Willingness to Pay Extra for Eco-friendly Products: A Sequential Mediation Analysis of Behavioural Antecedents and Attitude Towards Behavioural Sustainability

Cuc Lavinia Denisia, Rad Dana, Hategan Camelia-Daniela, Pelau Corina and Szentesi Silviu Gabriel

A chapter in Green Wealth: Navigating towards a Sustainable Future, 2025, vol. 117, pp 295-306 from Emerald Group Publishing Limited

Abstract: Purpose:This study investigates the relationships between environmentally conscious behaviours and intentions among the Romanian population, focusing on the interplay between disposition towards supplementary payment for eco-friendly products (DSPEP), intention for purchasing green products (IPGP), environmentally aware behaviours (EAB), and anticipated eco-behaviour intention (AEI). Methodology:Questionnaire, the participants being selected using a convenience sampling method, taken from the population of Romania in the period 2021–2022, and the final sample being formed from the answers of 759 participants. Data were analysed using SPSS Process Model 6, including confirmatory factor analysis (CFA), correlation analysis, and mediation analysis. Findings:Pearson’s correlation coefficients revealed significant positive associations among DSPEP, IPGP, EAB, and AEI, indicating that individuals with a higher disposition towards eco-friendly products are more likely to have stronger intentions and behaviours related to environmental conservation. Mediation analysis further elucidated the mediating roles of EAB and AEI in the relationship between DSPEP and IPGP. Specifically, AEI exerted both direct and indirect effects on DSPEP, with EAB and IPGP acting as significant mediators. Implications:Implications for policymakers and marketers seeking to develop interventions and strategies to foster environmental conservation efforts and promote eco-friendly consumption behaviours. Limitations:The provision of empirical evidence only from the Romanian population. The sampling method and the cross-sectional nature of the data generate methodological limitations, which limit the generalisation and inference of causality of the findings. Future Research:Research can be extended to validate these findings in different cultural contexts and explore additional factors influencing environmentally conscious behaviours and intentions.

Keywords: Environmentally conscious behaviour; eco-friendly products; sustainable consumption; environmental attitudes; consumer intentions; Q01; Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-375920250000117015

DOI: 10.1108/S1569-375920250000117015

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