A Path Model of Attitudinal Antecedents of Green Purchase Behaviour

Title: A Path Model of Attitudinal Antecedents of Green Purchase Behaviour
Issue: Vol. 6, No 2, 2013
Published date: 20-11-2013 (print) / 20-11-2013 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Carlos Peixeira Marques
Danny Almeida
Keywords: Green Marketing, Green consumers, Consumer behaviour, Consumer distrust, Path models
DOI: 10.14254/2071-789X.2013/6-2/12
DOAJ: https://doaj.org/article/711b9466ad144e369ba7b55f5fa288e2
Language: English
Pages: 135-144 (10)
Website: https://www.economics-sociology.eu/?232,en_a-path-model-of-attitudinal-antecedents-of-green-purchase-behaviour
File http://economics-sociology.eu/files/15_Marques_2_3.pdf

The focus of this paper is propose and test a model of the effects of specific attitudinal constructs on the frequency of green purchase behaviour (GPB). Consumers’ confidence, competence, and effectiveness are operationalized by a path model hypothesizing both direct and mediated effects of these antecedents on GPB. The measures are obtained from a survey of a representative sample of 419 undergraduates and analysed in a structural equations model framework. The frequency of green purchase behaviour depends on subjective knowledge of green issues, which is a direct consequence of consumers’ beliefs in the effectiveness of green behaviour, and an indirect consequence of consumers’ trust on claims made by green advocates. Results confirm the crucial importance of credibility of green marketing and the concomitant need for strategies to overcome consumers’ distrust.