The influence of customer value on sustainable green purchasing decision: the mediating role of customer attitudes and behavior

Khleef Alkhawaldeh (), Reem Suwan and Mais Qadri
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Khleef Alkhawaldeh: Princess Sumaya University for Technology (PSUT)
Reem Suwan: Princess Sumaya University for Technology
Mais Qadri: Princess Sumaya University for Technology

OPSEARCH, 2025, vol. 62, issue 2, No 6, 643-660

Abstract: Abstract Understanding the nature of influences on customers’ purchasing decision is critical to marketing success. This study examined the relationship between customer value and sustainable green purchasing decision. It also investigated the mediating role of customer attitudes and behavior on the relationship between customer value and sustainable green purchasing decision. The study variables were measured through a questionnaire developed based on the literature and distributed to customers of major shopping malls in Jordan. The number of responses valid for statistical analysis was 145. Structural equation modeling was used to test the study hypotheses. The results of the regression analysis revealed significant p-values for both direct and indirect effects (p-value

Keywords: Customer value; Customer attitudes; Customer behavior; Sustainable purchasing decision (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12597-024-00822-9

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