Predicting green purchasing behavior intention among young consumers: Effect of cultural and psychological factors

Abstract

     Green Marketing become nowadays important for companies to attract consumers, to maintain the sustainability of the business and the community. This study examines the influence of cultural and psychological factors on the green purchasing intention. With quantitative research methods, this article have found the following results: collectivism influence green purchasing intention indirectly through the mediator variables which are environmental concern and attitudes towards green purchasing behavior. Among the factors that directly affect the green purchasing intention, perceived consumer effectiveness of environmental behavior is the best predictor, followed by attitudes towards green purchasing behavior and ultimately social influence. These results have important implications for enterprises to develop the attractive market - young consumers, also for environmental policy makers.