articleJournal of Retailing and Consumer ServicesFeb 2, 2024HYBRID OA

Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions

YMYasser Moustafa ShehawySMSyed Md Faisal Ali Khan

University of Sadat City · Jazan University

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Abstract

The present study examines the determinants that impact customers' choices to buy environmentally friendly products, addressing a significant gap in current scholarly research. This concept suggests that cognitive variables, customer individual attributes, and societal factors play a crucial role in influencing consumers' inclinations to engage in environmentally friendly purchasing. Based on 780 total valid respondents, current research tests the given hypotheses by conducting a covariance-based SEM. Using SMART PLS4 software, the study measures and analyses these linkages quantitatively. The findings emphasize the significant influence of customers' environmentally conscious attitudes and awareness on their…

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131
total citations
FWCI
52.42
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100%
References
148
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Authors

2

Topics & keywords

Topics
Keywords
  • Moderation
  • Environmentally friendly
  • Purchasing
  • Green consumption
  • Marketing
  • Business
  • Consumption (sociology)
  • Green marketing
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