Understanding the Role of Personal Norms and Consumer Scepticism in Green Purchase Decisions

Abstract

Understanding consumer behaviour in the context of sustainable consumption is crucial for fostering long-term environmental responsibility. This study examines the interconnections between personal norms, green purchase intention, consumer buying processes, and post-purchase outcomes. The research investigates how personal norms shape green purchase intention and how consumer satisfaction and scepticism influence continued green consumption. The study also explores the role of greenwashing in fueling scepticism and alternative evaluation in influencing purchase satisfaction. Employing a correlational research design, data were collected through a structured questionnaire using a five-point Likert scale. A pilot study confirmed the reliability of adapted scales, and statistical analyses were conducted to determine relationships between the following key variables: personal norms, green purchase intention, green choice, satisfaction, alternative evaluation, greenwashing, and consumer scepticism. It further analysed variations across socio-demographic factors such as gender, area of residence, and income groups. Findings reveal that personal norms significantly influence green purchase intention, which in turn impacts satisfaction. Satisfaction positively correlates with consumer scepticism, highlighting the complexity of green consumption. Additionally, alternative evaluation is linked to both satisfaction and scepticism, suggesting that consumers reassess their choices in response to market inconsistencies. Mediation analyses demonstrate that green purchase intention partially mediates the relationship between personal norms and green purchases, while consumer scepticism mediates the relationship between alternative evaluation and both satisfaction and green purchase behaviour. This research contributes to the existing literature by elucidating the psychological and behavioural mechanisms underlying green purchase decisions. The findings offer valuable insights for policymakers, businesses, and marketers to develop strategies that enhance consumer trust, reduce scepticism, and promote sustainable consumption.