Factors influencing green purchase behavior among millennials: the moderating role of religious values

Purpose An individual’s standard of living is profoundly affected by industrialization and technology’s continuous revolution. At present, the environment is uncontrollable and global warming is increasing. Therefore, there is a need to protect the earth immediately as the lives of all creatures are at risk. The purpose of this paper is to determine the factors related to green purchase behavior (GPB) by incorporating religious values (RGV) as a moderator. Moreover, the moderating role of RGV has been incorporated so that the importance of RGV in the life of millennials can be examined. Design/methodology/approach Smart partial least square (PLS) has been used for data analysis, and PLS-structural equation modeling has been used to assess measurement and structural models. Findings The findings reveal that environmental concern, environmental knowledge and green perceived value positively and significantly affect attitude and subjective norm (SN). Moreover, attitudes toward the purchase of green products and SNs also show a positive and significant relationship with green purchase intention (GPI). In addition, GPI is also positively and significantly associated with GPB. However, green brand knowledge portrays a positive but insignificant relationship with attitude and SN. Finally, RGV does not strengthen the relationship between intention and behavior. Originality/value Religion is a strong predictor of individual behavior as people are emotionally connected with Islam’s teachings. Therefore, the study provides a unique contribution by adding RGV as a moderator in the model of TRA. Also, the authors targeted the specific generation, i.e. millennials, so that millennials’ behavior can be identified as it covers Pakistan’s large population. Also, millennials are the people who are more involved in decision-making.