Unveiling the Impact of Environmental Factors on Consumer Purchase Intention for Sustainable Products

Abstract

The research aims to explore the influence of environmental variables including environmental awareness, environmental values, and environmental concern on consumers' attitudes and intentions towards adopting sustainable personal care products, emphasizing the moderating role of perceived consumer effectiveness. Grounded in the Theory of Planned Behavior (TPB), the study extends its framework by integrating environmental factors into the research model. Employing AMOS structural equation modeling (SEM), the analysis confirms that perceived consumer effectiveness acts as a significant moderator in shaping the relationship between attitudes and intentions concerning sustainable personal care products. The findings strongly support that attitude toward sustainable personal care products are influenced by environmental aspects, specifically environmental awareness, environmental values, and concern towards the environment. The study's insights offer valuable guidance for environmentalists and green marketers seeking to engage a segment of the population characterized by heightened compassion, concern, and a strong interest in pro-environmental behavior.