A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior

For decades, businesses have struggled with the dichotomy between going green and becoming sustainable. Consumers are frequently seen as the most significant challenge when companies attempt to become more sustainable and greener. Although most consumers claim to be environmentally conscious, their green consumption habits are limited by other life commitments, showing an intention-action gap. There are only a handful of studies have developed an optimal model for predicting green consumer behavior. In this paper, the researcher identified a set of antecedents of Buying Behavior, including Environmental Prosocial Attitude, Green Consumption Value, and Openness to Green Communication, to develop an optimal model for predicting Green Consumer Buying Behavior. The findings demonstrate how widespread environmental prosocial attitudes and beliefs are related to green consumption values. As a result, these green values can have a positive relationship with openness to green advertising and green buying behavior. The research provides new insight into the factors influencing green buying behavior, especially consumer prosocial attitudes. Companies must understand consumers’ green values and prosocial attitudes to accept green marketing communications and influence green buying behavior. A developed model is important for companies in creating creative green marketing content for implementing effective green marketing Campaigns to create favorable green consumer behaviors.