Environmental quality awareness, green trust, green self-efficacy and environmental attitude in influencing green purchase behaviour

Abstract

Purpose The purpose of this study is to examine the effect of green trust (GT), environmental quality awareness (EQA), green self-efficacy (GSE) and environmental attitude (EA) towards green purchase behaviour (GPB). The mediating effect of EA is also investigated. Design/methodology/approach Attribution theory and the attitude-behaviour gap model were used to develop the research model. Data were collected through an online survey, which yielded 321 complete and usable responses. The partial least square-structural equation modelling (PLS-SEM; SmartPLS, Version 3) technique was used to test the study hypotheses. Findings The analysis revealed that GT, GSE and EA affect GPB positively. It was also found that EA mediates the relationship between “environmental quality awareness and green purchase behaviour” and “green self-efficacy and green purchase behaviour”. However, EA did not mediate the link between “green trust and green purchase behaviour”. Practical implications The findings of this study provide insightful implications for social and green marketers, including an understanding of the complex customer behaviour in purchasing green products, which will eventually enable them to formulate better green marketing strategies. Originality/value This study is amongst the pioneers in investigating the effect of EQA in relation to GPB. Furthermore, the mediating effect of EA in the link between “environmental quality awareness and green purchase behaviour”, “green trust and green purchase behaviour” and “green self-efficacy and green purchase behaviour” is also a new contribution to the literature. Finally, this study explains the drivers of consumers’ GPB, thereby providing a novel understanding of the field.

Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions

“…The findings indicate that the internal deliberative processes consumers undertake before a possible purchase of green apparel can positively influence their intentions. The findings, moreover, align with previous research, which has identified attitude (Dhir et al, 2021;Yadav & Pathak, 2016), self-efficacy (Ahmad et al, 2022;Pang et al, 2021) and personal norms (Jaini et al, 2020;Shin et al, 2018) as significant cognitive factors inducing proenvironmental behaviour. These findings represent a key contribution in the context of the USA because they explain the consumption patterns for green and sustainable products in this economy.…”

“…As with attitude, scholars have previously investigated and found efficacy to positively influence individuals' pro-environmental behaviours and intentions (Bopp et al, 2019;Wang, Zhang, et al, 2019). For example, Sh. Ahmad et al (2022) found green self-efficacy to significantly influence green purchase behaviour, while Pang et al (2021) found self-efficacy to predict organic food purchase intentions.…”

“…For example, Sh. Ahmad et al (2022) found green self‐efficacy to significantly influence green purchase behaviour, while Pang et al (2021) found self‐efficacy to predict organic food purchase intentions. Further, self‐efficacy can also be considered part of an individual's perceived behavioural control (Pavlou & Fygenson, 2006), an extensive body of research has found perceived behavioural control to predict green purchase behaviour (e.g., Chen, 2020a; Shin et al, 2018).…”

Green production information transparency and online purchase behavior: Evidence from green agricultural products in China

“…(2021) found that consumer-oriented drivers are critical in forming consumer trust in green products. Ahmad et al (2022) confirmed a positive effect of green trust on green product purchase intention and behavior. However, whether these relationships and effects hold in an online shopping setting are unclear.…”

Untitled

“…As most people desire to undertake activities that are compatible with their views, laws, and social duties, self-efficacy is connected with several behavioral outcomes such as participation and persistence. (Chen et al, 2014:6608), (Ahmad et al, 2021), (Sharma & Dayal, 2016) explained Self-efficacy increases intrinsic motivation that leads to pro-environmental behavior. According to this concept, self-efficacy represents the beliefs related to the ability of organizations to work to reduce environmental degradation, which helps them to understand the special ability related to organizing and directing the course of environmental action that aims to lead a positive environmental behavior.…”