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Green Buying Behaviour: An Integrated Model

Author

Listed:
  • Edison Jair Duque Oliva

    (School of Administration and Accounting, Universidad Nacional de Colombia, Bogotá 111321, Colombia
    ESAI Business School, Universidad Espíritu Santo, Samborondon 104135, Ecuador)

  • Javier A. Sánchez-Torres

    (Department of Marketing, University of Medellín, Medellín 050026, Colombia)

  • Francisco-Javier Arroyo-Cañada

    (School of Business, University of Barcelona, 08001 Barcelona, Spain)

  • Ana Argila-Irurita

    (School of Business, University of Barcelona, 08001 Barcelona, Spain)

  • Jaime Gil-La Fuente

    (School of Business, University of Barcelona, 08001 Barcelona, Spain)

  • Sandra-Milena Palacio-López

    (Department of Marketing, University of Medellín, Medellín 050026, Colombia)

  • Juan-Pablo Arrubla-Zapata

    (Department of Marketing, University of Medellín, Medellín 050026, Colombia)

Abstract

The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption.

Suggested Citation

  • Edison Jair Duque Oliva & Javier A. Sánchez-Torres & Francisco-Javier Arroyo-Cañada & Ana Argila-Irurita & Jaime Gil-La Fuente & Sandra-Milena Palacio-López & Juan-Pablo Arrubla-Zapata, 2024. "Green Buying Behaviour: An Integrated Model," Sustainability, MDPI, vol. 16(11), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4441-:d:1400619
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    References listed on IDEAS

    as
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    3. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.
    4. Long-Chuan Lu & Hsiu-Hua Chang & Alan Chang, 2015. "Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs," Journal of Business Ethics, Springer, vol. 127(1), pages 205-219, March.
    5. Dang Manh Vu & Ngoc Thang Ha & Thi Viet Nga Ngo & Huong Thao Pham & Cong Doanh Duong, 2021. "Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 18(8), pages 1627-1645, October.
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