Sustainable Retailing and Green Consumption: Bridging the Purchase Intention-Behavior Gap Through Consumer and Policy Perspectives

Growing environmental concerns have increased the importance of understanding the drivers of sustainable consumer behavior. This study develops and tests an integrated framework examining the effects of eco-friendly packaging, eco-friendly retailing, and green product accessibility on green product purchase intention and subsequent green consumption behavior. It further investigates the moderating roles of perceived green responsibility, perceived green self-efficacy, and perceived green policy effectiveness in the relationship between purchase intention and green consumption behavior. Data were collected from Taiwanese millennials using a questionnaire survey and analyzed with Partial Least Squares Structural Equation Modeling. The results indicate that eco-friendly packaging, eco-friendly retailing, and green product accessibility each have a significant positive effect on green product purchase intention, thereby promoting green consumption behavior. In addition, perceived green responsibility, perceived green self-efficacy, and perceived green policy effectiveness significantly strengthen the relationship between purchase intention and green consumption behavior. This study contributes to the sustainable consumption literature by integrating market-related factors with psychological mechanisms to explain green consumer behavior. The findings also provide practical implications for policymakers and practitioners seeking to promote sustainable consumption through environmentally friendly product design, green retail practices, improved product accessibility, and initiatives that enhance consumers' environmental responsibility and self-efficacy. JEL classification numbers: M10, M12, M14.