The Role of Personal Innovativeness and Social Influence in Green Marketing Strategies Adoption in Mauritius

This study investigates the factors influencing the adoption of green products among young adult consumers in Mauritius, with a specific focus on the roles of personal innovativeness, social influence, and attitude. Set within the broader context of green marketing strategies, the research aims to study the psychological and social mechanisms that shape eco-conscious consumer behavior in a developing island economy. Drawing upon structural equation modeling and data collected from 201 respondents, the study evaluates both direct and indirect effects among key constructs. The findings reveal that social influence significantly and positively impacts both consumer attitudes and the adoption of green products, while attitude itself emerges as a strong predictor of adoption. In contrast, personal innovativeness demonstrates a surprising negative relationship with both attitude and adoption, suggesting that innovative consumers may be more critical of existing green marketing efforts. The model exhibited a good overall fit, explaining over 65% of the variance in adoption. These results highlight the importance of credible, socially-driven marketing strategies that engage peer networks and build favorable consumer attitudes, while also pointing to the need for more sophisticated and trustworthy green product innovations to appeal to more discerning, innovative consumers. The study offers practical recommendations for marketers and policymakers aiming to strengthen sustainable consumption among youth in Mauritius.