Will You Purchase Green Products? The Joint Mediating Impact of Environmental Concern and Environmental Responsibility on Consumers’ Attitude and Purchase Intention

Aims: This study attempts to test the revised model of Theory of Planned behavior to predict the factors and possible paths to encourage customers for green purchasing in the home appliance industry.

Study Design: All constructs were measured on five-point likert scales anchored by 1 (strongly disagree) and 5 (strongly agree). All measures for the constructs were borrowed from previous researches, which were carried out from green marketing and green products perspective due to their proved reliability and validity.

Methodology: The researchers distributed 350 questionnaires using survey methodology based on convenient sampling of the population of eight universities located in four cities of Pakistani. Consumers who had experience purchasing electronic products were the focus of this research. The researchers chose Haier Pakistan’s electronics products, as Haier is offering eco-friendly home appliances products to customers. In order to collect the required information, this study utilized a survey approach with self-administered questionnaires, which were distributed in offices of male and female faculty members as in the -drop off and collect- technique.

Results: We investigated how a change in the consumers’ environmental knowledge of green phenomena can help customers to align attitude with green purchase intention. The findings showed that green buying behavior was increased by effectively enhancing customers’ knowledge of the benefits of green products, the availability of these products and their performance in comparison to conventional products.

Conclusion: The findings suggest that green buying behavior is increased in customers by effectively enhancing their knowledge of the benefits of green products, the availability of these products and their performance compared to conventional products. However, it is important to increase the customers’ current level of environmental knowledge through an effective marketing campaign. In the future this could develop environmental concerns and environmental responsibility in the mind and hearts of potential targeted customers of green products. This will push customers to form a positive attitude towards green products and invoke green purchasing intentions.