Consumer Readiness For Green Consumption

Journal of Retailing and Consumer Services 78 (2024) 103739
Contents lists available at ScienceDirect
Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser
Consumer readiness for green consumption: The role of green awareness as

a moderator of the relationship between green attitudes and
purchase intentions
Yasser Moustafa Shehawy a, b, *, Syed Md Faisal Ali Khan c
a
Department of Business and Marketing, College of Business, Jazan University, Saudi Arabia
b
Faculty of Tourism and Hotels, University of Sadat City, Menofia, Egypt
c
Department of Management Information System, College of Business, Jazan University, Jazan, Saudi Arabia
A R T I C L E I N F O A B S T R A C T
Keywords: The present study examines the determinants that impact customers’ choices to buy environmentally friendly
Green products products, addressing a significant gap in current scholarly research. This concept suggests that cognitive vari
Consumer attitudes ables, customer individual attributes, and societal factors play a crucial role in influencing consumers’ in
Green awareness
clinations to engage in environmentally friendly purchasing. Based on 780 total valid respondents, current
Purchase intention
Sustainable consumption
research tests the given hypotheses by conducting a covariance-based SEM. Using SMART PLS4 software, the
study measures and analyses these linkages quantitatively. The findings emphasize the significant influence of
customers’ environmentally conscious attitudes and awareness on their inclination to buy eco-friendly products.
Moreover, the study uncovers a significant moderating impact of environmental awareness in connecting pro-
environmental sentiments to consumer purchasing behavior. However, research determines that other vari
ables such as green
P’s, logistics, production, and technology do not have a substantial impact on intentions to make environ
mentally friendly purchases. These findings offer useful insights for organizations aiming to promote eco-friendly
products, highlighting the importance of consumer attitudes and awareness in influencing intentions to make
green purchases.
1. Introduction that drive their buying behaviours towards environmentally friendly

products. (Van Tonder et al., 2023; Shehawy, 2023; Adnan et al., 2017).
Due to technological advancements, many nations have transitioned Numerous studies in developed countries have focused on green con
from a traditional economy to an industrial-based one. This shift has sumer motivations (Udeagha & Ngepah, 2023; Shehawy et al., 2024).
brought about a new model of consumer behavior that emphasizes ef Consumer attitudes toward eco-friendly products (Delafrooz & Goli,
ficiency and comfort through mass consumption (Li, 2020; Sivapalan 2015)in developing countries, especially the Middle East and Saudi
et al., 2021). Consumption patterns have resulted in remarkable mate Arabia, have yet to be discovered (Kumar et al., 2021). Saudi Arabia has
rial wealth but have also led to pollution and other hazards that threaten just begun researching environmental issues and green purchase in
human life and economic and social sustainability (Manchanda et al., tentions (Ur Rehman, 2017; Shehawy et al., 2024; Eid et al., 2021;
2023). Individuals are increasingly acknowledging the shortcomings of Haj-Salem et al., 2022), especially with young consumers where price
industrial civilizations’ approach to consumption (Adnan et al., 2017). values does not clearly impacts (Gulzari et al., 2022). Green procure
Rapid industrialization and recent reforms have generated economic ment is gaining increasing attention from researchers (Masudin et al.,
growth and environmental challenges. Environmental issues and their 2022). Green consumption (Duong, 2022) includes purchasing
impact on human health are now given priority by academic in fuel-efficient vehicles, taking the bus, reducing water use, and recycling
stitutions, national governments, and international organizations (Riva product packaging(Jalees et al., 2021; Shehawy et al., 2024; Gulzari
et al., 2022). Green consumer attitudes are shaped by internal values et al., 2022). Since it was first proposed, "green consumption" has grown
* Corresponding author. Department of Business and Marketing, College of Business, Jazan University, Saudi Arabia.
E-mail addresses: [email protected] (Y.M. Shehawy), [email protected] (S.M.F. Ali Khan).
https://doi.org/10.1016/j.jretconser.2024.103739
Received 23 December 2023; Received in revised form 14 January 2024; Accepted 20 January 2024
Available online 2 February 2024
0969-6989/© 2024 Elsevier Ltd. All rights reserved.
Y.M. Shehawy and S.M.F. Ali Khan Journal of Retailing and Consumer Services 78 (2024) 103739
steadily; studies should define its features. Green consumption is more consumerism. The SDGs of the United Nations (SDG 12) underscore the
complex, all-encompassing, and organised. Identifying green consump critical nature of adopting responsible and sustainable patterns of pro
tion features can help guide consumers (Li, 2020; Shehawy, 2023; duction and consumption. Through an investigation into the factors that
Gulzari et al., 2022). Previous studies reviewed green IT found that most influence green consumer behavior and the moderating influence of
studies concentrate on wealthy nations while a minority of studies "Green Awareness," this study makes a direct contribution towards the
explore developing countries (Hasan et al., 2014; Tushi et al., 2014). It realization of SDG 12. This analysis offers valuable perspectives that can
still needs to be determined how green consciousness affects green direct organizations, policymakers, and the general public toward
consumerism (Manchanda et al., 2023). These aspiring workers need an adopting more sustainable and accountable methods of consumption. In
education in green awareness to secure a sustainable future (Rustam doing so, it ultimately contributes to the worldwide endeavor to achieve
et al., 2020; Manchanda et al., 2023). Therefore, it is proposed to Sustainable Development Goal 12 and establish a future that is more
perform a study to investigate the attitudes and actions of individuals ecologically sustainable.
toward green consumerism. Consequently, it is suggested to perform an This study begins with a detailed examination of the existing
analysis to investigate the attitudes and actions of individuals(Chekol research on green consumption, consumer behavior, and the factors
et al., 2022a; Shehawy, 2023; Adnan et al., 2017) toward green influencing consumers’ green consumption from various angles. The
consumerism. process by which eco-friendly habits take shape is examined. With this
The present research aims to empirically analyse the determinants of foundation, we can push the research past its current boundaries and
green consumerism and their subsequent adoption of such technologies. into new areas. The study also analyses the context-specific aspects
This paper responds to the need for a corpus of empirical research contributing to green buyers’ decisions. The moderating effect of green
examining the variables driving the spread of environmentally friendly awareness on eco-friendly purchasing decisions was also highlighted in
consumption. the study.
In the context of green consumption, the present study aims to
investigate the following research question: What factors influence 2. Literature review
consumer readiness for green consumption, and to what extent does
’Green Awareness’ moderate the association between ’Green Attitudes’ A comprehensive examination of extant literature serves as the
and ’Purchase Intentions’? foundation of any research investigation, furnishing valuable perspec
In an attempt to fill in the gaps left by previous research on green tives, framing, and an academic environment for the undertaking. The
consumerism, this study investigates the moderating effect of "Green significance of the literature review cannot be overstated in its contri
Awareness" on the association between "Green Attitudes" and "Purchase bution to our investigation of "Consumer Readiness for Green Con
Intentions." It provides a more all-encompassing structure by taking into sumption" and the moderating function of "Green Awareness" between
account numerous elements, such as "Green P’s," "Green Technology," "Green Attitudes" and "Purchase Intentions." As a result of an increased
"Green Manufacturing," "Consumer Norms," and "Green Logistics." awareness regarding environmental issues and the pressing necessity for
Moreover, it fills a critical gap in the current body of literature by sustainable methods, green consumption (Duong, 2022; Shehawy et al.,
emphasizing the importance of increasing "Green Awareness" in order to 2024; Manchanda et al., 2023; Haj-Salem et al., 2022) has transformed
promote green consumption. In order to address the research objectives, into a principal component of modern consumer conduct. We analyse
the following research questions are proposed: the extensive corpus of research and knowledge that serves as the
foundation for our investigation in light of this context. Commencing
Research Question 1: What are the main factors that greatly impact with a comprehensive analysis of the factors that motivate individuals to
customers’ willingness to participate in green consumption and embrace green consumption behaviors, the literature review explicates
embrace environmentally friendly technologies? the complex and multifaceted character of consumer preparedness for
Research Question 2: How does the influence of ’Green Awareness’ green consumption. External influences, including policy, logistics,
moderate the relationship between ’Green Attitudes’ and ’Purchase technology, and manufacturing practices, as well as personal values and
Intentions’ in the context of adopting environmentally friendly attitudes, are incorporated into the present study (Kim and Seock,
technology? 2019). The phenomenon of "Green Awareness," which has generated
growing interest in the realm of environmentally conscious consumer
The research conducted in this study regarding the influence of the conduct, is an essential component in our research. Gaining insight into
"Green P" elements of the marketing mix on consumer attitudes and consumers’ proficiency in green consumption requires a comprehensive
purchase intentions provides businesses and marketers with invaluable understanding of their level of environmental awareness and knowledge
insights. This study offers a thorough analysis of the various ways in (Shehawy et al., 2024 ; Tsai et al., 2012).
which an organization’s promotional campaigns, pricing strategies, Additionally, the research highlights the significance of "Green At
product offerings, and distribution methods can influence environmen titudes" as an essential factor that impacts individuals’ propensity to
tally conscious consumer ship. In addition, the study emphasizes the engage in sustainable buying practices. Analyzing the correlation be
impact of environmentally sustainable production and technology by tween these attitudes and actual "Purchase Intentions" yields significant
highlighting the efficacy of "Green Manufacturing" and "Green Tech knowledge regarding the mechanisms by which individuals acquire
nology" in improving consumer attitudes and conduct. The prioritization sustainable consumption behaviors. The study explores significant
of sustainable production methods is consistent with the wider trend insightful perspectives on the relationship among these variables as the
toward conducting business operations that are environmentally literature review unfolds. By synthesizing existing research, we intend to
responsible. provide a coherent overview of the current state of knowledge in the
In essence, the importance of this research within the domain of field and to identify knowledge gaps or areas requiring additional
green consumerism resides in its thorough examination of the complete investigation. Our primary objective in conducting this literature review
marketing mix, encompassing the Green P’s, and its capacity to provide is to establish a strong and comprehensive basis for the research study.
organizations with direction regarding the promotion of sustainable The review literature will contribute to the collective comprehension of
consumption behaviors. It contributes by revealing how organizations consumer readiness for green consumption in a constantly changing
can align their product offerings, pricing, distribution, and marketing global environment, in addition to enhancing our own research.
with consumer preferences for eco-friendly options.
The previously mentioned significance is consistent with the overall
Sustainable Development Goals (SDGs) and the domain of green
2
3. Theoretical framework of the study H2. Green P’s has a significant influence on purchase behaviour.
The study utilizes the Theory of Planned Behavior (TPB) (Ajzen, 3.2. Green technology & consumer behavior
2011; Shehawy et al., 2024; Lavorata, 2014) to examine the impact of
elements such as Green Policy, Logistics, Technology, Manufacturing, Technology has modified our lives (Suhluli & Ali Khan, 2022). When
and Self-Norm on customers’ intentions to make environmentally applied strategically, “green-oriented trajectory-transformed technol
friendly purchases. Consumer Attitude functions as an intermediary, ogy (GTTT)” innovation can radically alter the competitive landscape of
linking the independent variables to the dependent variable. Further the business world while also affecting the economic and social growth
more, Green Awareness is shown as a moderating factor that influences of a nation (Xiao & Zhang, 2022). Green tech is the use of science and
the intensity and orientation of these connections. The TPB framework technology to minimize harmful effects on the environment. Green
offers a systematic foundation (Doanh & van Munawar, 2019; Eid et al., technology encompasses energy, environmental science, agriculture,
2021; Gulzari et al., 2022; Kim and Seock, 2019; Lavorata, 2014) for materials science, and hydrology (Kenton, 2022). Many subgroups of
comprehending the subtle interaction among these components, illu "green technology" are widely used. Several government projects aim to
minating the intricacies of consumer preparedness for ecologically eliminate single-use plastics, requiring significant investments in paper
friendly purchase. replacements, bioplastics, or recycled technology (Kenton, 2022). A
study indicated the relevance of information changes as prospective
adopters go from apathy to a more sustainable attitude. General
3.1. Green P’s & consumer behavior
knowledge and awareness help establish a sustainable outlook but not
implementation (Gleim et al., 2013; Goodarzi et al., 2021). Users are
A sense of personal responsibility toward the planet, prior exposure
investing their rising excess in greener, more productive technologies.
to environmentally friendly goods, interest in participating in company
IoT is a network of networked computing devices, sensors, and actuators
environmental initiatives, and general awareness of sustainability may
that collect, analyse, and transmit crucial information (Brous et al.,
motivate consumers to make environmentally conscious purchases
2020; Demir & Ventura, 2021; Mekki et al., 2019; Motlagh et al., 2020).
(Shabbir et al., 2020; Shehawy et al., 2024; Gulzari et al., 2022). People
Green IoT includes GWSNs, GM2M, GRFID, GDC, GCC, G-Internet,
want their investments to reflect their ecological concerns. This teaches
and GCN (green communication network): technology, IoT, and GHG
them about eco-friendly products. "Green" products are eco-friendly and
reduction. Green ICT innovation reduces the energy needed to produce,
have a low environmental impact, according to researchers. Products
manufacture, and distribute ICT devices and equipment (Prakash
reflect consumers’ green habits. (Shrum et al., 1995) mentioned in a
Upadhyay, 2015; Yusoff et al., 2021). Guests are likelier to return if a
study that green product significantly affect attitude of consumer that
hotel embraces environmentally friendly measures (Yadav & Pathak,
was further cited by (Chen et al., 2022) in their study. Pricing is a crucial
2017). Studies have also mentioned that green technology significantly
component in customers’ purchase decisions (Weisstein et al., 2014).
affect consumer attitude (Zeng et al., 2020) and behavior (Ashfaq et al.,
According to a recent poll of British consumers, the high expense of
2023).
being green is why individuals don’t buy eco-friendly goods. The Swiss
Certain studies have raised concerns regarding the potential adverse
public’s assessment of the price of environmentally friendly goods is
effects of green technology on consumer attitudes and behavior, which
inversely connected with their purchasing intentions (Weisstein et al.,
may manifest under particular conditions. If consumers perceive green
2014; Gleim et al., 2013). Few research studies have examined how
technology as complicated, expensive, or inconvenient to use, this could
alternative pricing approaches affect buyers’ desire and attitude to buy
occur. Moreover, the perception of green technology as being less effi
green products, despite price being the most crucial consideration (Joshi
cient or dependable in comparison to conventional alternatives may
& Rahman, 2015; Gleim et al., 2013). According to pricing studies,
result in adverse attitudes and a hesitancy to embrace environmentally
promotional price affects consumers’ savings estimates and purchase
sustainable practices. This highlights the significance of ensuring that
behavior (Cuong, 2021; Soegeng et al., 2021; Xu & Huang, 2014; Moser,
environmentally friendly technology is readily available, economical,
2016). A price-setting retail channel includes two manufacturers (a
and intuitive for consumers in order to promote favorable attitudes and
conventional manufacturing company and a green manufacturer) and
conscientious purchasing(Aithal & Aithal, 2016; Yusoff et al., 2021;
some retailers where edge products can be collected. The retailer places
Adnan et al., 2017). Hence the following hypothesis are proposed:
orders from supply directions using a low-cost ordering strategy in
response to uncertain price-dependent demand (Dehghan-Bonari & H3. Green technology has a significant influence on consumer
Heydari, 2022). Customers’ judgments of the utility, relevance, and attitude.
intrusiveness of "mobile phone location-based advertising" influence
H4. Green Technology has a significant influence on purchase
their purchase decisions. POP reinforces the linkages between intru
behaviour.
siveness and attitudes and de-emphasizes customization’s influence on
attitudes (Gazley et al., 2015). Whereas studies have mention innovation
3.3. Green manufacturing & operations
(Saeed et al., 2014) and green marketing significantly influence attitude
towards green adoption(Karunarathna et al., 2020).
The implementation of green manufacturing and green operation
Previous research has identified certain criticisms regarding the
methods has a substantial impact on consumer attitudes and behavior.
potential negative impact of the "Green P’s" (Product, Price, Place, and
Research continually shows that customers are becoming more aware of
Promotion) on consumer attitudes. These criticisms pertain to situations
environmental issues and choose products and businesses that promote
in which consumers perceive green products as deceptive (green
sustainability (Waheed et al., 2020). Green manufacturing, which in
washing) (de Freitas Netto et al., 2020), excessively priced (Meng et al.,
volves environmentally friendly production techniques, and green op
2022; Gleim et al., 2013), inconveniently available(Shiban & Perumal,
erations, which entail reduced resource use and waste, have a beneficial
2018), inadequately promoted, or of inferior quality (Joshi & Rahman,
impact on consumer views. These actions cultivate trust, bolster com
2015; Shehawy et al., 2024) in comparison to non-green alternatives.
pany reputation, and frequently result in heightened purchase intentions
Trust can be undermined, and environmentally responsible consumer
(Al-Swidi et al., 2022; Moser, 2016). Consumers increasingly tend to
behavior may be discouraged due to these factors (Gulzari et al., 2022).
favor enterprises that are in line with their ecological principles, sug
Hence, from the above reviews, the following hypothesis could be
gesting that green manufacturing and operations have a significant
formulated:
impact on influencing modern consumer preferences towards more
H1. Green P’s has a significant influence on consumer attitude. sustainable and ecologically responsible choices (Choudhary et al.,
3
2016). Further Jayaraman et al. (2012) emphasised that sustainable how much shoppers see their buying as integral to their identity and
manufacturing has a substantial influence on individuals’ attitudes and progress toward their ideal selves (Sirgy et al., 2016; Wijaya et al., 2021)
behaviors, ultimately impacting their decision to purchase environ self-image is a person’s opinion and outlook on themselves; it reflects
mentally friendly products. Implementing sustainable techniques to how they feel emotionally and intellectually. Shifting consumer habits
achieve green innovation and enhance competitive advantage(Zameer can have positive outcomes in other areas, such as lowering environ
et al., 2022). mental impacts and boosting environmentally friendly or sustainably
Whereas some researches stated that consumer attitudes and produced goods(Ahn et al., 2020; Eid et al., 2021). According to
behavior may be adversely affected by green manufacturing if they research, positive self-perception affects a man’s propensity to buy
perceive that such practices result in increased product costs or dimin grooming products. A study conducted in a retail store demonstrated the
ished product quality. Moreover, negative attitudes and a reluctance to effect of "in-store (green) information quality" on customer engagement
support eco-friendly products may result if consumers hold the belief (Kumar & Utkarsh, 2023; Moser, 2016; Gleim et al., 2013). The promise
that green manufacturing has an adverse impact on product availability of a better reflection of themselves draws male consumers to grooming
or convenience(Nath & Agrawal, 2023; Chen et al., 2022). By effectively products (Chen et al., 2021; Hermanda et al., 2019). Self-awareness is
communicating the advantages of green manufacturing and addressing essential to any self-concept analysis because it influences buying habits.
these concerns, it is possible to alleviate the adverse impacts on con Self-awareness affects buying decisions and customer behaviour (Gio
sumer attitudes. vannini et al., 2015; Wijaya et al., 2021; Shehawy, 2023; Manchanda
et al., 2023). This study examined the factors (such as environmental
H5. Green manufacturing has a significant influence on consumer
and product attitudes, social influences, perceived monetary worth, and
attitude.
cognitive value) influencing consumers’ decisions to buy environmen
H6. Green Manufacturing has a significant influence on purchase tally friendly appliances (Chen et al., 2018).
behavior. Academics and industry professionals have studied consumer
behaviour for decades to learn how people use and respond to products
3.4. Attitude towards products and purchase intention (Campbell et al., 2014). How well an object meets a person’s re
quirements, values, and interests determines their interest. Product
Whether consumers have a favorable or unfavourable opinion of a involvement describes how well buyers know and like a product(Kumar
product, their attitude toward it reflects their emotional state. In con et al., 2020; Kim and Seock, 2019). Hence, the following hypothesis
sumer research, attitudes are essential because they shape consumers’ could be formulated:
fundamental ways of thinking feeling, and (Das, 2014; Kumar et al., H8. Consumer Self Norm has a significant influence on consumer
2020; Roh et al., 2022; Valentin & Hechanova, 2023). The study con attitude.
ducted in Qatar and the same in the middle East illustrates sustainability
consciousness affected by sustainability knowledge, attitudes, and be H9. Consumer Self Norm has a significant influence on purchase
haviours among higher education institution (HEI) students, considering behaviour.
educational system aspects such as curriculum, community, and campus
(Gleim et al., 2013; Al-Nuaimi & Al-Ghamdi, 2022; Shehawy et al., 3.6. Green logistics & consumer behavior
2024; Haj-Salem et al., 2022; Alzubaidi et al., 2021). Personal envi
ronmental beliefs about sustainable practices & perceived green value of Recently, academia and business have emphasised sustainable sup
sustainable development significantly impact one’s attitude toward ply chain management. "Sustainability of supply chains is an emerging
green technology products adoption (Shang et al., 2023; Kim and Seock, scientific topic". Environmental supply chain management methods
2019). Consumer decision-making and product perceptions also play an stretch back decades, although academic and leadership studies began
essential role in shaping customer behaviour, as demonstrated in their in the early 1990s. Consumers evaluate items based on performance,
intent to purchase (Zhang & Kim, 2013). Attitudes were found to impact quality, and environmental impact (Kavas, 2020; Shehawy et al., 2024).
consumers’ desire to buy something. According to studies (Das, 2014) Businesses went green for environmental, competitive, and brand image
conducted, consumers’ perspectives of stores influence consumer intent reasons (Lavorata, 2014). Thus, empower modeling the relations and
to buy from merchants very well. This meant that stores had to take R&D studies and related activities have grown to improve green and
measures to eliminate the causes of one’s upbeat disposition respecting agriculture products (Shehawy, 2023; Salamai et al., 2023). These ef
their product or service (Kumar et al., 2020; Shang & Wu, 2022) forts reduced lifespan costs and living standards. Green brands are
"Pro-environmental self-identity" and "self-identity & green personal well-known-technology popularised e-commerce. The environmental
norms” are drivers of collective consumption behaviour (Moser, 2016). conscience of e-commerce shoppers should be studied. Customers’
"Pro-environmental self-identity" and “green personal norms” have un environmental knowledge and expectations are effective in adopting
even roles in green morality (Kim and Seock, 2019; Alzubaidi et al., environmentally conscious logistics, and a green supply chain in
2021). Attitude and intention mediate collaborative consumption ac e-commerce affects consumers’ shopping behaviour. Furthermore, it
tivities and antecedents. Whereas attitude is effected by service quality was added that the idea that GSCM techniques, when utilized as part of
enhancing customer satisfaction(Yasmeen et al., 2019; Eid et al., 2021; an eco-friendly marketing plan, reduce customer mistrust and consider
Adnan et al., 2017; Agag et al., 2024). product qualities might influence consumers to make environmentally
conscious purchases (Lee et al., 2021; Trzebiński et al., 2022; Moser,
H7. Consumer attitude Likely to influence readiness towards purchase 2016; Gleim et al., 2013). So, we can hypothesise:
behaviour.
H10. Green Logistics has a significant influence on consumer attitude.
3.5. Consumer Self Norms H11. Green Logistics has a significant influence on green purchase
behaviour.
Shifting consumer habits can have opt positive outcomes in other
areas, such as lowering environmental impacts and boosting environ 3.7. Green awareness
mentally friendly or sustainably produced goods (Ahn et al., 2020).
“Self-image” affects consumer product preferences (Roe & Bruwer, Global consumer awareness of green products has risen (Alamsyah
2017; Lavorata, 2014). Consumers buy to express themselves (Lam & et al., 2020). Customers are concerned that conventionally produced
Yee, 2014; Shehawy et al., 2024). "Self-expression in shopping" refers to items contain additives that damage the environment and cause health
4
problems over time (Zameer & Yasmeen, 2022). Due to "global warm 4. Methodology
ing," buyers are more aware of environmentally harmful products and
services (Alamsyah et al., 2021). There have been many studies on green The article "Consumer Readiness for Green Consumption" examines
awareness, but there needs to be a better paradigm for developing it. the multifaceted character of green consumerism within a robust
One study conducted in Germany shows how eco-friendly training can research context. In accordance with international sustainability ini
be tailored to influence individual behaviour (Maurer et al., 2020). A tiatives, such as the United Nations Sustainable Development Goals, and
studies has shown that customers’ acquaintance with and opinions on with the intention of contributing to the larger discourse on sustain
eco-friendly products are vital in determining environmental con ability, this study examines the moderating effect of Green Awareness
sciousness (Gao et al., 2016; Manchanda et al., 2023). Consumer and a range of influencing factors. Provisional, divisional, regional, and
awareness originates from familiarity with the customer’s surroundings several facilitation branches are scattered around the land between the
(Alamsyah et al., 2021; Gao & Tian, 2019; Lian et al., 2016). A study governmental and commercial sectors. The study population will be
conducted in the United Arab Emirates demonstrated that “environ spread throughout six major cities of Saudi Arabia chosen based on their
mental awareness”, “attitude” toward “anticipated pride”, “green accessibility and convenience. 950 survey questionnaires will be
products”, and “anticipated guilt” positively affect the intention to buy dispersed as a sample in those six main cities. The selection of the six
sustainable products (Gleim et al., 2013; Haj-Salem et al., 2022; Lav primary cities in Saudi Arabia for this study was based on a meticulously
orata, 2014). Alamsyah et al. (2020) and Biswas and Roy (2015) showed evaluated set of criteria. The criteria included factors such as population
an association between environmental literacy and customer knowledge size, geographic dispersion, economic significance, cultural variety,
of eco-friendly products’ manufacturing processes. Environmental proximity to educational and research institutions, market accessibility
marketing requires a solid grasp of the environment. These marketing and infrastructure, existence of environmental efforts, and availability
tactics have helped businesses raise environmental consciousness. Many of data. Our objective was to establish a comprehensive sample that
enterprises promote the product’s environmental benefits (Alamsyah adheres to these requirements, in order to gain insights into the pre
et al., 2020; Moser, 2016) to enhance customer satisfaction (Zameer paredness of Saudi consumers for environmentally friendly consump
et al., 2015). This indirectly educates people about eco-friendly activ tion. The selection of cities was based on the aim of capturing a wide
ities. Environmental literacy increases customer knowledge of green range of urban environments, which would reflect differences in con
products. Transparency in green marketing affects customers’ quality sumer behaviours and attitudes influenced by various factors including
views (Alamsyah et al., 2020; Wu & Chen, 2014; Shehawy et al., 2024). population demographics, regional dynamics, cultural backgrounds,
Green marketing might alter consumers’ product quality judgments availability of sustainable products and services, and the existence of
(Alamsyah et al., 2020; Green & Peloza, 2015; Moser, 2016). Customers environmental initiatives (Lavorata, 2014; Duong, 2023). By employing
think eco-friendly products are better than conventional ones when they a deliberate selection method, we were able to offer a thorough and
like their quality (Alamsyah et al., 2020; Wang & Tsai, 2014). Quality inclusive perspective on how green awareness influences consumer at
perceptions influence customers’ environmental consciousness (Wu & titudes and purchasing intentions within the specific context of Saudi
Chen, 2014; Anderson et al., 2016; Eid et al., 2021). From the above Arabia (Haj-Salem et al., 2022; Shehawy, 2023) (see Fig. 1).
reviews, the following hypotheses are formulated: Participants will have their privacy protected by a letter of partici
pation that will be sent to their homes. In the present study, moderation
H12. Green Awareness moderates the relation between consumer
analysis is also used to assess the effect of green awareness towards
attitude and green purchase intention.
green attitudes, and green buying behaviour which, further illustrated
Regarding the influence of the "Green P’s" (Product, Price, Place, and with the slope analysis in Fig. 2. Moderation refers to a circumstance in
Promotion), Green Logistics, Green Technology, Green Manufacturing, which the strength of an association between two images varies
and Consumer Self Norm on consumer attitudes and behavior, contra depending on the values of dependent variables (the moderator vari
dictory findings have been documented in the literature. Diverse con able) (Latif, 2022).
sumer demographics, research methodologies, and contexts may
contribute to these inconsistencies. Several studies have produced con 4.1. Sample size selection
tradictory or inconclusive findings regarding the impact of these vari
ables on the attitudes and intentions of environmentally conscious The determination of the sample size in the context of SmartPLS is
consumers. achieved through a simple formula: multiply the number of survey
The objective of this research is to address and demonstrate these questions by 20. The study comprised a total of eighteen inquiries. The
inconsistencies through the implementation of a comprehensive meth formula suggests that the ideal sample size is calculated by multiplying
odology. By integrating these determinants into a single model, their 16 questions by 20, which yields a final recommendation of not less than
combined impact on consumer attitudes and behavioral intentions to 320 questions. In order to ensure the integrity and objectivity of the
ward green products can be analyzed. The present study provides a dataset, 950 questionnaires were distributed utilizing simple random
comprehensive perspective on the intricate relationship between mar sampling methods. This approach aids in mitigating any possible sources
keting strategies, production methods, and individual beliefs and norms of bias. However, only 780 responses (82 %) were received in their
by taking into account a wide range of determinants. In addition, the entirety, notwithstanding our diligent attempts. The 780 responses ob
potential moderating effects of "Green Awareness" on the relationships tained were subsequently incorporated into our SmartPLS4 analysis,
between these determinants and green consumer attitudes and in enabling us to accomplish our research objectives while ensuring data
tentions will be investigated. This approach helps to account for the integrity.
varying degrees of consumer awareness and their impact on relation In order to guarantee a varied and inclusive sample, our research
ships, which is often overlooked in prior research. This research en employed a comprehensive recruitment strategy. We utilized the
deavours to contribute significant insights that may assist in resolving extensive audience of social media platforms, actively participated in
the incongruous results in the literature and furnish policymakers and relevant online forums, and leveraged existing connections within eco-
businesses with a more holistic comprehension of the determinants conscious consumer communities. During the data gathering phase,
influencing the attitudes and behaviors of environmentally conscious we closely monitored incoming replies to detect any potential biases or
consumers. emerging trends. In addition, we partnered with academic institutions to
broaden the diversity of our sample. This collaboration resulted in the
inclusion of participants from different age groups. If we identified any
demographic groupings that were not adequately represented, we
5
Fig. 1. Framework of study.
Fig. 2. Slope Analysis for Moderation effect.
quickly adjusted our recruitment efforts. We utilized post-stratification Expanding upon the Marketing Mix theory, this hypothesis posits
and data weighting methodologies to ensure that our sample accu that consumer purchase decisions can be substantially influenced by the
rately represents the demographic characteristics of the population, components of the marketing mix (referred to as the "Green P’s"). Green
therefore minimizing any potential biases in the sampling process. The purchasing behavior can be influenced by the extent to which product,
primary objective is to maximize the inclusiveness of our sample and price, place, and promotion strategies are environmentally friendly.
obtain meaningful insights regarding consumer preparedness for envi
H3. Green Technology has a significant influence on consumer
ronmentally friendly purchases. We are primarily focused on compre
attitude
hending the crucial function of environmental consciousness in
influencing the connection between pro-environmental sentiments and Consistent with the Theory of Planned Behavior and Constructive
intents to make purchases. Theory, this hypothesis is grounded in the notion that consumers’ more
favorable attitudes toward green technology may result from their
4.2. Rational behind postulating the hypothesis perception of its positive consequences.
H4. Green Technology has a significant influence on purchase
H1. Green P’s have a significant influence on consumer attitude. behavior.
Based on the Marketing Mix theory, this hypothesis proposes that Expanding upon the Foundations of the Theory of Planned Behavior
consumer attitudes can be influenced by the components of the mar and Constructive Theory, this hypothesis posits that consumer purchase
keting mix (referred to as the "Green P’s"). Green marketing strategies decisions might be influenced favorably by the perceived advantages of
that successfully communicate environmentally favorable attributes are utilizing environmentally friendly technology. Specifically, individuals
expected to have a positive impact on attitudes. might be more inclined to acquire products that integrate such
technology.
H2. Green P’s have a significant influence on purchase behavior.
H5. Green Manufacturing has a significant influence on consumer
6
attitude. analysis (CFA)" will assess transformational leadership and job perfor
mance. The statistical technique of Confirmatory Factor Analysis (CFA)
H6. Green Manufacturing has a significant influence on purchase
is employed to verify the precision of a measurement model. CFA will be
behavior.
employed in our research to validate the accuracy of the selected survey
Hypothesis 5 and 6 builds upon the ethical consumerism theory questions in assessing green attitudes, green awareness, and purchase
(Bennett, 2018)by proposing that consumers who hold favorable per intentions. This analysis will be conducted utilizing software such as
ceptions of products produced through environmentally sustainable SmartPLS4 in order to verify the validity and dependability of our
methods are more inclined to engage in environmentally conscious measuring instruments. CFA enables us to evaluate the degree of
purchasing behavior. concordance between our model and the gathered data, thereby
instilling confidence in the interconnections among these variables with
H7. Consumer attitude likely to influence readiness towards purchase
respect to preparedness for green consumption. Additionally, “conver
behavior.
gent and discriminant validity” using AVE and ASV (ASV) (Fornell &
In accordance with the Theory of Planned Behavior, this hypothesis Larcker, 1981), AVE score keeping convergent validity above 5.
suggests that consumers’ propensity to engage in green purchasing
behavior can be substantially predicted by a favorable attitude toward 4.5. Data analysis
environmentally friendly products or practices.
In our hypothesis testing approach, we conducted a rigorous study of
H8. Consumer Self Norm has a significant influence on consumer
the path coefficients, also known as weights or beta values, with respect
attitude.
to each relationship incorporated inside our structural model. Specif
H9. Consumer Self Norm has a significant influence on purchase ically, we focused on analyzing the direction and significance of these
behavior. route coefficients while examining directional hypotheses, which pre
suppose either a positive or negative effect. To ascertain significance, we
Supported by theories of consumer behavior and social psychology,
did bootstrap, a robust resampling technique, and generated p-values as
this hypothesis posits that attitudes are influenced by personal norms or
part of our analysis. We discovered that path coefficients that displayed
beliefs. Consumers are more likely to develop positive attitudes towards
statistical significance provided persuasive evidence for the theories we
environmental responsibility when they adhere to robust personal
presented. Furthermore, we went into the assessment of effect sizes, a
standards in this regard.
key part of our hypothesis examination. In combination with evaluating
H11. Green Logistics has a significant influence on green purchase significance, we assessed the magnitude of the path coefficients. Smaller
behavior. route coefficients were suggestive of weaker links between latent vari
ables, while larger values emphasised the presence of more robust and
Drawing upon supply chain and sustainability theories, this hy
influential relationships inside our model. This thorough method
pothesis posits that environmentally conscious logistics practices may
allowed us to not only confirm the statistical significance of our hy
have a direct influence on the purchasing decisions of consumers.
potheses but also to measure the practical implications of these associ
Environmental sustainability and efficiency in distribution can
ations, boosting the depth and nuance of our findings.
encourage consumers to make green purchases.
H12. Green Awareness moderates the relation between consumer 4.6. Construct reliability and validity
attitude and green purchase intention.
Using the Partial Least Squares (PLS) method, we are evaluating the
Drawing upon the notion that consumers who are well-informed and
validity of our measurement instruments in the context of Structural
environmentally conscious are more inclined to put their beliefs into
Equation Modelling (SEM) in the present study. Our primary focus lies
practice, this hypothesis posits that Green Awareness, in the capacity of
on two fundamental components of validity, namely convergent and
a moderator, may impact the magnitude of the association between
discriminant validity. Convergent validity ensures that the intended
consumer attitude and intentions to make green purchases. Consumers
constructs are consistently and dependably measured by our indicators.
who are more environmentally conscious may be more motivated to put
This is evaluated using t-values and factor loadings for each indicator. In
their favorable attitudes toward green products into action.
contrast, discriminant validity guarantees that our constructs are
entirely separate from one another and lack substantial overlap. By
4.3. Data collection process analysing the correlations between constructs, we strive to identify
values that are both low and acceptable. SEM-PLS frequently employs
The aforementioned factors were thoroughly emphasised in the on the Fornell-Larcker test, which compares the inter-construct correlations
line survey, which was conducted via Google Forms, in order to guar with the square root of the Average Variance Extracted (AVE) for each
antee the rigorous validation of hypothesis testing. The measurement construct in order to evaluate discriminant validity. Through the ex
instrument utilized in this study was a Likert 5-point scale, which amination of these facets of validity, our objective is to ascertain the
encompassed responses ranging from "Strongly Disagree" to "Strongly dependability and precision of our measurement model, a critical
Agree." In order to enable a formal and exhaustive evaluation of the component in establishing the validity and trustworthiness of our
research questions being investigated and to help ensure a thorough research outcomes.
examination of the proposed hypotheses, a meticulous approach to
survey design was implemented (Joshi et al., 2015). 5. Results & discussion
4.4. Measures Consumer’s intentions to buy green products were investigated using
a previous study. Six independent variables and one moderating variable
All attributes were measured on a 1-to-5 Likert scale (strongly agree) (green awareness) were shown to be related to green purchasing be
to (strongly disagree). Idealised Influence, Inspirational Motivation, haviors after synthesizing the data from various research. Customers
Individual Consideration and Intellectual Simulation will be used to make purchases based on the value they perceive in the goods (Music &
measure transformational leadership (Avolio et al., 1999). Overall, Charlebois, 2022), which they judge by how much they will enjoy using
Cronbach’s alpha will be used to assess the reliability of the items, and them (Barnes & Mattsson, 2017). Consistent with prior studies, customer
the things with 0.70 or above will be considered. "Confirmatory factor willingness to purchase green items increases as they realise the benefits
7
to themselves and the planet (Gleim et al., 2013; Chaudhary, 2018; has been shown for the constructs using the “Fornell-Larcker criterion
Gulzari et al., 2022). This study confirms the hypothesis about con and the cross-loadings” (Table 2) because (1) “the square root of each
sumers’ green purchasing behaviour within the theoretical framework. construct’s” AVE is greater than its correlation with that other construct,
The strength of a study can be evaluated using criteria like validity and (2) each item loads greatest on its associated construct. Discriminant
and reliability. Their effectiveness as a measuring tool or approach is validity is a type of validity assessment that examines whether a
demonstrated differences between reality and reliability center on the construct is truly distinct from other constructs in a measurement model.
correctness and consistency of a measure, respectively. Reliability and It refers to the degree to which a construct is not related to other con
validity must be considered throughout the research process, especially structs with which it should not be related according to theory. To assess
in quantitative studies’ planning, methodological, and results-analysis discriminant validity, researchers typically use a variety of statistical
stages (Fiona, 2019). The most used test to assess an instrument’s in methods, such as correlation analysis, confirmatory factor analysis, and
ternal consistency is Cronbach’s alpha. Any reliability rating above 0.7 structural equation modelling. The most common approach is to
is deemed adequate (Heale & Twycross, 2015). To improve the quality, examine the “correlations between the constructs and assess whether
the item with a value less than 0.7 is deleted from the algorithm. As a they are significantly different from 1.0”, as a high correlation would
result, all of the "values" higher than 0.7 are considered in the study. indicate a lack of discriminant validity. In confirmatory factor analysis
According to the preceding "rule of thumb," square positive of the AVE, and structural equation modelling, researchers often examine the
each latent construct must be greater than the highest connection with cross-loadings of each indicator on its own construct and other con
any other latent construct. This is how the average variance retrieved is structs. A good indication of discriminant validity is when the indicators
frequently used to evaluate discriminant validity (Kock, 2019). Com load more highly on their own constructs than on other constructs. The
posite reliability (also known as construct reliability) is a consistency Fornell-Larcker criterion is used to assess the discriminant validity. Of a
measure of individual scale components analogous to Cronbach’s alpha set of latent variables in a structural equation model. Discriminant
(Sim, 2006). According to (Brunner & Süß, 2005), it compares actual validity is a fundamental requirement for valid measurement in social
score variance to total measure score variance. As a result, the study’s science research, as it ensures that each latent variable in a model is
rho c, which ranges from 0.886 to 0.933, is deemed adequate. distinct from the others and measures a unique construct (see Table 3).
Mathematically, Cronbach’s alpha can be expressed as (Osburn, “The Fornell-Larcker criterion compares the square root of the
2000): Average Variance Extracted (AVE)” of each latent variable with the
∑ correlations between the latent variables. The AVE is a measure of the
α = (k / (k-1)) * (1 - ( variance of errors / total variance)) amount of variance in the observed variables that is explained by the
where: latent variable, and a high AVE indicates that the latent variable is a
good representation of the observed variables. The correlation between
α = Cronbach’s alpha coefficient two latent variables indicates the degree to which they are related, and a
k = number of test items or questions low correlation indicates that the two latent variables are distinct
variance of errors = variance of the errors of measurement associated constructs.
with each question The mathematical expression of the Fornell-Larcker criterion is as
total variance = total variance of the measure. follows (Henseler et al., 2015):
For each latent variable i, the AVE is calculated as follows:
Hence; “AVE = (Σ factor loadings^2) / (Σ factor loadings^2 + Σ error
variance)” AVE_i = (sum of the squared factor loadings for i) / (sum of the squared factor
loadings for i + the sum of the residual variances for i)
Where:
Then, the square root of AVE_i is compared with the correlations
Σ represents the sum of the indicated values between the latent variables i and j:
Factor loadings refer to the standardised regression coefficients (i.e., If the square root of AVE_i is greater than the correlation between
how much each item contributes to the overall construct) latent variables i and j, then discriminant validity is supported.
Error variance refers to the variance in the construct that is not If the square root of AVE_i is less than or equal to the correlation
accounted for by the items included in the measurement model. between latent variables i and j, then discriminant validity is not
supported.
AVE is commonly used as an indicator of convergent validity in Hence, the results of the Fornell-Larcker criterion, after comparing
structural equation modelling and confirmatory factor analysis. AVE with the square root of the Average Variance Extracted (AVE) of each
values of 0.5 or greater are generally considered acceptable, indicating latent variable with the correlations between the latent variables. The
that at least 50 % of the variance in the construct is explained by the square root of the AVE of a particular latent variable is observed to be
items included in the measurement model (see Table 1). greater than the correlations between that latent variable and all other
Table 2 represents discriminant validity (Ringle et al., 2010) that latent variables in the model; therefore, the criterion suggests that the
gave the relevant criteria for evaluating PLS results in detail (Vilares latent variable has discriminant validity.
et al., 2010; Götz et al., 2010; Hair et al., 2012). Discriminant validity An examination of the interrelationships among the Green P’s, Green
Table 1
Construct reliability and validity.
Cronbach’s alpha Composite reliability (rho_a) Composite reliability (rho_c) Average variance extracted (AVE)
Consumer Attitude 0.830 0.846 0.887 0.664

Consumer Self Norms 0.809 0.83 0.886 0.723
Green Logistics 0.743 0.747 0.886 0.795
Green Manufacturing 0.709 0.756 0.871 0.771
Green P’s 0.875 0.888 0.915 0.729
Green Purchase Behavior 0.869 0.877 0.92 0.793
Green Technology 0.914 0.917 0.933 0.699
Mathematically, Cronbach’s alpha can be expressed as(Osburn, 2000).
8
Table 2
Discriminant validity – Fornell – Larcker criterion.
Awareness Consumer Consumer Self Green Green Green Green Purchase Green
Attitude Norms Logistics Manufacturing P’s Behavior Technology
Awareness 1.000
Consumer Attitude 0.618 0.815
Consumer Self Norms 0.409 0.649 0.850
Green Logistics 0.641 0.682 0.638 0.892
Green Manufacturing 0.560 0.712 0.701 0.686 0.878
Green P’s 0.859 0.745 0.561 0.794 0.703 0.854
Green Purchase 0.373 0.755 0.434 0.498 0.561 0.568 0.891
Behavior
Green Technology 0.591 0.778 0.743 0.761 0.812 0.766 0.648 0.836
Table 3
Hypothesis testing.
Construct Hypothesis Original sample Sample mean Standard deviation T statistics (|O/ P Hypothesis Remarks
(O) (M) (STDEV) STDEV|) values
Green P’s - > Consumer Attitude − 0.164 0.288 27.047 0.006 0.995 H1 Not
Supported
Green P’s - > Green Purchase Behavior − 0.224 0.328 33.352 0.007 0.995 H2 Not
Supported
Green Technology - > Consumer Attitude 0.47 − 0.092 53.037 0.009 0.993 H3 Not
Supported
Green Technology - > Green Purchase 0.64 − 0.028 64.98 0.01 0.992 H4 Not
Behavior Supported
Green Manufacturing - > Consumer Attitude 0.325 0.896 53.566 0.006 0.995 H5 Not
Supported
Green Manufacturing - > Green Purchase 0.443 1.148 65.595 0.007 0.995 H6 Not
Behavior Supported
Consumer Attitude - > Green Purchase Behavior 1.362 1.387 0.186 7.321 0.000 H7 Supported
Consumer Self Norms - > Consumer Attitude − 0.177 − 0.087 7.76 0.023 0.982 H8 Not
Supported
Consumer Self Norms - > Green Purchase − 0.242 − 0.139 10.277 0.024 0.981 H9 Not
Behavior Supported
Green Logistics - > Consumer Attitude 0.454 − 0.106 35.158 0.013 0.990 H10 Not
Supported
Green Awareness - > Green Purchase Behavior − 0.36 − 0.377 0.1 3.595 0.000 H12 Supported
Green Logistics - > Green Purchase Behavior 0.619 − 0.06 42.891 0.014 0.988 H11 Not
Supported
Green Awareness x Consumer Attitude - > Green 0.188 0.194 0.09 2.082 0.037 H13 Supported
Purchase Behavior
Technology, Green Manufacturing, Consumer Attitude, Consumer correlation between Green Logistics and Consumer Attitude (= 0.454, p
Norms, Green Logistics, and Green Awareness, as they relate to Green = 0.99) suggests that green logistics practices affect customers’ per
Purchase Behavior, is presented in the Discussion section. spectives. A positive correlation between ecologically sustainable lo
Based on the data, we can deduce that Green P’s correlate negatively gistics and green purchasing behavior (= 0.619, p = 0.988)
with Consumer Attitude and Green Purchase Behavior (= -0.164, p = demonstrates that green logistics influences consumers’ actual pur
0.995 and = -0.224, p = 0.995, respectively). This indicates that Green chasing behavior. Green purchase behavior is positively associated with
Ps have little impact on consumers’ attitudes and actions when making the interaction between green awareness and consumer attitude (=
environmentally friendly purchases. 0.188, p = 0.037), suggesting that consumers knowledgeable about
The perception of environmentally friendly technologies positively environmental issues and have a favorable view of green products are
affects consumers’ attitudes and behaviors, as shown by a moderate more likely to make environmentally responsible purchases. The find
positive correlation between Green Technology and Consumer Attitude ings as a whole shed light on how crucial elements like "green" tech
(= 0.47, p = 0.993) and Green Purchase Behavior (= 0.64, p = 0.992). nology, "green" manufacturing, "green" consumer attitudes, and "green
Similarly, there is a positive relationship between Green Manufacturing logistics" are in shaping people’s propensity to make "green" purchases.
(Chekol et al., 2022b; Shehawy, 2023)and both consumer attitude and These findings are helpful for marketers and governments who want to
green purchase behavior (= 0.325, p = 0.995 and = 0.443, p = 0.995, encourage green purchasing habits and boost sustainable consumption.
respectively), indicating that consumers’ attitudes and behaviors are
positively influenced by the perception of environmentally sustainable 6. Structural model
production methods.
A strong positive correlation between consumer attitude and green All of the connections (paths) between the various elements of the
purchasing behaviors (= 1.362, p = 0) suggests that more positively theoretical framework are laid out graphically in the structural model.
disposed towards green items and practices are more likely to make To determine if there is a positive correlation between green purchase
environmentally responsible purchases. Individuals’ norms or beliefs behavior and variables mentioned in the hypothesis, the research tested
may have a limited impact on their attitudes and behaviors towards “H1, H2, H3, H4, H5, H6, H7, H8, H9, H10, H11, H12 and H13”. The
green purchases, as evidenced by the weak negative association between total effect of Consumer Attitude on Green Purchase Behavior H7 is
Consumer Self Norms and Consumer Attitude (= -0.177, p = 0.982) and statistically significant (β = 1.362, t = 7.321, p = 0.000). The total effect
Green Purchase behaviors (= -0.242, p = 0.981). In addition, a positive of green awareness on Green Purchase Behavior H12 is found to be
9
statistically significant (β = -0.36, t = 3.595, p = 0.000). Moderation products might be negligible. Conversely, the research emphasizes the
analysis is used to determine if the influence of green awareness on the advantageous consequences that arise from the implementation of
purchase behavior is also statically significant (β = 0.188, t = 2.082, p = environmentally favorable technologies and sustainable manufacturing
0.037) since the β value is positive and the p-value is 0.037, which is ≤ methods (Roh et al., 2021, 2023). A positive correlation has been
0.05 hence H13 is statistically significant. Further slope analysis ex observed between the propensity of consumers to partake in green
plains the moderating effect of green awareness and purchase behavior purchasing and their perceptions of product production methods and
(Fig. 2). According to the figure below, which depicts the moderating eco-friendly technologies. This highlights the importance of sustainable
influence of green awareness on consumer attitude towards green and transparent production methods in shaping consumer inclinations
behavior, we found that the (β = 0.188, t = 2.082 & p = 0.037) tended to towards environmentally mindful choices, thereby aiding in the fulfill
decrease as consumers’ levels of green consumer awareness increased. ment of Sustainable Development Goal 12.
With a positive value and a p-value of 0.037 (less than 0.05), we can One notable finding is the strong and remarkably significant corre
conclude that H13 is statistically significant. Consumers’ outlooks and lation that exists between consumer attitude and green purchasing
spending habits will shift dramatically due to this enhanced behavior. According to the data, a notable positive correlation exists
consciousness. between the attitudes of individuals towards environmentally friendly
Fig. 2 represents Slope analysis, an essential tool for research as it products and their inclination to participate in environmentally
helps to identify patterns and trends in data, which can be used to make responsible purchasing. The correlation mentioned above suggests that
predictions and inform decision-making (Edeh et al., 2023; Türegün, valid and quantifiable changes in consumer purchasing behavior are
2019). The findings showed that the connection between consumer possible through effective marketing and awareness campaigns that
attitude and consumer green behavior is significantly moderated by influence perceptions and attitudes. This is consistent with the objec
green awareness. The plot has a steeper and more positive gradient and tives of Sustainable Development Goal 12 and SDG 13 (Climate Action).
has a more significant influence on green attitude and green purchase Contrarily, the results of the analysis suggest that consumer self-
behavior. norms, representing personal beliefs and standards, do not exert a sub
stantial influence on consumer attitudes or environmentally conscious
7. Limitations of the study buying patterns. While a slight inverse correlation does indeed exist, it is
not statistically significant. This implies that the impact of personal
This study focused on young people; therefore, it was done in a norms on environmentally conscious consumption might be relatively
relatively narrow area of Saudi Arabia, and its demographic data re minimal, emphasizing the necessity for more extensive societal trans
flected that. There are a number of significant limitations to this study formation in order to accomplish SDG 12 and SDG 13. Moreover, the
that warrant consideration when interpreting its results. To begin with, study underscores the significance of green logistics practices in shaping
the extent to which the sample size is representative may pose a pro consumer attitudes and purchasing behaviors. The correlations between
spective concern. green logistics and environmentally responsible products (Green Atti
Furthermore, the approach utilized for data collection, which is tude and Green Purchase Behaviour), which contribute to the goals of
dependent on self-report surveys or questionnaires, raises the potential Sustainable Development Goals 12 and 13, enhance the importance of
for response bias. The potential for participants to offer responses that sustainable supply chain management and transportation in influencing
are socially desirable could have an impact on the precision of the re consumer preferences for such products.
sults. When this occurs, respondents may respond to inquiries in a In conclusion, the study underscores the moderating influence of
manner that conforms to societal norms or expectations they perceive environmental consciousness. Consumers who demonstrate a favorable
rather than showing their genuine beliefs and actions. This has the po disposition towards green products and possess an extensive knowledge
tential to introduce bias into the collected data. Moreover, the cross- of environmental issues are more likely to engage in environmentally
sectional design of the study, which only gathers data at a specific conscientious purchasing conduct. This statement underscores the
moment in time, imposes certain constraints. It might need to provide a importance of awareness and education initiatives in promoting envi
comprehensive depiction of the progressive development of these re ronmentally responsible consumer behavior and provides support for
lationships. By monitoring individuals or cohorts for an extended SDG 4 (Quality Education) and SDG 13. The current investigation yields
duration, longitudinal research offers a more holistic perspective on the noteworthy results concerning the factors that influence environmen
ways in which various factors impact consumer attitudes and green tally conscious consumer purchasing decisions and viewpoints. While
purchasing behavior. This approach takes into account prospective certain marketing strategies may demonstrate limited efficacy, de
temporal developments and changes. Considering these constraints, it is terminants, including consumer attitudes, environmentally friendly
critical to exercise prudence when extrapolating the study’s results to technologies, and sustainable manufacturing processes, are crucial in
practical situations and to acknowledge that additional investigations ascertaining the final result(Yang & Roh, 2019). Furthermore, the sub
may be required to obtain a more comprehensive and nuanced stantial potential exists for green logistics and awareness campaigns to
comprehension of the complex interplay between consumer attitudes foster environmentally responsible purchasing practices, thereby mak
and green purchasing behavior. Such investigations should incorporate ing a valuable contribution to the worldwide endeavors directed to
longitudinal designs, larger and more diverse samples, and alternative wards attaining the Sustainable Development Goals established by the
data collection methods. United Nations. Green innovation, has an impact on environmental
performance (Roh et al., 2022a). The findings of this study provide
8. Conclusion significant implications for policymakers and marketers who aim to
promote sustainable consumption and advance the worldwide sustain
The analysis of the data provides several noteworthy insights ability movement.
regarding the complex interplay among consumer attitudes, green pur
chasing behavior, and diverse environmental factors. At first glance, Theoretical implications
Green P’s, which represent various green branding and marketing
strategies, have little impact on consumer attitude and green purchasing Given the theoretical implications of this study can be stated as
behavior. While these variables do exhibit negative correlations with follow; first; the current study concept investigated that cognitive vari
Green Ps, none of these correlations reach statistical significance. This ables, customer individual attributes, and societal factors play a crucial
implies that the influence of these marketing campaigns on the pur role in influencing consumers’ inclinations to engage in environmentally
chasing decisions of consumers regarding environmentally sustainable friendly purchasing. The analysis and results grant empirical or
10
experimental evidence and a theoretical confirmation basis for the effect for distinct consumer segments. Comprehending the inclinations and
of customers’ environmentally conscious attitudes and awareness on incentives of diverse consumer segments is imperative for the achieve
their inclination to buy eco-friendly products. Second, the study extends ment of effective green marketing.
literature on the emphasize and assessed the significant moderating Big Data and Advanced Analytics: The application of big data ana
impact of environmental awareness in connecting pro-environmental lytics and machine learning can facilitate the examination of extensive
sentiments to consumer purchasing behavior that has not evaluated datasets in order to reveal intricate patterns and correlations pertaining
been in prior studies. However, research determines that other variables to environmentally conscious consumer conduct. This method is capable
such as green P’s, logistics, production, and technology do not have a of generating predictive models and real-time insights. Comparative
substantial impact on intentions to make environmentally friendly Analysis of Green Initiatives. By evaluating the efficacy of different
purchases. These findings from theory-building perspective offer useful green marketing initiatives—including eco-labeling, green branding,
theoretical implications aiming to promote eco-friendly products, and green advertising—it is possible to ascertain which approaches have
highlighting the importance of consumer attitudes and awareness in the greatest influence on consumer behavior. Sustainable Policy Impli
influencing intentions to make green purchases. Third, our research cations. The investigation of the effects that environmental policies and
shows for the first time that green consumer attitudes are shaped by regulations have on consumer attitudes and purchasing behaviors can
internal values that drive their buying behaviors towards environmen yield significant implications for sustainable policy. It is essential to
tally friendly products with Saudi Arabia country specific that has just comprehend how government policies affect sustainable consumption.
begun researching environmental issues and green purchase intentions. Emerging Technologies. This research aims to investigate the impact of
While previous studies suggest that green consumption (Duong, 2022) emergent technologies, including augmented reality for eco-label scan
includes purchasing fuel-efficient vehicles, taking the bus, reducing ning and blockchain for supply chain transparency, on the facilitation of
water use, and recycling product packaging (Jalees et al., 2021; She environmentally friendly purchasing decisions. Therefore, future ave
hawy et al., 2024; Gulzari et al., 2022), this paper responds to the need nues for research can also depend on measuring the impacts of using
for a corpus of empirical research examining the variables driving the deep learning (DL) approach integrated with ecological information
spread of environmentally friendly consumption. Fourth; in an attempt management on consumers green consumption attitudes and behavior
to fill in the gaps left by previous research on green consumerism, this (Salamai, 2023) or using the applications of transfer learning of
study investigates the moderating effect of "Green Awareness" on the knowledge sharing and visual recognition such as A mixed vision
association between "Green Attitudes" and "Purchase Intentions". It transformer (MVT) learner from customers actual experiences to moti
provides a more all-encompassing structure by taking into account vate awareness of new potential customers toward increase positive and
numerous elements, such as "Green P’s," "Green Technology," "Green supported green purchase behavior (Salamai and Al-Nami, 2023).
Manufacturing," "Consumer Norms," and "Green Logistics." Moreover, it
fills a critical gap in the current body of literature by emphasizing the Practical implication
importance of increasing "Green Awareness" to promote green con
sumption. The current study utilizes the Theory of Planned Behavior The results of this study have significant and practical consequences.
(TPB) (Ajzen, 2011; Shehawy et al., 2024; Lavorata, 2014) to examine Primarily, they provide essential counsel to marketers and organizations
the impact of elements on customers’ intentions to make environmen aiming to synchronize their plans with the burgeoning trend of envi
tally friendly purchases. The TPB framework offers a systematic foun ronmentally conscious purchasing. Companies may optimize their
dation (Doanh & van Munawar, 2019; Eid et al., 2021; Gulzari et al., product development, marketing campaigns, and supply chain proced
2022; Kim and Seock, 2019; Lavorata, 2014). In this context. green ICT ures to better attract environmentally conscious consumers by
innovation reduces the energy needed to produce, manufacture, and acknowledging the favorable influence of elements such as green tech
distribute ICT devices and equipment (Prakash Upadhyay, 2015; Yusoff nology and sustainable manufacturing on consumer attitudes and pur
et al., 2021). Moreover, negative attitudes and a reluctance to support chasing behavior. Furthermore, governments may employ these
eco-friendly products may result if consumers hold the belief that green observations to influence and mold policies that advance sustainability
manufacturing has an adverse impact on product availability or con in manufacturing and logistics, so contributing to economic and envi
venience (Nath & Agrawal, 2023; Chen et al., 2022). Self-image” affects ronmental objectives.
consumer product preferences (Roe & Bruwer, 2017; Lavorata, 2014).
Consumers buy to express themselves (Lam & Yee, 2014; Shehawy et al., Managerial implication
2024). Fifth, this study offers a thorough analysis of the various ways in
which an organization’s promotional campaigns, pricing strategies, The study’s results have important managerial implications for
product offerings, and distribution methods can influence environmen companies hoping to cash in on the rising interest in eco-friendly pur
tally conscious consumer ship. In addition, the study emphasizes the chasing. First, businesses can hone their marketing approaches by
impact of environmentally sustainable production and technology by adjusting for customers’ varied degrees of "green consciousness."
highlighting the efficacy of "Green Manufacturing" and "Green Tech Transparent product labeling and easy access to information about a
nology" in improving consumer attitudes and conduct. The prioritization product’s positive impact on the environment are two ways to increase
of sustainable production methods is consistent with the wider trend consumer participation. Second, a favorable attitude toward green
toward conducting business operations that are environmentally products is more likely to be translated into actual purchases if appro
responsible. priate educational activities and relationships with environmental or
ganizations are established. Thirdly, in order to satisfy the needs of
Future avenues for research environmentally concerned customers, firms should put money into
developing novel, eco-friendly products. Maintaining and cultivating
Behavioral Economics and Nudges: By incorporating principles and consumer readiness for green consumption requires continuous feed
methodologies from behavioral economics, scholars are able to inves back collecting, metric tracking, and long-term engagement tactics.
tigate the efficacy of behavioral nudges and interventions as a means to Sustainable growth and positive environmental impact can be fostered
promote sustainable purchasing. This research can assess the influence through the incorporation of these insights, which can help firms suc
of default options and choice architecture on environmentally conscious cessfully navigate the complex interplay between consumers’ attitudes,
consumer behavior. Segmentation and Personalization; The examina awareness, and purchasing intentions (Shehawy, 2023).
tion of the efficacy of market segmentation and personalized marketing
tactics can facilitate the customization of communications and products
11
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systematic review of the benefits and risks of IoT adoption by organizations. Int. J.
Yasser Moustafa Shehawy: Writing – review & editing, Supervi Inf. Manag. 51 https://doi.org/10.1016/j.ijinfomgt.2019.05.008.
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sion, Resources, Project administration, Methodology, Investigation, example from intelligence research. Educ. Psychol. Meas. 65 (2) https://doi.org/
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Declaration of competing interest Global Responsibility 9 (2). https://doi.org/10.1108/JGR-12-2017-0058.
Chekol, F., Alimaw, Y., Mengist, N., Tsegaye, A., 2022a. Consumer choice for purchasing
imported apparel goods and its effect on perceived saving in Debre Markos district,
None. Amhara Ethiopia: a logistic regression analysis. Cogent Social Sciences 8 (1),
2140509. https://doi.org/10.1080/23311886.2022.2140509.
Chekol, F., Hiruy, M., Tsegaye, A., Mazengia, T., Alimaw, Y., 2022b. Consumers’
Data availability frequency of purchasing behavior of organic honey and butter foods from the
farmers’ food product market in Northwest, Ethiopia: a Poisson regression approach.
Data will be made available on request. Cogent Social Sciences 8 (1), 2144871. https://doi.org/10.1080/
23311886.2022.2144871.
Chen, A.P.S., Huang, Y.F., Do, M.H., 2022. Exploring the challenges to adopt green
Acknowledgments initiatives to supply chain management for manufacturing industries. Sustainability
14 (20). https://doi.org/10.3390/su142013516.
Chen, C.C., Chen, C.W., Tung, Y.C., 2018. Exploring the consumer behavior of intention
The authors extend appreciation to the Deputyship for Research & to purchase green products in Belt and Road countries: an empirical analysis.
Innovation, Ministry of Education in Saudi Arabia for funding this Sustainability 10 (3). https://doi.org/10.3390/su10030854.
research work through the project number: ISP23-171 Chen, F.F., Liu, S.Q., Mattila, A.S., 2021. Ethnic Restaurants: Bringing Uniqueness to the
Table through Handwriting. Cornell Hospitality Quarterly. https://doi.org/10.1177/
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Consumer Readiness For Green Consumption

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Journal of Retailing and Consumer Services 78 (2024) 103739

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

Consumer readiness for green consumption: The role of green awareness as

1. Introduction that drive their buying behaviours towards environmentally friendly

Fig. 1. Framework of study.

Fig. 2. Slope Analysis for Moderation effect.

Consumer Attitude 0.830 0.846 0.887 0.664

Mathematically, Cronbach’s alpha can be expressed as(Osburn, 2000).

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