Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control

Sajjad Ahmad Afridi, Wajid Khan, Maqsood Haider, Asad Shahjehan and Bilal Afsar

SAGE Open, 2021, vol. 11, issue 4, 21582440211054480

Abstract: Environment has become a major social problem for a greater number of people than ever before in recent years. As a consequence, in-depth research on green marketing and green purchasing has increased significantly. Although academic researchers have examined antecedents of green purchasing behavior, there still is room for further progress. One such area that needs further investigation is the role of generativity on green purchasing behavior because sustainability requires a long-term perspective that is embedded in the concept of generativity. This study examines the impact of generativity on consumer green purchasing behavior. Generativity refers to individuals’ beliefs that their current behaviors have consequences that extend into future generations. Moreover, the moderating roles of man-nature orientation and perceived behavioral control on generativity-green purchasing behavior link are also examined. Based on moral norm-activation theory, value-belief-norm theory, and theory of planned behavior, hypotheses were developed. Data were collected from a homogenous sample of 416 university students of four faculties through the non-probability sampling technique. Hierarchical regression analysis was used to test the hypotheses. Results show that generative consumers are more likely to show green purchasing behavior. Man-nature orientation and perceived behavioral control positively moderate the relationship between generativity and green purchasing behavior. Findings revealed that consumers who possess a greater concern for future generations, and high on man-nature orientation and perceived behavioral control constitute a segment that will be more likely to engage in green purchasing behavior, enabling effective targeting of marketing communications.

Keywords: generativity; green purchasing behavior; man-nature orientation; perceived behavioral control; sustainable consumption; sustainability; green behavior; pro-environmental attitude (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440211054480 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211054480

DOI: 10.1177/21582440211054480

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().