The gray shades of green: exploring the determinants of green purchase abandonment

Purpose This study investigates the phenomenon of green purchase abandonment, referring to instances where consumers either fail to act on their initial green purchase intentions or discontinue using eco-friendly products over time. The research aims to identify key factors contributing to this abandonment and explore their interrelationships. Design/methodology/approach This study employs the interpretive structural modeling (ISM) approach to systematically analyze factors influencing green purchase abandonment. Through an extensive literature review and expert insights from 10 domain specialists, 18 critical factors are identified. Findings The study reveals a seven-layered network of interdependent factors driving green purchase abandonment, encompassing economic, cultural, psychological and policy-related dimensions. The hierarchical model demonstrates how foundational issues such as financial constraints and perceived product inefficacy influence higher-level drivers, ultimately shaping consumer disengagement. Additionally, integrating the commitment-trust theory and cognitive dissonance theory provides a nuanced understanding of the psychological mechanisms underpinning abandonment behavior. Research limitations/implications This study is constrained by expert-driven analysis, which may introduce subjective bias. It needs a further quantitative assessment of factor interdependencies. The exclusion of demographic and psychographic influences limits consumer segmentation insights, while the focus on Morocco restricts generalizability. Practical implications Our findings offer actionable strategies for businesses, policymakers and environmental advocates to mitigate green purchase abandonment. By addressing key barriers, stakeholders can develop targeted interventions to enhance long-term green product adoption and contribute to a more sustainable marketplace. Originality/value This paper marks the first attempt to explore consumer apprehensions toward green purchasing within the Arab world.