Bridging the Green Gap: Mediating Effects of Environmental Habits and Values on Consumer Behaviour

Abstract

In the twenty-first century, environmental issues have a significant impact, and sustainability is a global priority. The excessive consumption habits of individuals and the overexploitation of natural resources by industries are the leading causes of ongoing environmental degradation. This study focuses on understanding consumers’ attitudes and behaviour towards purchasing green products. Using cluster sampling, the study gathered responses from 410 consumers through structured questionnaires at retail stores that sell green products. The data were analyzed using covariance-based structural equation modelling and the Hayes process macro to perform a parallel mediation analysis. The results indicate that a positive attitude towards green products influences the intention to purchase them, positively affecting actual purchase behaviour. Additionally, the study found that environmental habits and values play a mediating role in the relationship between attitude and intention to purchase green products. Specifically, environmental habits have a stronger indirect effect compared to environmental values. The research indicates that green marketers can foster environmental habits from a young age through eco-awareness initiatives. Additionally, providing incentives for purchasing green products can significantly promote environmentally conscious consumer behaviour. © 2025 International Management Institute, New Delhi.