Impact of environmental knowledge and awareness and openness to experience on green purchase behaviour: a mediation moderation analysis Online publication date: Sat, 30-Oct-2021
by Sidhi Verma; Apoorva Bhatnagar; V.K. Singh
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 17, No. 6, 2021
Abstract: The purpose of this paper is to examine the influence of environmental knowledge and awareness and openness to experience on green purchase behaviour. The moderation effect on openness to experience was checked on the relationship between environmental knowledge and awareness and green purchase behaviour. The study also tries to predict the mediation effect of need for affiliation on the relationship between openness to experience and green purchase behaviour. The findings suggest that environmental knowledge and awareness and openness to experience positively affect green purchase behaviour. It was also shown by the results that need for affiliation does not mediate the relationship between openness to experience and green purchase behaviour. The study adds to the existing literature by positing the moderation effect of openness to experience on the relationship between environmental knowledge and awareness and green purchase behaviour.
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