An Empirical Study of the Predictors of Green Purchase Behaviour

Semele Jatin Sardesai () and Supriyanka Govekar ()
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Semele Jatin Sardesai: Department of Business Administration, MES College of Arts and Commerce, Zuarinagar, Goa, India
Supriyanka Govekar: Department of General Management, V. M. Salgaocar Institute of International Hospitality Education, Manora-Raia, Goa, India

European Journal of Studies in Management and Business, 2022, vol. 24, 21-36

Abstract: The world has progressed economically in leaps and bounds but sadly at the cost of our environment. Green Consumer Behaviour has become the need of the hour in recent years with the rapid degradation of the environment. This study focuses on green apparel and aims to examine if there is a relationship between i) Personal Norm and Green Purchase Behaviour, ii) Peer Influence and Green Purchase Behaviour iii) Perceived Benefits and Green Purchase Behaviour and iv) to examine if attitude mediates the relationship between Personal Norm and Green Purchase Behaviour. Valueattitude-behaviour hierarchy theory (VABH) has been used. The method used for analyses is the Structural Equation Modelling (SEM) technique using AMOS 22 software. A sample of 146 consumers was used and the convenience sampling technique was followed. The results show that there is a positive and significant relationship between i) Personal Norm and Green Purchase Behaviour, ii) Peer Influence and Green Purchase Behaviour iii) Perceived Benefits and Green Purchase Behaviour and iv) attitude mediates the relationship between Personal Norm and Green Purchase Behaviour. The findings are valuable to green apparel product manufacturers, policymakers, parents, school management and the community at large.

Keywords: Personal Norm; Green Apparel; Peer Influence; Perceived Benefits; Green Products (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbrqaa::v:24:y:2022:p:21-36

DOI: 10.32038/mbrq.2022.24.02

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