Customer Buying Behaviour and Mindfulness: Role of Customer Learning Experience, Self-Efficacy, and Environmental Concern and Green Attitude

Muhammad Awais Bhatti

King Faisal University, Al-Ahsa 31982, Saudi Arabia.

Khaled Mohammed Ahmed Alqasa

Lusail University, Qatar

Abstract

Customer awareness regarding environmental issues is increasing day by day. In this context, it is essential to recognize the importance of Customer Green Purchase Behavior as a key element in promoting sustainability. Therefore, this study examined the effect of Customer self-efficacy, Customer learning experience, Customer environmental concern, and Customer green attitude on Customer green buying behavior through the mediation of Customer green attitude. This research also examined the moderating role of Customer mindfulness. A questionnaire was developed to meet the objectives of the study and to collect the responses of respondents. This research used various social media applications to collect the data. This study gathered 334 usable responses, which were analyzed using AMOS through the SEM technique. The results of the research show that Customer self-efficacy, Customer learning experience, and Customer environmental concern have a positive and significant effect on Customer green attitude. Further, Customer green attitude has a positive influence on Customer Green Purchase Behavior. Moderation of Customer mindfulness is also statistically supported. Moreover, the results confirmed the significant mediation of Customer green attitude. The findings of the study are helpful for policymakers in strategy development and academicians for future studies.

Buying Behaviour, Mindfulness, Customer green attitude, Customer self-efficacy, Customer learning experience.