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The influence of customer value on sustainable green purchasing decision: the mediating role of customer attitudes and behavior

Author

Listed:
  • Khleef Alkhawaldeh

    (Princess Sumaya University for Technology (PSUT))

  • Reem Suwan

    (Princess Sumaya University for Technology)

  • Mais Qadri

    (Princess Sumaya University for Technology)

Abstract

Understanding the nature of influences on customers’ purchasing decision is critical to marketing success. This study examined the relationship between customer value and sustainable green purchasing decision. It also investigated the mediating role of customer attitudes and behavior on the relationship between customer value and sustainable green purchasing decision. The study variables were measured through a questionnaire developed based on the literature and distributed to customers of major shopping malls in Jordan. The number of responses valid for statistical analysis was 145. Structural equation modeling was used to test the study hypotheses. The results of the regression analysis revealed significant p-values for both direct and indirect effects (p-value

Suggested Citation

  • Khleef Alkhawaldeh & Reem Suwan & Mais Qadri, 2025. "The influence of customer value on sustainable green purchasing decision: the mediating role of customer attitudes and behavior," OPSEARCH, Springer;Operational Research Society of India, vol. 62(2), pages 643-660, June.
    • Handle: RePEc:spr:opsear:v:62:y:2025:i:2:d:10.1007_s12597-024-00822-9
    DOI: 10.1007/s12597-024-00822-9
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    More about this item

    Keywords

    Customer value; Customer attitudes; Customer behavior; Sustainable purchasing decision;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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