Green Purchase Intention: Key Drivers and Influences: The mediating role of green skepticism and perceived value in consumer decision-making - Softcover

Nicholas, Niyomi

 
9786209813191: Green Purchase Intention: Key Drivers and Influences: The mediating role of green skepticism and perceived value in consumer decision-making
Softcover
ISBN 10: 6209813194 ISBN 13: 9786209813191
Verlag: GlobeEdit, 2026

Inhaltsangabe

In an era where sustainability shapes consumer choices, understanding what truly drives green purchasing behavior has never been more important. This book introduces a novel model that explores the key factors influencing green purchase intention and examines how these intentions translate into actual pro-environmental behavior. Using a quantitative approach and random sampling, the study highlights the critical role of attitude as the strongest predictor of green purchasing behavior, followed by personal norms, perceived behavioral control, and subjective norms. Importantly, it sheds new light on the mediating role of green skepticism and perceived value, revealing how consumers' doubts and value perceptions significantly shape their final decisions. While focused on respondents from Sri Lanka, the research offers valuable insights into cultural influences and consumer diversity, opening pathways for future studies.As one of the first works to integrate green skepticism and perceived value into a comprehensive framework, this book provides a fresh perspective for researchers, marketers, and policymakers seeking to better understand and encourage sustainable consumption.

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Über die Autorin bzw. den Autor

The author - Niyomi Nicholas holds a Bachelor of Business Administration (BBA) with a specialization in Marketing from the University of Jaffna. She is based in Batticaloa, Sri Lanka. In addition to her academic and research strengths, she is proficient in English and Tamil.

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Verlag
GlobeEdit
Erscheinungsdatum
2026
Sprache
Englisch
ISBN 10 
6209813194
ISBN 13 
9786209813191
Einband
Taschenbuch
Anzahl der Seiten
80
Kontakt zum Hersteller
Editions Muse
customerservice@vdm-vsg.de

Brivibas gatve 197
Riga
1039
Lettland