Purpose – Green consumer behavior has recently attracted the attention of academic researchers. To address a lack of relevant research, the effects that consumer characteristics (i.e. external locus of control and collectivism) and social influence factors (i.e. environmental visibility and subjective norms) exert on green purchasing intentions are investigated in this study. The paper aims to discuss these issues. Design/methodology/approach – Data were collected through a quantitative online survey of 1,866 participants in Taiwan, and structural equation modeling (SEM) was used to analyze the data. Findings – The results show that although an external locus of control exerted a negative effect on consumers’ green consumption intentions, collectivism values exerted a positive influence. In addition, both environmental visibility and subjective norms exerted a significant effect on green purchasing intentions. Originality/value – Consumer characteristics and social influence factors were integrated into green consumer research in this study. The findings can improve green market managers’ understanding of the role that consumer characteristics and social influence factors play in consumer decisions.
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