Moderating Role Of Green Incentives In Reducing The Intention–Behaviour Gap In Consumer Green Consumption

Abstract

Purpose: The study aims to explore the intention–behaviour gap in green consumption by examining how green incentives influence the relationship between consumers’ attitudes, green purchase intentions, and actual purchasing behaviour. The research seeks to determine whether green incentives can effectively encourage consumers to translate their intentions into sustainable purchasing actions.

Methodology: A quantitative research design was employed, using structured surveys to collect data from a sample of consumers familiar with green products. The study applied statistical techniques to assess the impact of green incentives as a moderating variable between green purchase intention and behaviour. The relationships were analysed using regression analysis to validate the proposed hypotheses.

Findings: The results indicate that green incentives significantly strengthen the relationship between green purchase intention and actual behaviour. Consumers with positive attitudes toward environmentally friendly products are more likely to act on their intentions when provided with appropriate incentives, thereby reducing the intention–behaviour gap.

Originality: This research contributes to the existing body of knowledge by highlighting the moderating role of green incentives in fostering sustainable consumption. It provides actionable insights for policymakers, marketers, and environmental organisations seeking to promote eco-friendly purchasing behaviour through incentive-based interventions.