Exploring the Interplay of Environmental Factors & Technological Factors in Shaping Green Purchase Behavior: A Moderated Mediation Approach
Keywords:
Green purchase behavior (GPB), environmental concerns (EC), environmental knowledge (EK), ecological lifestyle (EL), environmental factors (EF), green attitude (GA), subjective norms (SN), perceived behavioral control (PBC), green purchase intention (GPI), technology optimism (TO), technology innovation (TI), technological factors (TF), and structural equation modeling (SEM).Abstract
Purpose– Using the expanded Theory of Planned Behavior (TPB) as the foundational theoretical framework and the Technology Readiness Index (TRI) as a supporting theory, the main goal of this study is to investigate the Green Purchase Behavior (GPB) of solar technology commercial users. In particular, the study examines how Environmental Factors (EF), Green Attitude (GA), Subjective Norms (SN), Perceived Behavioral Control (PBC), and Technology Factors (TF) affect GPB. It also evaluates how Green Purchase Intention (GPI) functions as a mediating factor.
Design/methodology/approach– Snowball sampling technique was employed to collect data from 335 commercial users of solar technology. In order to ensure analytical efficiency and examine complex prediction models, the study used the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach for data analysis, which was carried out using Smart PLS software. As part of a primary, quantitative research design, the study used a deductive methodological approach. Senior management leaders, including directors and CEOs of commercial businesses actively using solar technology, made up the sample, which was selected from Punjab, Pakistan's key commercial hubs.
Findings- The terms EK, GA, PBC, and SN significantly impact GPI and GPI greatly influence GPB. All the direct relations, indirect relations and mediation effect for all the relations were found significant.
