Antecedents to attitudes toward Green buying and the Moderating Role of Green Efficacy
DOI:
https://doi.org/10.51153/mf.v19i2.684Keywords:
Green purchase intention, attitudes toward green buying, individualism and collectivism, green efficacy, and Theory of Planned behavior.Abstract
Compared to developed countries, environmental concerns in Pakistan are increasing slowly. Besides other factors, “social norms (SNs) and cultural values” have significantly affected attitudes toward green buying (ATGB). This “study examined the effect of four antecedents and moderators” on attitudes toward green buying (ATGB). We “focused on the textile sector as it significantly contributes towards employment generation and GDP.” The “study found that perceived behavior (PB) and collectivism (CLT) positively affect attitude towards green buying (ATGB).” The study also documents that “social norms (SNs) negatively affect attitude towards green buying and individualism (IND) insignificantly affects attitudes towards green buying.” Moreover, it documents that attitude towards green buying positively affects green purchase intention.” Regarding moderating relationships, we found that “green self-efficacy (GSE) moderates (i) individualism (IND) and attitudes towards green buying, and (ii) collectivism (CLT)and attitude towards green buying (ATGB).
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