Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude

Abstract

The objective of this study is to find out the effect of eco-literacy and biospheric values on attitudes and intention to purchase green products. To observe this, we developed a study design that includes variables from green consumer behavior literature. We collected data from 447 respondent of public sector banks using a questionnaire survey. Finally, a model including biospheric values, eco-literacy, attitude and purchase intention was validated with a path analysis. The results of this study disclosed a positive effect of green predictors such as eco-literacy and biospheric values of millennial customers on their purchasing attitudes and intentions.

The influence of skepticism on the university Millennials’ organic food product purchase intention

“…Other researchers have found that Millennials are not only the generation that most identifies with green consumption but also represent a powerful engine in the development of an environmentally conscious population (Nguyen et al, 2017;Ali et al, 2022). Additionally, Millennials tend to support environmental laws, more than any other generation, and agree with friendly policies that favor the environment (Naderi and Van, 2018;Tiwari, 2022). However, despite the growing importance of green consumption in developed economies, it is necessary to promote green purchasing behavior in developing countries (Nguyen et al, 2017;Carri on et al, 2023).…”

“…, 2022). Additionally, Millennials tend to support environmental laws, more than any other generation, and agree with friendly policies that favor the environment (Naderi and Van, 2018; Tiwari, 2022). However, despite the growing importance of green consumption in developed economies, it is necessary to promote green purchasing behavior in developing countries (Nguyen et al.…”

Analyzing organic food purchase intentions: eco-literacy and innovation resistance

“…Previous research has shown that eco-literacy is associated with a greater propensity to select and adopt sustainable, environmentally friendly products and behaviors (Bhutto et al, 2020;Tiwari, 2022;Al Mamun et al, 2020;Shimul and Cheah, 2023). Consequently, eco-literacy can likely increase consumers' propensity to consume organic food.…”

“…Orr (1992) mentioned term "ecoliteracy" originated, which refers to possessing knowledge about the general well-being of the environment. An ecologically capable society tends to be self-sustaining and refrains from disturbing the natural ecosystem that supports it (Tiwari, 2022). As such, consumers with greater environmental literacy are expected to make sustainable choices such as organic food, which is more environmentally friendly than traditional alternatives (Azzurra et al, 2019;Carri on B osquez et al, 2023), as it is free from artificial ingredients such as chemicals, pesticides, fertilizers and growth hormones (Kumar et al, 2023).…”

“…Proponents of eco-literacy see it as a transformative approach that focuses on comprehensive, interconnected, and sustainable environmental solutions. This shift underlines a holistic perspective in addressing complex ecological problems (Tiwari, 2022).…”