Environmental factors affecting green purchase behaviors of the consumers: Mediating role of environmental attitude

Human concern for the environment has grown tremendously due to rising environmental problems, which have multiple influences on consumer choice and actions in relation to their purchasing patterns. In connection with these concerns, this study empirically investigates factors that affect the green purchase behavior (GPB) of consumers. A survey-based approach was used to theoretically validate the model. The research instrument was addressed to 375 consumers using a convenience sampling method. Structural equation modeling (SEM) was applied for model assessment. Results reveal that GPB was directly influenced by subjective norms (SN), awareness of consequences (AC), and environmental attitude (EA), and indirectly by environmental concern (EC), environmental responsibility (ER), and awareness of consequences (AC) through EA. However, EC, and ER were directly insignificant, and SN were also insignificant, through EA. The study provides valuable insights to academic and practical perspective, and society need to maintain, protect, and survive with the environment.