Which are the determinants of green purchase behaviour? A study of Italian consumers
Abstract
Green purchase behaviour is receiving a growing attention in the academic community, as understanding it is crucial for the growing number of companies developing and marketing green products. In order to provide a broader and novel picture of the phenomenon, this study extends the widely used Theory of Planned Behaviour (TPB) model in several ways, through a large survey of Italian consumers. First, three dimensions of green purchase behaviour are considered, namely, the willingness to pay a premium price, the green purchase frequency and the green purchase satisfaction. Second, several antecedents are considered simultaneously. Third, new (consumer creativity) or so far marginally studied (materialism and green practices) antecedents are included. Fourth, the mediating roles of green purchase satisfaction and willingness to pay a premium price in the link between the considered antecedents and the frequency of green purchase are investigated. Results show that the three dimensions of green purchase behaviour have different antecedents, so highlighting that green purchase behaviour is a multi‐faceted phenomenon that should not be studied as a single general concept. Personal norms and value for money emerged to be very relevant predictors. The significant effects of creativity, materialism and green practices provide evidence that extending the TPB model with these three antecedents is useful to more deeply understand green purchase behaviour. Green purchase satisfaction is…
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Environmental concern can directly influence consumer attitudes toward environmental products.
“Environmental concern can directly influence consumer attitudes toward environmental products (Dangélico et al., 2021;Lee, 2008;Yadav & Pathak, 2016).”
From Sustainable clothing: Why conspicuous consumption and greenwashing matter (2023) · cites this paper as Dangélico et al., 2021
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- Authors
- Dangelico, R. M., Nonino, F., & Pompei, A.
- Affiliations
- Sapienza University of Rome (IT)
- Corresponding author
- Dangelico, Rosa Maria
- Venue
- Business Strategy and the Environment
- Publisher
- Wiley
- Published
- 2021-03-14
- Volume
- 30
- Issue
- 5
- Pages
- 2600-2620
- ISSN
- 0964-4733 (ISSN-L)
- 1099-0836
- OpenAlex
- W3137787903
- Cited by
- 172
- References
- 123
- Citations by year
- 2026: 27 · 2025: 49 · 2024: 30 · 2023: 34 · 2022: 28 · 2021: 4
- FWCI
- 22.06
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Business Strategy and the Environment (publishedVersion)
- IRIS Research product catalog (Sapienza University of Rome) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Keywords
- green purchasing, theory of planned behavior, willingness to pay premium, consumer creativity, materialism, environmental practices, personal norms, value for money, green products, Italian consumers
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