Age and the Green Intention: A Serial Mediation Model of Sustainability Knowledge, Attitude, and Behavior

As the global context for sustainable actions increases continuously, understanding the psychological and demographic factors that influence green purchase intention (GPI) is vital for promoting sustainable consumer behavior. This study addresses the gap in the literature regarding how age affects sustainability consciousness (SC) and then influences GPI. The study employs a multidimensional construct measuring perception of people’s attitudes, knowledge, and behavior with respect to the economic, social, and environmental domain. The purpose of the study was to examine the direct and indirect effects of age on GPI through the mediators of sustainability knowledge (SKNOW), sustainability attitude (SATT), and sustainable behavior (SBEH). A serial mediation model (Model 6) developed by Hayes was applied using the PROCESS macro in SPSS version 26. Data were collected from a general adult population with purchasing power who independently make purchasing decisions in their household from Varazdin County, located in the northern part of the Republic of Croatia, representing different age groups and analyzed to test the hypothesis. In total 323 respondents participated. Results revealed that age had no direct effect on GPI, but significant indirect effects were found through the serial mediation. Specifically, the older groups showed stronger sustainability behavior, which significantly predicted GPI. The findings support the multidimensional structure of SC and highlight the importance of educational and behavioral strategies in promoting sustainable consumption, particularly tailored to specific age groups. This research contributes to sustainability and consumer behavior literature by demonstrating how age influences green purchase intention through serial mediation pathways.