Understanding Factors Affecting Consumers’ Conscious Green Purchasing Behavior

Omar. A. Alghamdi and Gomaa Agag ()
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Omar. A. Alghamdi: Business Administration Department, Applied College, Najran University, Najran 55461, Saudi Arabia
Gomaa Agag: Nottingham Business School, Nottingham Trent University, Nottingham NG11 8NS, UK

Sustainability, 2024, vol. 16, issue 2, 1-22

Abstract: The COVID-19 pandemic has had a significant impact on customer behavior. A transition from traditional to environmentally friendly purchasing has been observed in the buying- and consuming-goods setting. Our research sought to discover the factors that influence customers’ conscious green purchasing behavior (GPB), even though these factors had not been extensively studied before. Additionally, it investigated how COVID-19 has impacted consumers’ conscious GPB. Drawing upon the S–O–R model, we developed an integrated model to understand factors affecting conscious GPB. A total of 884 responses were gathered and analyzed by employing the structural equation modeling technique. Our study collected data from consumers in Saudi Arabia. The findings indicate that media and peer influence have a significant effect on activating both altruistic and egoistic drives, whereas family influence was shown to be insignificant. The correlations between media exposure and peer influence were significantly mediated by altruistic and egoistic motivations. The COVID-19 pandemic has had a beneficial influence on the formation process of conscious GPB. The results suggest that peers have a greater impact on conscious GPB through multiple motives, as compared to the influence of media. The findings of this examination provide several meaningful theoretical and managerial implications for marketers in the green consumption setting.

Keywords: sustainability; conscious green buying behaviors; COVID-19 impact; altruistic and egoistic motivations; S–O–R model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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