Abstract:
Green consumption patterns have gradually developed due to consumer awareness of eco products. Therefore, during the last 30 years, marketing researchers try to identify the antecedents of green purchasing behavior. If demographic factors and their influence on purchase behavior of green consumers were substantial analyzed, psychographic determinants have just began to be better examined. A new trend in the analysis of consumer behavior makes its way into the foreground, that is the use of psychographic factors. Based on the literature, the purpose of this paper is to develop a hypothetical model for psychographic factors that have an influence on green purchase intention. Independent variables like: environmental attitude, environmental values, perceived consumer effectiveness and health consciousness are analysed in connection with the dependent variable green purchase intention. Hence, their interrelationships are investigated. Furthermore, a questionnaire is proposed for the measurement of the items previous mentioned. The research of green purchase behavior has still open doors for exploring as it is a complex field which was not entirely understood yet by the existing literature.
