Investigating the Mediating Effect of Green Product Literacy on the Relationship Between Technology Innovativeness and Green Product Purchase Attitude

Abstract

technology innovativeness and green product attitude of the consumer. With growing environmental concern and the increasing emphasis on sustainable practices, understanding of the drivers that influence green purchasing behavior has become increasingly important. The study utilized a survey questionnaire which was distributed to a sample of 424 respondents. SPSS (26.0) software was used to analyze the data. The results of this study revealed that technology innovativeness had a significant positive direct effect on green product purchase attitude (β = 0.72, p < 0.001), and green product literacy played a crucial role in this relationship by having a significant positive indirect effect (β = 0.10, SE = 0.03, 95% CI [0.05, 0.16]).The descriptive results reveal the significance of green product literacy in shaping consumer attitude and highlight the need for organizations to invest in green literacy programs and initiatives. Investing in green literacy programs to educate and raise awareness of sustainable consumption is important for both researchers and practitioners. Individuals can contribute to SDGs Goal 13 by promoting green product literacy and sustainable practices to ensure a livable future.