The Influence of Environmental Values on Green Purchase Behaviour: Direct, Indirect, or Both?

Abstract

This paper aims to examine the influence of environmental values on green purchase behaviour through environmental attitude only, green purchase attitude only, or a combination of both from Malaysian consumers’ perspectives. The result shows that the unidimensional structure of environmental values from the combination of altruistic and biospheric values does not directly influence green purchase behaviour. It demonstrated an indirect effect on green purchase behaviour via environmental attitude (two-path mediated effect) as well as through a combination of both environmental attitude and green purchase attitude (three-path mediated effect). A specific attitude towards green purchases acts as a better predictor of green purchase behaviour, as compared to the general attitude towards the environment. This offers a useful insight to the practitioners in better formulating and implementing marketing strategy to go green in Malaysia.