Understanding the role of sustainable packaging, green knowledge and trust in driving green purchasing behavior

Purpose The study aims to address the “green attitude–behavior gap,” a critical challenge in promoting sustainable consumer practices, and examines the relationships among sustainable packaging, green knowledge, green trust, green attitudes, green purchasing intentions and green purchasing behaviors. Design/methodology/approach Grounded in the theory of planned behavior (TPB), this study develops a conceptual model to explore these relationships. The model is empirically tested using data collected from consumers in the UAE. Findings The findings reveal that sustainable packaging, green knowledge and green trust significantly foster green attitudes, which in turn drive green purchasing intentions and subsequent green purchasing behaviors. These results provide a comprehensive understanding of the mechanisms that bridge the “green attitude-behavior gap.” Practical implications The study offers actionable insights for managers and policymakers to promote sustainable consumer behaviors. By emphasizing sustainable packaging, green knowledge and green trust, it can effectively encourage consumers to align their attitudes with their purchasing decisions. Originality/value This research contributes to existing literature by extending the TPB to address the “green attitude–behavior gap,” providing a nuanced understanding of how green attitudes translate into sustainable purchasing behaviors among UAE consumers.