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This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.

Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were served from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software.

Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention.

The study's findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.

The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations.

Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.

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.

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.

A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.

The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.

The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

This research study uses the theory of planned behavior to investigate the factors such as environmental concern, perceived control behavior and subjective norms that foster green purchasing intention in the developing market, with the moderating influence of environmental knowledge.

Convenience and purposive sampling were used to obtain data from 418 respondents, which were analyzed using structural equation modeling.

The findings revealed that environmental concern had a significant impact on the subjective norms, green attitude and perceived behavioral control; subjective norms had a positive impact on the green attitude, did not on perceived behavioral control and green purchase intention directly; perceived behavioral control had a significant impact on green attitude directly but did not green purchase intention; green attitude had a significantly impacted the green purchase intention. Environmental knowledge had a strong moderation association between green attitude and green purchase intention.

The study explores the complex relationships between various factors, including environmental concern, subjective norms, perceived behavioral control, green attitude and environmental knowledge, and their impact on green purchase intention which can provide a more nuanced understanding of the drivers for sustainable consumption. Additionally, the study's finding on the moderating effect of environmental knowledge on the relationship between green attitude and green purchase intention may be a novel contribution to the existing literature.

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

The study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green purchase along with moderating effects of green trust and willingness to pay on purchase behaviour in an emerging market.

A total of 417 useable responses were recorded from three different states of north India to resolve the issues related to demographic diversity in country by using a structured questionnaire. Structural equation modelling, mediation and moderation analyses were used to investigate the hypothesised relationships.

The research unveiled that environmental concern, subjective norm have significant direct and indirect influence on green purchase intention via attitude. Furthermore, this study also elucidates that green trust significantly moderates attitude–behaviour, and intention–behaviour relationships, whereas willingness to pay does not significantly moderate these relationships in proposed model.

This study provides interesting insights regarding consumers of emerging market toward green purchase. These insights are useful for marketers to design more focused strategies for enhancing the consumers' preferences for green products and promotion of pro-environmental behaviour in emerging markets.

The novel insights of this study are the mediating role of attitude in an emerging market in extended TPB model and exploration of the moderating role of green trust and willingness to pay premium to reduce the attitude–behaviour and intention–behaviour gaps for enhancing the consumers' preferences for green purchase.

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Organic food consumption has received great attention due to the increase in consumer environmental and health concerns. This study intends to analyse how customers' green purchasing intentions for organic food are affected by internal factors of attitude and health consciousness and external factors of social norms and environmental concern, as well as how green trust operates as a moderator between green purchase intention and actual purchase.

A quantitative research methodology was employed in this study. The data (n = 323) were gathered via a self-administered questionnaire. The respondents, who were current purchasers of organic food, were chosen through a purposive sampling technique. Data were analysed using exploratory factor analysis and structural equation modelling with the aid of IBM SPSS 25.0 and AMOS 25.

The results reveal that customers' green purchase intention for organic products is positively influenced by internal factors (attitude and health consciousness) and external factors (social norms and environmental concern). This study also shows the moderating effect of green trust on intention and action, demonstrating the necessity of building green trust among customers to diminish green purchasing inconsistency.

The study's results have ramifications for producers of organic goods, merchants and market oversight organizations. Establishing a viable strategy while considering customers' concerns about health and the environment is necessary. The formulated strategy must target specific customer niches, therefore strengthening customers' trust in and understanding of organic food items, which will in turn diminish green purchasing inconsistency in the organic industry.

This study contributes to the existing literature by extending the Theory of Planned Behaviour model to organic food consumption and by visualizing how various factors (internal, external and green trust) affect a consumer's inclination to make organic food purchases. The authors added to the empirical evidence that green trust plays a crucial role in stimulating green buying intentions into behaviour and ultimately diminishing green purchasing inconsistency.

Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.

The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.

All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.

The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.

This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).