Abstract:

This study examined the indirect effects of environmental consciousness (values), environmental attitudes (attitudes towards environmental problems and eco-social benefits) on the behavior of buying green products. At the same time, the influence of reference groups (three types of informative, useful and valuable effects), the knowledge of the green product and the quality of the green product, on the behavior of buying the green product, has been studied. The study concluded that environmental consciousness is indirect on the green product purchasing behavior through environmental attitudes; the reference groups, the knowledge of the green product and the quality of the product have a direct impact on the green product purchasing behavior. It has also seen a statistically significant difference in consumption generations, environmental awareness value and behavior variables towards ecosocial benefits.

Keywords: