Consumer purchase intention for green FMCG: mediating role of green brand attitude and moderating effect of neutralisation

This study aims to investigate the behavioural intention of consumers towards green fast-moving consumer goods brands. The theoretical framework of the current study is based on the decomposed theory of planned behaviour. Purposive sampling was used to gather data from Syrian consumers obtaining 375 respondents, which were analysed using a structural equation model. The current study determines consumers' purchase intention towards green brands of fast-moving consumer goods (FMCG) through perceived behavioural control and subjective norms. Both perceived behavioural control and subjective norms have a significant impact on green purchase intention. Furthermore, attitude plays a significant mediating role in the relationship between the perceived behavioural control, subjective norms, and green purchase intention. While the moderator has an insignificant effect on consumers' decisions to purchase green FMCG brands. The result recommends approaches for green product marketing. Prior research on green buying intentions has mainly focused on straightforward models at each given time.