Green purchase behavior: mitigating barriers in developing countries

Abstract

Purpose This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers. Design/methodology/approach This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases. Findings Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper. Originality/value This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.