SAJMS - South Asian Journal of Management Sciences

Environmental Concern as an Underlying Mechanism between Environmental Beliefs and Green Purchase Intentions

Building on the contentions of theory of reasoned action, current study hypothesized and tested the direct impact of environmental beliefs on green purchase intentions. In addition, the mediating role of environmental concern between environmental beliefs and green purchase intentions is also explored. Quantitative research design with survey method was adopted to collect data from respondents. Structural Equation Modeling (SEM) technique was used to gauge the model fit and to test the hypothesized associations. The results reveal that environmental beliefs are positively related to green purchase intentions. Moreover, environmental concern mediate the relationship between environmental beliefs and green purchase intentions. Managerial implications and future research directions are corroborated at the end of the paper.

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