The aim of the study is to examine the influence of altruistic values, egoistic values, and perceived consumer effectiveness on eco-friendly purchase intention, with moderating effect of subjective norms and ecological consciousness using the stimulus organism response paradigm. The primary data...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...

The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design...

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited,...

With a young population structure, young consumers in Vietnam have been becoming a driving force and a major purchasing power behind the economic development. While ethical issues associated with consumerism have been a topic of discussion in the society, young consumers have stepped up to the...

Environmental awareness and health awareness, as part of a sustainable conscious food consumer philosophy, differ in form and extent among societies and countries. The main purpose of this paper was to identify the relationship between the target group's (university students) self-perceived and...

The primary purpose of this research is to explain the importance of a significant aspect of a sustainable environment: green packaging. Green packaging has been revealed to have an astounding effect on a sustainable environment. Misuse of carbon products negatively affects the environment and...

Green consumption behavior remains ambiguous due to researchers’ difficulties in exploring its predictors. This study conceptualizes Green Consumer Orientation (GCO), a new construct that develops a standardized scale gathering and measuring predictors of green consumption behavior. In-depth...

Nowadays, since green consumption is widely accepted and affordable, obtaining favourable attitudes of consumers toward green purchases becomes paramount to accelerating the market penetration of ecological items. Under the planned behaviour theory and other theoretical backgrounds of attitude...

The rapid upward thrust of the economy has harmed the environment, which has been compounded by pollution. More and more people are becoming concerned about their surroundings and looking for strategies to mitigate their unfavorable consequences. This is seen in governments' and enterprises'...