Intergenerational transmission of environmental knowledge predicts green purchase intention among Filipino adolescents: is role modelling important?

Objective The environmental crisis driven by deforestation, biodiversity destruction, marine degradation, and climate change is a global problem that can be addressed through sustainable living over generations. Drawing from Social Cognitive Theory, this study investigated the intergenerational transmission (from parents to their adolescent children) of environmental knowledge and its relationship with green purchase intention among adolescents in the Philippines. The study also investigated the moderating effect of role modelling on the intergenerational transmission of environmental knowledge.Method This cross-sectional study involved 444 parent-adolescent dyads from the Philippines. Data were collected using an online survey.Results Findings revealed that adolescents’ environmental knowledge mediated the positive relationship between parents’ environmental knowledge and adolescents’ green purchase intention, and this mediation model was moderated by role modelling.Conclusion Based on the survey data, Filipino adolescents’ environmental knowledge is associated with their parents’ environmental knowledge. Environmental knowledge is linked with stronger intentions to purchase green products when children perceive their parents as role models. Implications to environmental community programmes, education, and sustainable marketing policies and practices were discussed.