Personal Variables in Attitude toward Green Purchase Intention of Organic Products

Abstract

The present research aims to determine whether environmental awareness, green self-identity, and subjective norms influence the attitudes of consumers who identify with environmental issues and have green purchasing intentions for organic products. The research was quantitative, correlational in scope, and cross-sectional in design. It was applied to 710 Peruvian millennials. A questionnaire consisting of 20 questions was applied, which was quantified through a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), a Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Statistical analyses were developed using SPSS 24 and AMOS 24. The study identified that the personal variables influencing the environmental attitudes of millennials who intend to buy green organic products are green self-identity and subjective norms. While environmental awareness does not influence environmental attitudes, it does influence the green self-identity of Peruvian millennials. This study is one of the first to identify the personal variables influencing the environmental attitudes of Peruvian millennials who intend to buy green organic products.

Investigating the role of green behavior and perceived benefits in shaping green car buying behavior with environmental awareness as a moderator

“…Consumers of cars are recognizing the benefits in choosing eco-friendly vehicles and are becoming more conscious of the significance of their buying decisions through environmental awareness [ 18 ]. Many researches have studied the relationship between green behavior and green purchases, which indicate that green behavior leads to green purchases [ 19 ]. Similarly, there have been researches on the relationship of perceived benefits and green purchases [ 20 ].…”