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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 purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap.

Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm.

Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications.

This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications.

This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come.

As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices.

Original thought developed based on research, theoretical and market gaps.

The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour.

Data for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour.

Eco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant.

Considering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

The purpose of this paper is to investigate the relationships between environmental consciousness (ECO), green purchase attitude (GPA), green purchase intention (GPI), perceived customer effectiveness (PCE), green behaviour (GRB) and green purchase behaviour (GPB). Based on the statistical analyses, this paper offers some further research directions to advance the extant literature.

The theoretical model is firmly grounded in extant literature. To test the study hypotheses, the authors have developed a survey instrument following a two-stage process. The constructs were first operationalized by the authors and then pre-tested by experts. Dillman’s (2007) guidelines were then followed to gather data. Finally, the theoretical model was tested using multivariate statistical tools.

Results indicate that ECO has an influence on GPA and PCE; GPA has an influence on PCE and GRB; GPI has an influence on PCE; and GRB has an influence on GPB. Environmental benefit still ranks at the sixth position among eight product-selection criteria, as is evident from qualitative in-depth interviews indicating a primarily rationalistic and not an altruistic purchase approach. The gap in translation of ECO into GB and GPB can be attributed to costliness, non-availability with less variety, lack of brand reputation of green products and budget constraints for customers.

The study faces the limitation of generalizability of the results because it was carried out in a particular state in India; it may not be the perception of the country as a whole. The bias owing to social desirability, selective memory and telescoping with the use of self-reported data could also be a limitation for the current empirical study.

This study aimed to extend pro-environmental behaviour studies beyond developed countries and to empirically validate the models built on the theory of ECO leading to GPB, especially for India, a rising market. A novel approach to empirically discuss the situational and market factors will provide a much-needed thrust for research on these lines.

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 paper is to investigate the impact of materialistic values on purchase intention (PI) toward green products among consumers in Vietnam and Taiwan, two Asian countries with different levels of economic development.

This research employs the extended theory of planned behavior (TPB) with an integration of materialism. To serve the purpose of this study, two consumer surveys were conducted in Hanoi (Vietnam) and Taipei (Taiwan). The structural equation modeling was employed to test the proposed model and hypotheses.

This study examined the impact of some antecedents of green PI among consumers in Vietnam and Taiwan, focusing on the indirect impact of materialistic values (through attitude). All five hypotheses received support from the Vietnam data, confirming the significant impacts of materialistic values (i.e. success and happiness) on attitude, and all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) as positive predictors of green PI. For the Taiwan data, the findings were similar to those from the Vietnam data, except insignificant impact of success value on attitude toward buying green products.

This research is expected to contribute to the extant literature by enriching the knowledge of the interesting and important relationship between materialistic values and green purchase behavior among consumers in two Asian markets where, to the author’s best understanding, only modest research effort has been given to explore this topic.

This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior.

A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied.

The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment.

This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias.

Implications count toward individuals, enterprises and society at general.

The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

This paper aims to assess the impact of green purchasing behavior (GPB) of a young generation in Pakistan.

The data were collected from students of different colleges affiliated with Shah Abdul Latif University from Sukkur and Larkana regions of Upper Sindh. A total of 400 questionnaires were administrated among students and 361 completed questionnaires were returned. A pen-and-paper method was applied to collect the data.

Model 1 revels that interpersonal influence and environmental knowledge were found positively related to GPB, whereas media and price were found positively but insignificantly related to GPB. Lastly, trust in green products was also found negatively and insignificantly related with GPB. Model 2 was used to test the moderating impact of price on the relationship between EA and GPB.

To promote GPB, government can play significant role by sponsoring environmental campaigns and environmental culture and these campaigns may include broadcasting promotional messages, distributing leaflets with utility bills, speeches in schools and colleges and advertisements with the help of printing and electronic sources.

Regarding green food purchase, this study’s results contribute to the literature by providing some theoretical contributions in literature. Green purchasing is so far a very new notion in Pakistan and therefore, literature on promotion of GPB is still lacking in the said country.

The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail.

A quantitative research was carried out by means of a survey with a sample of 880 consumers living in São Paulo city, Brazil, who buy in supermarkets weekly or biweekly.

It was possible to evaluate a model that analyzed the aspects that greenwashing carries and the aspects that the attitudes and beliefs of the consumer present. As a result, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption. Further, consumer attitudes and beliefs show that they are guided by the aspects of perceived loyalty, satisfaction and benefits and that the perceived risk aspect is practically ignored.

The originality of this study is in evaluating consumer perception focusing on several aspects of purchase intention simultaneously, considering perception and behavior of consumer before greenwashing and green consumption and using all aspects together (satisfaction, loyalty, subjective and control forces, risk and benefits perception). Besides complementing with other determinants like consumer attitudes and beliefs, confusion of green consumption, behavior controlled in relation to green consumption and greenwashing. Thus, it contributes with an interdisciplinary study whose scale and methodology can be used by analogous studies.