaire with items measured on a 5-point Likert scale. Statistical methods, including confirmatory factor analysis, were used to validate the measurement model, while descriptive statistics, reliability analysis, and regression analysis were employed to analyse the data.

The study uncovers differences between Gen Y and Gen Z regarding the factors influencing green product purchase intentions. Gen Y’s purchase intentions are shaped by attitude, digital literacy, eco-friendly behaviour, and perceived behavioural control, whereas Gen Z’s intentions are also affected by environmental knowledge and subjective norms.

This research provides significant insights into the factors determining green consumer behaviour among Gen Y and Gen Z in India, enriching the knowledge of sustainable consumption practices. It highlights the importance of digital literacy and eco-friendly behaviour in promoting green purchase intentions, and the differing roles of environmental knowledge and subjective norms across generational cohorts.

Understanding the drivers behind green product purchase intentions for Gen Y and Gen Z enables stakeholders to craft specific marketing strategies, educational programs, and policy initiatives that promote sustainable behaviours and mitigate environmental impacts.

The study’s findings have significant social implications, promoting sustainable lifestyles and behaviours among younger generations. By influencing peer groups and communities, and guiding the development of effective public campaigns and CSR initiatives, the study contributes to fostering a more informed and engaged citizenry that advocates for environmental sustainability.

The uniqueness of this study comes from its focus on the Indian youth demographic, the application of the TPB framework with additional variables, and its contribution to SDG 12, enhancing our comprehension of green consumer behaviour and supporting sustainability advancements in India and globally.

The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish Generation Z consumers’ green purchase intention across three product categories: food, clothing and mobile phones.

Data were collected through convenience sampling, asking undergraduate students in a quantitative data analysis class at the University of Southern Denmark to share a link to the online survey via mail and through their social media platforms. This study includes 287 usable cases. Structural equation modeling (AMOS) was used to test the suggested relationships.

The results show that environmental concern, PCE, green self-identity and social influence positively relate to Danish Generation Z consumers’ green purchase intentions. However, results also suggest that the influence of the different factors varies across product categories.

The results show that marketers must refine their understanding of what guides green consumption, as the factors leading to green purchase intention vary across product categories. Therefore, practitioners need a deeper understanding of their specific category. The results offer insight into food, clothing and mobile phones.

To the best of the authors’ knowledge, this is one of the first studies investigating the antecedents to green purchase intentions across product categories.

This paper aims to examine the influence of environmental concerns and consumers’ knowledge of green brands on their purchasing decisions of green products, utilising green trust as a mediator.

Responses from 383 Indian consumers were collected, which was analysed using descriptive and inferential statistics. The causal relationships between latent variables and mediating effect of green trust were investigated by performing Structural Equation modelling.

Green trust served as a crucial factor in mediating the relationship between environmental concern and green purchase decision. Trust in eco-friendly products significantly influenced the consumers’ decisions to make green purchases. The study further validated that environmental concern significantly influences individuals’ decisions to make green purchases.

The study employed a cross-sectional research design to elucidate the relationship among the factors. However, a longitudinal research design is recommended for further study to ascertain the actual purchase decision and evaluate the reliability of the results.

Marketers can use the study findings to understand consumer knowledge better and trust in green and sustainable products. The proposed model will support marketers and policymakers in developing appropriate marketing strategies as well as facilitate educating consumers about the nuances of green products and the habit of buying eco-friendly products.

Study’s novel contribution is mediation between environmental concern and green purchase decision through green trust.

This paper aims to provide a comprehensive and systematic overview of relevant factors that affect green purchase behavior of Muslims.

A systematic literature review was conducted to fill in the lack of conceptual clarity on the relationship between green product purchasing and Muslim consumers.

The review revealed that studies on Muslim green purchase behavior were mostly carried out in Asian countries, with the theory of planned behavior as a highly featured approach. The in-depth analysis captured more than 50 factors of green purchasing behavior of Muslims with religiosity, which was found to be the most mentioned determinant in the literature.

The finding provides three insights for future research and marketing practices: Muslim consumer behavior model development, green-halal product innovation and green Islamic marketing strategy formulation.

To the best of the authors’ knowledge, no literature review has comprehensively identified the determinants of Muslim green purchasing behavior. Therefore, enriched with bibliographical mapping, this study will systematically conduct a literature review to explain the driving factors of Muslims in purchasing green products and outline potential directions for marketers and researchers to enhance green ecosystems.

This study aims to examine the factors that influence the increase in purchase intention toward green batik products with religiosity as an intervening variable.

The study used a survey method that involved a sample size of 185 participants selected through purposive and accidental sampling techniques. The analysis was conducted by using IBM SPSS AMOS 21 software. The collected data were subjected to path analysis using multiple linear regression models.

The result indicated that religiosity plays a mediating role in the association between factors and the intention to purchase green product (GPd) of the Indonesian natural dye batik product. This finding is in accordance with the construction of theory of planned behavior in understanding consumer purchase intentions. GPd, green brand and green price exhibited a positive correlation with green purchase intention (GPI). Interestingly, the price was found to no longer serve as the primary factor in GPI.

The analysis would have been more compelling if it had used a mixed-method approach by introducing the variables of customer satisfaction and promotion.

This research postulates that increased prices are no longer a deterrent to the purchase of GPd. Instead, consumer consciousness regarding GPd plays a pivotal role in driving GPI. GPd have revolutionized individuals’ consumption patterns to contribute to environmental preservation. The use of green batik products is seen as advantageous in helping mitigate environmental degradation.

The present research assesses the impact of religiosity, as an intervening variable, on the augmentation of GPI by gauging its significance in enhancing ecological consciousness and moral values.

The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.

Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.

Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.

The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

This study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.

Data were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.

The results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.

Therefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.

The study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).