The careful consumer: effects of altruistic and egoistic motivation on the purchase intention of green products

Md. Abdur Rouf (), Md. Asaduzzaman Babu (), Md. Jahangir Alam Siddikee (), Md Rohibul Islam (), Mst. Sadia Afrin (), Md. Mehedi Hasan () and Shekh Md. Sahiduj Jaman ()
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Md. Abdur Rouf: Hajee Mohammad Danesh Science and Technology University
Md. Asaduzzaman Babu: Hajee Mohammad Danesh Science and Technology University
Md. Jahangir Alam Siddikee: Hajee Mohammad Danesh Science and Technology University
Md Rohibul Islam: Hajee Mohammad Danesh Science and Technology University
Mst. Sadia Afrin: Hajee Mohammad Danesh Science and Technology University
Md. Mehedi Hasan: Hajee Mohammad Danesh Science and Technology University
Shekh Md. Sahiduj Jaman: Hajee Mohammad Danesh Science and Technology University

Quality & Quantity: International Journal of Methodology, 2025, vol. 59, issue 4, No 16, 3353-3375

Abstract: Abstract This research investigates how distinct forms of motivation, altruistic and egoistic, influence customers’ purchasing intentions for green products. Three hundred respondents were surveyed using a structured questionnaire to obtain the data. This quantitative study employs the structured equation model (SEM) approach. Data were analyzed by Smart PLS version 4.1.0.8 using the PLS algorithm and bootstrapping. The study results indicated that health, economic, and social concerns positively correlated with altruistic and egoistic motivation. In contrast, political concerns had no impact on altruistic and egoistic motivation. The study also showed altruistic and egoistic motivation significantly and positively influenced green product purchase intention. The results show that altruistic motivations often increase purchase intention for green items by appealing to people’s desire to contribute positively to environmental sustainability. This study has elucidated sustainable consumption behaviors, including the consumption of green products, and identified the most influential motivational factors. Additionally, it conveys a clear message to policymakers, enabling them to promote consumer adoption of green products.

Keywords: Green products; Altruistic motivation; Egoistic motivation; Purchase intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11135-025-02123-9

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