“Investigating the Determinants of Students’ Green Product Purchase Intention using PLS-SEM Approach.”

Abstract

The objective of this research was to examine students’ green product purchase motives and to observe how Attitude of students can mediate between green promotions (GP) and green purchase intention (GPI). Also, how Attitude of students can mediate social media (SM) and green purchase intention (GPI), further study focused on the direct effect of social media usage and social media marketing on green promotion (GP) and green purchase intention (GPI). We developed the new model taking attitude constraint from well-known Theory of Planned Behavior (TPB) and included some new variables Green Promotion (GP) and social media (GP). Total 78 usable responses from final year graduate students aged between 18-24 years were gathered through questionnaire, and Structural Equation Modeling (PLS-SEM) was utilized for the data analysis. The result indicated that attitude plays a vital mediating role between green promotion and green purchase intention. We also found that social media positively affects students’ green purchase motives we also concluded that social media positively affects the green promotion. Although, study does not support the mediating role of attitude between social media and green purchase intention which may limit this research and open the door for future research by the researchers with more sample size.