Towards a Greener Future: Exploring Factors Influencing Green Purchase Intention and Pro-Environmental Behavior among Young Consumers

Abstract

While economic growth has undeniably enhanced individuals' quality of life, it has also played a role in numerous environmental issues, such as pollution, depletion of natural resources, escalating greenhouse gas emissions, and the consequential phenomena of global warming and climate change. This study examines the antecedents of green purchase intention (GPI) and pro-environmental behaviour (PEB) and the role of green purchase attitude (GPA) and green trust (GTR) as mediators. The results revealed that green knowledge, social status and perceived value are significant predictors of GPI, which significantly predicted PEB, while GPA and GTR are significant mediators.