Going green or staying grey: modelling the factors of green tech product purchase behaviour through interpretive structural modelling and MICMAC approach

Purpose This study aims to investigate the factors driving consumer behaviour in green tech product purchases and aims to develop a framework by analysing their hierarchical and contextual interactions. Design/methodology/approach The study employed interpretive structural modelling (ISM), drawing on insights from experienced academicians and marketing professionals. To analyse the driving forces and interdependencies among these factors, a Matrice d’Impacts Croises Multiplication Appliques a un Classement (MICMAC) analysis was conducted. Findings The MICMAC analysis revealed that no variables were classified as autonomous determinants, highlighting the significance of all factors. Green attitude and purchase behaviour were identified as dependent determinants with high reliance and moderate influence. Subjective norm and perceived behavioural control were categorised as linkage determinants, showing significant influence and moderate dependence, while environmental knowledge, concern and product availability were noted as independent variables with strong driving power and lower dependence. Practical implications The findings offer actionable strategies for managers to influence green tech product purchase behaviour by focusing on consumer education and transparent pricing. By understanding the hierarchical relationships between determinants, businesses can tailor their marketing strategies to effectively foster green attitudes and address factors driving purchase behaviour. Policymakers can use these insights to create regulations and incentives that promote green tech adoption, such as supporting eco-friendly practices and increasing consumer education, which can drive greater acceptance and sustainability in the green tech market. Originality/value Our study addresses a critical void in the literature by applying ISM and MICMAC to explore the hierarchical and relational dynamics of determinants influencing green tech product purchases. Our study also provides a novel perspective on these factors and their interactions. It also offers valuable insights into green tech product purchase behaviour (GTPB) and advances the field’s understanding.