Mediating Effect of Environmental Orientation on Pro-Environmental Purchase Intentions in a Low-Involvement Product Situation

Abstract

Low-involvement consumption includes the majority of regular purchases by individuals and the community, and collectively these have a substantial negative environmental impact. It is, therefore, an important environmental domain to examine. This research surveys 340 Turkish consumers and examines whether apathy, locus of control and myopia influence environmental orientation and purchase intentions for a low-involvement green product, and whether purchase intentions are mediated by consumers’ environmental orientation. The results suggest that environmental orientation positively affects purchase intentions, whereas external locus of control negatively affects purchase intentions. Environmental orientation mediates the effect of the internal and external locus of controls’ effect on purchase intentions. The results indicate that environmental orientation is a critical direct and indirect driver of purchase intentions for low-involvement environmental goods. Moreover, it highlights that achieving an increase in consumers’ purchase intentions for low-involvement green goods may be more challenging than influencing their purchase intentions for high-involvement green goods. The inability to increase purchase intentions for low involvement green goods will substantially inhibit reduction of consumers’ environmental impacts through daily activities.

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