Consumer Psychological Drivers and Purchase Intentions in the Growing Market for Environmentally Sustainable Products
Keywords:
Consumer Behavior, Psychological Drivers, Sustainable Products, Environmental Concern, Purchase Intentions, Structural Equation Modeling, Social Influence.Abstract
This research investigates the psychological motivators of consumer buying intention towards green products, including Environmental Concern, Social Influence, Perceived Behavioral Control, and Personal Values. The research design was a quantitative research design, and the online survey was sent to 400 participants. The questionnaires contained Likert-scale questions to identify psychological motivations and intent to buy. The data were analyzed using regression analysis and Structural Equation Modeling (SEM) as a means to identify the relationships between the drivers and purchase intentions. According to the results, the environmental Concern (β = 0.45, p < 0.01) makes the greatest positive contribution to the purchase intentions, followed by Perceived Behavioral Control (β = 0.35, p < 0.05) and Personal Values (β = 0.28, p < 0.05). It was a moderate effect of Social Influence (β = 0.30, p < 0.05). The model fit indices show that the model fits well (CFI = 0.92, RMSEA = 0.05). The results highlight the significance of environmental attitude and personal values as influencing factors of sustainable consumption. Marketers are advised to undertake promotions on the sustainability of the environment of the products and their affordability to consumers. This research establishes that the purchase intentions are largely influenced by Environmental Concern and Personal Values, and Social Influence does not significantly impact their influence.
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