The mediating role of green knowledge in the relationship between consumer’s life values, income and green purchase decision

Abstract

Nowadays, companies are faced with the urgent necessity of creating sustainable products that align with the current generation's environmental preferences and concerns. As consumers increasingly contemplate the ecological ramifications of their purchasing choices, this study investigates the relationship between consumer Life Values, Income, and Ecological Purchasing Decisions, focusing on the mediating role of Ecological Knowledge. The research sample contains 376 respondents, of whom 156 identify as female (41.5%), 187 as male (49.7%) and 1 as other (0.3%). The average age of this cohort is 34.49 years, with a standard deviation of 13.085 and a range from 18 to 76 years. The results emphasize the effectiveness of Green Knowledge as a mediator, revealing that high levels of Green Knowledge are correlated with a greater propensity for Green Purchasing decisions and environmental Life Values. Remarkably, the study also reveals specific unfavorable associations between income and Green Knowledge but underlines the fundamental influence of income in promoting sustainable consumption practices. This research contributes valuable information to the evolving discourse on sustainable consumer behavior. The links uncovered between Green Purchasing Decision, Income, Life Values, and Green Knowledge offer a multi-faceted lens to analyze consumer behavior.

Date of Award	7 Feb 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Leonor Almeida (Supervisor)