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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.

In the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs. Most people value the environment and belief to protect it. They are aware about the environmental problems, but it is not necessary that their purchasing should lie on this basis. There may be a difference between their attitude towards eco-friendly cosmetic products and the purchasing, which lies on some important factors such as product features, price, promotion and convenience to purchase. This paper aims to discuss the relationship between different age, education and income groups of female consumers with the attitude of female consumers towards green cosmetic products. This paper also highlights the purchasing of female consumers towards eco-friendly cosmetic products and the relationship of it with their attitude.

The sample of 100 female consumers from Delhi region has been taken. Statistics have been used with the help of SPSS. Cluster analysis has used in this paper to group the female respondents according to their attitude towards the green cosmetic products, and factor analysis is used to combine the correlated variables (describing the attitude of female consumers towards green cosmetic products) into factors. Tests such as multivariate test, chi-square test and correlation have applied to find out the objectives.

It has found that the female consumers having different age and education levels do not have different attitude towards green cosmetic products, but the income level has an impact on it. The women of different income groups are having different attitude towards the pricing and recommendation of green cosmetic products. Second, there is an impact of green cosmetic products on purchasing of female consumers. Third, there is a negative relationship between the attitude and purchasing of female consumers towards green cosmetic products.

In this study, the respondents are taken from Delhi region in India. Future research could consider a larger or different region for different responses. Further, the variables age, education and income level have been considered for this study. For the wider aspect, other demographic and cultural variables such as occupation, gender, marital status and various cultural and sub-cultural variables based on religions can highlight the other way of green marketing effect. Only two dimensions of attitude and purchasing of female consumers were represented. For the further research scope, other dimensions such as consumers’ intentions and perception, availability and price of green cosmetic products could be considered.

The relation between the attitude and purchasing of female consumers are described, which can be helpful for managers for the better understanding of female consumers related with the green cosmetic products and to re-frame the marketing strategies. The low and negative correlation between these two variables can change the existing strategies of managers and can direct the marketers to find out factors which influence this relationship and make effective strategies for positioning green cosmetic products.

This research paper is based on the research conducted through secondary and primary database. The content presented in this research paper is original.

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.

A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.

The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.

Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.

Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.

The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.

Prior studies mostly investigated the relationship between the cognitive characteristics of individuals and their pro-environmentalism, addressing the need for green hotel operators to understand the different green purchase patterns of consumers. The problem is that, although consumers claim they are concerned about environmental issues, their purchasing behaviour does not translate, in practical terms, into actually booking green hotels. In other words, the connection between altruism, environmental knowledge and consumer visiting green hotel is fairly unexplored in the literature. This study aims to analyze the relationships of three types of altruism and two types of environmental knowledge with attitude and intention.

An integrated theoretical research model was used, based on the value–belief–norm theory of environmentalism. The collection of 248 questionnaires was followed by subsequent empirical testing of the proposed hypotheses, which was performed using SPSS and AMOS.

The resulting outcomes show a significant positive relationship between green purchase attitude and intention. Further, the biospheric, altruistic and collectivistic values, as well as subjective and objective knowledge were shown to positively influence attitude and intention towards green hotel selection, respectively.

Because of the chosen online sampling method, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

This paper fulfils an identified need to study how visiting green hotel can be influenced by different types of altruism and environmental knowledge.

The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.

A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.

The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.

This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

The purpose of this paper is to compare the effectiveness of the cognitive-affect behavior (CAB) model and the theory of reasoned action (TRA) model as well as their extended forms (with product knowledge) in predicting everyday green consumption among non-Hispanic White and Hispanic consumers.

Survey data from a convenience sample of 249 non-Hispanic Whites and 425 Hispanic adults were used to test the two models through structural equation modeling analyses.

While all tested models explained green consumption in both samples adequately, the basic TRA and the TPB (extended TRA) models were superior to the basic and extended CAB models. Including product knowledge further enhanced the predictive power of the two basic models.

Self-reported surveys are subject to social desirability bias in the reporting of intentions and actual purchases of green products. Future research may attempt to collect data on actual green purchases. The selection of a general consumption context is limited in distinguishing between high- and low-involvement products. Future research should test the relative effectiveness of these models among specific green products with different levels of involvement.

Marketing and strategic communication programs should focus on increasing consumers’ positive attitudes about purchasing green products and promote green purchase intentions using intention-generating promotional tactics. This paper also stresses the need to increase consumers’ concrete knowledge about green products to drive actual purchase behavior.

This paper can help communicators to further promote green consumption for routinely purchased consumer goods, which will ultimately enhance a healthier and more sustainable environment.

This paper extends the literature about green consumption, providing insights about the relative effectiveness of two widely accepted consumer behavior models. It implies that some models excel over others in terms of their explanatory power across consumer populations regardless of socio-demographic differences. It also stresses the importance of specifying explicitly behavioral control variables in green consumption research and provides a viable basis for the development of strategic marketing.

The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB).

Data were collected through mall intercept technique in six cities across India.

ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes.

The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources.

The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns should use social groups for marketing green products. Consumer involvement and engagement can be created through social networking web sites. Ecologically concerns should be rewarded in order to encourage consumers to adopt green attitudes.

Green marketing and ecologically conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns about environment. ECCB and CSII scales were used as it was assumed that using scales which have been tested and validated in other cultures would give reliable results.

This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).

The current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.

The findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.

This study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual and environmental) as the precursors of a commitment to green consumption. Furthermore, the variance within the studied relationships is explored across the segments of the selected consumer sample.

Partial least squares and finite mixture–partial least squares path modeling approaches are employed to examine the studied relationships and check for heterogeneity, respectively, among the sample of 406 Vietnamese consumers.

The results indicate that individualistic values positively and negatively affect attitudes toward purchase consequences at the individual and environmental levels, respectively, while collectivistic values have only a positive impact on attitudes at the environment level. Compared to the individual level, attitudes toward environmental purchase consequences propagate a fuller commitment to green consumption. Collectivistic, but not individualistic, consumers are a suitable target segment for green business. Consumers within the selected sample exhibit different green behavioral patterns.

This research provides valuable insights into the under-researched aspect of green consumption commitment based on an extended value–attitude–behavior model. Previously unobserved heterogeneity is revealed and green consumption tendency segments are identified.

This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).

The research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.

PLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.

There may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.

This study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.

This research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.