The green dilemma: what drives consumers to green purchase intention in an emerging EU economy?

In a world divided between consumerism and environmental protection, between greening and greenwashing, there is a strong need for enhancing comprehension regarding the effects that a certain consumption behavior might have on the present and future generations. This study examines what drives people to purchase green products, by undertaking a rigorous analysis based on a mixture of three theoretical models, which are the Norm Activation Theory, the Theory of Planned Behavior, and the Innovation Resistance Theory, using the data collected from 446 actual retail consumers. The obtained results indicate that subjective norms, attitude, and environmental consciousness are the strongest predictors in shaping green purchase intention. The results provide useful insights for companies, brands, retailers, institutions, economists, environmentalists, and consumers to understand the significance of purchasing green products and the tools needed to promote and support this behavior.