SELFLESS OR SKEPTICAL CONSUMER?

Abstract

Purpose- The aim of this paper is to examine the impact of environmental values on green purchase behaviour through environmental attitude and green skepticism.

Methodology- The data have been collected through a survey on a sample consisting of 306 consumers. To analyse the data, Structural equation modelling (SEM) using AMOS 20.0 was applied.

Findings- The research results revealed that the environmental values namely; altruistic and biospheric values affect green purchase behaviour. However, there is no effect of environmental values on environmental attitude and green skepticism. The results also showed that there is no significant effect of green skepticism and environmental attitude on green purchase behaviour.

Conclusion- Based on the findings, environmental values have effects on green purchase behaviours but green skepticism has no effect on green purchase behaviour. Yet, because of limited participations, the results cannot be generalizable.

Keywords

• Environmental attitude,biospheric and altruistic values,green skepticism,green purchase behaviour

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