Journal of Business Research xxx (xxxx) xxx

Contents lists available at ScienceDirect

Journal of Business Research

journal homepage: www.elsevier.com/locate/jbusres

The effects of consumer attitude on green purchase intention: A

meta-analytic path analysis
Zeinab Zaremohzzabieh a, *, Normala Ismail b, Seyedali Ahrari b, Asnarulkhadi Abu Samah a
a
Institute for Social Science Studies, Universiti Putra Malaysia, InfoPort, IOI Resort Jalan Kajang, Puchong, Seri Kembangan, Selangor 43400, Malaysia
b
Faculty of Educational Studies, Universiti Putra Malaysia, Selangor 43400, Malaysia

A R T I C L E I N F O A B S T R A C T

Keywords: Increasing interests in the development of green purchase intentions have elevated the importance of theories
Meta-analysis that explain the relationships between attitudes and intentions. The aim of the present research is to meta-
Path analysis analytically integrate the model of green purchase behavior (GPB) and the theory of planned behavior (TPB).
Consumer attitude
We synthesized the research findings of 90 studies (94 samples, n = 38622) and employed meta-analytic
Green purchase intention
Structural equation modeling
structural equation modeling to investigate the empirical fit of the integrated TPB-GPB framework. The find­
ings demonstrated support for the integrated framework and showed mediation role of consumer attitude in the
development of green purchase intent. Moreover, the results suggested that the integrated framework assisted
the TPB model to enjoy huge fertility by integrating the constructs and/or combining with the GPB model to
develop the explanatory power and predictive lenses of green consumer attitudes and green purchase intention.

1. Introduction been realized and translated to the actual purchase of green products
(Guyader et al., 2017; Wei et al., 2017). This scenario is also known as
In this era, the concerns on global warming, climate change, over­ “attitude – behavioral intention gap”. For example, despite the positive
using natural resources, and air and water pollution have been attitude of customers towards green products, a previous study showed
increasing, resulting in more consumers becoming conscious of envi­ that the mainstream consumers did not purchase green products as
ronmental degradations confronting them. These environmental deg­ estimated and the market shares of these products were regularly lower
radations have begun to change the lifestyle of the consumers and than 4% of the whole sales (Polonsky, 2011). Until now, a large body of
business activities, leading to the emergence of green marketing (Larson work on the green consumer behavior highlights that consumers are
et al., 2015). Green marketing within business practices involves pro­ progressively motivated to purchase green goods (e.g., Arli et al., 2018;
moting sustainable development. It includes the marketing of goods and Khan & Kirmani, 2018). The causes for this behavior gap have not been
services considered to be green, and maintaining and stimulating pro- adequately studied. It is possible that consumers comply with social and
environmental consumer behaviors and attitudes (Jain & Kaur, 2004). cultural norms that may reflect their purchasing decisions (Nguyen
This concept of green marketing has also inspired consumers to buy or et al., 2017). However, there may be special barriers and drivers,
acquire green products (Biswas & Roy, 2015). As such, there is no doubt particularly in everyday consumptions, which complicate green pur­
that the attitudes and behaviors of the consumers are in the process of chase intention (GPI).
shifting (Mintel, 1991). Consumers actively support green products to Therefore, to address this matter, many earlier studies have inves­
maintain sustainable development and reduce their environmental im­ tigated consumer attitudes and purchasing intentions with regards to
pacts (Oliver, 2013). green products by using the theory of planned behavior (TPB) (Joshi &
The last three decades saw increasing numbers of international firms Rahman, 2016; Yadav & Pathak, 2016). However, most of these studies
engaging in green production, and consumers purchasing and expressed absence or weak correlation between positive attitudes and
embracing green products. However, this higher willingness has not actual buying behavior. Joshi and Rahman (2015) indicated that the

* Corresponding author at: Institute for Social Science Studies, Universiti Putra Malaysia, InfoPort, IOI Resort Jalan Kajang, Puchong, Seri Kembangan, Selangor
43400, Malaysia.
E-mail addresses: z_zienab@upm.edu.my (Z. Zaremohzzabieh), malaismail@upm.edu.my (N. Ismail), seyedaliahrari@gmail.com (S. Ahrari), asnarul@upm.edu.
my (A. Abu Samah).

https://doi.org/10.1016/j.jbusres.2020.10.053
Received 22 May 2019; Received in revised form 9 June 2020; Accepted 22 October 2020
0148-2963/© 2020 Elsevier Inc. All rights reserved.

Please cite this article as: Zeinab Zaremohzzabieh, Journal of Business Research, https://doi.org/10.1016/j.jbusres.2020.10.053
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

TPB failed to capture the relationship between attitudinal variables or including all green products into one term (e.g., Chaudhary & Bisai,
environmental concerns and consumer attitudes that can in fact influ­ 2018; Yadav & Pathak, 2016). In these studies, the TPB serves as the
ence GPI. Several studies have suggested modifying TPB in order to basis for the integrated framework to explore GPI. The three main an­
overcome its limitations. Joshi and Rahman (2015) specified that the tecedents of the TPB which are relevant to GPI are attitudes, subjective
existing literature on the antecedents of consumer attitudes and GPI has norms and perceived behavior control (Nguyen et al., 2019). Attitude
focused on the TPB constructs and additional factors. Liobikienė and can be described as the inner feeling of favorableness or otherwise that a
Bernatonienė (2017) showed the elements and their impact on all green consumer has towards a green product or green marketing. Subjective
products purchase and suggested a classification of environmental and norms (one of the social norms) are the perception of a consumer on the
attitudinal factors influencing the purchasing behavior. For this pur­ social pressure on whether or not to perform GPB. Lastly, perceived
pose, the model of Green Purchase Behavior (GPB; Sarumathi, 2014) is behavior control reflects a consumer’s viewpoint on the convenience or
adopted because it is one of the models that explain the reasons behind difficulty to perform green purchasing behavior.
the observed attitude-behavior gap with regards to green products. The Meanwhile, the TPB does not consider the influences of motivational
model predicts and explains consumer attitudes using motivational factors on consumer attitudes and decisions to purchase green products
factors which in turn lead to GPI. (Joshi & Rahman, 2015). Meanwhile, the GPB complements TPB’s
To date, many scholars have further examined frameworks that bring constructs with environmental beliefs, knowledge, concern, conscious­
together at least one of the key antecedents of the GPB and at least one of ness, and awareness in explaining why a consumer’s attitudes and
the antecedents of the TPB in the empirical literature on GPI (e.g., Lin & purchasing intentions might lead to green products to get the real grasp
Niu, 2018). Some studies applied the TPB and GPB constructs as com­ on the attitude-behavioral intention relationship. Cary (1993) stated
parable factors of consumer attitudes and purchasing intention in green that environmental beliefs gave rise to cultural symbolic beliefs
consumption models while some of these studies examined structural reflecting the individuals’ development of passionate beliefs about
models (e.g., Yadav & Pathak, 2016). Some studies particularly used environmental issues. External factors like environmental knowledge
statistical procedures to examine the mediation role of the GPB con­ refer to the individual’s capability to assess the impacts of environment
structs based on direct and indirect effects (e.g., Maichum et al., 2017b; and ecosystems on the society, and an individual’s amount of knowledge
Paul et al., 2016). on environmental issues, including the problems, causes, solutions and
To our knowledge, there are no earlier studies to date that investigate others (Aini et al., 2007). Besides that, the influences of human behavior
all antecedents included in the GPB and TPB to uncover attitu­ on the environment shows the individual’s environmental awareness
de–behavioral intentions of green consumption. Thus, the relative (Kollmuss and Agyeman, 2002). This internal factor comprises “cogni­
novelty of the quantitative review of the substantive area of customer tive and knowledge-based” element and “affective and awar­
attitude and the GPI research, and the absence of studies examining eness-based” element. Hassan (2014) defined environmental concern as
relationships between the constructs of the GPB and TPB within a single the degree of the consumers’ worry about environmental threats caused
theoretical framework provided the motivation and rationale for un­ by human interventions and their intentions to contribute to the solu­
dertaking this study. The first goal of the present study was to deliver a tions of these issues. Environmental consciousness (a part of the social
clear demonstration of applying meta-analytic methods combined with consciousness) is one of the internal factors that reflect the psychological
structural equation modeling (MASEM) to integrate the TPB and GPB in variables relating to individuals’ propensity to involve in
order to investigate direct and indirect effects of consumer attitudes and pro-environmental behaviors (Sharma & Bansal, 2013). Environmental
their antecedents on GPI. The insights driven from this analysis could consciousness is also a complex nature of values, affective responses,
inform the structure of the integrated TPB-GPB framework, and verify personality features and attitudinal discourse (Kautish & Sharma, 2018).
the explanatory and predictive adequacy of this integrated framework to Thus, the integrated TPB-GPB framework (Fig. 1) and the hypothesized
advance the knowledge of this field. Second, we examined the effects of relationships were developed as described below.
contextual (culture) and methodological moderators on our proposed
framework. The MASEM technique enabled us to investigate whether 2.1. The effects of TPB constructs on consumer attitude and GPI
differences across studies were caused by cultural context or methodo­
logical moderators. Within the framework of consumer green purchasing behavior, there
were several investigations using the TPB constructs to examine the
2. Consumer attitudes and purchasing intention of green antecedents of GPI in general (Liobikienė et al., 2016; Paul et al., 2016;
products: An extended TPB Yadav & Pathak, 2017) while some other studies partially supported the
TPB (e.g., Chou, et al., 2012; Kim et al., 2013). Moreover, some studies
In the academic literature, words like “green purchasing”, “green have found that the TPB constructs can serve as direct determinants of
acquisition”, and “environmentally responsible purchasing” are used to GPI (Bong Ko and Jin, 2017; Paul et al., 2016). Similarly, Maichum et al.
explore consumer green purchasing behavior. Green purchasing, as (2016) employed the TPB towards the green consumption in Thailand,
described by Chan (2001), is acquisitioning services and goods that showing that consumer attitudes, subjective norms, and perceived
minimize damage to the environment. It is most often reflected by GPI, behavior control have significant direct positive influences on GPI.
which is the consumers’ intention to purchase and pay for green prod­ Interestingly, a study done in India (Sreen et al., 2018) found a signifi­
ucts. Motivational factors influence these intentions, changing the con­ cant relationship between consumer attitude towards green products
sumers’ buying behaviors towards green products (Joshi & Rahman, and subjective norms. The study has also proven the relationship be­
2015). Peter (2011) defined green products as fulfilling the consumers’ tween consumer attitude towards green products and perceived
requirements and necessities without damaging the environment. Chen behavior control. Overall, the findings from the previous studies
(1993) argued that a green product reduced its environmental impacts demonstrate the function of TPB model to provide a clear grasp of the
at each phase of its life cycle. In that sense, his definition was based on intention of green consumption. Therefore we hypothesize the following
the whole production process rather than the product itself. Recently, based on these three independent constructs of TPB and the above
Sdrolia and Zarotiadis (2019) categorized green products as tangible arguments:
and intangible products that reduced its impact on the environment
Hypothesis 1a.. There is an association between consumer attitude
either directly or indirectly during its whole life cycle, as subjected to
towards green products and GPI.
the current technology and science. This is a clear indication that the
definition of green product should be holistic. Hypothesis 1b.. There is an association between subjective norms and
Many studies indeed analyzed the antecedents of GPI as a whole, GPI.

2
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Fig. 1. An integrated framework for consumer attitude and green purchase intention.

Hypothesis 1c.. There is an association between perceived behavior further effects on GPI (e.g., Akbar et al., 2014; Haryanto, 2014; Kumar
control and GPI. Hypothesis 1d. There is an association between sub­ et al., 2017). A study by Noor et al. (2012) found that environmental
jective norms and consumer attitude towards green products. knowledge and awareness with regards to the environmental degrada­
tion have a significant role in shaping the consumer attitude towards
Hypothesis 1e.. There is an association between perceived behavior
green products. As a result, these empirical studies have developed the
control and consumer attitude towards green products.
paradigm of awareness or knowledge-attitude-intention, showing a
positive relationship between environmental knowledge, attitudes, and
2.2. The GPB constructs and their effects on consumer attitude towards awareness; the more environmental knowledge and awareness a con­
green products sumer has, the more positive attitudes are shown towards green prod­
ucts, resulting in GPI. Thus:
Along the lines of the above arguments, we attempted to create the
Hypothesis 2b. There is an association between environmental
integrated framework that combines the best features of TPB and GPB.
knowledge and consumer attitude towards green products.
Out of the eight factors in this proposed framework, five antecedent
factors were the considerable predictors of consumer attitude as sug­ Hypothesis 2c. There is an association between environmental
gested in GPB model: environmental beliefs, knowledge, concern, con­ awareness and consumer attitude towards green products.
sciousness, and awareness.
Environmental consciousness, one of the internal constructs in the
Even though previous studies on the subject supported the constructs
GPB, has induced an intense discussion in the literature. Lately, the
of GPB into GPI, some studies observed that these constructs concep­
integration of sustainability elements and the consequent green claims
tually affected consumer attitude towards green products. For example,
for products have become appealing to individual consumers who
a previous study indicated that a positive attitude towards green prod­
emphasize on environmental consciousness. Some researchers have
ucts was appreciably influenced by environmental beliefs because gen­
confirmed the significant association between environmental con­
eral perspectives were particularly enough to prompt GPI (Khaola et al.,
sciousness and consumer attitude in green marketing domain. For
2014). In such cases, there is a ‘beliefs–attitude–intention gap’ as it is
example, a green study done by Mishal et al. (2017) discovered positive
inevitable that individual consumers who hold strong environmental
association between environmental consciousness and consumer atti­
belief in buying green products would have strong attitude towards the
tude towards green products. Therefore:
behavior and be more likely to be involved in environmental-oriented
purchasing intentions. Kalafatis et al. (1999) also indicated that envi­ Hypothesis 2d. There is an association between environmental con­
ronmental beliefs can influence consumer attitude which in turn can sciousness and consumer attitude towards green products.
influence GPI. Therefore:
In the proposed framework, environmental concerns also remain as
Hypothesis 2a. There is an association between environmental beliefs the important antecedents of consumer attitude. Hartmann and Apao­
and consumer attitude towards green products. laza-Ibáñez (2012) concluded that consumers having positive attitudes
and environmental concerns were more likely to be involved in green
Furthermore, environmental ethics came into prominence during the
consumer behaviors compared to consumers who were not pro-
Earth Day 1990, emphasizing on individual responsibilities and envi­
environmentally concerned. Besides that, several studies have proven
ronment quality. Individual responsibilities include an informed con­
the association between consumer attitude and environmental concern
sumer who is able to make decision. This, in turn, requires
(Hanson, 2013; Maichum et al., 2016; Mostafa, 2007; Tang et al., 2014;
environmental knowledge and awareness. Environmental knowledge
Yadav & Pathak, 2016). Based on this review, we hypothesized that:
and awareness directly influence consumer attitude towards green
products. Despite being told that green products are credence goods, Hypothesis 2e. There is an association between environmental
consumers may not recognize whether the product is green or not even concern and consumer attitude towards green products.
after repeating the purchase. Thus, environmental knowledge and
awareness of consumers are critical in consumer attitudes towards green 2.3. Mediating role of consumer attitude towards green products
products. Particular findings have proven the relationships between
environmental knowledge, awareness and consumer attitude, which has There is the direct association of consumer attitude towards green

3
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

products and GPI as proven in many prior research studies in which the depending on culture, respondent type, publication date and the type of
relationship has been found significant. Meanwhile, Sarumathi (2014) publication evaluated.
showed the role of motivational factors to determine the consumer
attitude in the GPB model. Thus, the GPB model studies the mediating 3. Method
effect of consumer attitude to elucidate the association of GPI with the
antecedent factors engaged in the formation of attitude. Recently, the 3.1. Literature research
mediating effect of consumer attitude on the behavioral intention has
been confirmed in the field of green consumer behavior research (Paul Five steps were taken to determine the samples of unpublished and
et al., 2016). published materials that empirically examined the association between
Research conducted on green consumption has also validated the antecedent factors and consumer attitude towards green products and
association between attitudes and behavioral intentions in both Western their purchasing intention.
and non-Western countries. For instance, Tang et al. (2014) examined Firstly, we consulted articles reviewed previously (e.g., Groening
the antecedent factors that influenced the Chinese consumer attitude et al., 2018; Joshi & Rahman, 2015; Kumar & Polonsky, 2017;
towards green products and how such attitude mediated the impacts of Liobikienė & Bernatonienė, 2017; Scalco et al., 2017; Tiwari, 2014).
these factors on GPI. The findings indicated that environmental concerns Secondly, searches were conducted using multiple electronic databases
together with environmental beliefs influenced consumer attitude to­ (i.e. Google scholar, Scopus, EBSCO, Directory of Open Access Journal,
wards green produces. This finding has mediated the effect of such Science Direct, SpringerLink, JSTOR, Emerald, ProQuest, and Business
concern and beliefs on GPI. In Thailand, Maichum et al. (2017b) also Source Complete) to identify entries released and printed between 1992
found that attitudes mediated the association between environmental and February 2019.
knowledge and GPI. Similarly, previous studies also indicated that In the third stage, the search terms included the exact word “green
attitude mediated the influence of environmental concerns on GPI product” and the variant of the word “purchase”. We formed a two-part
(Aman et al., 2012; Khaola et al., 2014; Paul et al., 2016). In another search enquiry: “green” “purchase”. The search results for the two parts
study, Assarut and Srisuphaolarn (2010) demonstrated that the degree were manually checked to find additional studies for inclusion and the
of individual’s environmental consciousness had no direct influence on literature search was limited to “green” in addition to intentional and
purchasing intentions but it indirectly affected the purchasing intentions actual purchase behaviors. The literature scrutinized the following
through attitudes towards green products. Therefore, for the purpose of concepts of purchasing behavior: willingness to pay, consumer attitudes
explaining the said phenomena, we proposed that: and purchasing intention or behavioral intention to purchase. In the
fourth stage, we conducted searches using keywords similar to consumer
Hypothesis 3a. Consumer attitude mediates the association between
attitudes and its antecedents, and the effect on purchasing or buying
environmental beliefs, and GPI.
intentions in line with the constructs of TPB and the GPB. In the final
Hypothesis 3b. Consumer attitude towards green products mediates stage, we performed an unstructured search by utilizing Google in order
the association between environmental awareness and GPI. to find more relevant studies.
When coding the data, the description and measurement of each
Hypothesis 3c. Consumer attitude towards green products mediates
construct were utilized instead of the constructs’ name in the original
the association between environmental knowledge and GPI.
studies, and each construct was coded. Consumer perceptions of green
Hypothesis 3d. Consumer attitude towards green products mediates products were assessed in comparison to non-green products, whether
the association between environmental consciousness and GPI. the green products were environmentally friendly, non-toxic, safe to be
consumed and good for the planet than the non-green products. The GPI
Hypothesis 3e. Consumer attitude towards green products mediates
was assessed by intention and willingness of the consumers in pur­
the association between environmental concern and GPI.
chasing green products. For instance, “I intend to buy green products in
the near future” (Chen & Chang, 2012). In addition to that, we used a
2.4. Potential moderators binary variable to assess cultural and methodological moderators. For
cultural context, we classified studies that were conducted in non-
The studies included in the present MASEM have been performed in Western countries (0) and Western countries (1). We coded the publi­
diverse time periods and in several countries with several types of socio- cation dates of the earlier publications between 1992 and 2010 (0) and
cultural backgrounds. The time periods and countries considered in the current publications from 2010 onwards (1). Respondent types included
included studies varied in terms of several features and respective consumer (0) and non-consumer (1). Finally, we coded publication
environment aspects. Therefore, recognizing moderator variables was status as journal articles (1) and non-journal articles (0). The data was
vital in this MASEM as doing so helped uncover the situations under extracted and checked by two reviewers and then reported in Table 1.
which GPI was most effective on consumers’ green purchasing behavior.
In the development of GPI, vigorous alterations in the macro environ­ 3.2. Inclusion and exclusion criteria
ments such as global landscape affect the consumers. Dahl (2000) rec­
ommended cultural influences because consumers tended to explain A total of 17,600 results were generated through searching using
their social contexts locally instead of globally. Therefore, in order to keywords as they included all articles containing any of the keywords.
create an effective link to the local consumers, corporations need to have However, when filtration of English language, peer- reviewed journals
full knowledge of the local environment (country), especially due to the or articles and exact phrases were applied, the entries then were reduced
presence of cultural differences within each country. Recently, many to 677. Upon further filtration using a quantitative method in dealing
studies (e.g., Ritter et al., 2015; Sreen et al., 2018; Vicente-Molina et al., with the integrated model related to the constructs of TPB and GPBM,
2013) stated that cross-country disparities focusing on national cultures the papers were subsequently reduced to 253. For the remaining data­
moderate the association between GPI and its antecedents. bases, the panel further filtered the articles on the basis of either p-
Furthermore, Schepers and Wetzels (2007) recommended three values or correlation coefficients. These data must be included to
methodological moderators which might influence the associations be­ conduct the path analyses of meta-analytic effects. After removing five
tween different constructs in meta-analysis: publication date, respon­ duplicate studies, 90 articles reporting 94 data sets met the inclusion
dent type and publication status. In this way, we planned to consider the criteria in the meta-analysis procedure, giving a total of 38,622 partic­
possible moderators of the relationship between the constructs of TPB ipants. In total, 82 journal articles, one unpublished paper, four disser­
and GPB by evaluating how the size of the relationship differentiated tations and three proceeding conference papers met the inclusion

4
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Table 1
Summary of Studies Included in the meta-analytic structural equation modeling.
No. Author(s) K N Publication Type Respondent Type Culture Country

1 Kalafatis et al. (1999) 2 175/170 JA Consumers W UK/Greece

2 Chan (2001) 1 549 JA Consumers N-W China
3 Chan and Lau (2002) 1 232/213 JA Consumers N-W& W China/US
4 Mostafa (2007) 1 1093 JA Students N-W Egypt
5 Assarut and Srisuphaolarn (2010) 1 319 JA Undergraduate students N-W Thailand
6 Ali et al. (2011) 1 400 JA University students N-W Pakistan
7 Promotosh and Sajedul (2011) 1 282 D Students W Sweden
8 Aman et al. (2012) 1 384 JA Consumers N-W Malaysia
9 Lee et al. (2012) 1 112 JA Consumers N-W Malaysia
10 Wong et al. (2012) 2 150/150 D Consumer N-W Malaysia/Singapore
11 Abbasi et al. (2013) 1 150 JA Consumers N-W Pakistan
12 Azizan and Suki (2013) 1 430 JA Consumers N-W Malaysia
13 Rehman and Dost (2013) 1 180 CP Students N-W Pakistan
14 Rizwan et al. (2013) 1 200 JA Consumers N-W Pakistan
15 Samarasinghe and Samarasinghe (2013) 1 238 JA Consumers N-W Sri Lanka
16 Vazifehdoust et al. (2013) 1 374 JA Consumers N-W Iran
17 Akbar et al. (2014) 1 160 JA Consumers N-W Pakistan
18 Anvar and Venter (2014) 1 200 JA Students N-W South Africa
19 Ayoun et al. (2014) 1 420 UP Consumers N-W Algeria
20 Hasnah Hassan (2014) 1 140 JA Muslim consumers N-W Malaysia
21 Irandust and Bamdad (2014) 1 290 JA Students N-W Iran
22 Kongkajaroen et al. (2014) 1 220 JA Consumers N-W Thailand
23 Lao (2014) 1 909 JA Consumers N-W China
24 Lu et al. (2014) 1 458 CP Consumers N-W Malaysia
25 Khaola et al. (2014) 1 200 JA Shopper N-W Lesotho
26 Pagiaslis and Krontalis (2014) 1 1695 JA Households W Greece
27 Ryan (2014) 1 325 D Consumers W US
28 Tang et al. (2014) 1 408 JA MBA students N-W China

No. Author(s) K N Publication Type Respondent Type Culture Country

29 Wang (2014) 1 1866 JA Consumers N-W Taiwan

30 Wu and Chen (2014) 1 560 JA Consumers N-W Taiwan
31 Zhao et al. (2014) 1 500 JA Consumers N-W China
32 Ahmad and Thyagaraj (2015) 1 270 JA Consumers N-W India
33 Bhatt and Bhatt (2015) 1 244 JA University students N-W India
34 Choi and Cho (2015) 1 101 JA Consumers N-W South Korea
35 Gorokhova (2015) 1 176 D Customers W Norway
36 Karatu and Nik Mat (2015) 1 102 JA Lectures N-W Nigeria
37 Mark and Law (2015) 1 457 JA Consumers N-W Hong Kong
38 Sharaf et al. (2015) 1 191 JA Students N-W Malaysia
39 Ali and Ahmad (2016) 1 377 JA Consumers N-W Pakistan
40 Achchuthan and Velnampy (2016) 1 1325 JA Undergraduate N-W Sri Lanka
41 Braga Junior et al. (2016) 1 905 JA Consumers N-W Brazil
42 Chen and Hung (2016) 1 406 JA Consumers N-W Taiwan
43 Chen and Deng (2016) 1 306 JA Consumers N-W China
44 Dhurup and Muposhi (2016) 1 386 JA Students N-W South Africa
45 Goh and Balaji (2016) 1 303 JA Retail shoppers N-W Malaysia
46 Kai and Haokai (2016) 1 1355 JA Consumers N-W China
47 Malik and Singhal (2016) 1 302 JA Consumers N-W India
48 Maichum et al. (2016) 1 483 JA Consumers N-W Thailand
49 Paul et al. (2016) 1 521 JA Consumers N-W India
50 Uthamaputhran et al. (2016) 1 375 JA Students N-W Malaysia
51 Yadav and Pathak (2016) 1 326 JA Consumers N-W India
52 Butt (2017) 1 574 JA Students N-W Pakistan
53 Chelliah et al. (2017) 1 120 JA University students NW Malaysia
54 Diyah and Wijaya (2017) 1 202 JA Housewives N-W Indonesia
55 Eles and Sihombing (2017) 1 200 JA University students N-W Indonesia
56 Liu et al. (2017) 1 249/425 JA Consumers W US (non-Hispanic Whites Hispanic adults)

No. Author(s) K N Publication Type Respondent Type Culture Country

57 Lee (2017) 2 357/398 JA Consumers N-W Korea & China

58 Haider and Kakakhel (2017) 1 462 JA Consumers N-W Pakistan
59 Mai and Linh (2017) 1 352 JA Consumers N-W Vietnam
60 Mahmoud et al. (2017) 1 341 JA University students N-W Sudan
61 Maichum et al. (2017a) 1 425 JA Consumers N-W Thailand
62 Maichum et al. (2017b) 1 412 JA Consumers N-W Thailand
63 Mishal et al. (2017) 1 500 JA Households N-W India
64 Rahmi et al. (2017) 1 150 JA Consumers N-W Indonesia
65 Sharma and Aswal (2017) 1 224 JA Consumers N-W India
66 Wei et al. (2017) 1 375 JA Consumers N-W Taiwan
67 Yadav and Pathak (2017) 1 620 JA Consumers N-W India
68 Al Mamun et al. (2018) 1 380 JA Low-income household N-W Malaysia
69 Arli et al. (2018) 1 916 JA Consumers N-W Indonesia.
70 Chaudhary and Bisai (2018) 1 202 JA Students N-W India
(continued on next page)

5
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Table 1 (continued )
No. Author(s) K N Publication Type Respondent Type Culture Country

71 Chen et al. (2018) 1 227 JA Consumers N-W B&RI countries

72 Ghazali et al. (2018) 2 252/252 JA Muslim consumers N-W Indonesia & Malaysia
73 Jaiswal and Kant (2018) 1 351 JA Consumers N-W India
74 Jaiswal and Singh (2018) 1 410 JA Consumers N-W India
75 Lin and Niu (2018) 1 649 JA Consumers N-W Taiwan
76 Kautish and Sharma (2018) 1 396 JA Consumers N-W India
77 Kirmani and Khan (2018) 1 515 JA students N-W India
78 Khan and Kirmani (2018) 1 306 JA Muslim students N-W India
79 Kusuma and Sulhaini (2018) 1 170 JA Consumers N-W Indonesia
80 Mokan et al. (2018) 1 200 JA Shoppers N-W Malaysia
81 Ojiaku et al. (2018) 1 348 JA Health workers N-W Nigeria
82 Taufique and Vaithianathan (2018) 1 175 JA Consumers N-W India
83 Setyawan et al. (2018) 1 326 CP Bachelor students N-W Indonesia
84 Sreen et al. (2018) 1 1100 JA Students. N-W India
85 Varela-Candamio et al. (2018) 1 117 JA College students W Spain
86 Auliandri et al. (2019) 1 276 JA Undergraduate students N-W Indonesia
87 Choi and Johnson (2019) 1 284 JA Consumers W US
88 Kusumawardhani et al. (2019) 1 578 JA Consumers N-W Indonesia
89 Nguyen et al. (2019) 1 416 JA Consumers N-W Vietnam
90 Ting et al. (2019) 1 327 JA Consumers N-W Taiwan

Note: k: number of independent samples for each study; N: total sample size for each study; publication type; CP: conference proceedings; D: dissertation; JA: Journal
article; UP: unpublished paper N-W: Non-Western; W: Western.

criteria. The earliest article included was published in 1992 while the 3.4. Publication bias
latest article identified was published in February 2019. The studies
comprised participants from 29 different countries, including studies In our study, we attempted to overcome the ’file-drawer problem’
conducted in both Western countries (K = 9) and non-Western countries often associated with meta- analysis. To mitigate this file drawer prob­
(K = 85). lem, we computed Rosenthal’s (1979) fail-safe N, the Egger test and
funnel plot. The results indicated that the failsafe N for each effect size
3.3. Analytic procedures was large (See in Table 2), showing that there was no evidence of
publication bias based on the ad hoc rule (fail-safe N should exceed 5 k
In this study, we attained meta-analytic correlation matrices and + 10). For example, for this meta-analysis examining the association
adopted MASEM to examine the hypotheses and to fit the suggested between environmental concerns and consumer attitudes towards green
framework. All included studies were treated as a sample from a het­ products, the failsafe N was 8974, indicating that the results of the
erogeneous population; hence, we used a random-effects meta-analysis current meta-analysis could be nullified if 89,745 studies existed with no
model to analysis zero-order correlations corrected for sampling error significance. Similarly, the funnel plot appeared to be symmetrical for
(r+). each effect size; therefore, the funnel plot showing effects was mapped
The heterogeneity tests (the Q and I2 statistics) were conducted on against standard errors, showing that almost most studies appeared
all included studies. Significant Q-values and the I-squared (I2) showed within the funnel under all relationships in the MASEM. Moreover, the
a heterogeneous distribution and the need to perform moderator ana­ potential publication bias was tested by the Egger’s tests. The p-values
lyses. Weighted least squares (WLS) multiple regression analysis was were all greater than 0.05 (Table 2), representing no significant publi­
utilized to test the effects of moderators (Steel & Kammeyer-Mueller, cation bias.
2002). Furthermore, the means and standard deviations were used
and set to 0 and 1 respectively for every construct. The MASEM was run 4. Results
within the Analysis of a Moment Structures software (AMOS) 24.0. The
model fit was measured using goodness-of-fit indices. Finally, we con­ Table 2 shows the meta-analyzed associations for each of the con­
ducted a structural equation modeling approach by comparing nested structs of the integrated framework. The results indicated that all
models with multi- model analysis (Kline, 2016). average weighted correlations were significantly different from zero
because CI did not include zero. Across various studies, GPI had a me­
dium relationship with consumer attitude (r+=0.413), followed by

Table 2
Random-effects average correlation and heterogeneity statistics for the Integrated Framework.
Paths Total sample size (N) Number of effects (k) rþ 90% Confidence interval Q I2 Fail safe N Egger’s test

EBs- Attitude 2549 8 0.41 0.19–0.59 276.99*** 97.47 258 0.27

Attitude-GPI 24695 64 0.41 0.33–0.48 3062.91*** 97.94 1417 0.05
SN-GPI 18701 45 0.38 0.29–0.46 1962.08*** 97.76 5557 0.70
PBC-GPI 11382 27 0.38 0.28–0.48 1020.99*** 97.45 5420 0.26
SNs- Attitude 8332 20 0.41 0.39–0.43 418.38*** 96.41 6275 0.41
PBC- Attitude 7672 16 0.43 0.32–0.52 415.82*** 96.39 3516 0.82
PEK- Attitude 8033 20 0.35 0.24 to 0.45 562.43*** 96.62 5765 0.19
ECON-Attitude 1980 4 0.40 0.13 to 0.61 130.10*** 97.69 274 0.23
EC-Attitude 9853 26 0.40 0.29 to 0.50 1032.26*** 97.58 8974 0.08
EAW-Attitude 1015 4 0.48 0.11 to 0.73 126.28*** 97.62 215 0.76

Notes. N = total sample size; K = number of independent observations; CI = 95%nconfidence interval; Q and I2 = tests of heterogeneity; r+=random effects average
correlation. Q values are significant at p < 001. SNs, subjective norms; PBC, perceived behavioral control; environmental beliefs, EBs; PEK, environmental knowledge;
ECON, environmental consciousness; EC, environmental concern; EAW, environmental awareness.

6
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

perceived behavioral control (r+=0. 386) and subjective norms with several fit indices meeting the requirements (χ2 = 2135.952; df = 5;
(r+=0.385). Among the three antecedents of GPI, consumer attitude p < .000; CFI = 0.922; GFI = 0.949, RMSEA = 0.236; SRMR = 0.049;
was significantly associated with both subjective norms (r+=0.416) and NFI = 0.922) (Fig. 2). The results of the MASEM analysis also demon­
perceived behavioral control (r+=0.431). In addition to that, the rela­ strated that subjective norms, perceived behavioral control, environ­
tionship between environmental beliefs and consumer attitude was mental awareness, environmental consciousness, environmental
significant (r+=0.416). Similarly, correlations between consumer atti­ concern and environmental knowledge together explained 54 per cent of
tudes and environmental knowledge, environmental consciousness, the variance in the consumer attitude. Subjective norms and perceived
environmental concern and environmental awareness were positive and behavioral control explained 25 percent of the variance in GPI. Hy­
significant, ranging from 0.358 to 0.482. Thus, the results detected a pothesis 1 indicates that consumer attitude (hypothesis 1a), subjective
medium degree of association between consumer attitudes and its norms (hypothesis 1b) and perceived behavioral control (hypothesis 1c)
antecedents. have positive effect on GPI. Hypothesis 1 also indicates the impact of
Furthermore, the results of the test of heterogeneity (I2 statistics) subjective norms (hypothesis 1d) on consumer attitudes. However, the
showed that all relations relied on additional variables that moderated relationship between perceived behavioral control and consumer atti­
them according to Higgins et al. (2003). Table 3 displays the findings tude (β = − 0.145) was negative while the attitude-GPI association (β =
from the WLS regression study to test the moderating effects of cultural 0.250, p < .001), the subjective norms-GPI association (β = 0.194, p <
context together with the methodological moderators. .001), and the perceived behavioral control-GPI (β = 0.189, p < .001)
In this analysis, the publication status and year were not significant were positive. Hence, hypotheses 1a, 1b, 1c, and 1e were accepted.
moderator of the association between constructs. Based on the results for The coefficient results showed that several constructs were associ­
publication year, it appeared that consumer attitude’s association with ated with consumer attitude, including environmental knowledge (β =
GPI has not weakened over time. However, the significant effects of 0.087, p < .001), EC (β = 0.308) and environmental awareness (β =
respondent type on four relationships were found. The subjective norms- 0.470, p < .001) which were all positively associated with consumer
GPI association and the perceived behavioral control-GPI association attitude; environmental consciousness (β = 0.409, p < .001) was posi­
were significantly greater in studies which used a consumer sample. tively associated with consumer attitude but environmental belief (β =
Furthermore, the subjective norms–consumer attitude association along 0.010, p = .067) was not associated with consumer attitude. Hence,
with the perceived behavior control-consumer attitude association were hypotheses 2b, 2c, 2d, and 2e were accepted.
significantly stronger in research which used a consumer sample. The With the aim of testing the mediating effect of consumer attitude on
results also showed that the environmental knowledge-GPI association GPI, Baron and Kenny (1986) suggested that the presence of mediator
was significantly greater in non-Western countries as compared to would be accepted if the full mediation model was better than the in­
Western countries. Furthermore, the environmental knowledge- direct model. Based on the comparisons made between the nested
consumer attitude association was stronger in Western countries. Sub­ models, we first compared full mediation model with the indirect model.
sequently, any significant influences of multicollinearity among the The results showed that the fit indices in full mediation model (χ2 =
moderators were investigated for all WLS regression models. The 712.789;df = 2;. p > 0.001, GFI: 0.992, CFI: 0.99, and RMSEA: 0.136;
maximum association among the moderators was 0.28. The maximum SRMR = 0.011) were a significantly better fit than the direct model (χ2
variance inflation factor and the minimum tolerance were 1.89 and = 1781.456, df = 9, p > 0.001, GFI: 0.929, CFI: 0.882, and RMSEA:
0.32, respectively. In the moderator analysis, the results showed that 0.136; SRMR = 0.084). The full mediation model demonstrated smaller
multicollinearity was absent. Generally, the results suggested that the AIC (1511.578) compared to the indirect model (16105.106) and the
culture and respondent type explained some forms of differences across PNFI of the full mediation model was (0.221) greater than the PNFI of
previous studies. the indirect model (0.055). Thus, the results have proven that the full
Based on the average weighted average sample size, the findings of mediation model fit was better than the indirect model fit in which the
the meta-analysis were placed into a correlation matrix which acted as consumer attitudes were modeled to mediate between GPI and all five
the base for the following path analyses (see Table 4). A minimum of two variables.
associations for each cell of the matrix was involved in the correlation Next, we included all direct paths to examine whether the indirect
matrix as it was common in the MASEM analysis (Geyskens et al., 2006). paths remained significant. If the indirect paths remained significant
As a result, practice caution for the relations between the constructs once the direct paths were accounted for throughout the mediation of
presented in only one study. consumer attitudes. According to Hair et al. (2018), if the association
We performed MASEM in order to test hypotheses 1 and 2. The re­ between the independent variables and the dependent variable was
sults showed that the proposed integrated framework fit the data well minimized once the mediator was comprised, a partial mediation was

Table 3
Moderator analysis –results of weighted least squares regression analysis.
Relationship (DV) Culture Publication status Publication Year Respondent type κ QModel QResidual v R2

Variable 1 Variable 2 (Non-western-1) (Journal article-1) β (consumer-1)

β β β

Attitude GPI − 0.62 0.26 − 0.27 − 0.28 64 17.11 6.77 0.02 0.37
SN GPI 0.36 0.48 0.24 0.67* 45 8.26** 3.12 0.06 0.64
PBC GPI − 0.66 n/a, 0.52 0.52* 27 9.83** 2.40 0.02 0.35
PEK GPI − 0.89** 0.01 0.72 − 0.58 35 13.25*** 5.75 0.01 0.75
EC GPI − 0.51 n/a, − 0.56 0.94 31 1.18 17.07 0.02 0.52
SN Attitude 0.32 − 0.44 0.34 0.69* 20 25.84*** 3.94 0.01 0.62
PBC Attitude − 0.67 − 0.18 0.09 0.53** 16 14.83** 4.21 0.14 0.37
PEK Attitude − 0.88** − 0.61 0.25 0.52 20 16.41*** 1.09 0.04 0.72
EC Attitude − 0.53 0.39 − 0.01 − 0.83 26 19.37 2.05 0.00 0.53
SN PBC − 0.67 n/a, 0.24 n/a, 14 1.69 4.09 0.01 0.36
ECON EC n/a n/a − 0.23 − 0.75 12 16.21 4.67 0.03 0.34

Notes. The table exhibits the weighted least squares (WLS) regression analysis for those relations with k ≥ 10. Standardized regression coefficients are depicted; k =
number of studies included in met-analysis procedures; Q = homogeneity statistic; v = a variance component for the random effect size; and DV = dependent variable.
p < .10; * p < .05; ** p < .01; *** p < .001.

7
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Table 4
Summary of meta-analysis results for correlations among antecedents of consumer attitudes and purchase intention of green products.
Construct 1 2 3 4 5 6 7 8 9

1. GPI
2. Attitude 0.41
64
24,695

3. SNs 0.38 0.41

45 20
18,701 8332
4. PBC 0.38 0.43 0.45
27 16 14
11,382 7672 6886
5. EBs 0.39 0.41 0.33 0.33
6 8 3 3
3810 2549 1351 1351
6. PEK 0.33 0.35 0.31 0.32 0.23
35 20 4 5 1
12,672 8033 1267 1873 1695
7. ECON 0.23 0.40 0.21 0.42 0.56 0.26
6 4 2 2 1 3
2478 1980 1055 508 406 1176
8. EC 0.36 0.40 0.33 0.28 0.52 0.39 –
31 26 8 5 1 12
13,157 9853 2878 1850 1695 6791
9. EAW 0.47 0.48 0.29 0.48 – 0.10 – 0.11
5 4 1 4 1 1
1069 1015 227 1015 300 300

Notes. The table exhibits the average weighted correlation in the first value of each variable entry; the number of studies placed as a second value; total sample size
placed as a third value. All correlations are significant at p < .001. A dash (–) indicates that no studies reflected in the meta-analysis had evaluated the association
between the corresponding variables.

Fig 2. Path analysis of all the study constructs. Note. For all estimates p < .001.

presented. Therefore, the results demonstrated that the direct path from
Table 5
GPI to environmental beliefs, knowledge, consciousness, concern, and
Standard regression weight in the full mediation, direct, and indirect model.
awareness were mostly all small in magnitude (See in Table 5). All es­
timations for indirect paths increased and remained significant even Associations Full Mediation Direct Indirect
model model model
when these direct paths were taken into account in the model. To sup­ DVs IVs
port hypotheses 3a to 3e, the consumer attitudes performed at least a Attitude→ EBs 0.03*** 0.14***
partially mediating role in the association between GPI and all five Attitude→ PEK 0.09*** 0.12***
constructs. Attitude→ ECON 0.35*** 0.37***
Attitude→ EC 0.29*** 0.35***
Attitude→ EAW 0.43*** 0.48***
5. Discussion and implications GPI→ ECON 0.07*** 0.07***
GPI→ EC 0.11*** 0.11***
The MASEM analysis is a method used for unravelling quantitative GPI→ EAW 0.48*** 0.46***
data. This technique was employed to integrate the TPB model and GPI→ PEK 0.17*** 0.16***
GPI→ EBs 0.27*** 0.26***
Sarumathi’s (2014) GPB model in terms of their abilities to investigate
GPI→ Attitude − 0.09*** − 0.08*** 0.41***
the attitude–behavioral intention gap by examining consumer attitudes
and purchasing intention for green products. We investigated the im­ Note. *P < 0.05 **P < 0.01 ***P < 0.001; R (attitude) = 0.52; R2(GPI) = 0.17.
2

pacts of several antecedents, particularly subjective norms, behavioral

8
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

control, environmental concern, awareness, consciousness, beliefs and support the use of the construct of consumer attitude towards green
knowledge on consumer attitudes and intentions towards green prod­ products as a bridge to connect the TPB and the GPB in an attempt to
ucts. Our particular interest was devoted to the earlier link between establish an integrated framework, and to shed light on how consumer
attitude and intention. Although the results of previous studies recom­ attitudes towards green products and their intentions to purchase such
mended several antecedents of consumer attitude towards green prod­ products are formed.
ucts and GPI, the meta-analytic results made several theoretical Based on the main assertion of the GPB model, the results showed
implications to the extant literature. that environmental beliefs, awareness, concern, consciousness and
One of the main contributions of this MASEM analysis lies in the knowledge constructs can influence consumer attitudes and GPI in two
systematic review of empirical studies on the antecedents of consumer ways. First, four of these constructs (environment awareness, environ­
attitude and its impact on GPI; the recognition and theoretical expla­ ment concern, consciousness and knowledge) have a significant direct
nation of uncertainty points in the inconsistent findings of earlier effect on consumer attitudes. Environment concern, awareness and
studies; and theoretical guidance regarding the usefulness of the inte­ knowledge were found to be significant and positive on consumer atti­
grated TPB-GPB framework and their respective constructs. The inte­ tudes. These were supported by Maichum et al. (2017a) and Maichum
grated framework may improve predictive power, accuracy and, in et al. (2016). If consumers have high levels of environment knowledge,
particular, theoretical clarity. In this way, the use of this MASEM anal­ concern and awareness, they will have positive attitudes towards buying
ysis is the opportunity not only to investigate influencing factors on the green products; hence, knowledge, concern and awareness have signif­
attitude-behavioral intention relation in the context of green products icant roles in green consumer behaviors. Furthermore, consciousness
but also to validate the TPB-GPB framework. This framework provides a has a significant influence on consumer attitudes as discussed earlier and
direction to those embarking on future research to develop and deepen it is consistent with a previous study (DiPietro & Gregory, 2012) which
theoretical explanations. Moreover, our meta-analytic evidence en­ shows that customers who are eco-conscious are more likely to support
courages future studies into this integrated framework of GPI to mini­ green purchases. However, beliefs are not a good predictor for consumer
mize the number of alternative intention models. This framework has attitude as the findings cannot be accounted for within the beliefs-
enabled us to analyze a range of constructs relevant to GPI in a single attitudes-intention framework. This study enriches the TPB model by
model. Our study has also revealed certain relationships not identified in four constructs of the GPB model: environmental concern, awareness,
the original TPB model and provided new insights into the intentions consciousness and knowledge. The results of this MASEM imply that
and behaviors of consumers regarding the decision to purchase a green these constructs have improved the capability of the TPB model in
product. predicting intention and understanding the customers’ green purchasing
The results of this study further suggest that our framework should decisions.
be fully integrated with green marketing research so that better pre­ On the other hand, the constructs of the GPB model can have an
dictions are made between the consumer attitude and their intention to indirect effect on GPI. They appear to be accepted by the mediation
buy green products. In actuality, most of the available literature analysis which highlights how consumer attitude partially mediates
generally emphasizes on single-particle aspects which can be related to between these constructs and purchasing intentions of green products.
the greenness of a product. We identified the products to have a positive Consumer attitude as a mediator also has an intermediate effect as it
impact because they minimized the environmental impacts of non-green contributes 17.4% to the explanatory power of GPI. The results of the
products. The results showed that the environmental factors in our indirect model showed that the R2 values realized lower compared to
proposed framework encouraged consumers to study green products. those attained in the direct model (Fig. 2) even though we have added
Policy makers and a marketing researcher should improve this tendency consumer attitude as a mediator within the integrated framework. In the
throughout the environmental education. Since consumers mostly direct model, the constructs of integrated framework accounted for
continue to be skeptical of environmental impacts and consider it almost 26% of the inconsistency in the intention to purchase green
problematic to classify green products, environmental education is products. As one may anticipate, consumer attitude possesses the key
imperative to disseminate information on methods to recognize such potential to influence consumers’ buying decisions. The findings of this
products. MASEM analysis bring new insights because it has recognized and
The results of the random-effects analysis demonstrated a positive established that consumer attitudes play a significant role in GPI indi­
magnitude of the single relationship between the constructs of the in­ rectly. Therefore, this study offers a base and discovers the way for
tegrated framework (Table 2). The best correlation of consumer attitude future researchers to conduct in depth investigation with reference to
was environmental awareness, followed by behavioral control, subjec­ the attitude and the constructs of GPB as additional factors that could
tive norms and beliefs as conformed with previous studies (Chen et al., encourage buying intentions in different countries.
2018; Sreen et al., 2018). The results also demonstrated that behavioral Finally, the identification of motivational factors in this study was
control seemed to play a less significant function with regards to GPI. In completed following the results of many studies done in several cultures
contrast, earlier research on GPI conducted among students in Taiwan and contexts, and the appropriateness of the constructs systematically
had recommended that the best predictor of GPI was behavioral control investigated in this MASEM. Thus, we identified significant contextual
(Wu & Chen, 2014). Similarly, the findings have proven the low (culture) and methodological (publication year, publication status and
magnitude of the association between consumers’ environmental respondent type) moderators that helped elucidate the different results
knowledge and consumer attitudes which was inconsistent with an across various studies. The final input of this meta-analysis was that the
earlier research (Hines et al., 1987). The latter research found that better findings of the moderator analysis recommended variance effects on the
knowledge would result in more responsible choices which in turn will constructs of the integrated framework on consumer attitudes and GPI.
increase positive attitudes and pro-environmental behaviors. Further­ The analysis of the respondent type as a moderator provides perceptions
more, our meta-analytic path analysis, based on previous studies, on how the types of respondents can affect the effect sizes and findings.
demonstrated that the significant association between attitudes, sub­ Our results demonstrated that for the subjective norm and GPI associ­
jective norms and behavioral control and GPI in TPB models was another ation, and the behavioral control and GPI association, the effect size for
significant contribution to the field of green marketing. This is consistent consumer samples was greater compared to non-consumer samples.
with the previous studies (Chaudhary & Bisai, 2018). Moreover, the Likewise, our findings demonstrated that the subjective norm-consumer
results demonstrated that consumer attitude was more predictive in GPI attitude association, and the behavioral control and consumer attitude
than the other two constructs of the TPB. Thus, we enhanced and tested association were greater for non-consumer samples compared to stu­
the results by Yadav et al. (2017) who uncovered that the green con­ dents and other samples. These results have significant implications to
sumer attitude had a higher analytical power in GPI. The present results researchers and marketers since the two antecedent factors are the

9
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

greater predictors of consumer attitude and GPI in the integrated Therefore, future study should conduct additional researches to consider
framework. Moreover, the results of the current meta-analysis suggested specific moderators. Finally, the integrated framework seemed to
the need for a more cultural (Western vs. non-Western country) enhance empirical support to contain the constructs of TPB and GPB
perspective to conceptualize the development of consumer attitudes and models, and accept the ways these constructs may be linked to consumer
GPI. The results found that the perceived environmental knowledge-GPI attitudes and GPI. Another main area for further MASEM research is to
association, and the perceived environmental knowledge and associated test and compare the strength of the two models in this context.
green consumer attitudes had greater positive association in non-
Western countries. Compared to Western countries, non-Western coun­ Funding
tries consider diverse cultural values (e.g., higher levels of dependence
and collectivism). In other words, for the consumers in non-Western This research did not receive any specific grant from funding
countries, if they tend to identify higher levels of consumer knowledge agencies in the public, commercial, or not-for-profit sectors.
about environmental issues and have greater cultural disposition to
encourage collective values, they will show higher levels of consumer
attitudes towards green products, influencing the subsequent purchas­ Declaration of Competing Interest
ing intentions. Thus, the findings of the moderator analysis validated
some conflicting conclusions in some of the literatures and such conflicts None.
can be attributed to cultural context and respondent type.
References
6. Conclusion
Abbasi, M. U. H., Qureshi, Q. S., Rizwan, M., Ahmad, A., Mehmood, F., & Hashmi, F.
(2013). Green purchase intention: An examination of customers towards adoption of
In conclusion, our integrated framework is an effective framework green products. Journal of Public Administration and Governance, 3(3), 245–263.
which can be used to study consumer attitude and purchasing intention Achchuthan, S., & Velnampy, T. (2016). A quest for green consumerism in Sri Lankan
context: An application of comprehensive model. Asian Journal of Empirical Research,
to green products. The results displayed that the constructs of Sar­ 6(3), 59–76.
umathi’s (2014) GPB model could advance the predictive validity of the Ahmad, A., & Thyagaraj, K. S. (2015). Understanding the influence of brand personality
TPB framework in the green marketing domain. The results from effect on consumer behavior. Journal of Advanced Management Science, 3(1), 38–43.
Akbar, W., Hassan, S., Khurshid, S., Niaz, M., & Rizwan, M. (2014). Antecedents affecting
sizes and meta-analytic path analysis pointed to four inputs. Firstly, the
customer’s purchase intentions towards green products. Journal of Sociological
results contributed to the green marketing literature by providing Research, 5(1), 273–289.
additional empirical support for the three constructs of TPB (i.e. atti­ Aini, M. S., Nurizan, Y., & Fakhru’l-Razi, A. (2007). Environmental comprehension and
tude, subjective norms, and perceived behavioral control) in predicting practices of Malaysian youth. Journal of Environmental Education Research, 13(1),
17–31.
GPI along with the significant effects of environmental knowledge, Al Mamun, A., Mohamad, M. R., Yaacob, M. R. B., & Mohiuddin, M. (2018). Intention
awareness, consciousness, and concern as additional constructs in pre­ and behavior towards green consumption among low-income households. Journal of
dicting consumer attitudes. These results supported hypotheses 1a-e and Environmental Management, 227, 73–86.
Ali, A., & Ahmad, I. (2016). Environment friendly products: Factors that influence the
2b-e of this study. Secondly, contrary to the results of direct effect, the green purchase intentions of Pakistani consumers. Pakistan Journal of Engineering,
environmental beliefs did not have a direct influence on consumer at­ Technology & Science, 2(1), 84–117.
titudes. Thirdly, our results showed that the integrated framework with Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani
consumers’ green purchase behavior: Some insights from a developing country.
the four factors of environmental knowledge, awareness, consciousness, International Journal of Business and Social Science, 2(3), 217–226.
and concern showed a better overall model fit and all four factors had Aman, A. L., Harun, A., & Hussein, Z. (2012). The influence of environmental knowledge
strong influences on the TPB model. Lastly, this study uncovered that and concern on green purchase intention the role of attitude as a mediating variable.
British Journal of Arts and Social Sciences, 7(2), 145–167.
consumer attitudes partially mediated the effects of the fives factors of Anvar, M., & Venter, M. (2014). Attitudes and purchase behaviour of green products
environmental beliefs, environmental knowledge, environmental among generation y consumers in South Africa. Mediterranean Journal of Social
awareness, environmental consciousness, and environmental concern Sciences, 5(21), 183–194.
Arli, D., Tan, L. P., Tjiptono, F., & Yang, L. (2018). Exploring consumers’ purchase
on GPI, supporting hypothesis 3a–e. Overall, the results of direct and
intention towards green products in an emerging market: The role of consumers’
indirect model would validate the idea that the integrated TPB-GPB perceived readiness. International Journal of Consumer Studies, 42(4), 389–401.
framework is a robust tool to explain the relatively direct and indirect Assarut, N., & Srisuphaolarn, P. (2010). Determinants of green product purchase
effects of consumer attitude and its antecedents on GPI across different intentions: The roles of environmental consciousness and product attributes.
Chulalongkorn Business Review, 32, 108–122.
studies. From a practical point of view, the results provided important Auliandri, T. A., Thoyib, A., Rohman, F., & Rofiq, A. (2019). Does green packaging
insights and a first glance at the decision-making process of marketers matter as a business strategy? Management, 16(2), 376–384.
towards green products by investigating the antecedents of consumer Ayoun, S., Ben Cheikh, A., Abdellatif, T., & Ghallab, N. (2014). Purchase intention of green
product: An approach based customer orientation (p. 2553172). SSRN: Unpublished
attitudes and purchasing. Paper.
Azizan, S. A. M., & Suki, N. M. (2013). Consumers’ intention to purchase green product:
7. Limitations and directions for future research Insights from Malaysia. World Applied Sciences Journal, 22(8), 1129–1134.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in
social psychological research: Conceptual, strategic, and statistical considerations.
Although most findings can be understood as statistically significant, Journal of Personality and Social Psychology, 51(6), 1173–1182.
the results must be seen in the current context in light of particular Bhatt, R., & Bhatt, K. (2015). Analyzing psychographic factors affecting green purchase
intention. Journal of Contemporary Research in Management, 10(1), 45–55.
limitations. The factors added in this meta-analytic path analysis were Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer
limited to factors of which adequate data were available. First, future behaviour in emerging economies of the East. Journal of Cleaner Production, 87,
research should recognize the effects of those factors excluded in this 463–468.
Braga Junior, S. S., Merlo, E. M., Freire, O. B. L., Da Silva, D., & Quevedo-Silva, F. (2016).
study. Second, future research can compare the explanatory ability of Effect of environmental concern and skepticism in the consumption green products
alternative models in explaining consumer attitudes and GPI. Third, the in Brazilian retail. Revista Espacios, 37(2), 1–14.
present moderator analysis was limited because of the limited investi­ Butt, A. (2017). Determinants of the consumers green purchase intention in developing
countries. jms.2014, 4(2), 217–236.
gation of several associations as well as the inadequate description of
Cary, J. (1993). The nature of symbolic beliefs and environmental behavior in a rural
study settings in the original studies. Accordingly, this current study was setting. Environment and Behavior, 25(4), 555–576.
constrained to investigate only those associations as well as moderators Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior.
(i.e. culture, publication year, types of respondents, and publication International Journal of Consumer Studies, 18(4), 389–413.
Chan, R. Y. K., & Lau, L. B. Y. (2002). Explaining green purchasing behavior: A cross-
status) that were presented in the existing studies. Extra moderators (e.g. cultural study on American and Chinese consumers. Journal of International Consumer
other cultural dimensions) may moderate some of the associations. Marketing, 14(2-3), 9–40.

10
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future
millennials in India. MEQ, 29(5), 798–812. research directions. International Strategic Management Review, 3(1-2), 128–143.
Chelliah, S., Hau, W. J., & Huoy, L. M. (2017). The awareness of green products among Joshi, Y., & Rahman, Z. (2016). Predictors of young consumer’s green purchase
students. International Journal of Managerial Studies and Research, 5(4), 54–65. behaviour. Management of Environmental Quality: An International Journal, 27(4),
Chen, C.-C., Chen, C.-W., & Tung, Y.-C. (2018). Exploring the consumer behavior of 452–472.
intention to purchase green products in belt and road countries: An empirical Kai, C., & Haokai, L. (2016). Factors affecting consumers’ green commuting. Eurasia
analysis. Sustainability, 10(3), 1–18. Journal of Mathematics, Science & Technology Education, 12(3), 527–538.
Chen, J. (1993). The economic impacts of green product development (PhD Thesis). Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and
Cambridge, MA: Massachusetts Institute of Technology. Ajzen’s theory of planned behaviour: A cross-market examination. Journal of
Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the Consumer Marketing, 16(5), 441–460.
perspective of product knowledge. Sustainability, 8(9), 1–16. Karatu, V. M. H., & Nik Mat, N. K. (2015). Determinants of green purchase intention in
Chen, S.-C., & Hung, C.-W. (2016). Elucidating the factors influencing the acceptance of Nigeria: The mediating role of green perceived value. Presented at the International
green products: An extension of theory of planned behavior. Technological Forecasting Conference on Accounting Studies (ICAS) 2015, Johor, Malaysia.
and Social Change, 112, 155–163. Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and
Chen, Y.-S., & Chang, C.-H. (2012). Enhance green purchase intentions: The roles of behavioural intentions in the online fashion retail sector. International Journal of
green perceived value, green perceived risk, and green trust. Management Decision, Retail & Distribution Management, 46(10), 894–914.
50(3), 502–520. Khan, M. N., & Kirmani, M. D. (2018). Role of religiosity in purchase of green products by
Choi, D., & Johnson, K. K. P. (2019). Influences of environmental and hedonic Muslim students: Empirical evidences from India. Journal of Islamic Marketing, 9(3),
motivations on intention to purchase green products: An extension of the theory of 504–526.
planned behavior. Sustainable Production and Consumption, 18, 145–155. Khaola, P. P., Potiane, B., & Mokhethi, M. (2014). Environmental concern, attitude
Choi, S., & Cho, Y. C. (2015). Exploring the effects of customer attitude and purchase towards green products and green purchase intentions of consumers in Lesotho.
intention on green products: Implications for corporate environment strategies and Ethiopian Journal of Environmental Studies and Management, 7(4), 361–370.
public policy. Journal of Marketing Thought, 2(3), 20–32. Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions
Chou, C.-J., Chen, K.-S., & Wang, Y.-Y. (2012). Green practices in the restaurant industry to select eco-friendly restaurants: Augmenting the theory of planned behavior.
from an innovation adoption perspective: Evidence from Taiwan. International International Journal of Hospitality Management, 34, 255–262.
Journal of Hospitality Management, 31(3), 703–711. Kirmani, M. D., & Khan, M. N. (2018). Decoding willingness of Indian consumers to pay a
Dahl, S. (2000). Communications and culture transformation: Cultural diversity, globalization premium on green products. SAJBS, 7(1), 73–90.
and cultural convergence. London: ECE. Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th ed.). New
Dhurup, M., & Muposhi, A. (2016). A factorial analysis of the antecedents of green York, NY: Guilford Press.
purchase and the relationship with green purchase intentions and green purchase Bong Ko, S., & Jin, B. (2017). Predictors of purchase intention toward green apparel
behaviour. Pakistan Journal of Social Sciences, 13(4), 32–43. products: A cross-cultural investigation in the USA and China. Journal of Fashion
DiPietro, R. B., & Gregory, S. (2012). Customer perceptions regarding green restaurant Marketing and Management: An International Journal, 21(1), 70–87.
practices: A comparison between fast food and upscale casual restaurants. FIU Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally
Hospitality Review, 30(1), 1–22. and what are the barriers to pro-environmental behavior? Environmental Education
Diyah, I. A., & Wijaya, T. (2017). Determinant factors of purchase intention on green Research, 8(3), 239–260.
product. JAM, 15(1), 54–62. Kongkajaroen, P., Panichpathom, S., & Ngarmyarn, A. (2014). The attitude of intention
Eles, S. F., & Sihombing, S. O. (2017). Predicting green purchase intention of generation to purchase green condominium by Generation Y consumers. European Real Estate
Y: An empirical study in Indonesia. 682–708. Retrieved from http://journal.unpar. Society (ERES) Conference, 25–28. Bucharest.
ac.id/index.php/piabc/article/view/2492/2207. Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for
Geyskens, I., Steenkamp, J.-B., & Kumar, N. (2006). Make, buy, or ally: A transaction cost environmentally sustainable products: A conceptual framework and empirical study.
theory meta-analysis. AMJ, 49(3), 519–543. Journal of Retailing and Consumer Services, 34, 1–9.
Ghazali, E. M., Mutum, D. S., & Ariswibowo, N. (2018). Impact of religious values and Kumar, P., & Polonsky, M. J. (2017). An analysis of the green consumer domain within
habit on an extended green purchase behaviour model. International Journal of sustainability research: 1975 to 2014. Australasian Marketing Journal (AMJ), 25(2),
Consumer Studies, 42(6), 639–654. 85–96.
Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Kusuma, P. N. P. D., & Sulhaini, R. B. H. (2018). The effect of environmental knowledge,
Journal of Cleaner Production, 131, 629–638. green advertising and environmental attitude toward green purchase intention.
Gorokhova, O. (2015). Antecedents of intention to buy green products: An empirical Russian Journal of Agricultural and Socio-Economic Sciences, 6(78), 95–105.
study (Master’s Thesis). University of Nordland, Bodø, Norway. Kusumawardhani, A., Batu, K. L., & Aqmala, D. (2019). How green should trust, norm
Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory and attitude be colored? An empirical research in Asian market consumers. Calitatea,
review: A compendium of applied theories and further research directions. Journal of 20(168), 118–126.
Cleaner Production, 172, 1848–1866. Lao, K. (2014). Research on mechanism of consumer innovativeness influencing green
Guyader, H., Ottosson, M., & Witell, L. (2017). You can’t buy what you can’t see: Retailer consumption behavior. Nankai Business Review International, 5(2), 211–224.
practices to increase the green premium. Journal of Retailing and Consumer Services, Larson, L. R., Stedman, R. C., Cooper, C. B., & Decker, D. J. (2015). Understanding the
34, 319–325. multi-dimensional structure of pro-environmental behavior. Journal of Environmental
Haider, M., & Kakakhel, S. (2017). Factors affecting green buying behavior. Abasyn Psychology, 43, 112–124.
University Journal of Social Sciences, 10(2), 311–328. Lee, C. H., Heng, Y. L., Jian, A. Y., & Hasan, M. A. (2012). Assessing determinants of
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2018). Multivariate green purchase intention. International Proceedings of Economics Development &
Data Analysis (8th ed.). New Delhi, India: Cengage India. Research, 44(6), 25–30.
Hanson, C. B. (2013). Environmental concern, attitude toward green corporate practices, Lee, Y. K. (2017). A comparative study of green purchase intention between Korean and
and green consumer behavior in the United States and Canada. ASBBS E-Journal, 9 Chinese consumers: The moderating role of collectivism. Sustainability, 9(10), 1–17.
(1), 62–70. Lin, S.-T., & Niu, H.-J. (2018). Green consumption: Environmental knowledge,
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention environmental consciousness, social norms, and purchasing behavior. Business
toward green energy brands: The roles of psychological benefits and environmental Strategy and the Environment, 27(8), 1679–1688.
concern. Journal of Business Research, 65(9), 1254–1263. Liobikienė, G., & Bernatonienė, J. (2017). Why determinants of green purchase cannot be
Haryanto, B. (2014). The influence of ecological knowledge and product attributes in treated equally? The case of green cosmetics: Literature review. Journal of Cleaner
forming attitude and intention to buy green product. International Journal of Production, 162, 109–120.
Marketing Studies, 6(2), 83–91. Liobikienė, G., Mandravickaitė, J., & Bernatonienė, J. (2016). Theory of planned
Hasnah Hassan, S. (2014). The role of Islamic values on green purchase intention. Journal behavior approach to understand the green purchasing behavior in the EU: A cross-
of Islamic Marketing, 5(3), 379–395. cultural study. Ecological Economics, 125, 38–46.
Higgins, J. P. T., Thompson, S. G., Deeks, J. J., & Altman, D. G. (2003). Measuring Liu, Y.u., Segev, S., & Villar, M. E. (2017). Comparing two mechanisms for green
inconsistency in meta-analyses. BMJ British Medical Journal, 327(7414), 557–560. consumption: Cognitive-affect behavior vs theory of reasoned action. Journal of
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of Consumer Marketing, 34(5), 442–454.
research on responsible environmental behavior: A meta-analysis. The Journal of Lu, T. K., Ab Majid, N. F. N., Harun, N. H., & Othman, N. (2014). Assessing the variables
Environmental Education, 18(2), 1–8. that influence the intention of green purchase. Proceedings of the Social Sciences
Irandust, M., & Bamdad, N. (2014). The role of customer’s believability and attitude in Research ICSSR, 9–10. Sabah, Malaysia.
green purchase intention. Kuwait Chapter of Arabian Journal of Business and Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The influence of green
Management Review, 3(7), 242–248. marketing mix on purchase intention: The mediation role of environmental
Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis knowledge. International Journal of Scientific & Engineering Research, 8(9),
of Indian consumers. Global Business Review, 5(2), 187–205. 1040–1048.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and Mai, N. T. T., & Linh, N. H. (2017). Antecedents of the intention and behavior toward
empirical investigation of Indian consumers. Journal of Retailing and Consumer purchase of counterfeit luxury goods in an emerging economy: A study of young
Services, 41, 60–69. Vietnamese consumers. Organizations and Markets in Emerging Economies, 8(2),
Jaiswal, D., & Singh, B. (2018). Toward sustainable consumption: Investigating the 73–90.
determinants of green buying behaviour of Indian consumers. Business Strategy and Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the extended theory
Development, 1(1), 64–73. of planned behavior model to investigate purchase intention of green products
among Thai consumers. Sustainability, 8(10), 1–20.

11
Z. Zaremohzzabieh et al. Journal of Business Research xxx (xxxx) xxx

Maichum, K., Parichatnon, S., & Peng, K.-C. (2017a). Factors affecting on purchase Sharaf, M. A., Isa, F. M., & Al-Qasa, K. (2015). Factors affecting young Malaysians’
intention towards green products: A case study of young consumers in Thailand. Intention to purchase green products. Merit Research Journal of Business and
International Journal of Social Science and Humanity, 7(5), 330–335. Management, 3(3), 29–33.
Maichum, K., Parichatnon, S., & Peng, K.-C. (2017b). The influence of environmental Sharma, K., & Aswal, C. (2017). Green purchase intentions, collectivism and materialism:
concern and environmental attitude on purchase intention towards green products: An empirical investigation. Journal of the Humanities and the Social Sciences, 4, 33–50.
A case study of young consumers in Thailand. International Journal of Business Sharma, K., & Bansal, M. (2013). Environmental consciousness, its antecedents and
Marketing and Management, 2(3), 1–8. behavioural outcomes. Journal of Indian Business Research, 5(3), 198–214.
Malik, C., & Singhal, N. (2016). Green purchase intention of young online consumers: An Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender
empirical analysis. Anvesha, 9(2), 36–43. on green purchase intention. Journal of Retailing and Consumer Services, 41,
Mark, N., & Law, M. (2015). Encouraging green purchase behaviours of Hong Kong 177–189.
consumers. Asian Journal of Business Research, 5(2), 1–17. Steel, P. D., & Kammeyer-Mueller, J. D. (2002). Comparing meta-analytic moderator
Mintel. (1991). The Green Consumer Report. London: Mintel International Group Ltd. estimation techniques under realistic conditions. Journal of Applied Psychology, 87
Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental (1), 96–111.
consciousness and green purchase behaviour: An empirical study. International Tang, Y., Wang, X., & Lu, P. (2014). Chinese consumer attitude and purchase intent
Journal of Climate Change Strategies and Management, 9(5), 682–706. towards green products. Asia-Pacific Journal of Business Administration, 6(2),
Mokan, K. V., Lee, T. C., & Bhoyar, M. R. (2018). The intention of green products 84–96.
purchasing among Malaysian consumers: A case study of Batu Pahat, Johor. Indian Taufique, K. M. R., & Vaithianathan, S. (2018). A fresh look at understanding green
Journal of Public Health Research & Development, 9(10), 996–1001. consumer behavior among young urban Indian consumers through the lens of theory
Mostafa, Mohamed M. (2007). A hierarchical analysis of the green consciousness of the of planned behavior. Journal of Cleaner Production, 183, 46–55.
Egyptian consumer. Psychology & Marketing, 24(5), 445–473. Ting, C.-T., Hsieh, C.-M., Chang, H.-P., & Chen, H.-S. (2019). Environmental
Nguyen, Hung Vu, Nguyen, Cuong Hung, & Hoang, Thoa Thi Bao (2019). Green consciousness and green customer behavior: The moderating roles of incentive
consumption: Closing the intention-behavior gap. Sustainable Development, 27(1), mechanisms. Sustainability, 11(3), 1–16.
118–129. Tiwari, J. (2014). Green marketing in India: An Overview. 1, 33–40. IOSR Journal of
Nguyen, The Ninh, Lobo, Antonio, & Greenland, Steven (2017). The influence of cultural Business and Management.
values on green purchase behaviour. Mrkting Intelligence & Plan, 35(3), 377–396. Uthamaputhran, L., Ahmad, F., Jaganathan, M., & Hee, H. C. (2016). Revisiting influence
Noor, N. A. M., Muhammad, A., Kassim, A., Jamil, C. Z. M., Mat, N., Mat, N., & of marketing effectiveness and environmental awareness on buying behaviour of
Salleh, H. S. (2012). Creating green consumers: How environmental knowledge and green product: A SEM approach. Journal of Global Business and Social Entrepreneurship
environmental attitude lead to green purchase behaviour? International Journal of (GBSE), 4(5), 6–18.
Arts & Sciences, 5(1), 55–71. Varela-Candamio, L., Novo-Corti, I., & García-Álvarez, M. T. (2018). The importance of
Ojiaku, O., Achi, B., & Aghara, V. (2018). Cognitive-affective predictors of green environmental education in the determinants of green behavior: A meta-analysis
purchase intentions among health workers in Nigeria. Management Science Letters, 8 approach. Journal of Cleaner Production, 170, 1565–1578.
(10), 1027–1038. Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing green
Oliver, J. D. (2013). Promoting sustainability by marketing green products to non- to become greener: Factors influence consumers’ green purchasing behavior.
adopters. Gestion, 30, 77–87. Management Science Letters, 3(9), 2489–2500.
Pagiaslis, A., & Krontalis, A. K. (2014). Green consumption behavior antecedents: Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013).
Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), Environmental knowledge and other variables affecting pro-environmental
335–348. behaviour: Comparison of university students from emerging and advanced
Paul, Justin, Modi, Ashwin, & Patel, Jayesh (2016). Predicting green product countries. Journal of Cleaner Production, 61, 130–138.
consumption using theory of planned behavior and reasoned action. Journal of Wang, S.-T. (2014). Consumer characteristics and social influence factors on green
Retailing and Consumer Services, 29, 123–134. purchasing intentions. Mrkting Intelligence & Plan, 32(7), 738–753.
Peter, P. L. (2011). The Willingness to Pay for Green and Fair Trade Product Types Wei, C.-F., Chiang, C.-T., Kou, T.-C., & Lee, B. C. (2017). Toward sustainable livelihoods:
(Master Thesis). Erasmus University, Rotterdam. Investigating the drivers of purchase behavior for green products. Business Strategy
Polonsky, M. J. (2011). Transformative green marketing: Impediments and and the Environment, 26(5), 626–639.
opportunities. Journal of Business Research, 64(12), 1311–1319. Wong, F. V., Lee, M. Y., Lin, X. R., & Low, S. Y. (2012). A study on the youth attitude
Promotosh, B., & Sajedul, I. Md. (2011). Young consumers’ purchase intentions of buying toward purchase green products in Malaysia and Singapore (Bachelor). UTAR,
green products: A study based on the Theory of Planned Behavior (Master Thesis). Malaysia.
Umeå University, Umeå, Sweden. Wu, S.-I., & Chen, J.-Y. (2014). A model of green consumption behavior constructed by
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image the theory of planned behavior. International Journal of Marketing Studies, 6(5),
relation model, green awareness, green advertisement, and ecological knowledge as 119–132.
competitive advantage in improving green purchase intention and green purchase Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green
behavior on creative industry products. Journal of Economics, Business & Accountancy products in a developing nation: Extending the theory of planned behavior. Journal
Ventura, 20(2), 177–186. of Cleaner Production, 135, 732–739.
Rehman, Z., & Dost, M. K. (2013). In Conceptualizing green purchase intention in Emerging Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behavior
markets: An empirical analysis on Pakistan (pp. 99–120). Istanbul, Turkey: The West in a developing nation: applying and extending the theory of planned behavior.
East Institute. Ecological Economics, 134, 114–122.
Ritter, Á. M., Borchardt, M., Vaccaro, G. L. R., Pereira, G. M., & Almeida, F. (2015). Yadav, S. K., Khandelwal, U., & Tripathi, V. (2017). Determinants of green purchase
Motivations for promoting the consumption of green products in an emerging intention: An empirical study in India. International Journal on Customer Relations, 5
country: Exploring attitudes of Brazilian consumers. Journal of Cleaner Production, (2), 42–54.
106, 507–520. Zhao, H., Gao, Q., Wu, Y., Wang, Y., & Zhu, X. (2014). What affects green consumer
Rizwan, M., Asif, R. M., Hussain, S., Asghar, M., Hassan, M., & Javeed, U. (2013). Future behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63,
of green products in Pakistan: An empirical study about green purchase intentions. 143–151.
Asian Journal of Empirical Research, 3(2), 191–207.
Rosenthal, Robert (1979). The file drawer problem and tolerance for null results.
Zeinab Zaremohzzabieh is a Postdoctoral Fellow in Institute for Social Science Studies,
Psychological Bulletin, 86(3), 638–641.
Universiti Putra Malaysia. Her research interests include youth development, entrepre­
Ryan, T. A. (2014). The role of beliefs in purchase decisions: A look at green purchase
neurship, consumer behavior, and development research.
behavior and altruism (PhD dissertation). University of Minnesota, Minneapolis,
MN.
Samarasinghe, G. D., & Samarasinghe, D. S. R. (2013). Green decisions: Consumers’ Normala Ismail was appointed as a tutor at Faculty of Educational Studies, University
environmental beliefs and green purchasing behaviour in Sri Lankan context. IJISD, Putra Malaysia since October 2009. She received Master of Science (Technical and
7(2), 172. https://doi.org/10.1504/IJISD.2013.053336. Vocational Education) from UPM, and Ph.D in Agricultural Education from Iowa State
Sarumathi, S. (2014). Green purchase behavior: A conceptual framework of socially University, USA. Her expertise is on Agricultural Education.
conscious consumer behavior. Global Journal of Finance and Management, 6(8),
777–782.
Seyedali Ahrari is currently doing his postdoctoral research at Faculty of Educational
Scalco, A., Noventa, S., Sartori, R., & Ceschi, A. (2017). Predicting organic food
Studies, Universiti Putra Malaysia. His research interests include youth development, so­
consumption: A meta-analytic structural equation model based on the theory of
cial entrepreneurship, entrepreneurship education, and international education.
planned behavior. Appetite, 112, 235–248.
Schepers, J., & Wetzels, M. (2007). A meta-analysis of the technology acceptance model:
Investigating subjective norm and moderation effects. Information & Management, Asnarulkhadi Abu Samah is a Professor and currently working as the Director at Institute
44(1), 90–103. for Social Science Studies (IPSAS). His teaching and research interests cover the commu­
Sdrolia, E., & Zarotiadis, G. (2019). A comprehensive review for green product term: nity organisations, community and group empowerment, development study, and
From definition to evaluation. Journal of Economic Surveys, 33(1), 150–178. participation community.
Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Does green product
consumption gendered? Investigating among millennials in an emerging market.
KnE Social Sciences, 3(10), 1226–1235.

12