Cleaner Environmental Systems 10 (2023) 100130

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Cleaner Environmental Systems

journal homepage: www.journals.elsevier.com/cleaner-environmental-systems

Environmental factors affecting green purchase behaviors of the consumers:

Mediating role of environmental attitude
Osarodion Ogiemwonyi a, *, Mohammad Nurul Alam b, Rashed Alshareef c, Majed Alsolamy d,
Noor Azlinna Azizan e, Norazuwa Mat f
a
Faculty of Economics and Management Sciences, International Islamic University Malaysia, 53100, Kuala Lumpur, Malaysia
b
Department of Business Management, Faculty of Business Administration, University of Tabuk, Tabuk, Saudi Arabia
c
Department of Management, Faculty of Business Administration, University of Tabuk, Tabuk, Kingdom of Saudi Arabia
d
Faculty of Business Administration, University of Tabuk, Tabuk, Saudi Arabia
e
SolBridge International School of Business, 151-13 Samsung 1-Dong, Dong-gu Daejeon, 34613, Republic of Korea
f
Department of Marketing, College of Business, Umm AL Qura University, Makkah, Saudi Arabia

A R T I C L E I N F O A B S T R A C T

Keywords: Human concern for the environment has grown tremendously due to rising environmental problems, which have
Green purchase behavior multiple influences on consumer choice and actions in relation to their purchasing patterns. In connection with
Environmental attitude these concerns, this study empirically investigates factors that affect the green purchase behavior (GPB) of
Environmental concern
consumers. A survey-based approach was used to theoretically validate the model. The research instrument was
Environmental responsibility
Awareness of consequence
addressed to 375 consumers using a convenience sampling method. Structural equation modeling (SEM) was
applied for model assessment. Results reveal that GPB was directly influenced by subjective norms (SN),
awareness of consequences (AC), and environmental attitude (EA), and indirectly by environmental concern
(EC), environmental responsibility (ER), and awareness of consequences (AC) through EA. However, EC, and ER
were directly insignificant, and SN were also insignificant, through EA. The study provides valuable insights to
academic and practical perspective, and society need to maintain, protect, and survive with the environment.

1. Introduction
In recent times, society has been facing complications such as
pollution in environment and its habitat. Human anxiety about the
environment has grown in tandem with recent environmental chal­
lenges, especially in emerging nations. These challenges include natural
resource depletion and global warming directly and indirectly affecting
consumer choice and decisions. Humans may have desired to make a
complete effort to sustain the environment and promote sustainability
through green purchase (Ogiemwonyi and Jan 2023). However, the
clarification on why people may involve or may not involve in green
purchase differs, but prior literature highlights that individual personal
traits or social pressure may affect individual buying choice. Similarly,
green purchasing behavior (hereafter, GPB) is the purchasing of goods
that incorporate environmental values, presumed safer for humans and
society (Alam et al., 2023). GPB offers a solution to humanity, and
reduce environmental problems caused by an unsustainable pattern of
consumption. For instance, excessive use of materials that are failing to
recycle may degrade the ecosystem. Past literature has established that
several consequences of environmental problems emanate from unsus­
tainable consumption, unplanned behavior resulting from water and air
pollution (Bala et al., 2023). Past studies show that 69% of consumers
have admitted that pollution in the environment has affected their lives
(Schlegelmilch et al., 1996). More recently, research shows that 85% of
the global population has been affected by human-induced activities
(Timsit and Kaplan, 2021). This paradigm shift has led to gradual
changes in consumption behavior toward green product acceptance. It is
an indication that people are now willing to buy plant-based products
based on the added benefits and values (Ogiemwonyi and Harun, 2021).
GPB is important because it helps to reduce and prevent ecological
problems through the acceptance of eco-friendly purchase, unlike un­
ethical purchase or behavior that can result in undesirable damage to the
environment. For instance, a report shows that more than 40% of un­
ethical domestic purchases are responsible for ecological problems
(Joshi and Rahman, 2019). Through the buying of eco-friendly products,
environmental problems can be decreased and stopped (Ogiemwonyi,

* Corresponding author.
E-mail addresses: osarodionogiemwonyi@gmail.com, pdf24rmc@iium.edu.my (O. Ogiemwonyi).

https://doi.org/10.1016/j.cesys.2023.100130
Received 11 April 2023; Received in revised form 27 June 2023; Accepted 27 June 2023
Available online 28 June 2023
2666-7894/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-
nc-nd/4.0/).
O. Ogiemwonyi et al.
2022). Indeed, consumers can play a major role if they are willing to
support and embrace responsible consumption and act responsibly to­
ward the environment. GPB may be the remedy to these unsustainable
domestic purchases and consumption, which are not just a problem for
developed nations but also for many developing and underdeveloped
nations. In addition, there is limited evidence on the acceptance of green
products and purchasing behavior. Several factors have limited con­
sumers’ attitudes, behavior, and social acceptance. For consumers to be
able to express their social and environmental responsibilities, they must
be aware of their impact in the environment, be ready to protect the
ecosystem, and have the willingness to purchase a product that meets
their environmental value and goal. Only recently, the global market
share for green products was significantly reduced to 8% (Market
Research Report, 2021), which impedes the attainment of sustainable
consumption and green product growth.
Therefore, identifying the factors that affect GPB is critical to attain
responsible consumption. The society must help reduce environmental
risk through its purchasing pattern. GPB begins as a new form of
responsible consumption that contributes sustainably to the environ­
ment (Jaiswal and Kant, 2018). Many studies highlight the need for GPB
across different developing and underdeveloped nations (Jaiswal and
Kant, 2018; Joshi and Rahman, 2019; Maichum et al., 2016). However,
the implementation of the main drivers that influence GPB is limited in
the Malaysian context (Wijekoon and Sabri, 2021). In addition, people
are not yet ready to take eco-responsibility seriously (Ogiemwonyi et al.,
2019) and the majority of consumers are not willing to change their
buying patterns and embrace green behavior (Tan et al., 2019).
Malaysia is a fast-growing developing economy; consumers are
becoming mindful of the importance of sustainable practices and the
advantages it presents. However, market control for sustainable prod­
ucts and demand may not be predicted due to several factors affecting
their development. Despite this awareness, demand is not as promising
as expected (Ogiemwonyi and Jan 2023). Therefore, this study examines
a model that formalizes EC, ER, SN, AC, and EA to measure GPB. The
empirical relationships will help to validate cognitive factors such as EC,
ER, and AC with the measurement of EA on GPB, which is still in the
nascent stage, and little literature has considered it in an emerging
context (Jaiswal and Kant, 2018). The study also integrates the theory of
planned behavior (TPB) and reasoned action (TRA) introduced by Ajzen
(1991) and Ajzen and Fishbein (1980) that has been applied in
all-inclusive behavioral studies to measure purchasing goals or green
behavior in an emerging context (Alam et al., 2023; Elahi et al., 2022).
Therefore, our study will help deepen insight into responsible purchase
in an emerging context such as Malaysia.
In Malaysia, awareness of the consequences of environmental con­
cerns has gradually improved and grown for sustainability purposes.
This growth may help green product marketers to create new moments
of possibilities for sustainable consumption. A recent study highlights
that consumers are now willing to purchase green products and embrace
GPB (Ogiemwonyi et al., 2020a,b). Despite the positive action recoun­
ted, research in emerging nations such as Malaysia still needs to un­
derstand current factors affecting GPB as the preferences for green
products change overtime. Therefore, this study aims to achieve the
following specific research objectives: 1) To examine the factors
affecting GPB, 2) To examine the current state of responsible con­
sumption among Malaysian consumers, and 3) To examine EA as a
mediator in the link between independent factors and the GPB nexus.
Nevertheless, it is uncertain how these factors affect the GPB of con­
sumers. Hence, the study fills the gap by applying variables from TPB
and TRA with added concurrent factors like EC, ER, and AC. The novel
contributions are to integrate TPB and TRA to explain factors affecting
green behavior toward buying eco-friendly products. Second, to inves­
tigate the impact of EA between independent factors and the GPB nexus.
In addition, this study provides a theoretical framework that aligns with
responsible consumption. This will help policymakers establish a new
approach, providing a contribution to green behavior literature in an
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Cleaner Environmental Systems 10 (2023) 100130
emerging context.
2. Literature review
2.1. Theoretical framework
The TPB and TRA formalize a theoretical connection between the
conception of beliefs to explain behavior, with the anticipated fulfill­
ment of a product based on the benefit. Both models from Ajzen (1991)
and Ajzen and Fishbein (1980) are important theories substantially used
to understand GPB across different domains (Liobikienė et al., 2016;
Procter et al., 2019). An extension of both theories has been widely used
in several contexts to highlight waste sorting intention (Cudjoe et al.,
2022), green energy technology (Elahi et al., 2022), health behavior
(Compton et al., 2022), gaming and gambling behavior (Flack and
Morris, 2017), and tourist intention (Song et al., 2022). In addition,
several studies have also focused on different factors impacting buying
behavior, revealing a stronger validation with the extended TPB and
TRA (Alam et al., 2023; Liobikienė et al., 2017; Joshi and Rahman,
2019; Ogiemwonyi, 2022). Recent studies have reported a strong cor­
relation of extended TPB and TRA with the inclusion of added variables
to predict GPB toward green products (Gamel et al., 2022; Jang and Cho,
2022; Oehman et al., 2022). Both theories have the capacities to predict
factors affecting GPB. However, the theories highlight some shortcom­
ings despite the predictive mechanism (Joshi and Rahman, 2019). Some
shortcomings include: first, both theories do not provide mechanism
information regarding how the individual decisions is made. Second, the
application of both theories does not provide how decisions once made
influence behavior (Ajzen, 1991; Ajzen and Fishbein, 1980; Johnstone
and Lindh, 2018). TPB has been found to compliment TRA, which im­
proves the predictability of several added factors toward GPB (Procter
et al., 2019). Although several studies failed to explain GPB using the
TPB and TRA approaches under attitude, perceived control and social
norms, there was a weak link between GPB (Jaiswal and Kant, 2018;
Joshi and Rahman, 2019; Tan et al., 2019). The idea is that the appli­
cability of such a measure is still questionable and thus becomes an issue
in behavioral studies. For that reason, our study embraced added (i.e.
cognitive factors) to predict GPB using TPB and TRA in a customizable
approach (Jaiswal and Kant, 2018; Joshi and Rahman, 2019), inte­
grating cognitive factors such as EC, ER, and AC to measure GPB and the
aforementioned classified model. Several studies have proposed the
integration of cognitive factors to assess GPB in modern consumer
literature (Jaiswal and Kant, 2018; Ogiemwonyi, 2022). For instance,
Ogiemwonyi and Harun (2020) studied the impact of the above cogni­
tive factors on GPB for green product awareness through the mediating
role of green attitude. Based on the available literature, cognitive factors
can directly or indirectly predict GPB.
Furthermore, several studies have also used other theories to high­
light the meta-analysis of buying behavior. For example, Liobikienė and
Poškus (2019) modified the Value-Belief-Norm (VBM) theory of envi­
ronmental movement and social norms originated by Stern et al. (1999)
to highlight factors affecting green behavior. Phipps et al. (2013) inte­
grate the Social Cognitive Theory (SCT) to understand green behavior.
Similarly, Bandura (2001) examines consumers’ effectiveness and level
of control over their action on environmental matters using the SCT. The
SCT highlights that individual consumers and their socio-cultural factors
can be affected by both past and future behavior. However, the appli­
cation of each behavior highlights the “reciprocal determinism” or
“cognitive factors” which is influenced by personal factors (such as age,
belief, emotions, and lifestyle etc) and the social environment. Several
studies have proposed the integration into behavioral research (Jaiswal
and Kant, 2018; Paul et al., 2016), which is a determinant for future
buying behavior. Therefore, understanding factors affecting green
buying behavior will help consumers attain responsible consumption
patterns. Moreover, the limitations of TPB and TRA do not necessarily
account for the unintended path of the axiological approach that deals
O. Ogiemwonyi et al.
with environmental values and norms (Johnstone and Lindh, 2018).
This study absorbs this aspect of “reciprocal determinism” or “cognitive
factors”, and highlights that individual behavior is influenced by
awareness, social norms, and concern toward the environment. Past
studies have also examined similar factors (Liobikienė and Poškus, 2019;
Liobikienė et al., 2017). However, in the study context, the literature has
failed to consider ER and AC to predict GPB while measuring the impact
of EA. Hence, applying TPB and TRA to formalize GPB is appropriate to
investigate.
2.2. Environmental concern (EC)
EC is a critical component of building eco-friendly behavior. A per­
son who has public and private awareness of the environment will take
part in responsible behavior (Lou and Li, 2023). A consumer exhibits
greater EC when he/she avoids products and services that can cause
serious damage to the environment. An individual with positive
pro-environmental knowledge will create a positive attitude toward GPB
and engage in responsible purchase and consumption (Sultana et al.,
2022). EC will lead to individual pro-environmental attitudes, which
will have a positive impact on GPB (Jaiswal and Kant, 2018; Prakash and
Pathak, 2017). Past studies explore green behavior attributes and report
a stronger influence of EC on green behavior (Anbukarasi and Dheiva­
nai, 2017; Lavuri and Susandy, 2020). EC may have a positive rela­
tionship with the GPB nexus. The influence of environmental values,
consumer interest, and social values on consumer proclivity for GPB
have been highlighted in past studies (Khan and Mohsin, 2017). EC will
help decrease environmental depredation. EC can influence behavioral
beliefs and actions and show that the environment is at risk (Asha and
Rathiha, 2017). Based on the review above, the hypothesis is proposed.
H1. ECs have a positive relationship with GPB.
2.3. Environmental responsibility (ER)
ER is an individual sense of duty and commitment toward environ­
mental protection (Patwary et al., 2022). People with a greater level of
ER possess responsible behavior intended to improve environmental
quality. A person with ER will increase the readiness to engage in GPB
and promote environmental protection (Liobikienė and Juknys, 2016;
Liobikienė and Poškus, 2019). ER permits individuals to take action for
environmental protection and sustain natural resources (Patwary et al.,
2022). For instance, different levels of precedence on perceived ER may
influence consumer GPB. Individuals feel involved in environmental
conservation and believe that they can contribute toward the environ­
ment by embracing sustainable activities. ER may lead to greater GPB.
Zhang et al. (2014) argued that ER and GPB can promote social envi­
ronmentalism. ER may predict purchasing behavior (Sharma et al.,
2023) and consumers tend to engage in behavior that is ascribed
responsibly to them. Based on the review, we proposed.
H2. ER has a positive relationship with GPB
2.4. Subjective norms (SNs)
SNs are perceived social influence and are a fundamental component
of TPB and TRA (Ajzen and Fishbein, 1980). SNs are defined as con­
sumers’ awareness resulting from peer pressure to approve or disap­
prove a particular behavior (Alam et al., 2023). The SN is a function of
the perceived expectation by an individual who is motivated to act
under certain conditions (Ajzen, 1991). SNs are perceived social pres­
sure from individuals to behave in a manner that supports the views of
other people in a given situation. For instance, in green activist groups or
green society, the impact of SNs may influence people to embrace green
behavior and support the green movement. SNs are found to have a
positive influence on GPB (Sethi and Jain, 2020). Some studies show
contradictory results (Paul et al., 2016). SNs may have a direct or
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Cleaner Environmental Systems 10 (2023) 100130
indirect influence on individual responsibility to accomplish a behavior
due to the internalized feeling of the individual. In the green behavior
context, SNs are a substitute for social influence. Social influence is
considered the interpersonal influence of subjective norms that solicit
the desire of persuasion toward GPB (Cheah and Phau, 2011). Con­
sumers are strongly influenced by the counsel of family and trusted
friends when making decisions. When social influence is greater, GPB
will form part of SNs by engaging in prosocial behavior. Based on these
views, we propose.
H3. SNs have a positive relationship with GPB.
2.5. Awareness of consequences (AC)
The AC is important for individuals to perform GPB (Al Mamun et al.,
2023). AC is an important factor that may predict GPB based on
normative influence. Liobikienė and Juknys (2016) reported the impact
of AC on environmental responsibility. Individuals believe their
behavior has a positive impact on the environment, and they tend to
engage in sustainable purchasing (Patwary, 2023). The AC toward
environmental activities can result in individual green
purchasing-related behavior. In addition, the level of individual
pro-environmental behavior participation depends on the influence of
individual awareness level and responsibility. For instance, Vaske et al.
(2015) noted that greater AC in people will lead them to engage in green
behavior activities. The AC may predict resident pro-environmental
behavior (Zhang et al., 2014). This shows that people will select sus­
tainable products because of the awareness of the behavioral conse­
quences they present. Based on this review, we proposed.
H4. The AC has a positive relationship with GPB.
2.6. Environmental attitude (EA)
Attitude is generally evaluated as the temperament of an individual
or entity toward a specific direction. Attitude can also be individual
judgment under an action intended to determine their feeling (i.e.,
positive/negative) toward a particular situation (Ajzen, 1991). It is the
primary measurement for predicting future behavior. Attitude considers
the perception of people intended intention to engage in a particular
behavior. Individual positive/negative judgment for action can be
regarded as a component of attitude (Ajzen, 2015). People can have a
positive attitude toward a broad variety of concepts. For example, a
person who has a greater attitude toward green behavior activities is
considered to exhibit a positive judgment toward the environment. A
person with a responsible attitude toward sustainable products can have
a positive mindset to make better decisions toward the environment
(Ogiemwonyi and Jan 2023). Attitude may lead to a transformation of
green behavior, but the individual intention may also play a decisive
role (Ajzen, 1991, 2015). People with positive pro-environmental atti­
tudes will engage in sustainable practices that will lead to GPB (Var­
shneya et al., 2017). Past literature noted that attitude exerted a positive
influence on GPB of consumers (Uddin and Khan, 2016). A compelling
result was recorded where attitude was found to be insignificant (Tan
et al., 2019). EA may also be linked to some difficulties that require extra
effort to perform green activities such as recycling, searching, and
paying additional costs for green products. However, attitude is an
important factor to be considered when examining GPB. People desire to
buy green products is more favorable with fondness in attitude toward
behavior (Bulsara and Trivedi, 2023). Based on this review, we
proposed.
H5. EA has a positive relationship with GPB.
Furthermore, people may desire to purchase green products and
exhibit responsible behavior, but their frame of mind toward the product
may be positive or negative due to their level of EC, ER, SNs and AC
(Bulsara and Trivedi, 2023). In this situation, attitude may play a
O. Ogiemwonyi et al.
decisive role that may impact multiple factors. According to Ajzen
(1991), the desire to act is the direct cause of action that will result in a
positive outcome. Attitude can predict GPB and intention through
several factors. For instance, attitude may have a significant relationship
with EC (Jaiswal and Kant (2018), predicts purchase behavior (Butler
and Francis, 1997), and influences millennial GPB (Chaudhary and
Bisai, 2018). The indirect role of EA in green marketing research has
been previously noted, a supporting and opposing result was recorded,
which indicates an attitude – behavior gap (Ogiemwonyi and Harun,
2020).
A study conducted in Iran found that EA does not predict EC
(Mobrezi and Khoshtinat, 2016). EA is an influencing factor in consumer
purchasing activities. However, in some situations, EA does not usually
express the disposition to actual behavior (Ghvanidze et al., 2016). This
depends on the context in which the attitude is being evaluated. EA
present some disparity in green behavior. For instance, some studies
have argued that attitudes do not predict GPB (Moser, 2015). Others
show the connectivity between a EA and economic growth (Ott and
Soretz, 2018), which helps to enhance environmental quality and
decrease ecological pollution. Consequently, EA has been observed as a
mediator in the relationship between multiple factors toward GPB
(Aman et al., 2012). A previous study has recorded the indirect role of
EA with multiple factors (Cai and Shannon, 2012). A study found
complete mediation of EA with GPB (Chen et al., 2012). Byrka et al.
(2010) reveal similar findings. The literature on EA as a mediator entails
a wide scope of conceptualization that includes EC, ER, SN, and AC
(Kaiser et al., 1999). Hence, we proposed that.
H6. EA mediates the relationship between EC and GPB.
H7. EA mediates the relationship between ER and GPB.
H8. EA mediates the relationship between SN and GPB.
H9. EA mediates the relationship between AC and GPB.
Based on the literature discussed above, the research framework is
depicted in Fig. 1.
3. Research methodology
3.1. Target population
The study target population consisted of urban green consumers
Fig. 1. Conceptual framework.
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Cleaner Environmental Systems 10 (2023) 100130
(>18yrs), from Selangor and Kuala Lumpur. The two locations provide
satisfactory context because they are listed among the most developed
urban cities in Malaysia with a large population of educated young and
working-class individuals. Young people involved in responsible con­
sumption and green buying activities were targeted. We select young
people because the majority of the working-class individuals in these
locations are mostly of young age and have the capability to buy green
products. Environmental studies have shown that urban consumers are
highly educated, and they can easily understand environmental issues
and help provide accurate information when collecting data, compared
to other people who are less educated from rural locations, which hinder
data collection. In addition, a questionnaire was addressed to green
consumers, above 18 years with the right ability to evaluate and make
personal choices during the selection and purchase of green products,
similar to past investigations (Ogiemwonyi et al., 2020a,b). The study
focused on different categories of green products such as eco-friendly
organic food, eco-friendly home appliances, eco-friendly reusable
home items, and organic fabrics since they are readily available to meet
consumer demand. The responses were collected through questionnaire
distribution, due to the accuracy, and it permits the respondent to think
and have sufficient time to complete the survey, thus reducing the
non-response rate (Kinnear and Taylor, 1996). The study applied a
quantitative research approach (convenience sampling method), and the
respondents were able to respond quickly, having high motivation to
participate in the study. Furthermore, this approach is more realistic for
engaging young consumers who know about green activities.
3.2. Measures and data collection
The sample size requirement for this study was calculated based on
Hair et al. (1998) recommendation of the desired level of 200–400,
which is acceptable for a critical sample size determination. In the study,
six constructs have been used, with six items measuring each factor. The
study measurement scales were modified and validated from previous
studies using a 5-point Likert scale. For instance, items to measure GPB
were modified from (Ogiemwonyi, 2022). The items to measure the EA
were retrieved from Alam et al. (2023), and (Ogiemwonyi and Harun,
2020). Items of EC were modified from Kilbourne and Pickett (2008).
Measurement of ER was modified from Kumar and Ghodeswar (2015)
and Liobikienė and Poškus (2019). The items for measuring SN were
measured from Paul et al. (2016) and Wu and Chen (2014). Items used to
O. Ogiemwonyi et al. Cleaner Environmental Systems 10 (2023) 100130

measure the AC were taken from Han (2014), and Liobikienė and Poškus constructs are under 0.90, confirming no CMB in the data, as the height
(2019). Details of each item statement are in the supplementary file. correlation value is 0.685 (see Table 3). Another way of observing CMB
Furthermore, before finalizing the research instrument, a pilot study is by examining the inner VIF values. If the VIF > 3.30 indicates CMB
was conducted on forty respondents from the industry and academia to may contaminate the model. For the current study, the height VIF value
validate the reliability of the instrument and ensure clarity. Contributors is 1.460, confirming no issue of CMB (Kock, 2015) (see Table 4). Mul­
were made to understand the clarity of the questions and give their ticollinearity exists when correlations exceed 0.70, and thus we evalu­
views. Participants was assured of their privacy and informed that their ated collinearity by assessing VIF values (Hair et al., 2020). Results
views were used only for the research purpose. The final questionnaire reveal that the study has no multicollinearity risk to the model.
was prepared after the pilot stage with little corrections made based on
the expert instruction received. A cover letter was then enclosed on each 4.2. Data analysis and findings
questionnaire stating the purpose of the study. All questionnaires were
distributed in different offices, markets, shopping malls, schools, retail To examine the measurement model, internal consistency (CR),
shops, parks and other entertainment centers via face-to- face meetings factor loading (indicator loading), convergent validity (AVE) and
in the locations stated above. discriminant validity HTMT were calculated. To evaluate the internal
A total of 375 (93%) response rates were achieved from the initial consistency of the measures used, Cronbach’s Alpha (CA) and composite
400 distributions, which satisfy the sample size recommendation (Hair reliability (CR) were employed, which ranged from (0.859–0.920) and
et al., 1998). Table 1 presents the demographic statistics. The gender (0.895–0.938), respectively, thus surpassing the 0.70 cut-offs. For
statistics showed that males are (41.6%) and females are (58.4%). Ma­ convergent validity, factor loadings of the items and the AVE was con­
jority of the respondents 180 (48%) are between the ages of 23 and 27, ducted. Hair et al. (2020) proposed that standard loading should have a
and have an average income of RM1500-RM3000 which represent cutoff value of at least 0.708, and thus SN5 was removed because it was
(52%). less than the value. Convergent validity was confirmed because all the
items’ loading was > 0.4 (Hulland, 1999) and the AVE for all the con­
structs was > 0.5 thresholds (Hair et al., 2020). All the mentioned results
3.3. Method of analysis are presented in Table 2.
Furthermore, discriminant validity is assessed using HTMT method.
The research hypothesis was examined using partial least squares Henseler et al. (2015) proposed the HTMT method that confirms
structural equation modeling (PLS-SEM); a statistical tool for estimating discriminant validity between each pair of variables if the correlation
causative relationships among variables. The study was model reflective values are < 0.90 to have suitable discriminant validity. Values > 0.90
and the assessment of measurement and structural model is measured in are considered to lack discriminant validity. Table 3 below shows that
SEM. Two step techniques were used for analysing the data. The first the results are below the threshold of 0.90, as the highest value is 0.685
step was to check construct validity, reliability, convergent validity, and and the lowest is 0.161, reflecting adequate discriminant validity.
discriminant validity. In the second step, a structural model was
developed for testing the hypothesis. We use PLS-SEM because it is a
nonparametric approach for evaluating latent constructs in path models
via the multivariate method. PLS-SEM is used due to the exploratory Table 2
Construct validity and reliability.
nature of the research under investigation. In addition, PLS-SEM can
compute complex models that examine mediation paths (Hair et al., Constructs Items Factor Loadings CA CR AVE
2020). AC AC1 0.860 0.920 0.938 0.714
AC2 0.837
AC3 0.852
4. Results
AC4 0.842
AC5 0.836
4.1. Common method variance AC6 0.844
EA EA1 0.837 0.859 0.895 0.588
EA2 0.781
In this study, convenience sampling was used for data collection.
EA3 0.742
This sampling method is often used in quantitative research to overcome EA4 0.767
any issues associated with common method bias (CMB) (Alshurideh EA5 0.720
et al., 2020). A similar approach was applied in a recent study that EA6 0.747
examined sustainable consumption (Nekmahmud et al., 2022). In EC EC1 0.758 0.889 0.916 0.645
EC2 0.824
addition, we examined CMB by observing the heterotrait-monotrait
EC3 0.832
ratio (HTMT) and variance inflator factor (inner VIF) test. According EC4 0.852
to Nitzl (2016), CMB exists if the principal constructs are significantly EC5 0.725
correlated (r > 0.90). However, all the correlation values among the EC6 0.820
ER ER1 0.868 0.897 0.921 0.661
ER2 0.836
Table 1 ER3 0.754
Demographic statistics. ER4 0.835
ER5 0.766
Respondents(n = 375) Categories Frequency %
ER6 0.814
Gender Male 156 41.6 GPB GPB1 0.851 0.889 0.915 0.644
Female 219 58.4 GPB2 0.834
Age 18–22 49 13 GPB3 0.815
23–27 180 48 GPB4 0.812
28–32 146 38.9 GPB5 0.724
Educational qualifications High School/Diploma 30 8 GPB6 0.773
Under Graduate 242 64.5 SN SN1 0.876 0.915 0.935 0.708
Post Graduate 103 27.4 SN2 0.897
Income < RM1500 64 17 SN3 0.926
RM1501-3000 195 52 SN4 0.823
> RM3001 116 31 SN6 0.847

5
O. Ogiemwonyi et al. Cleaner Environmental Systems 10 (2023) 100130

Table 3 accurately in the study (Hair et al., 2020). Values greater than zero
HTMT. indicate that exogenous variables have adequate predictive relevance.
Constructs AC EA EC ER GPB SN Therefore, the findings show that the study has adequate relevance of
predictive values (0.499) for green purchase behavior and (0.421) for
AC
EA 0.335 environmental attitude, as presented in Table 5.
EC 0.174 0.321 Table 5 presents the proposed hypotheses results, where 6 from the 9
ER 0.163 0.501 0.161 direct/indirect paths were significant and 3 were not significant. The
GPB 0.443 0.685 0.211 0.326 first two predictions in H1 and H2 were not significant as their p-values
SN 0.460 0.312 0.311 0.156 0.518
are above 0.05 and the t-values are under 1.96 (Hair et al., 2020).
However, three direct predictors such as H3, H4 and H5 were significant
as their p-values are under 0.05 and the t-values are above 1.96. in
Table 4 addition the positive LL and UL scores for H3 to H5 indicate a positive
The structural model. correlation.
R-Square Endogenous R R Square 0.26 - Substantial Furthermore, we analyse the mediation effects. A bootstrapping of
Variables Square Adjusted 0.13 - Moderate 5000 resampling procedure was used to observe the mediation effect of
0.02 - Weak
EA 0.315 0.308 EA. Similarly, among the four mediating hypotheses, only three was
GPB 0.479 0.472 significant such as H6, H7, and H9, as their p-values and t-values comply
the above requirements and the LL and UL values both are positive
F-Square Exogenous EA GPB 0.26 - Substantial
Variables 0.13 - Medium and
confirming a significant mediating effect. However, H8 was not signif­
AC 0.058 0.035 0.02 - Weak effect icant as the p-value is above 0.05 and the t-value is under 1.96, LL value
EA 0.288 is negative and UL is positive meaning zero, confirming that no medi­
EC 0.036 0.004 ating effect was established. The results for the direct/indirect paths are
ER 0.221 0.003
presented in Table 5.
SN 0.009 0.114
(Inner VIF) Exogenous EA GPB VIF < 3.30
Variables 5. Discussion
AC 1.214 1.285
EA 1.460 This study examines factors that affect the green purchase behavior
EC 1.100 1.140
ER 1.034 1.261
(GPB) of consumers. The study applied the extended TPB and TRA to
SN 1.296 1.308 assess the direct relationship of EC, ER, SN, AC, and EA with GPB, and
Predictive Endogenous CCR CCC Value > 0 indirectly accessed EA as a mediator. However, not many studies have
Relevance Variables carefully examined these added factors on GPB toward green products
Q-Square EA 0.180 0.421
through the mediation of EA in the context of study (Jaiswal and Kant,
GPB 0.302 0.499
2018; Joshi and Rahman, 2019). Similarly, the results presented in
CCC=Construct Cross-validated Communality, CCR=Construct Cross-validated Table 5 with the help of (β) and p-values indicate that five direct hy­
Redundancy. potheses (i.e., H1, H2, H3, H4 and H5) were formed to predict GPB of
consumers. Based on the findings, it was purposive that only three direct
4.3. Assessment of the structural model paths such as H3, H4 and H5 have a positive relationship with GPB of
consumers and thus were supported. Hypotheses H1 and H2 were not
Hair et al. (2020) proposed six criteria for assessing the structural supported. SN, AC, and EA are the three supported factors that accel­
model. In the initial stage of assessing the structural model, it is erate the GPB of consumers. Based on these outcomes, consumers can
important to address lateral collinearity issues VIF. It is important to further maintain their current actions and continuous support for green
assess the significance and relevance of the structural model relationship purchasing. They can create a more positive mindset toward green
by assessing the level of variance explained by the dependent variable
R2, the level of effect size f2, and the predictive relevance Q2. Moreover,
it is also important to assess the corresponding t-values of the path co­ Table 5
efficient via bootstrapping with 5000 resamples. The results of R2, effect Path coefficient (direct and indirect effect) results.
size f2, inner VIF and predictive relevance Q2 values achieved their Hypotheses/ OS/ LL UL t- p- Supported
threshold criteria according to the suggestion made by Hair et al. (2020) Paths Beta values values Vs Not-
(see Table 4). supported
Decisions
The R2 help to estimate the variance of dependent variables reported
by the structural model. The values are 0.479 for green purchase H1. EC → − 0.046 − 0.146 0.032 1.054 0.292 Not
behavior and 0.315 for environmental attitude. Both values are GPB Significant
H2. ER → 0.045 − 0.043 0.136 0.960 0.338 Not
considered substantial for the coefficient of determination. The f2 help to GPB Significant
show how exogenous construct impact endogenous constructs. The H3. SN → 0.279 0.184 0.385 5.304 0.000 Significant
study shows that environmental concern, environmental responsibility, GPB
subjective norms, and awareness of the consequences toward green H4. AC → 0.152 0.033 0.272 2.501 0.013 Significant
GPB
purchase behavior have a small effect of 0.004, 0.003, 0.114 and 0.035,
H5. EA → 0.468 0.184 0.274 6.688 0.000 Significant
respectively. In other words, the small effect was due to change in the GPB H6. 0.078 0.028 0.131 2.824 0.005 Significant
result, explaining that these factors exerted a small impact on the GPB EC → *EA
outcome. Environmental attitude toward GPB has a substantial effect of → GPB
0.288, which implies that attitude has a stronger impact on GPB H7. ER → 0.185 0.130 0.269 5.070 0.000 Significant
*EA → GPB
compared to other factors. The study further shows that all Inner VIF H8. SN → 0.042 − 0.019 0.108 1.286 0.199 Not
values for exogenous constructs are less than 3.3, indicating that *EA → GPB Significant
collinearity is not an issue in the study. Lastly, the predictive relevance H9. AC → 0.103 0.042 0.183 2.740 0.006 Significant
Q2 helps to determine if the data point of the measured indicators in *EA → GPB
endogenous variables in the reflective model can be predicted OS: Original Sample; LL: Lower Limit; UL: Upper Limit; Significant; *p < 0.05.

6
O. Ogiemwonyi et al.
product purchase and sustainable consumption. They should know that
their existence is connected with nature. As expected, results from H3,
H4, and H5 further indicate that embracing green behavior or sustain­
able consumption will help solve environmental problems, which will
create a balanced society. In addition, the results imply that consumers
have great expectations and attitudes toward the environment, and thus
buying green products serves as a positive inspiration for the well-being
of society. Similarly, the link between SN and GPB indicates a positive
relationship, similar to a prior study by Sethi and Jain (2020), and dif­
fers from the studies of Paul et al. (2016). Likewise, AC and GPB con­
nections were found to be positive, consistent with past studies
(Liobikienė and Juknys, 2016; Liobikienė and Poškus, 2019). However,
a recent study that examined a similar factor revealed that AC does not
predict willingness to pay for sustainable service and products (Al
Mamun et al., 2023). Furthermore, the nexus between EA and GPB was
contrary to previous literature, that indicate attitude was not a predictor
of GBP among young people (Tan et al., 2019), indicating attitude –
behavior disparity (Joshi and Rahman, 2019). However, our study re­
veals a positive connection, consistent with previous studies by
Ogiemwonyi and Harun (2020) and Uddin and Khan (2016). The sig­
nificant support implies that consumers decision to buy green products
is connected with their positive choice along with a strong personal
commitment toward the environment. They believe that having a pos­
itive attitude will lead to greater green behavior. In addition, consumers
strongly believe that having the right attitude will help improve product
purchase, lower pollution, and enhance environmental protection. More
importantly, our finding also reveals that attitude has a stronger influ­
ence on GPB compared to other factors. This is similar to a previous
study (Paul et al., 2016). Overall, the direct positive predictors indicate
that SNs, AC, and EA are the main drivers for consumers to buy green
products and embrace green behavior. Indeed, Malaysian consumers can
create a positive mindset toward green products if their attitude,
awareness, and SNs are positively motivated.
Similarly, results concerning H1 and H2, such that the link between
EC and GPB for H1 was insignificant, differ from past studies that
examined similar factors (Jaiswal and Kant, 2018). This implies that
consumers do not display a supporting habit nor do they show concern
toward the environment. They do not take responsibility for their ac­
tions. Indeed, the major social change is needed to enforce natural laws
and greater actions to protect the environment. Likewise, an insignifi­
cant result was recorded in H2, the link between ER and GPB, differs
from a recent study that examined similar outcomes (Al Mamun et al.,
2023), and a positive result was also recorded in the past (Kumar and
Ghodeswar, 2015). More specific reasons associated with the negative
outcome, especially for H1 and H2, are: first, consumers do not believe
environmental protection starts from them, nor are they passionate
about the environment. Indeed, in Malaysia, people must show greater
commitment toward the environment. Second, the drive for ER among
the people is weak. The refusal to accept EC and ER can be likely
explained by the role of personal norms in the connection to requisite
GPB. Overall, these results confirm why the awareness toward the
growth of green products is low in emerging nations.
Furthermore, Table 5 also presents the indirect impact of EA on the
relationship between independent factors and GPB. For example, H6, H7
and H9 discloses that EC, ER, and AC are predictors of GPB through EA.
These assertions become more notable because EA is an intercession to
which cognitive factors such as EC, ER, and AC predict GPB, which
supports TPB and TRA. Similar to prior studies (Jaiswal and Kant, 2018;
Varshneya et al., 2017). In addition, prior literature recorded a sup­
porting result for H6, H7, H9, and opposing results for H8, while
observing similar factors (Ogiemwonyi and Harun, 2020). However, the
link between SN and GPB through EA was rejected in H8. Suggesting
that consumers are not willing to make any change in their own attitude,
neither do they listen to their peers showing the right attitude toward
green purchases. Although the results are similar to a previous study
(Varshneya et al., 2017). The impact of SNs in an emerging nation such
7
Cleaner Environmental Systems 10 (2023) 100130
as Malaysia is relatively new. The relationship has not been fully
investigated and will have little influence on GPB through attitude
(Varshneya et al., 2017). The study further shows that consumers who
consider themselves ecologically conscious have the right attitude to
buy green products irrespective of social norms.
Finally, the study shows that consumers who desire a greater EA are
more likely to participate in GPB, such as searching for reusable prod­
ucts, avoiding products with high polluting impact, and buying organic
materials. This path is clearly reflected in H6, H7 and H9, which high­
lights the contribution of EA as a mediator. In addition, consumer-
positive attitude and their purchasing choice toward green products
may be limited by several factors. However, our study reported a lack of
a positive link between SN and GBP through EA. This implies that SNs is
among the factors that may indirectly restrict consumer-positive atti­
tude toward buying green products, as shown in H8. Previous literature
has also shown an insignificant link between EA and purchasing de­
cisions (Tan et al., 2019) and others have shown inconsistent results
(Joshi and Rahman, 2019).
5.1. Theoretical implications
The study helps to fill up the research gap identified from previous
studies on the environmental topic (Liobikienė and Poškus, 2019; Zhang
et al., 2014) and green behavior research (Joshi and Rahman, 2019).
The study reveals that TPB and TRA were predicted well with constructs
such as EC, ER, and AC, which provides a satisfactory theoretical insight
for model evaluation to explain the subject matter in the context of the
study. In addition, the study mentioned several studies that applied the
theoretical aspect of VBN and SCT to understand GPB and further
simplified TPB and TRA despite their weakness. However, these theories
(VBN/SCT) were not considered in the current study as TPB/TRA was
only considered due to their predictive strength. A similar attempt was
made in the past to refine TPB and TRA, by incorporating multiple
factors (Paul et al., 2016). However, our study shows that the inclusion
of added factors such as cognitive components to both theories has
helped to better understand GPB literature and human behavior
Therefore, the research adds to the body of existing knowledge in the
green marketing domain by providing theoretical/empirical facts on
factors affecting the GPB of consumers in an emerging context. These
findings are helpful to researchers in higher education (i.e., private of
public) and other research institutes to examine similar factors in the
future.
Essentially, for future researchers, it will help understand the envi­
ronmental factors that affect GPB in Malaysia. This contributes to an in-
depth understanding of how young people embrace green purchasing
and sustainably accept green products without exhausting natural re­
sources or causing severe environmental damage. Actualizing the direct
connections between new and emerging variables such as SN, AC, and
EA and essentially the indirect role of TPB/TRA factors such as EA in the
link of EC, ER, and AC with GPB are the main contributions to this study.
In addition EA was found to be the strongest predictor of GPB, followed
by SN with a regression coefficient of (β: 0.279) and cognitive compo­
nents such as AC (β: 0.152). Varshneya et al. (2017) highlighted that
individual attitudes toward green products and EC are self-identified as
socially responsible consumers. However, a high level of AC from con­
sumers leads to the anticipation that helps to reduce environmental is­
sues such as pollution and waste control, water and energy reduction,
and thus protecting the ecosystem. The main barrier to sustainable
practices is the lack of ecological knowledge and negative attitude to­
ward the environment. Attitude is a leading factor in fostering GPB
(Ogiemwonyi et al., 2020a,b). The findings from our study put forward
some insights to encourage green purchases. Awareness about EC needs
to be encouraged among people through environmental education. The
assertion from the outcomes emphasized a new dimension of behavioral
change that influences environmental factors with the impact of atti­
tude. These findings support TPB/TRA, by revealing a positive link
O. Ogiemwonyi et al.
between EA and GPB nexus.
5.2. Practical implications
The study identifies the major drivers of essential and non-essential
predictors of GPB. Findings will help green managers and organiza­
tions in devising appropriate strategies that will encourage consumers to
buy green products and encourage green behavior. In addition, the
outcome will also help retain new customers by promoting environ­
mental values that will boost green businesses and increase the
competitive advantage. The study presents a significant link between
environmental factors and GPB of consumers. Managers should promote
GPB and advocate the use of green products to attain commercial and
economic value, which may reflect a positive business image and their
sensitivity to the environment. Consumers sometimes realize that they
are environmentally responsible and committed to the environment.
Customer-oriented strategies giving special importance to environ­
mental responsibilities and putting forward sustainable practices toward
green purchases to attain the sales drive should be encouraged by
marketing agents. The link between EC and ER toward GPB was insig­
nificant. However, these factors have different levels of commitment,
activism, and effects that are related to the environmental outcomes.
Indeed, this type of responsibility should be extensively analysed.
Hence, corporate ER and EC require green businesses to develop a
comprehensive strategy that promotes green sustainability or that for­
malizes different green initiatives. Initiatives that can encourage con­
sumers participation in eco-friendly activities or processes such as
recycling, reducing unnecessary consumption patterns, and buying in an
eco-friendly way to improve EC and responsibility among consumers
should be considered.
The performance of environmental factors shows the level of con­
sumers’ environmental commitment to society. It is essential for gov­
ernment and policymakers to successfully implement environmental
policies that will help businesses and individual consumers not to misuse
the natural environment and be socially responsible for their actions. It
can be emphasized that Malaysian consumers rarely engage in envi­
ronmental activities, and thus, the level of environmental activism is low
among the people. This could be due to the absenteeism of an active
social group among the host communities and extremely low social
activities among the people toward the green activities. There are only a
few environmental organizations in Malaysia, and environmental ini­
tiatives are rather new in Malaysia as well (Abdul Aziz et al., 2018). Only
recently, the Malaysia development plan and vision 2030 was presented
with the aim of improving environmental sustainability (Berhad, 2019).
Additionally, social responsibility investment funds were also launched
to promote high impact research on green initiatives (Abdul Aziz et al.,
2018). This reflects the concern for green initiatives with the exception
of corporate ER from the government. However, environmental activism
is still at an early stage but is growing gradually with little improvement
in Malaysia. It is well known that in all voluntary sustainable practices
and purchasing, young consumers are the most active and passionate
independent people. This highlights the importance of young people’s
participation in pro-environmental action and green purchasing
(Ogiemwonyi, 2022), which this study has revealed. Therefore, gov­
ernment can encourage green businesses with the commitment to
cooperate and reduce environmental impact and make the society more
sustainable.
Policymakers can promote GPB, notwithstanding the improvement
of environmental citizenship or responsibility, which are equally
important for expressing sustainable practices. The promotion of envi­
ronmental information as a practical tool to enhance the green behavior
of consumers may reduce environmental impact. Environmental infor­
mation advances EC and responsibility for general ecological problems
should be implemented. This approach will collectively improve EC or
responsibility among the people, thus providing a lasting solution to­
ward solving environmental problems. Furthermore, our study shows
8
Cleaner Environmental Systems 10 (2023) 100130
that the AC positively influences GPB, which had a positive impact to­
ward green purchase. This implies, when people may know about the
impact of their behavior on the environment to a greater extent, they are
more mindful of their behavioral consequences. In addition, people
should know that humans are liable to the laws of nature. This implies
the environment is fragile, and if people continue polluting it, it may
lead to ecological disaster, and not buying green products is wrong.
Therefore, consumers should be motivated to use sustainable products
and think objectively through a rational approach to addressing envi­
ronmental issues and challenges. Given this, policymakers should place
more prominence on the importance of green products to society. People
may be more willing to purchase the product irrespective of any factors
that may act as a barrier to them. The results of this study show that SNs,
AC, and EAs are the main predictive factors for GPB. Given this, it is
advisable to convey the aspects of EC and responsibility to society
through policy implementation to enhance positive efforts in promoting
green behavior initiatives among the people and to improve environ­
mental literacy, responsibility, and concerns toward the environment.
6. Conclusion
Malaysia is an emerging nation facing several environmental crises
because of unplanned purchasing and unsustainable behavior (Ogiem­
wonyi et al., 2019). The huge gap between proclaim action and actual
purchasing behavior is a condition to be fairly considered by all stake­
holders when formalizing responsible consumption. However, this
research has shown that extended TPB and TRA are useful in the context
of study. More importantly, it helps understand factors affecting GPB of
consumers. Consumers in emerging countries such as Malaysia have
genuine prospects for green products, but the concern and responsibility
toward the environment is a serious challenge, as revealed in the results.
Most probably because consumers have not taken a major action to
safeguard the environment nor are they passionate toward nature. The
study proposed that managers can create more awareness to attract
people, and they should know that responsibility toward the environ­
ment is their sense of duty. This research adds to existing studies by
validating factors such as SNs, AC, and EA as drivers for GPB. The study
further reveals that ER and AC can significantly influence GPB through
EA. For managers seeking to design effective strategies, the findings are
useful and will help encourage sustainable practice. Furthermore, the
study noted that sustainable practice and purchases should be the
mindset, identity, and belief of the general society. The results highlight
that people must freely take part in activities that support environmental
protection. People must show greater responsibility toward the envi­
ronment while buying eco-friendly products. The study highlights that
emphasis on environmental concern and responsibility can sharpen the
mindset of consumers on responsible purchases. If consumers become
impulsive toward sustainable practices, an unceasing situation may
occur. The outcome of this study will equally help to attain sustainable
consumption while promoting a healthy environment.
7. Limitations and future research direction
The study provides considerable theoretical and practical implica­
tions for academicians and practitioners. However, it has some limita­
tions for future research. The study presents compelling findings
examining environmental factors that affect GPB, such as the relation­
ship between EC, ER, SNs, and AC, on GPB with the mediating role of EA
through SEM approach. Future studies can incorporate more exogenous
constructs such as action-related environmental knowledge, consumer
egoistic values, idealism, relativism and ecological worldview. This may
help to provide more realistic findings for future research. The role of
behavioral and normative belief, perceived effectiveness, green knowl­
edge, and spirituality on the GPB is recommended. According to con­
sumer research, sociodemographic factors help sharpen GPB
(Ogiemwonyi et al., 2019). Future research can examine the role of
O. Ogiemwonyi et al.
gender, race, and religion in any of the factors applied in this study. The
framework of the study provides a link between the TPB/TRA. Con­
structs such as behavioral control and intention can also provide addi­
tional insight into future research. Additional theories like consumer
choice theory and attitude-behavior-context (ABC) theory are applied to
understand GPB better. A longitudinal study can be applied to know the
impact of environmental factors on GPB over time. A comparative study
is highly recommended between horizontal and vertical cultures. This
can help to know the differences that exist between different countries
and provides policymakers with the best approaches to succeed.
CRediT authorship contribution statement
Osarodion Ogiemwonyi: Conceptualization, Writing – original
draft, Developed the framework, Writing – review & editing, Formal
analysis, report data, Project administration, Revision. Mohammad
Nurul Alam: Data curation, Formal analysis. Rashed Alshareef: Visu­
alization, Investigation, Data curation, Writing – review & editing.
Majed Alsolamy: Conceptualization, Writing – review & editing. Noor
Azlinna Azizan: Writing – review & editing, Funding acquisition.
Norazuwa Mat: Writing – review & editing, Funding acquisition.
Declaration of competing interest
The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
the work reported in this paper.
Data availability
The data that has been used is confidential.
Appendix A. Supplementary data
Supplementary data to this article can be found online at https://doi.
org/10.1016/j.cesys.2023.100130.
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