Research on World Agricultural Economy

Factors Affecting Consumer Green Buying Behavior of Renewable Energy Generation Products for Agricultural Use

Hafiz Waqas Ahmed Ansari

School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia

Waida Irani Mohd Fauzi

School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia

Hira Ikram

School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia

DOI: https://doi.org/10.36956/rwae.v6i1.1437

Received: 30 October 2024 | Revised: 17 November 2024 | Accepted: 20 November 2024 | Published Online: 18 December 2024

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Abstract

This study inspected the influence of contextual (government regulations, green product, green price, green place, and green promotion) and attitudinal (attitude towards green purchase) factors on green purchase behavior. The research framework has been developed based on the attitude-behavior-context (ABC) theory. This study is quantitative, using random sampling and the survey method for data collection. The data has been collected from the farmers who bought renewable energy production products (like solar panels) for agricultural use in Pakistan. A total of 500 questionnaires were distributed of which 387 were used. This study used SPSS for data screening and demographics analyses, whereas it used the ADANCO software package for PLS-SEM to analyze the hypothesized paths. The analysis results revealed that government regulations, green product, and green price have a direct significant relationship green purchase behavior. In line with this, these factors have indirect significant relationship with green purchase behavior through the mediation od attitude towards green purchase. Whereas the green promotion has not directly affected green purchase behavior but indirectly through the mediation path. On the other hand, the green place has no direct and indirect effect on green purchase behavior. The study assists governments, organizations, and practitioners to understand the underlying factors shaping green purchase behavior.

Keywords: 5Gs’ of Green Marketing; Green Marketing Mix; Attitude towards Green Purchase; Green Purchase Behavior; Attitude‑Behavior‑Context (ABC) Theory

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