23 Oct 2022

What is green purchase behavior?

According to Mostafa (2007), green purchasing behavior is the purchase of products that are recyclable or not harmful to the environment.

While Dagher and Itani (2012) suggest that green purchasing is an effort by consumers to protect the environment while also believing that they will receive other direct benefits.

 In our 2021 paper published in the Journal of consumer behaviour, we showed that the relationship between proenvironmental self-identity (PESI) and green purchasing behavior (GPB) is mediated by emotional, epistemic, social, and health values. 


Latest edited book published - Marketing Case Studies in Emerging Markets

I am really happy to announce the publication of our latest edited book titled "Marketing Case Studies in Emerging Markets: Contemporar...