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A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior

Author

Listed:
  • Manoj Krishnan Cg

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Arun G

    (NICHE - Noorul Islam Centre for Higher Education)

Abstract

For decades, businesses have struggled with the dichotomy between going green and becoming sustainable. Consumers are frequently seen as the most significant challenge when companies attempt to become more sustainable and greener. Although most consumers claim to be environmentally conscious, their green consumption habits are limited by other life commitments, showing an intention-action gap. There are only a handful of studies have developed an optimal model for predicting green consumer behavior. In this paper, the researcher identified a set of antecedents of Buying Behavior, including Environmental Prosocial Attitude, Green Consumption Value, and Openness to Green Communication, to develop an optimal model for predicting Green Consumer Buying Behavior. The findings demonstrate how widespread environmental prosocial attitudes and beliefs are related to green consumption values. As a result, these green values can have a positive relationship with openness to green advertising and green buying behavior. The research provides new insight into the factors influencing green buying behavior, especially consumer prosocial attitudes. Companies must understand consumers' green values and prosocial attitudes to accept green marketing communications and influence green buying behavior. A developed model is important for companies in creating creative green marketing content for implementing effective green marketing Campaigns to create favorable green consumer behaviors.

Suggested Citation

  • Manoj Krishnan Cg & Arun G, 2024. "A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior," Post-Print hal-04991813, HAL.
  • Handle: RePEc:hal:journl:hal-04991813
    DOI: 10.1080/23311975.2024.2443050
    Note: View the original document on HAL open archive server: https://hal.science/hal-04991813v1
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    References listed on IDEAS

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    1. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
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    More about this item

    Keywords

    Environmental prosocial attitudes; Green customer values; Openness to green communication; Buying behavior; Green marketing;
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