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Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude

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  • Pankaj Tiwari

    (GLA University)

Abstract

The objective of this study is to find out the effect of eco-literacy and biospheric values on attitudes and intention to purchase green products. To observe this, we developed a study design that includes variables from green consumer behavior literature. We collected data from 447 respondent of public sector banks using a questionnaire survey. Finally, a model including biospheric values, eco-literacy, attitude and purchase intention was validated with a path analysis. The results of this study disclosed a positive effect of green predictors such as eco-literacy and biospheric values of millennial customers on their purchasing attitudes and intentions.

Suggested Citation

  • Pankaj Tiwari, 2023. "Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude," Public Organization Review, Springer, vol. 23(3), pages 1195-1212, September.
    • Handle: RePEc:kap:porgrv:v:23:y:2023:i:3:d:10.1007_s11115-022-00645-6
    DOI: 10.1007/s11115-022-00645-6
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