Consumers’ green attitudes and their green purchase intentions: the mediating role of consumer-green product congruence and a comparison between genders

Abstract

Purpose This research sought to show that consumers with strong green attitudes modify their consumption criteria, getting them to consider green products as more aligned with their preferences. Utilizing the theory of reasoned action (TRA) and self-regulation theory, this study investigated how consumers’ green attitudes influence their intentions to buy eco-friendly products, both directly and through the mediating role of consumer-green product congruence. Furthermore, to find more specific insights for businesses, drawing on attitude-behavior-context (ABC) theory, this study compared the results between males and females. Design/methodology/approach To evaluate the proposed conceptual model, this study surveyed 272 consumers and analyzed the data using partial least squares structural equation modeling (PLS-SEM) with the help of Smart-PLS 4.0 software. Findings The results indicated that consumers with green attitudes have higher intentions to buy green products, both directly and through the mediating role of consumer-green product congruence. While, in contrast to women, no significant direct relationship between men’s green attitude and their green purchase intentions was observed, we found a stronger mediating role for green-product congruence among males than females. Originality/value The findings suggest that fostering consumers’ green attitudes not only enhances consumers’ perceived alignment with green products but also significantly increases their intentions to purchase eco-friendly products. Furthermore, a comparison between males and females shows that men only decide to purchase green products when they see an alignment between their preferences and those products. Green attitudes are not sufficient for men to purchase green products. This is among a few studies addressing the above issues from the perspective of TRA, self-regulation theory and ABC theory.

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