Towards green purchase intention: unraveling the impact of csr, customer green psychology, and collectivism under moderating effect perceived price

Abstract

In recent years, encouraging green consumption has emerged as an important tool for addressing environmental issues and ethical concerns related to consumer products and services. Aiming to provide literature and managerial contribution to this emerging field, this research examines how Corporate Social Responsibility (CSR) influences consumers' green purchase intention (GPI) and proposes that green psychology (GP), including green trust (GT), environmental concern (EC), and attitude towards green brands (ATGB), play important mediating roles in this association, along with the effect of collectivism (CM) toward GPI. Additionally, we introduce the novel concept of perceived price (PP) as a mediator between GP variables and GPI. Furthermore, we investigate how PP moderates the relationship between CM and GPI. These findings considerably contribute to the advancement of circular economy models and the achievement of key SDGs related to responsible consumption and production. Employing the Theory of Planned Behavior (TPB), various hypotheses were tested through a survey-based questionnaire targeting Generation Z and Zillennials (n = 368). This study also utilizes partial least squares (PLS) within structural equation modeling (SEM) and is supported by SPSS and AMOS software to analyze the data. The findings reveal that CSR has a positive impact on all CGP variables. Additionally, EC, ATGB, and CM positively influence GPI, while the relationship between GT and GPI is negative. Moreover, PP moderates the connection between GPI and both GT and ATGB, but not EC. These insights enhance theoretical understanding and offer valuable managerial implications. Businesses can leverage this knowledge to better evaluate how their green initiatives impact consumers' green psychology and ultimately translate into stronger green purchase intentions