An environmental awareness purchasing intention model

Purpose: This paper posits, develops and tests the effects of general environmental awareness factors on consumers’ intentions in the Environmental Awareness Purchasing Intention Model. Environmental awareness is tested within the context of purchasing vehicles and, thus, vehicle relevant factors (perceived quality and self-image) are also included. Further, the purpose of this paper is to explain the relative contribution of general environmental awareness factors on purchasing intentions compared to quality and self-image. Design/methodology/approach: The main thrust of the research involved a survey of 248 young automobile buyers from a large public university in Texas, USA. The data were analyzed using both multiple regression and partial least square-structural equation modeling (PLS-SEM). Findings: Environmental attitude has a positive impact on purchasing intention, while perceived control toward environmentally responsible behavior has a negative impact. Results also show a positive impact of quality and self-image on intention to purchase environmentally friendly cars. Furthermore, the results reveal that environmental awareness factors explain less variance than perceived quality. At the same time, the results show that environmental factors, relatively, explain more variance in the decision-making process than self-image. Originality/value: This is the first study to examine the relationship between general environmental awareness and the intention to purchase an environmentally friendly car. This study contributes to sustainable consumption literature in operations management. The paper also provides insights for developing managerial guidelines for car manufacturers based on the understanding of factors influencing environmentally friendly car purchasing intentions.