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The Role of Frugality in Green Purchase Intention: Unveiling the Mediating Role of Green Perceived Value

In: Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)

Author

Listed:
  • Bichu S. Nair

    (Mahatma Gandhi University, Research Scholar, School of Management and Business Studies
    Sacred Heart College Thevara, Assistant Professor)

  • Santhosh P. Thampi

    (Mahatma Gandhi University, Professor, School of Management and Business Studies)

Abstract

This study aims to examine is to investigate how green perceived value mediates the connection between frugality and green purchase intention. 376 respondents in Kerala provided information using a standardized questionnaire. Data was gathered via snowball sampling, and partial least square structural modeling (PLS SEM) was used for analysis. The results shows that frugality has a significant detrimental effect on GPI, with GPV acting as a powerful mediating factor. The findings suggest that frugal individual who have high green perceived value will purchase organic processed food products even though it is costly. This study helps the marketers to understand sustainable consumer behaviour of resource conscious individuals and helps the policy makers to make strategies to promote sustainable products.

Suggested Citation

  • Bichu S. Nair & Santhosh P. Thampi, 2025. "The Role of Frugality in Green Purchase Intention: Unveiling the Mediating Role of Green Perceived Value," Advances in Economics, Business and Management Research, in: Bejoy Joseph & Devi Sekhar R (ed.), Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025), pages 175-195, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-896-7_10
    DOI: 10.2991/978-94-6463-896-7_10
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