Title: Impact of environmental knowledge and awareness and openness to experience on green purchase behaviour: a mediation moderation analysis

Authors: Sidhi Verma; Apoorva Bhatnagar; V.K. Singh

Addresses: Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, Uttarakhand, India ' Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, Uttarakhand, India ' Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, Uttarakhand, India

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.

Keywords: environmental knowledge and awareness; openness to experience; need for affiliation; green purchase behaviour.

DOI: 10.1504/WREMSD.2021.10042151

World Review of Entrepreneurship, Management and Sustainable Development, 2021 Vol.17 No.6, pp.838 - 850

Received: 05 Nov 2019
Accepted: 10 Oct 2020

Published online: 30 Oct 2021 *

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