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This study aims to investigate the effect of psychographic and demographic factors on the green purchasing behaviour, and examine the moderation influence of demographics on the relationship between the psychographics and green purchasing behaviour. The study uses a multiple regression and PROCESS analyses for a survey conducted with a total 360 Jordanian respondents. The results revealed that the environment attitude has the strongest positive effect on green purchasing behaviour followed by social influence and personal norms. Whereas the effect of environmental concern, environmental knowledge, perceived consumer effectiveness, and skepticism is non-significant, the same results confirm for gender, age, educational level, and income level. However, the moderation influence of demographics is non-significant for most psychographics except for the interaction between age and attitude where it positively increases for people who are above 40 years old. This paper provides plausible guidelines for marketers, business, and policymakers in developing social and sustainable strategies.
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