Title: Factors affecting green purchase intention, case of Lebanon

Authors: Yahya Skaf; Sam El Nemar; Demetris Vrontis; Hassan Dennaoui

Addresses: Notre Dame University, Zouk Mosbeh, P.O. Box 72, Zouk Mikael, Lebanon ' Faculty of Business and Management, University of Balamand, Koura, Lebanon ' University of Nicosia, 46 Makedonitissas Avenue, Nicosia, Cyprus; S P Jain School of Global Management, Singapore Campus, 119579, Singapore ' University of Balamand, Al Koura Campus, Lebanon

Abstract: Building effective strategies to promote green purchase intention 'GPI' as required by the Sustainable Development Goals proposed by the UN for 2030 depends on understanding the factors influencing this behaviour. The objective of this research work is to identify how nine factors as concluded from literature influence the green purchase intention through a structural equation model. To do this, a survey is constructed to measure the GPI and the nine factors and distributed to 400 respondents in Lebanon. The data analysis was executed using the 'PLS-PM' method from SmartPLS3 software. The results revealed that the environmental awareness, environmental concern, knowledge about green consumption, perceived effectiveness, altruism, self-image, and the level of religious commitment have significant positive impact on the green purchase intention. In contrast, the results showed that increased believes in government role have significant negative impact on green purchase intention. On the other hand, the social references have no significant influence on green purchase intention. This study is important as it add evidences to this topic's literature in developing countries such as Lebanon and is beneficial for firms marketing themselves as socially responsible to develop their marketing strategies.

Keywords: personal factors; consumer; green purchase intention; GPI; green products; corporate social responsibility; CSR; Lebanon.

DOI: 10.1504/IJBG.2025.148778

International Journal of Business and Globalisation, 2025 Vol.41 No.2, pp.91 - 115

Received: 11 Apr 2022
Received in revised form: 22 Jul 2022
Accepted: 24 Jul 2022
Published online: 24 Sep 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article