Consumer awareness of environmental issues has steadily increased, with environmental values significantly shaping purchase intentions. Essential to environmental sustainability are ecological packaging and ecological products. This study examines the impact of green product knowledge and green packaging on environmental beliefs, health consciousness, perceived behavioural control and consumer purchase intention, focusing on Visakhapatnam (India). A quantitative survey was conducted using purposive sampling, targeting individuals who are familiar with green products. Data from 306 respondents were analysed using the Statistical Package for the Social Sciences (SPSS) and AMOS. Structural equation modelling (SEM) was used to validate the conceptual framework. The results indicate that green product knowledge, environmental beliefs, health consciousness, and perceived behavioural control have an impact on green purchase intention, whereas green packaging does not. These findings emphasise the importance of psychological and informative factors for shaping environmentally friendly consumer behaviour. This study contributes to the existing literature on sustainable consumer behaviour, especially related to green fast-moving consumer goods (FMCG). It provides practical insight to marketers, decision-makers, and environmentalists who aim to promote environmentally friendly FMCG products. Additionally, focusing on significant psychological and behavioural factors allows for designing strategies that help the environment and improve public health.
Palavras-chave:
Green product knowledge, M10, Green packaging, M31, Sustainability, O13, Environment, O44, Green marketing, Green purchase intention
Sriramaneni, Devi Prasad Kotni, Phani Veerabhadra Babu, and Sriramneni: Green Purchase Intention: Understanding the Role of Environmental Beliefs, Health
Consciousness and Perceived Behavioural Control
1. Introduction
Environmental problems including pollution, climate change, and global warming are
unavoidable effects of human activity (). Individuals are becoming more aware of the environment and are being forced to
adopt environmentally friendly practices due to these growing concerns (). Businesses from all sectors incorporate environmental considerations into their
company plans and operations as sustainability becomes a crucial problem (; ). Among these sectors, the “Fast-Moving Consumer Goods” (FMCG) sector is vital to
the economy and permeates every aspect of consumers' everyday lives (; ). Because of the industry's high consumption rate and the short product lifecycle,
packaging waste has emerged as a significant environmental issue ().
Companies are investigated by suitable solutions, especially in packaging, due to
increasing desire for consumers for environmentally friendly products (). Although companies are eager to create a green market, growth in these industries
depends mainly on the change in consumer purchase patterns. However, since different
factors affect purchase decisions, understanding consumer behaviour is a challenging
process (). In order to create successful marketing strategies, companies must check the elements
that affect consumers' intentions of doing green shopping, as this is an essential
sign of their environmentally conscious behaviour.
An essential factor that affects how consumers assess the quality of a product is
through sustainable packaging. In this study, it is vital to examine the effect of
green packaging on the perceptions of belief in the environment and the purchase intentions.
According to previous research, consumer trends for green products are strongly affected
by environmental issues, abnormal climate change, health awareness, and sustainable
development knowledge (; ; ). FMCG companies have invested in sustainability initiatives and green marketing
strategies as a result of the growing demand for green products (); in addition to getting competitive management, such companies that succeed in implementing
this strategy, such as FMCG (; ).
Given the current status of the environment and the increasing importance of health
problems, this research is highly relevant. Consumers are quickly aware of the harmful
effects of packaging waste on the environment and are actively looking for products
that match their values and personal health benefits (). The "Green Revolution" movement is accelerating, eager to change the current path
of environmental decline with consumers (). Many are ready to support their procurement and consumption habits for ecological
improvement (; ). This change shows how environmental issues are integrated into consumer lifestyle
options. When the authorities tighten environmental rules and take the centre in stability
in business strategies, this research provides valuable insight into green shopping
factors (; ; ). Understanding these drivers helps companies remain competitive in a market that
requires more sustainable practices.
Despite the relevance of the intention to purchase for competitive advantage, there
is a lack of studies that examine the common effects of green packaging, environmental
awareness and other factors. The purpose of this study is to examine the factors influencing
customers' intention to buy green products within the FMCG sector. By understanding
consumer behaviour in this environment, FMCG companies can improve their stability
efforts, meet customer demand and support the green revolution in general. As stability
increases in significance, understanding these factors helps companies meet environmentally
conscious consumer requirements and adapt their strategies to coordinate their products
with consumer values (). Moreover, green marketing adds value to businesses by differentiating their products,
forming loyalty, and entering new markets by adjusting the stability values. It attracts
environmentally conscious consumers and fosters confidence, allowing companies to
flourish in a stable market (; ).
2. Literature review
One of the basic principles of marketing is the theory of consumer behaviour. Consumer
behaviour theory () provides an overview of the elements affecting customer decisions (). In order to investigate the aspects that affect customer intentions for green shopping,
this study creates a model on this basis.
The Stimulus-Organism-Response (S-O-R) model, first proposed by in the context of environmental psychology, which suggests that external environmental
factor (stimuli) affects a person's internal psychological state (organisms), resulting
in the particular behavioural outcomes (reactions). This model has been widely used
in consumer behavior research, especially to understand how the marketing factor affects
consumers' decision-making processes ().
As stated in the literature, marketing stimuli can be broadly classified into product,
price, promotion or packaging elements (; ; ), which contribute to the development of consumer perceptions and actions. Moreover,
the organism is the consumer’s internal process including perception, learning, motivation,
attitude and beliefs, as expressed by . The way these stimuli are interpreted and the internal state mediates behavioural
outcomes. In consumer contexts, these processes determine reactions that influence
the product acceptance or rejection, and the response stage captures purchase intention
or actual purchase behaviour.
In this study context, green product knowledge and green packaging act as stimuli.
Whereas environmental beliefs, health consciousness, and perceived behavioural control
are considered as organisms and green purchase intention as response. The S-O-R model
helps us to understand factors influencing green purchase intention.
This study primarily employs the Stimulus-Organism-Response (SOR) framework to understand
green purchase intention. Additionally, it incorporates important variable i.e., perceived
behavioural control from the Theory of Planned Behaviour (), which is also treated as part of the ‘organism’ component within the SOR framework.
Perceived behavioural control significantly influences consumers’ purchase intentions
and behaviour ().
This study, which builds on earlier studies, identifies important antecedents of perceived
behaviour control (PBC), health consciousness (HC), and green purchase intention (GPI)
(; ; ; ; ). SOR is considered one of the most practical and well-established structures for
analyzing and prognosis consumer behaviour. In relation to prior research, this study
uses SOR frameworks to analyse important aspects that affect consumers' intentions
to buy green FMCG products, such as product knowledge, packaging, health consciousness
and environmental beliefs. In addition, it checks how environmental beliefs affect
the relationship between approach and intentions, which improves our understanding
of green purchasing practices.
Green product knowledge (GPK):
“Green product knowledge” is defined as the understanding of consumers regarding the
specific features and advantages of green products to the environment (). This type of knowledge is not objective but subjective and has a direct impact
on the consumer’s behaviour and attitude (). Consumers are often presented with specific information that, when stored in their
memory, influences how they analyse, comprehend, and form positive biases toward eco-friendly
products. As customers become more knowledgeable, their ability to understand the
features and benefits of green products increases. Based on previous studies, knowledge
of green products is, arguably, one of the most critical factors that influence the
intention or the actual behaviour of buying green (; ; ; ). The lack of information on green products might cause a division in customers'
perceptions and purchasing behaviour.
Green products reduce unnecessary waste, do not harm the environment or humans, do
not include expensive cruelty, and conserve resources (). To effectively achieve these goals, environmental factors should be considered
at all points during the development and use of green products (). Raising awareness and promoting the use of green products is important to promote
an environmentally friendly lifestyle, as it can give rise to replacement of traditional
objects with green people (; ; ; ). The need for more consumer knowledge and understanding in this field is supported
by more research, shown that green products have significant effects on the green
purchase intention.
H1(a) Green product knowledge has an impact on environmental beliefs
H1(b) Green product knowledge has an impact on Health consciousness
H1(c) Green product knowledge has an impact on perceived behaviour control
H1(d) Green product knowledge has an impact on green purchase intention
Green packaging (GP):
The term "green packaging" describes packaging that may be recycled, broken down,
or used again without endangering the environment or people while a product is being
utilised (). The green packaging sector is steadily growing internationally, giving companies
chances to launch creative and affordable sustainable packaging solutions (). Eco-friendly packaging is a rapidly expanding trend that is essential to a nation's
sustainability efforts ().
Companies use tactics like adding ecologically friendly or "green packaging" to their
products to pique consumers' interest in green products (). The growing customer demand for eco-friendly items can be better met by businesses
that switch to sustainable packaging or green materials (). Even though packaging is a social and political issue, little is known about how
consumers see environmentally friendly packaging (; ). Thus, expanding our understanding of the elements influencing consumers' intents
to buy items with sustainable packaging is crucial.
H2(a) Green packaging has an impact on environmental beliefs
H2(b) Green packaging has an impact on green purchase intention
Environmental beliefs (EB):
It is known that environmental ideas about the interrelationship between nature and
humans are important indicators of ecological preservation behaviour (; ). People's actions toward the environment are shaped by the underlying system of
attitudes that these beliefs produce (). Consumers with strong environmental beliefs are more likely to care about the environment
and take more initiative when implementing green consumption habits (). According to , individual information derived from personal observations and feelings intimately
relates to environmental perspectives. They serve as catalysts for people to embrace
ecologically friendly behaviours by cultivating an awareness of the ecosystem (; ). Therefore, determining target markets and promoting green buying behaviour depends
heavily on consumer environmental beliefs.
Environmental beliefs are defined by as a person's attribution to responsibility for taking preventive measures and their
awareness of the environmental impacts of particular behaviours. These ideas contribute
to the creation of environmentally friendly norms, which have a powerful ability to
affect real conduct (). In addition, people with strong environmental decorations are more likely to take
preventive measures and actively seek selfless and responsible solutions for environmental
issues (Webster et al., 2021).
H3(a) Environmental beliefs has an impact on green purchase intention
H3(b) Environmental beliefs plays a mediation role between green product knowledge
and green purchase intention
H3(c) Environmental beliefs plays a mediation role between green packaging and green
purchase intention
Health consciousness (HC):
The level of involvement in management and connection in health-related activities
is referred to as health consciousness (). Customers who care about their health are more aware of the good and motivated
to use healthy habits to preserve and improve their health (; ). This consciousness often affects procurement decisions, as they choose elements
that increase their well-being and promote health (). Consumers who are concerned about their health are more likely to work environmentally
responsible (; ). This is due to their tendency to see green products as healthier than traditional
ones, often believing that they contain higher nutritional value (). Customers see green products as an alternative to healthy foods because they are
safe, contain more nutrients, and do not contain any dangerous chemicals or additives
().
Recently conducted studies have shown a positive correlation between green purchasing
practices and health consciousness (; ). Consequently, people are increasingly interested in buying organic foods, as they
are usually considered healthy compared to traditional food (). The idea that health-conscious consumers often choose organic products goes beyond
the notion that these foods are chemical-free, adorable, and environmentally affected
(; ). Health aspects play an important role in influencing customers' procurement decisions,
especially regarding organic and green products, because health-conscious consumers
are more likely to participate in green purchasing behaviour (; ).
H4(a) Health consciousness has an impact on perceived behaviour control
H4(b) Health consciousness has an impact on green purchase intention
H4(c) Health consciousness plays a mediation role between green product knowledge
and green purchase intention
Perceived behaviour control (PBC):
The term "perceived behavioural control" (PBC) explains how a person feels about a
specific action or ability to complete the activity. This view is influenced by their
ideas about resources available and can help or prevent the necessary tasks (). Perceived behavioural control suggests that customers feel their actions can influence
their ability to purchase green products, thereby shaping their intention to purchase
(). Additionally, perceived behavioural control has proven to be an important prophet
of behavioural intentions (; ). The extent to which people believe they have the means and opportunity to participate
in an activity influences the strength of their contribution. When consumers feel
powerless or lack sufficient resources, their willingness to purchase environmentally
friendly products can slow down (; ).
Consumers consider involvement and knowledge as characteristics they can control,
related to green products. These aspects affect the customer's ultimate decision (). One study discovered that consumers of green products place a high value on healthiness
(). Control beliefs, which are an individual's assessment of the presence or accessibility
of the behaviour's facilitators and inhibitors (e.g., time, money, and skills), further
create perceived behavioural control (; ). Furthermore, perceived power is the individual's evaluation of how much these elements
simplify or impede the behaviour.
H5(a) Perceived behaviour control has an impact on green purchase intention
H5(b) Perceived behaviour control plays a mediation role between green product knowledge
and green purchase intention
Green purchase intention (GPI):
Prior to developing green purchase behaviour, there must be a green purchase intention,
often known as the desire to acquire green products. defines green buying intention as a person's propensity and inclination to choose
environmentally friendly products over conventional ones when making judgments about
what to buy. Since a stronger intention increases the possibility of making a purchase
and seeing it through to completion, understanding intention is one of the most reliable
methods to forecast client decisions (; ; ).
Fig. 1Framework of the study
3. Methodology
This study uses a cross-sectional research design, an explanatory study conducted
at a single point in time to address the research objectives (). Data were collected through a well-structured, self-administered questionnaire
distributed offline. The target population is comprised of consumers in Visakhapatnam,
India, who are aware of green FMCG products (). Additionally, the city has been actively promoting environmental sustainability
(), further reinforcing its suitability for this study. Potential respondents were
approached to gather relevant data while shopping in supermarkets and organic stores
across various parts of the city. The sampling technique that was utilised was purposeful
sampling. Purposive sampling involves selecting participants who meet specific criteria,
such as individuals aged 18 and above and respondents who are familiar with green
FMCG products. To ensure eligibility, a screening question was included: Are you familiar
with what green or eco-friendly FMCG products are?” and only those who answered “Yes”
proceeded with the survey.
All questionnaires were examined by experienced researchers to guarantee that this
study was clear and relevant to addressing the goals. The questionnaire consisted
of two sections: the first gathered sociodemographic data, while the second 22 items
and 6 constructs, measured using five items on a 5-point Likert scale, with 1 denoting
"strongly disagree" and 5 denoting "strongly agree." This section was designed to
assess the research model based on the body of existing literature.
The following were the items used to measure the constructs: "green product knowledge"
was modified from ; "green packaging" items were adapted from ; "environmental beliefs" items were taken from ; , and three items from , were used to measure "perceived behaviour control.". Items related to “health consciousness”
were adapted from , and while items from Chen and ; were modified to measure "purchase intention." Additional details about the questionnaires
are provided in Appendix A.
It was suggested that a minimum sample size of 200 be used for SEM analysis (; ). According to , the minimum sample size was 150 for models with seven or fewer variables. Moreover,
According to , the number of respondents should be at least five times the number of variables
to be analysed, and a more acceptable sample size would be a 10:1 ratio. Based on
this, the sample size for this study can be calculated as follows: Number of variables
× 10 = minimum sample size i.e., 22 × 10 = 220 respondents. Since the actual sample
size of this study is 306, which exceeds the minimum sample size criterion, it is
considered adequate for analysis. Furthermore, the study uses SPSS (Statistical Package
for the Social Sciences) and AMOS to analysed the data.
4. Results
The study sample (Table 1) shows the demographic details. In terms of gender, the survey shows a higher representation
of men, with 182 (59.48%) male respondents and 124 (40.52%) female respondents. In
terms of age, 36.60% of the sample is in the 26–35 age range, followed by the 36–45
age range (31.70%), 23.86% are in the 46 and above age range, and just 7.84% are in
the 18–25 age range. Regarding education, most respondents (49.67%) have a graduate
degree, followed by Post graduates (31.37%), 10.46 in the others group, and 8.50%
in the up to the secondary group. In terms of income, 41.83% of the sample is in the
25000-49999 range, followed by the 50000-99999 income range (23.53%), 17.65% are in
the 10000 and above income range, and 17.65% are in the below 25000 income range.
Table 1Demographic profile
Variable
Frequency
%
Gender
Male
182
59.48
Female
124
40.52
Age
18-25
24
7.84
26-35
112
36.60
36-45
97
31.70
46 and above
73
23.86
Education
Up to secondary
26
8.50
graduate
152
49.67
Post graduate
96
31.37
other
32
10.46
Income
Below 25000
52
16.99
25000-49999
128
41.83
50000-99999
72
23.53
100000 and above
54
17.65
A confirmatory factor analysis (CFA) is carried out to assess the total measurement
model. Convergent and discriminant validity were assessed in order to assess the measurement
model's validity. The study Factor loading should be greater than 0.70, as shown in
table 2.
The results indicated that all constructs exhibited “Average variance extracted (AVE)”
and “Composite Reliability (CR)” (table 2) values that seem to be greater than the threshold levels of 0.5 and 0.7, respectively,
ensuring the convergent validity of variables (). A further demonstration of the convergent validity of the measurements is the indication
that the factor loadings for all the constructs were significant and higher than 0.7
(). The reliability of the measures in each construct was ensured by Cronbach's Alpha
(CA) coefficients, which were all higher than 0.7. () shown in Table 2.
Table 3Discriminate validity
GPK
GP
EB
HC
PBC
GPI
GPK
0.747
GP
0.652***
0.808
EB
0.549***
0.556***
0.784
HC
0.251***
0.264***
0.280***
0.772
PBC
0.685***
0.547***
0.593***
0.306***
0.833
GPI
0.656***
0.590***
0.729***
0.382***
0.643***
0.820
To verify the discriminant validity, we used Fornell Larcker's (1981) criterion, which
compares the AVE value with corresponding correlation values with other variables.
According to , the square root value of AVE must be higher than the comparable correlation values
with other factors. Table 3 displays the factors' discriminant validity.
4.1 Structural Model
In AMOS, to get the model fit results. The estimates are: CMIN/Df is 1.607, and the
value is < 5 (), obtained threshold value. The value for CFI (0.969), which is >0.9 (). NFI (0.922), which is >0.9. AGFI (0.895), which is > 0.8, indicates satisfactory
goodness of fit.TLI (0.964) and IFI (0.969), which is >0.9 (); PCFI (0.831), which is >0.5; and PNFI (0.79), which is also >0.5 (). The value of RMSEA (0.045) which is < 0.08 (). All the values are within the range.
Table 4Results for Specific direct paths
H
Path
Estimate
S.E.
C.R.
P
Decision
H1(a)
GPK -> EB
0.411
0.089
4.618
***
Supported
H1(b)
GPK -> HC
0.28
0.064
4.375
***
Supported
H1(c)
GPK -> PBC
0.692
0.076
9.105
***
Supported
H1(d)
GPK -> GPI
0.231
0.11
2.100
0.022
Supported
H2(a)
GP -> EB
0.278
0.072
3.861
0.001
Supported
H2(b)
GP -> GPI
0.086
0.065
1.323
0.219
Not Supported
H3(a)
EB -> GPI
0.429
0.073
5.877
***
Supported
H4(a)
HC -> PBC
0.112
0.066
1.697
0.041
Supported
H4(b)
HC ->GPI
0.141
0.059
2.389
0.004
Supported
H5(a)
PBC -> GPI
0.151
0.072
2.097
0.039
Supported
This study performed mediating effects following Hypothesis.
Table 5Specific Indirect effect
H
Indirect Path
Estimate
Lower
Upper
P-Value
Decision
H3(b)
GPK --> EB --> GPI
0.177***
0.105
0.323
0.001
Supported
H3(c)
GP --> EB --> GPI
0.119**
0.047
0.198
0.006
Supported
H4(c)
GPK --> HC --> GPI
0.040**
0.014
0.094
0.006
Supported
H5(b)
GPK --> PBC --> GPI
0.105*
0.02
0.232
0.049
Supported
5. DIscussion
This study model is used to comprehend the relationships between green product knowledge,
green packaging, environmental beliefs, health consciousness, perceived behaviour
control in relation with green purchase intention.
The results show a substantial relationship between green product knowledge and perceived
behavioural control, health consciousness, environmental beliefs, and, ultimately,
green purchase intention. It indicates consumers are more likely to adopt stronger
beliefs about the environment, acquire knowledge of health-related issues, and feel
more in control of their purchasing behaviour when adequately informed about green
products (; ). These factors subsequently influence their intention to buy eco-friendly products.
This corresponds to previous research (; ; ), which emphasises the importance of understanding in shaping the significance and
actions related to sustainable consumption.
Comparable, the study identified that although green packaging affects environmental
tract that corresponds to advanced research (; ), it has no direct effect on consumers' intentions of making green shopping. This
research suggests that awareness of personal consciousness and environmental issues
under environmentally friendly packaging can increase, it cannot always result in
real purchases. The study also shows that environmental beliefs strongly influence
the intention of buying green products. This result corresponds to previous studies
(; ; ; ) showing that customers who have strong environmental decisions are more likely to
use environmentally friendly purchases.
In addition, health consciousness affects green buying intentions and perceived behavioural
control (; ; ). This means consumers with high prioritization of health problems are more likely
to buy environmentally friendly products. Customers' desire for organic items supports
this conclusion because people concerned about their health are more likely to choose
the elements that support their good (; ). Because of this, companies can use health materials in their marketing campaigns
to attract customers who are concerned about their health.
Then, research suggests that perceived behavioral control strongly influences the
intention of buying green products (; ). This emphasizes the role of consumer perceptions in determining how easy or challenging
it is to purchase green products. In addition, this research emphasises the dissemination
roles as environmental beliefs, health consciousness and perceived behavioural control
when it comes to affecting green buying intention.
Green product knowledge affects important psychological aspects, which in turn affects
the intention of indirect procurement of green products. Environmental beliefs act
as a link between environmentally friendly approaches and consumers' intentions to
purchase green products (). Similarly, this association is communicated by health consciousness, as customers
are more likely to choose green products when they know about health benefits. In
addition, perceived behaviour control is important because those who believe they
can do green shopping are more likely to follow through their plans.
Similarly, the relationship between green packaging and green purchasing intentions
is conveyed by environmental faith. Although environmentally friendly packaging does
not increase sales, it helps to support environmental considerations, affecting how
consumers behave (; ). This emphasises how companies should integrate green packaging into a major stability
aspect to increase their impact on consumer options.
6. Implications
6.1 Theoretical implications
This study contributes to the body of knowledge on green consumer behaviour by offering
a deeper understanding of the underlying psychological processes influencing green
purchase intentions. The study reveals that green packaging does not directly impact
consumer purchase intention, but it is influenced through the mediating factor of
environmental beliefs, offering valuable theoretical insight. (; ; ). In this study, the use of the Stimulus organism response (SOR) framework provides
a strong theoretical basis for understanding consumer behaviour towards green FMCG
products. Considering green product knowledge and green packaging to be stimuli, the
model illustrates how external cues trigger internal psychological processes. Moreover,
Environmental beliefs, health consciousness, and perceived behaviour control play
the role of the organism component, which affects consumers’ choices. This approach
emphasises the complex role of intellectual and emotional factors in consumer judgments
about green FMCG products, building on standard behaviour models.
In addition, the study provides empirical evidence that environmental beliefs mediate
the relationship between both green product knowledge and green packaging with green
purchase intention, indicating that green product knowledge and green packaging influence
purchase decisions through strengthened environmental beliefs. This study contradicts
the common belief in environmentally friendly marketing that packaging alone can influence
behaviour by showing that green packaging does not directly affect purchase intention
but rather operates through environmental perception. Overall, by highlighting the
part psychological mediators play in the decision-making process, this study broadens
theoretical viewpoints on green consumption.
6.2 Practical implications
This study provides helpful insights for companies, marketers, and legislators who
want to encourage environmentally friendly consumption. consumers' familiarity with
green products and packaging shapes their environmental beliefs, which affect their
purchase intentions. Therefore, raising consumer awareness through marketing initiatives
and education can be a calculated move to encourage a greater dedication to eco-friendly
buying. Customers are more likely to follow through on their plans when they believe
they have the skills, information, and resources necessary to make sustainable purchases.
Therefore, companies and regulators should endeavour to lower obstacles like exorbitant
prices, restricted availability, and unclear information to encourage green purchasing
behaviour.
Moreover, FMCG marks should prefer sustainable materials and clearly reveal these
properties in their message to appeal to environmentally conscious buyers. Additionally,
positioning a product with health benefits and the use of natural ingredients and
toxin-free materials increases the fascination. When companies show how their products
are suitable for people and the environment, it becomes an impressive selling point.
Furthermore, Eco-certifications, sustainability narratives, and transparent labelling
can all increase customer engagement and trust. However, Stricter environmental laws,
incentives, and subsidies are some ways that policymakers can encourage this change
and create an atmosphere that is more conducive to sustainable consumer behaviour.
In addition, collaborating with health and sustainability influencers helps brands
improve their relationships with consumers. Gathering consumer judgments about eco-friendly
products and conducting surveys or interactive campaigns promotes consumer engagement
and amplifies their perceived choices. However, when FMCG products are green, easy
to get, and affordable, consumers can choose healthier options for themselves and
the environment.
7. Conclusions
Through developing and evaluating a conceptual model of green purchase intentions
in the Indian context, this study contributes to the body of information regarding
consumer behaviour in the FMCG sector's sustainable consumption. This study highlights
the importance of factors like environmental beliefs, health consciousness, and perceived
behaviour control in influencing consumers' intentions to make environmentally friendly
purchases, in addition to product knowledge or the packaging itself. SOR framework
helps to reveal the factors that impact green purchasing intention, providing valuable
information for marketers and policymakers to encourage sustainable consumption.
Despite the contribution, the study has some limitations. This study was limited to
consumers in Visakhapatnam, India, which could limit the generality of findings to
other areas. Additionally, the study included consumers from only a few cities, which
may not fully reflect the variations in user intentions across other countries, regions,
and ethnic groups. Furthermore, cross-sectional surveys make it impossible to notice
shifts in consumer habits or choices with time.
Future studies should examine how external factors like perceived pricing fairness,
social influence, and regulatory frameworks affect consumers' decisions to make green
purchases. Moreover, qualitative methods could provide in-depth information on consumers'
opinions and problems in purchasing green products. Additionally, investigating the
effect of digital platforms and social media on green purchasing intention should
be a primary focus for the future.
Acknowledgements
The authors wish to thank the anonymous reviewers for their comments. Their insightful
feedback contributed improving the paper.
Author contributions
Conceptualization, S.S., V.V.D.P.K, G.N.P.V.B and C.S.; Methodology, S.S., V.V.D.P.K
and C.S; Software, V.V.D.P.K and C.S.; Data acquisition, S.S., V.V.D.P.K, G.N.P.V.B
and C.S.; Analysis and interpretation, S.S., V.V.D.P.K and C.S.; Writing- Preparation
of the draft, S.S., V.V.D.P.K, G.N.P.V.B and C.S.; Supervision: V.V.D.P.K and G.N.P.V.B.;
Writing-Revision & Editing, S.S., V.V.D.P.K, G.N.P.V.B and C.S. All authors read and
agree with the published version of the manuscript.
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Appendix
Appendix A. Questionnaire items
Construct
Items
source
Green product knowledge
GPK1: I am familiar with green FMCG products
(; )
GPK2: When I go shopping, I frequently see green FMCG products in shopping venues
GPK3: I can think of some brands when talking about green FMCG products.
GPK4: I know how to find environmental- related information on green FMCG products
Green Packaging
GP1: Green packaging is important in protecting environment
(; ; )
GP2: I have knowledge about the benefits of green packaging
GP3: Biodegradable packaging is an important consideration for green customers
Environmental beliefs
EB1: I believe buying green FMCG products helps to fulfill my social responsibility
(; )
EB2: I believe using green FMCG products helps prevent resource depletion.
EB3: I believe green FMCG products helpful to solve environmental problems with little
effort in environmental improvement
EB4: I believe the balance of nature is very delicate and easily upset
Health consciousness
HC1: I carefully choose green FMCG products to ensure the good health
(; ; )
HC2: I think I am a consumer with health conscious
HC3. I prefer to buy green FMCG products for their health advantages
Perceived behavioural control
PBC1: I have enough time, resources, money and willingness to buy green FMCG products
(; )
PBC2: I know where to purchase green FMCG products
PBC3: I can decide whether to purchase green FMCG products or not
PBC4: I am fully confident that I should buy or use green FMCG products
Green purchase intention
GPI1: I plan to purchase green FMCG products in the future
(; )
GPI2: I am willing to purchase green FMCG products
GPI3: The next time to buy, the possibility of choosing green FMCG products is very
high.
GPI4: Comparing with ordinary non-green FMCG products, I am more willing to buy green
FMCG products.
