Understanding young consumers' green energy purchase intentions in an emerging market: a value-attitude-behavior perspective with media exposure as a moderator

Purpose Promoting green energy purchase behavior is crucial for sustainable development in emerging markets, due to the rising adult population and energy demand. Therefore, this study aims to examine the impact of environmental values on attitudinal beliefs of young Indian consumers regarding the usefulness and overall costs of adopting green energy retailing products (GERPs). It also explores the moderating impact of media exposure on the relationship between attitudinal beliefs and purchase intention of GERPs. Design/methodology/approach Data were collected through in-person, self-administered surveys from 413 potential young consumers using a purposive sampling method and were analyzed using partial least squares structural equation modeling. Findings Findings revealed that biospheric, altruistic and egoistic values positively influence the attitudinal belief of the usefulness of GERPs. The perceived usefulness exerted a positive effect on purchase intention. Biospheric and altruistic values showed a negative influence on the attitudinal beliefs regarding the overall cost, which was identified as a barrier that negatively affected the purchase intention of GERPs. Furthermore, a positive moderating effect of media exposure has been found on the relationships among perceived usefulness, overall costs and purchase intention for GERPs. Originality/value This study highlights the importance of distinct environmental values in shaping young consumers' attitudes toward the usefulness and cost of GERPs. This paper is the first of its kind to offer insights into how high/low levels of media exposure transform attitudinal beliefs and drive purchase intentions among young consumers in an emerging market.