Title: The effects of green scepticism on green buying decisions: the mediation role of product evaluation, environmental knowledge, product experience and environmental concerns

Authors: Abolfazl Akhondzadeh; Amir Reza Konjkav Monfared

Addresses: Department of Information Technology, Science and Arts University, Yazd, Iran ' Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran

Abstract: These days, consumers' environmental concerns have changed their buying behaviour. Green purchase intention refers to the consideration of environmental criteria, besides price, quality, efficacy, etc. while deciding for purchase, the ultimate goal of which is a reduction in destructive environmental effects and as well as improvement in natural resources exploitation. The main purpose of this study is to check the effect of consumers' green scepticism on green buying decision, with the consideration of the mediation role of product evaluation, environmental knowledge, product experience, and environmental concerns. The research population consists of consumers of green products who live in Iran. The questionnaire was used as the main data collection tool. The questionnaire was distributed among 300 consumers of green products. Structural equation modelling was employed for data analyses, using SPSS 19.0 and AMOS 21.0. Results showed that green scepticism significantly affects product evaluation, environmental knowledge, product experience, and green buying decision. Furthermore, services assessment, environmental knowledge, and frequent use of services affect green purchase intention. However, environmental concerns do not have any significant effect in green buying decision. Finally, the results revealed that product evaluation functions as a mediator in the relationship between green scepticism and green buying decisions.

Keywords: green scepticism; environmental knowledge; product experience; green buying decision; environmental concerns.

DOI: 10.1504/IJBCG.2021.116267

International Journal of Business Competition and Growth, 2021 Vol.7 No.3, pp.192 - 213

Received: 16 Apr 2020
Accepted: 22 Sep 2020
Published online: 15 Jul 2021 *