Think green, buy green? The role of green attitude and pro-environmental behaviour in the link between perceived policy effectiveness and green purchase intention

This research tests the mediating mechanisms of green attitude (GA) and pro-environmental behaviour (PEB) in the relationship between public policies effectiveness (PPE) and green purchase intention (GPI). For this reason, questionnaire was collected from 209 Tunisian consumers. The results of SEM-AMOS show that PPE has a significant influence on GA (β = 0.243, p < 0.005) and GPI (β = 0.177, p < 0.040) while GA significantly affects GPI (β = 0.466, p < 0.001). Additionally, GA plays a partial mediating role between PPE and GPI. Policies perceived as clear, credible and effective generate positive attitudes towards the environment, thereby reinforcing the intention to accept environmentally friendly products. However, the research reveals that PEB does not play a significant mediating role between PPE and GPI. A series of recommendations are made to decision-makers with a view to raising the ecological awareness of consumers.