Environmental beliefs and personal norms on green purchase behavior among academic staff in Ugandan universities

Purpose This study examines the influence of environmental beliefs and personal norms on green purchase behavior among academic staff in Ugandan universities. Design/methodology/approach A cross-sectional survey design with a quantitative, deductive reasoning approach was employed, involving 331 academic staff from universities in Uganda’s Central Region. Data were analyzed using SPSS version 21. Findings The results indicate a strong and positive relationship between environmental beliefs and green purchasing behavior. Personal norms significantly correlate with environmental beliefs but do not directly influence green purchasing behavior. However, environmental beliefs serve as a crucial mediator, bridging the relationship between personal norms and green purchasing behavior, emphasizing their pivotal role in shaping sustainable consumption. Research limitations/implications The study is limited by its cross-sectional design, which restricts the ability to capture the evolution of environmental beliefs and personal norms over time. Future studies should employ longitudinal approaches to track these changes and explore their long-term impact on sustainable consumption behaviors. Practical implications The findings suggest that policymakers and university administrators should prioritize educational initiatives, institutional policies and community engagement to foster belief-driven behavioral change. Integrating sustainability into curricula, implementing campus-wide sustainability programs and improving access to green products are recommended strategies for promoting sustainable purchasing practices. Originality/value This study is among the first to examine the relationship between environmental beliefs, personal norms and green purchasing behavior among university staff in a least-developed country. The findings highlight environmental beliefs as the most influential factor driving green purchasing behavior in Ugandan universities, offering valuable insights for sustainability efforts in developing nations.