article · Journal of Retailing and Consumer Services
Understanding what drives consumers to purchase environmentally friendly goods is essential for encouraging sustainable consumption. A survey of 780 respondents analysed using structural equation modelling reveals that individual cognitive factors and societal influences strongly shape eco-friendly buying decisions. Specifically, positive environmental attitudes and awareness directly influence consumers' intentions to buy green goods. Furthermore, environmental awareness acts as an important moderating factor, strengthening the connection between pro-environmental attitudes and actual purchasing intentions. In contrast, operational and marketing elements such as green logistics, production methods, technology, and traditional green marketing mix factors do not show a significant direct effect on buying intentions. These outcomes suggest that initiatives designed to promote sustainable commerce must focus primarily on fostering customer awareness and positive environmental mindsets rather than relying solely on technical or operational messaging.
Promoting sustainable consumption requires a clear understanding of consumer motivation. By demonstrating that environmental awareness and personal attitudes drive purchasing decisions far more than operational factors such as green logistics or production technology, this research guides organisations towards more effective sustainability communications. It highlights that cultivating genuine public awareness is critical for translating environmental goodwill into tangible consumer action.
The findings offer actionable market intelligence for commercial organisations, marketing teams, and retailers seeking to market eco-friendly goods. By indicating that green logistics and production technologies alone do not drive sales, the work points consumer-facing businesses toward investing in targeted educational and awareness-building campaigns. Because this research evaluates consumer intentions rather than testing a specific product or commercial service, it represents early-stage market research that can inform consumer communication strategies.
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The present study examines the determinants that impact customers' choices to buy environmentally friendly products, addressing a significant gap in current scholarly research. This concept suggests that cognitive variables, customer individual attributes, and societal factors play a crucial role in influencing consumers' inclinations to engage in environmentally friendly purchasing. Based on 780 total valid respondents, current research tests the given hypotheses by conducting a covariance-based SEM. Using SMART PLS4 software, the study measures and analyses these linkages quantitatively. The findings emphasize the significant influence of customers' environmentally conscious attitudes and awareness on their inclination to buy eco-friendly products. Moreover, the study uncovers a significant moderating impact of environmental awareness in connecting pro-environmental sentiments to consumer purchasing behavior. However, research determines that other variables such as green P's, logistics, production, and technology do not have a substantial impact on intentions to make environmentally friendly purchases. These findings offer useful insights for organizations aiming to promote eco-friendly products, highlighting the importance of consumer attitudes and awareness in influencing intentions to make green purchases.
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DOI: 10.1016/j.jretconser.2024.103739
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