Drivers of Green Purchase Intentions: Green Self-Efficacy and Perceived Consumer Effectiveness

Nitika Sharma; Rekha Dayal

Nitika Sharma Research Scholar, Department of Commerce, Delhi University, New Delhi - 110021, Delhi, India
Rekha Dayal 2 Associate Professor, Jesus and Mary College, Delhi University, New Delhi - 110021, Delhi, India

Abstract

Purpose: This study aims to combine the literature of consumer behavior and green marketing into a new managerial framework
of green motivation. In addition, the present study proposes an original framework to explore the influence of Green Self-Efficacy
(GSE) on Green Buying Intentions (GPI) of consumers through the mediating role of Perceived Consumer Effectiveness (PCE).
Design/Methodology/Approach: The current study summarizes the literature of four concepts namely green self-efficacy, perceived consumer effectiveness and green purchase intentions to develop a new framework to enhance green purchasing intentions.
A questionnaire was administered to empirically verify the hypothesis and data collected from Indian consumers were analyzed
using Structural Equation Model (SEM) and Hayes’s Mediation Model. Findings: The study found the positive and significant effect of GSE on GPI through PCE. In addition, the relationship between GSE and GPI are partially mediated by PCE. The conclusions
drawn in the study is useful for marketers to understand the factors that affect the purchasing intentions of the consumers and
will help them improve the strategies in order to increase green sales.