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Purpose of the study: This research intends to find out the role of generativity in green purchase behavior. Moreover, the mediating roles of environmental concern and pro-social attitude have also been proposed. Methodology: This study was conducted on 689 university students given the sensitivity towards the concepts of generativity, environmental concern, pro-social attitude, and green purchase behavior. The model validity was verified by performing the exploratory factor analysis and confirmatory factor analysis. Finally, to test the hypotheses, hierarchal regression was performed. Main Findings: Results endorsed the positive impact of generativity concern on green purchase behavior. Additionally, the mediating roles of Environmental concern and pro-social attitude were also verified. Applications of this study: This study will be very useful for companies that are offering green products/services. Novelty/Originality of this study: This study distinguishes itself from prior studies by adding new predictors to the model of green purchase behavior. Furthermore, this study verifies the role of Environmental concern and Pro-social attitude on the link of GEN-GPB.
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