Antecedents of Environmental Buying Behavior: Case of the Jordanian Market

Abstract

This study attempts to gain insight about the factors effecting environmental buying behavior. Moreover, this study tries to present the findings in the Jordanian Market. It tries to present a vital source of information about what works in appealing the Jordanian consumer since the environmental buying behavior among Jordanians is still at its preliminary stages. In addition, this study tries study differences between the consumer’s characteristics namely: age, educational level and income level and the environmental buying behavior. The study sample consisted of 400 respondents. A total of 342 questionnaires were returned. The response rate of the survey was 85 %. Multiple Regression and One Way ANOVA and Tukey’s post hock tests were applied to verify the research framework. Results showed that both green awareness and green trust have direct impact on environmental buying behavior. In addition, statistical differences in environmental buying behavior were found due to the education and income levels. Keywords: