The Study of Relationship between Socio-Psychological Factors and Green Buying Behavior with Mediating Role of Environmental Behavior and Green Buying Intention

This research aims to study the determinants of environmentally conscious consumer behavior (ECCB) by analyzing socio - demographic and psychographic green consumer characteristics. Also, the study explores the determinants of Green Buying Behavior (GBB) considering ECCB and Green Buying Intention (GBI) previously evaluated. To this end, we conducted a quantitative study based on internet survey and data collection was implemented in two phases: in the first phase environmentally conscious consumer behavior, Green Buying Intention and socio-psychological variables were measured. Three month later, the same respondents evaluated their Green Buying Behavior. Through Simultaneous analysis of the variables using the Structural equation modeling the effects of environmentally conscious consumer behavior and Green Buying Intention on Green Buying Behavior were measured. The results show that psychographic variables, with emphasis on perceived consumer effectiveness (PCE) are more relevant than socio-demographics in explaining environmentally conscious consumer behavior. The consumers with higher environmentally conscious consumer behavior have shown higher green buying Intention (GBI). environmentally conscious consumer behavior has a positive impact on Green Buying Behavior, higher than Green Buying Intention, which in turn mediates that relationship. This paper provides a comprehensive understanding about the green consumer profile and behaviour, including the effect of GPI on GPB, and thereby contributes to the coordination of future marketing strategies to target this segment.