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Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns

Author

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  • João M.M. Lopes
  • Sofia Gomes
  • Tiago Trancoso

Abstract

Purpose - Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions. Design/methodology/approach - This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey. Findings - Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns. Practical implications - According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness. Social implications - It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society. Originality/value - The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

Suggested Citation

  • João M.M. Lopes & Sofia Gomes & Tiago Trancoso, 2024. "Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns," Sustainability Accounting, Management and Policy Journal, Emerald Group Publishing Limited, vol. 15(4), pages 861-883, January.
    • Handle: RePEc:eme:sampjp:sampj-07-2023-0492
    DOI: 10.1108/SAMPJ-07-2023-0492
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    Cited by:

    1. Marianny Jessica Brito de Silva & Maria Izabel Cordeiro de Lima & Mayara Dayane dos Santos & Anne Karolinne da Silva Santos & Marconi Freitas da Costa & Francisco Vicente Sales Melo & Salomão Alencar , 2025. "Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro‐Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self‐Congruity," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(3), pages 4112-4127, June.

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