Title: Exploring the drivers of green purchase behaviour: the moderating roles of perceived expensiveness and green scepticism

Authors: Kenan Aydın; Meral Uzunöz Altan; Şirin Gizem Köse; Ece Özer Çizer

Addresses: Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, Gelisim University, Turkey ' Department of Economics, Faculty of Economics and Administrative Sciences, Yıldız Technical University, Turkey ' Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, MEF University, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Yıldız Technical University, Turkey

Abstract: This research aims to investigate factors affecting green consumption behaviour by utilising theory of planned behaviour and extends the theory by integrating environmental attitude, perceived expensiveness, and green scepticism variables. The results show that environmental attitude, attitude towards purchasing green products, subjective norms, and perceived behaviour control variables determine green product consumption. The study also presents the partial mediator role of attitude towards buying green products in the relationship between environmental attitude and green product purchase behaviour. Furthermore, perceived expensiveness and green scepticism have negative moderating roles in the relationship between attitudes toward purchasing green products and green purchase behaviour.

Keywords: green product; theory of planned behaviour; environmental attitude; green marketing; green consumption.

DOI: 10.1504/IJGW.2024.141404

International Journal of Global Warming, 2024 Vol.34 No.1, pp.49 - 61

Received: 20 Jul 2023
Accepted: 04 Jan 2024
Published online: 11 Sep 2024 *

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