Identifying Key Antecedents of Eco-Conscious Consumer Behavior: Mediating Role of Intentions to Purchase Green DC Inverter Air Conditioners
DOI:
https://doi.org/10.47067/ramss.v7i2.366Keywords:
Consumer Behavior, DC Inverter, Air ConditionersAbstract
The study aims to explore the factors driving consumers' desire for environmentally friendly purchases and their impact on actual purchasing behavior. It uses a quantitative methodology, utilizing a structured questionnaire, to gather data from a diverse customer sample, reflecting the growing focus on green buying in both academic research and commercial operations. The study, involving 500 respondents from diverse demographic backgrounds and shopping habits, used structural equation modeling to analyze correlations among variables, revealing that numerous factors significantly influence green purchase intentions. The study reveals that environmental awareness and knowledge about sustainable practices are key predictors of green purchasing intention. Personal values and beliefs about environmental protection also positively influence green purchase intention. The study also examines the impact of green purchase intention on actual green purchase behavior, finding a strong positive relationship between consumers' intention to purchase green products and their environmentally responsible consumption practices. This research emphasizes the importance of understanding consumers' intentions in driving sustainable purchasing behaviors. It provides valuable insights for marketers and policymakers in developing effective strategies to promote green products and encourage environmentally conscious behaviors. By targeting the antecedents of green purchase intention, marketers can tailor their communication and promotional efforts to increase consumers' likelihood of making sustainable choices. The study also contributes to the existing body of knowledge by expanding our understanding of factors influencing green purchase intention and its impact on actual green purchase behavior. The findings highlight the importance of translating consumers' intentions to purchase eco-friendly products and emphasize the need to translate these intentions into actual behaviors.
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