The Impact of Environmental Knowledge on Green Purchase Intention. The mediating role of Social Influence

Recently, there has been global recognition of the significance of purchasing intentions towards green products, driven by their widespread use and profound environmental implications. Thus the current thesis intricate connections between environmental knowledge, social influence, and consumers' inclination towards green purchasing. Employing a mixed-method approach, the study aims to unravel how these elements intertwine to shape sustainable consumption behaviors. By conducting longitudinal analyses and comparative studies across diverse demographic groups, the research endeavors to shed light on the underlying mechanisms of green purchase intention formation. Furthermore, the paper explores the influence of technology, behavioral economics, and cultural factors on individuals' decisions to opt for eco-friendly products, offering valuable insights into sustainable consumer behavior.