Green Buying Behaviour: An Integrated Model

Edison Jair Duque Oliva, Javier A. Sánchez-Torres (), Francisco-Javier Arroyo-Cañada, Ana Argila-Irurita, Jaime Gil-La Fuente, Sandra-Milena Palacio-López and Juan-Pablo Arrubla-Zapata
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Edison Jair Duque Oliva: School of Administration and Accounting, Universidad Nacional de Colombia, Bogotá 111321, Colombia
Javier A. Sánchez-Torres: Department of Marketing, University of Medellín, Medellín 050026, Colombia
Francisco-Javier Arroyo-Cañada: School of Business, University of Barcelona, 08001 Barcelona, Spain
Ana Argila-Irurita: School of Business, University of Barcelona, 08001 Barcelona, Spain
Jaime Gil-La Fuente: School of Business, University of Barcelona, 08001 Barcelona, Spain
Sandra-Milena Palacio-López: Department of Marketing, University of Medellín, Medellín 050026, Colombia
Juan-Pablo Arrubla-Zapata: Department of Marketing, University of Medellín, Medellín 050026, Colombia

Sustainability, 2024, vol. 16, issue 11, 1-15

Abstract: The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption.

Keywords: green buying behaviour; sustainability perceptions; consumer attitudes; environmental awareness; greenwashing impact; marketing (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
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