Green Consumer Behavior among Social Media Users: Examining Consumer Green Perceptions in an Extended Model of Theory of Planned Behavior

Abstract

Purpose: Exploring the ‘green gap’, the purpose of the research is to draw on the theory of planned behavior to investigate the impact of inward and outward environment attitude facilitated by perceived consumer effectiveness on online green product purchase intention during COVID-19. Eco-literacy and consumer green product perceptions (product perception, hardness, stigma, readiness and responsibility) act as boundary conditions on the mediated model. Methodology: Green customers were selected with respect to their knowledge of green behavior and their buying behavior on Facebook. Two hundred seventy-eight usable samples were received through the social media site Facebook. Moderated mediation was tested on SmartPLS. Result: The role of perceived consumer effectiveness was significant when acting as a mediator between inward and outward environment attitude and green product purchase intention. For inward environment attitude eco-literacy and green hardness was found to significantly moderate the mediation of perceived consumer effectiveness with green product purchase intention. For outward environment attitude eco-literacy and the dimensions of consumer green perceptions (product perception, hardness, stigma, readiness and responsibility) significantly moderated the mediation of perceived consumer effectiveness with green product purchase intention.