Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness

Abstract

This study investigates determinants of green buying behavior. Using

structural equation modeling, the effects of collectivism, values and

attitudes on ecological purchase and their hierarchical relationships are

investigated. Furthermore, a moderated multiple regression is applied to

test whether the link between attitude and behavior is enhanced by the

degree of perceived consumer effectiveness (PCE). The results suggest

that collectivism is important in predicting green purchase. The positive

influence of collectivism on consumer greenness flows through selftranscendence

values. However, PCE fails to moderate the strength of the

relationship between environmental attitudes and green purchase behavior.

Implications for public policy and marketing communication efforts are

discussed.