Does the purchase intention of green consumers align with their zero-waste buying behaviour? An empirical study on a proactive approach towards embracing waste-free consumption

Prakash, Gyan; Sharma, Sahiba; Kumar, Anil; Luthra, Sunil

doi:10.1016/j.heliyon.2024.e25022

Heliyon

2024

DOI: 10.1016/j.heliyon.2024.e25022

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Does the purchase intention of green consumers align with their zero-waste buying behaviour? An empirical study on a proactive approach towards embracing waste-free consumption

Gyan Prakash,

Sahiba Sharma,

Anil Kumar

et al.

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Cited by 5 publications

References 92 publications

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Exploratory analysis of zero waste theory to examine consumer perceptions of sustainability: A covariance-based structural equation modeling (CB-SEM)

Vinkóczi,

Heimné Rácz,

Koltai

2024

Cleaner Waste Systems

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Exploratory analysis of zero waste theory to examine consumer perceptions of sustainability: A covariance-based structural equation modeling (CB-SEM)

Vinkóczi,

Heimné Rácz,

Koltai

2024

Cleaner Waste Systems

View full text Add to dashboard Cite

What drives consumers’ intention towards fairness-oriented products purchasing? An emotion-extended model of theory of planned behaviour

Samoggia,

Rossi,

Fantini

et al. 2025

Heliyon

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Influence of locus of control on green buyer behaviour: mediating role of motivation and the moderating role of health consciousness

Backer,

Prasanth

2024

APJBA

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PurposeThe study investigates the role of locus of control and motivation in predicting green buyer behaviour using social cognitive theory. The study also examines the mediating role of motivation and the moderating role of health consciousness in the relationship between motivation and green consumer behaviour.Design/methodology/approachTo test the postulated relationships in the study, responses were collected from 410 customers. The study tested validity through confirmatory factor analysis and examined various hypotheses through Process Macros.FindingsThe analysis revealed that the locus of control of the buyer increases green buyer behaviour. The study established a positive relationship between internal and external locus of control and intrinsic and extrinsic motivation, impacting green buyer behaviour. The study also identified evidence supporting the mediating role of intrinsic and the extrinsic motivation and the moderating influence of health consciousness.Practical implicationsThe study expands upon current theory by illustrating the association between intrinsic and extrinsic motivation and customers' green purchasing behaviour. It enhances existing literature by identifying health consciousness as a personal factor influencing the connection between motivation and eco-friendly purchasing, urging marketers and policymakers to promote green buying.Originality/valueTo the best of the authors’ knowledge, no prior studies have examined the effect of internal and external locus of control on green buyer behaviour. Through identifying the mediating mechanism and health consciousness as a personal factor, the study enhances both theoretical understanding and practical applications.

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Does the purchase intention of green consumers align with their zero-waste buying behaviour? An empirical study on a proactive approach towards embracing waste-free consumption

Cited by 5 publications

References 92 publications

Exploratory analysis of zero waste theory to examine consumer perceptions of sustainability: A covariance-based structural equation modeling (CB-SEM)

Exploratory analysis of zero waste theory to examine consumer perceptions of sustainability: A covariance-based structural equation modeling (CB-SEM)

What drives consumers’ intention towards fairness-oriented products purchasing? An emotion-extended model of theory of planned behaviour

Influence of locus of control on green buyer behaviour: mediating role of motivation and the moderating role of health consciousness

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