JSR

In emerging countries, there has been a progressive growth in green purchasing intentions. This is because of regulations and the increasing environmental consciousness of younger generations. In addition, emerging countries are not economically stable, which affects income level, prices and currency purchasing power. Consequently, drawing on the theory of green purchase behaviour, this study investigates the relationship between environmental knowledge, financial self-efficacy and financial wellbeing and their impact on green purchasing intentions. Additionally, it explores the moderating role of age, education level and gender. 680 questionnaires were analysed using PLS-SEM. The findings indicated that individuals’ belief in their ability to manage their finances, their perception of their financial well-being and their understanding of environmental issues positively influence green purchase intention. In addition, results indicated that only age can significantly moderate these direct relations. The results will help managers promote green purchase intention, especially that customers in emerging economies are more sensitive to their financial position and generally focus less on environmental issues which affect their green purchase behaviour. Shedding light on this issue will help companies boost their competitiveness. The results will also help extend the theory through conceptualising its abstract ideas by the research variables and test the relations in an emerging market.

sustainability; green purchasing intention; environmental knowledge; financial self-efficiency; financial wellbeing; structure equation modeling