Abstract

BUCIO-GUTIERREZ, Daniel; JIMENEZ-ALMAGUER, Karla Paola  and  AZUELA-FLORES, José Ignacio. Attitude towards the green purchases intention. Investig. adm. [online]. 2020, vol.49, n.125, 12501.  Epub Sep 11, 2020. ISSN 2448-7678.  https://doi.org/10.35426/iav49n125.01.

The aim is to analyze environmental behavior by exploring the relationships of (1) knowledge, (2) concern, (3) altruism, and (4) environmental skepticism on the attitude towards green consumption (ATC). The relationship between ATC and the green purchase intention was also analyzed. A quantitative research method was used, specifically a structural equation model-PLS, with data from a survey applied to potential consumers of green products. Results show that ATC forecasts green purchase intention; Besides, environmental knowledge, concern, and altruism stand out as a significant antecedents of ATC. The limitations are associated with the scope of the results; these were obtained using non-probabilistic sampling methods. The main finding is the magnitude of the effect of altruism that highlight as the main predictor of ATC. The practical implications through communication campaigns, aimed at altruistic consumers with the environment, that motivate green consumption.

Keywords : Environmental knowledge; environmental concern; environmental altruism; environmental skepticism; attitude towards green consumption; green purchase intention; M14; M39.

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