Antecedents of Green Purchase Behavior: Examining Role of Green Awareness, Knowledge, Purchase Attitude and Environmental Consciousness

Khaled Mohammed Ahmed Alqasa

College of Commerce and Business, Lusail University, Qatar

Jehad Abdallah Atieh Afaneh

Department of Management, School of Business, King Faisal University, Al-Ahsa, Saudi Arabia.

Abstract

Over last few decades, unsustainable consumption patterns and environmental challenges have grown significantly. In response, it is important to understand the factors linked to Green Purchase Behavior for promotion of environmentally responsible consumer decision-making. The objective of this research was to explore the effect of Green Knowledge, Green Purchase Attitude, Green awareness, and Environmental Consciousness on Green Purchase Behavior. This research also examined the mediation effect of Green Purchase Attitude. Quantitative research methodology was adopted in the research. Data was collected from consumers through a questionnaire developed on Likert scale. Research used simple random sampling to reach customers. Response rate of study was 58.66%. This study used SEM technique and Smart PLS 4 as tool for analysis. Results demonstrate that customer green attitude has a positive effect on green purchase behavior. Green awareness, green knowledge, and environmental consciousness have a positive influence on green attitude as well. The mediating effect of green purchase attitude is confirmed as well. This study adds to the body of knowledge by linking green knowledge, green awareness, and environmental consciousness with green purchase behavior through mediation via green purchase attitude.

Green Purchase Behavior, Purchase Attitude, Knowledge, Environmental Consciousness, and Green awareness.