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The purpose of this paper is to investigate millennials’ purchase behaviours towards green housing in India. This paper also examines the mediating effect of purchase intention between determinants of buying green housing and purchase behaviour in the real estate industry.

A cross-sectional research design was applied to collect data from 393 rural and 388 urban millennials. This study used “partial least squares structural equation modelling” to verify the framed hypotheses.

The outcomes indicate that attitude, environmental concern and green trust substantially influence the purchase intention and purchase behaviour towards green housing in rural and urban studies. However, perceived risk has an insignificant effect on purchase intention and purchase behaviour towards green housing in both studies. Likewise, innovativeness insignificantly impacts the purchase intention in study rural while substantially impacting the purchase behaviour in both studies. Additionally, a favourable relationship between purchase intention and purchase behaviour towards green housing in both rural and urban contexts.

This study provides fruitful evidence for practitioners, marketers and academicians about the drivers of purchase behaviour toward green housing. The results of this study also enable regulatory bodies to design appropriate strategies and tactics to foster the sustainable growth of nations.

This paper is a preliminary attempt to explore the decision to buy green housing in India. Furthermore, the authors targeted a specific age group, especially millennials, to gain a valuable understanding of how different factors affect green housing decisions in different areas, that is, rural and urban areas.

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.

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 investigates the influence of consumption values on green Fast-Moving Consumer Goods (FMCG) purchase behaviour in the context of green household cleaning products in the Western Province of Sri Lanka.

We used the survey strategy and 326 effective responses as the sample of this study.

Our findings reveal that specific consumption values, specifically functional, conditional and epistemic values, significantly impact green FMCG purchase behavior towards green household cleaning products. However, social and emotional values did not substantially influence this behavior.

The results of our study suggest practical implications for green FMCG marketers aiming to boost consumer adoption of green household cleaning products in Sri Lanka. To achieve this, marketers should focus on enhancing consumer value perceptions and strategically emphasize the consumption values consumers prioritize. Green FMCG marketers have a competitive advantage in the Sri Lankan market by doing so.

This research addresses a notable gap in the literature concerning green FMCG purchase behavior related to green household cleaning products within international and local contexts. Furthermore, this study distinguishes itself by adopting the Theory of Consumption Values as its foundational theory, offering fresh insights compared to previous research employing alternate theories, such as the Theory of Planned Behavior and the Theory of Reasoned Action, to examine similar phenomena.

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.

The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour.

This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs.

The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products.

Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.

This study aims to determine the solutions to address the Indian attitude-behaviour inconsistency in the green purchasing context and provide the possible combinations of antecedents that aid Indian marketers in designing promotional and advertising strategies.

A non-probability criterion-based sampling technique was used in collecting the data across Hyderabad city of Telangana region through online survey technique. The respondents were the customers who were attracted towards green and eco-friendly products. A total of 129 responses were received. SPSS v26 software was used to conduct the descriptive analysis, and the two-step analysis approach of the measurement and structural model was conducted in SmartPLS.

Results indicate that interpersonal influence has a greater direct influence on green purchase behaviour (GPB); altruism’s influence on green purchase intention (GPI) and GPB is through environmental attitude (EA) and green awareness (GA). EA has a significant influence on GA and green behaviour (GB). The GA and GB individually act as potential mediators between EA and green consumption behaviour (GCB) variables. Perceived environmental knowledge (PEK) does not influence GPB directly or indirectly. Altruism still ranks at the fifth position among the six antecedents, indicating reciprocal determinism and not an altruistic purchase approach in the Telangana region.

The results of this study may be used by government agencies and policymakers to launch awareness campaigns aimed at educating the public and encouraging green buying practices among broader societal segments. These kinds of programmes could lessen the harm that inconsiderate consumption habits do to the environment and to society, increase the green behaviour practices like planting trees, and recycling, and also increase the consumer’s PEK.

To the best of the authors’ knowledge, the present study is the first to apply reciprocal deterministic theory along with theory of planned behaviour to predict Indian GCB and address the attitude-behaviour gap. Moreover, to the best of the authors’ knowledge, this is the first study to investigate together the direct and indirect influence of altruism, interpersonal influence and perceived environmental knowledge on green purchase behaviour. Given the growing trend of consumers adopting an eco-friendly mind-set, a novel approach to empirically discuss the behavioural and personal factors will give research the much-needed boost it needs.

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.

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 comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India.

Data were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The “partial least squares structural equation modeling” was used to test the hypotheses.

The outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies.

This research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals.

The findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future.

The current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing.