Antecedents of Green Purchase Behavior: An Examination of Collectivism, Environmental Concern, and PCE

Applying the conceptual framework of value-attitude-behavior relationship, the present study identifies key antecedents of green purchase behavior and develops a model for explaining their influence on ecological consumption. Using structural equation modeling, the effects of collectivism, environmental concern and Perceived Consumer Effectiveness (PCE) on ecological purchase and their interrelationships are investigated. Results suggest that the influence of collectivism flow through PCE; the collectivistic value orientations influence beliefs about consumer effectiveness, which in turn influence green buying behavior. Environmental concern, on the other hand, directly influences green purchase behavior. Implications and directions for future research are discussed.