The influence of skepticism on green purchase behaviour

Abstract

Marketing managers strive to understand the emerging “green”market and to identify the determinants of their purchasing behavior, in the last 30 years. While demographic characteristics were previously analyzed to explain purchase behavior of the green consumers, psychological variables also began to be used in the near future. However, green purchase behavior was not completely understood so far by the existing literature. In this study, besides to environmental concern and perceived consumer effectiveness, the influence of skepticism on green purchase behavior had been measured. The analyses results show that perceived consumer effectiveness is the most important determinant that positively influence to green purchase behavior. Skepticism has negative influence on green purchase behavior. At the same time, high level of skepticism significantly decreases to perceived consumer effectiveness, environmental concern and green purchase behavior.