 Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationshipPapaporn Chaihanchanchai and Saravudh Anantachart Business Strategy and the Environment, 2023, vol. 32, issue 1, 289-303 Abstract: Green purchase behavior is evolving and is of growing interest to academic and business circles. To encourage the adoption of green products, it is important to identify moderators that can enhance the consistency between attitude and behavior in the consumption of green products. Within this scope, the moderating effect of psychological factors, that is, green value and environmental knowledge on the link between green purchase attitude and behavior, is investigated. More specifically, this study proposed that green value and environmental knowledge simultaneously moderated the effect of attitude on behavior in relation to green purchase. A data set of 447 samples in Thailand collected through a personal survey method was analyzed. The results from Hayes' PROCESS technique shows that attitude toward green purchase is a weak predictor of green purchasing behavior. However, with low degree of green value and high degree environmental knowledge, green purchase attitude elicited the strongest effect on behavior. Date: 2023 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:32:y:2023:i:1:p:289-303 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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