What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation-Opportunity-Ability Framework and Consumer Awareness

The value of sustainable consumption behaviors has dramatically increased and become an important focus area in the market and society. This study examines the internal and external drivers influencing consumers' purchasing behavior toward green products. The Motivation-Opportunity-Ability (MOA) framework is used and expanded with consumer awareness of sustainability as the conceptual basis of this study. The data were basically gathered from 439 consumers in Greece through an online survey. Logistic Regression Analysis is used to reach the research objectives. The findings of this study point out that consumers' motivation, abilities, and awareness of sustainability significantly affect their green product purchasing behavior. In contrast, consumers' opportunity circumstances have no significant effects on their purchasing behavior. The outcomes of this study are pertinent for marketing activities, plans of action, and campaigns organized by marketing agents, governments, or other organizations to promote green consumerism.