Modeling a value-attitude-behavior framework and personality traits: examining consumers’ green purchase behavior for environmentally friendly technology products

Considerable research has been conducted on evaluating environmentally friendly products and consumer behavior. However, there is a paucity of substantial research investigating consumers’ environmental consciousness to predict their attitudes toward environmental concerns and green purchasing behavior. Therefore, we investigate the interrelationship between environmental consciousness and green purchasing behavior, examining how environmental concern mediates this relationship and how personality traits moderate it. The researchers used a cross-sectional research design. We employed a survey method to collect data from a sample of 351 consumers of energy-efficient electronic products in Pakistan. The PLS-SEM technique was employed for data analysis. The results showed that environmental consciousness has a significant impact on green purchasing behavior. The mediation effects of environmental concerns and the moderation effects of personality traits were also statistically significant. Within the framework of the VAB model, this study represents an early endeavor to clarify the effect of environmental consciousness on green purchasing behavior, taking into account the mediating effect of consumers’ environmental concerns. The implications of the research are discussed. Our study validated the VAB model in the domain of green consumer behavior.