Green Buying Behaviour: An Integrated Model

Abstract

The pursuit of a sustainable world has today compelled both companies and individuals toscrutinize the environmental impact of goods and services. As a result, the field of green marketing,encompassing topics like sustainability, ecologism, and social impact, has gained significance. Thisstudy aims to explore the attributes influencing consumers’ decisions to purchase green products.The research builds upon an extensive literature review conducted using databases such as Scopusand Web of Science. The resulting model integrates the variables linked to green buying behaviour.Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses,including those concerning personality traits, altruistic attitude, environmental commitment, andthe influence of social factors. This study also highlights the intricate relationship between environmentalawareness, positive attitudes towards green products, and perceptions of greenwashing. Inconclusion, this research contributes to a comprehensive understanding of the factors guiding consumerstowards sustainable purchasing choices, shedding light on the intricate interplay of attitudes,influences, and perceptions in the realm of green consumption.