Unlocking green purchasing: navigating the interplay of environmental knowledge, concern and trust

Purpose There has been a global shift in terms of customers’ intention and willingness to buy eco-friendly products and contribute towards sustainable development. This has led to an exponential increase in awareness among customers, especially when making green purchases. Therefore, this study aims to investigates the role of environmental concern (EC), knowledge and eco-label knowledge (ELK) on customers’ green purchase intentions (GPIs). Therefore, grounded on attitude behaviour context and the theory of reciprocal determinism, this study investigates the role of EC, knowledge and ELK on customers’ GPI. Design/methodology/approach A structured questionnaire was circulated and response from 365 consumers was collected to empirically test the proposed model. The model was tested to study the association and mediation effects among the variables using Structural equation modelling. Findings GPI is influenced by EC, environmental knowledge (EK) and ELK and green trust plays a pivotal role in converting these factors to green buying behaviour of customers. EK and ELK indicated a substantial link with green trust. A significant correlation between green trust and GPI was also established. All paths in the proposed model were positively correlated and significant on a statistical level. Results also indicated that the green trust acted as mediator and gave strong insights for marketing professionals and policymakers to form sustainable policies for the mutual benefit of both organisations as well as consumers. Research limitations/implications The implications of research enable appropriate strategy formulation for sustainable growth and GPIs of consumers. It will also escalate the growth of environmentally friendly projects among business organisations. Practical implications Aim of the study is to provide mutual benefit to the policymakers, marketing professionals and consumers to build an ecofriendly environment through GPIs among consumers for sustainable growth and development. Originality/value A novel contribution of the study is its model that shows the association of EC, ELK, EK by green trust as mediator and their combined effect on GPI of consumers It also reflects the significant role of green trust in translating EK and ELK in the buying behaviour of customers.