Environmental Beliefs Override Knowledge: Psychological Mediation Mechanisms in Green Purchase Behavior
DOI:
https://doi.org/10.65638/2978-882X.2025.01.01Keywords:
Environmental concern, Green purchase intention, Environmental belief, Environmental knowledge, Holistic wellbeing, Sustainable consumptionAbstract
Purpose: The study evaluates the intervening roles of environmental belief systems and environmental knowledge in the nexus between environmental concern and consumer intentions to purchase sustainable products among Indonesia's consumer population.
Design/methodology/approach: This study applied a quantitative research approach, employing structural equation modelling as the analytical method. The research sample consisted of 324 consumers sourced from five primary metropolitan regions in Indonesia.
Findings: The findings reveal that environmental concern exerts a positive influence on both environmental beliefs and environmental knowledge. Nevertheless, among these variables, only environmental beliefs demonstrate a statistically significant positive relationship with green purchase intention. The research establishes that environmental beliefs and knowledge serve as mediating mechanisms in the association between environmental concern and green purchase intention. Significantly, the study indicates that neither environmental concern nor environmental knowledge establishes a direct relationship with green purchase intention, suggesting complete mediation through belief systems.
Practical implications: The study results reveal that subjective consumer attitudes toward environmental challenges constitute stronger mediating variables compared to objective environmental understanding in the transformation of ecological awareness into buying intentions. This finding implies that practitioners in marketing and sustainability promotion should concentrate on developing positive environmental mindsets and fostering value alignment rather than exclusively pursuing knowledge expansion or educational outreach to effectively encourage environmentally responsible consumption patterns that enhance individual wellbeing and collective planetary health.
Originality/value: The present study enhances the body of sustainability research by providing empirical support for a holistic model that incorporates psychological drivers of eco-responsible purchasing behavior in emerging economic environments. By demonstrating that environmental beliefs serve as the primary psychological pathway to sustainable consumption, this research illuminates how aligning consumer behavior with deeply held values contributes to individual psychological wellbeing while simultaneously advancing societal and planetary health outcomes.
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