IJBE RESEARCHIJBE RESEARCH

Integrated Journal of Business and EconomicsIntegrated Journal of Business and Economics

This study explores the determinants of green consumption intention, with attitude acting as a mediating variable. The examined characteristics include subjective norms, environmental concerns, healthy lifestyles, and social media engagement. We employed a quantitative methodology, collecting data from 396 participants via Google Forms and utilizing SEM-PLS for analysis. The results demonstrate that attitude functions as a vital mediating element in the association between the four elements and the inclination towards green consumption. Without attitude serving as a mediator, subjective norms, healthy lifestyles, and environmental concerns do not significantly impact green consumption intentions. These conclusions highlight the significant influence of mindset on the development of green consumer behavior. The studys recommendations, particularly the suggestion to incorporate factors such as the urge to spend for environmentally friendly products in future research, have the potential to inspire further exploration of the topic. The findings provide vital guidance, enabling governments and organizations to develop more effective policies that promote sustainable and environmentally responsible consumption.

The study confirms that attitude significantly mediates the relationship between environmental concerns, healthy lifestyles, social media usage, and green consumption intention.While subjective norms, environmental concerns, and healthy lifestyles do not directly influence green consumption intention, their impact is amplified when mediated by attitude.These findings underscore the importance of fostering positive attitudes towards green consumption to encourage sustainable behaviors.

Future research should investigate the influence of willingness to pay for sustainable products, as cost remains a significant barrier to green consumption. Further studies could explore the cultural nuances impacting attitudes towards green purchasing, recognizing that consumer behavior varies across different societies. Additionally, longitudinal studies are needed to understand the long-term effects of attitudes on green consumption patterns and to track changes in consumer behavior over time. Investigating the role of gamification and reward systems in promoting sustainable consumption habits could also provide valuable insights. Finally, research should focus on developing targeted interventions that address specific barriers to green consumption, such as lack of information or perceived inconvenience, to effectively encourage more environmentally responsible choices among consumers. These investigations will contribute to a more comprehensive understanding of the factors driving sustainable consumption and inform the development of effective strategies to promote a greener future.

  1. Reinforcing Green Consumption Intentions: Attitudes as a Mediator and the Role of Environmental Concerns,... ojs.ijbe-research.com/index.php/IJBE/article/view/1275Reinforcing Green Consumption Intentions Attitudes as a Mediator and the Role of Environmental Concerns ojs ijbe research index php IJBE article view 1275
  2. Article | KnE Open. article kne open social sciences issn 668x latest conference proceedings humanities... doi.org/10.18502/kss.v4i3.6393Article KnE Open article kne open social sciences issn 668x latest conference proceedings humanities doi 10 18502 kss v4i3 6393
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