Nested relationships in pro-environmental purchasing: A moderated mediation model

This paper presents the examination of a particular theoretical framework that incorporated the moderating role of demographics in a mediated by negative attitudes relationship between values and pro-environmental behaviour. The hypothesised hierarchical impact of Universalism (Un) on pro-environmental purchasing behaviour (PPB) through the mediation of environmental unconcern (EU) was verified, while age was found to moderate the relationship between attitudes and behaviour. Yet, a clear generational effect was indicated as younger consumers (less than 35 years old), who are less inhibited by environmental unconcern, are more likely to get engaged in PPB than their older counterparts are. The verification of this particular theoretical framework revealed nested, not apparent, aspects of the grid of PPB antecedents. It is implied that the overall effort towards PPB should start by inculcating self-transcendence values in young people's minds and continue by acknowledging, understanding and facing their unconcern tendency instead of just reporting some alleged direct motives towards PPB.