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Willingness to Pay Extra for Eco-friendly Products: A Sequential Mediation Analysis of Behavioural Antecedents and Attitude Towards Behavioural Sustainability

In: Green Wealth: Navigating towards a Sustainable Future

Author

Listed:
  • Cuc Lavinia Denisia
  • Rad Dana
  • Hategan Camelia-Daniela
  • Pelau Corina
  • Szentesi Silviu Gabriel

Abstract

Purpose:This study investigates the relationships between environmentally conscious behaviours and intentions among the Romanian population, focusing on the interplay between disposition towards supplementary payment for eco-friendly products (DSPEP), intention for purchasing green products (IPGP), environmentally aware behaviours (EAB), and anticipated eco-behaviour intention (AEI). Methodology:Questionnaire, the participants being selected using a convenience sampling method, taken from the population of Romania in the period 2021–2022, and the final sample being formed from the answers of 759 participants. Data were analysed using SPSS Process Model 6, including confirmatory factor analysis (CFA), correlation analysis, and mediation analysis. Findings:Pearson’s correlation coefficients revealed significant positive associations among DSPEP, IPGP, EAB, and AEI, indicating that individuals with a higher disposition towards eco-friendly products are more likely to have stronger intentions and behaviours related to environmental conservation. Mediation analysis further elucidated the mediating roles of EAB and AEI in the relationship between DSPEP and IPGP. Specifically, AEI exerted both direct and indirect effects on DSPEP, with EAB and IPGP acting as significant mediators. Implications:Implications for policymakers and marketers seeking to develop interventions and strategies to foster environmental conservation efforts and promote eco-friendly consumption behaviours. Limitations:The provision of empirical evidence only from the Romanian population. The sampling method and the cross-sectional nature of the data generate methodological limitations, which limit the generalisation and inference of causality of the findings. Future Research:Research can be extended to validate these findings in different cultural contexts and explore additional factors influencing environmentally conscious behaviours and intentions.

Suggested Citation

  • Cuc Lavinia Denisia & Rad Dana & Hategan Camelia-Daniela & Pelau Corina & Szentesi Silviu Gabriel, 2025. "Willingness to Pay Extra for Eco-friendly Products: A Sequential Mediation Analysis of Behavioural Antecedents and Attitude Towards Behavioural Sustainability," Contemporary Studies in Economic and Financial Analysis, in: Green Wealth: Navigating towards a Sustainable Future, volume 117, pages 295-306, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:csefzz:s1569-375920250000117015
    DOI: 10.1108/S1569-375920250000117015
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    More about this item

    Keywords

    Environmentally conscious behaviour; eco-friendly products; sustainable consumption; environmental attitudes; consumer intentions; Q01; Q56;
    All these keywords.

    JEL classification:

    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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