Examining the mediating role of green purchase intention in influencing youth's green purchasing behaviour in emerging economies

Abstract

Global climate change is a significant problem. We need to take steps to protect the environment. Buying green products helps the environment. This study investigates the mediating role of green purchasing intention (GPI) in the relationship between environmental knowledge (EK), environmental attitude (EA), environmental concern (EC), subjective norms (SN), perceived behavioral control (PBC), and green purchasing behavior (GPB) in emerging economies. Four hundred twenty-seven reliable data points were gathered using an online survey to collect from participants in emerging economies using emails, WhatsApp, and Facebook. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the relationships between key constructs. The findings of this research contribute to theoretical discussions on GPB considerations in emerging economies and provide actionable pathways to encourage sustainable consumer choices through knowledge-based perspectives. This study also yields that practical implications from the research can offer benefits for policymakers, businesses, and organizations seeking to promote sustainable lifestyles and nurture green consumption. Importantly, and to the best of our knowledge, this is the inaugural study to construct and validate the conceptual model in a developing country setting—India. Thus, the findings of this paper could be said to have exclusively contributed to the existing literature on sustainability.