Effects of Culture on Green Purchase Intention, the Mediating Role of New Ecological Paradigm, Environmental Collective Efficacy and Environmental Knowledge

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Abstract
This study evaluated the effects of culture value dimension on green purchase intention and analyzed the mediating role of the New Ecological Paradigm, Environmental Collective Efficacy, and Environmental Knowledge. Even though previous studies have researched the effect of culture value dimension on green purchase intention but mediating role of NEP, ECF and EN were not focused. Therefore, we proposed a new theoretical frame of green purchase intention, modifying (Ghazali et al., 2017) model focusing on cultural aspects, and further on, including Pro-environmental behavioral factor based on (Lee, 2017). The empirical validity was established through a survey of more than 200 consumers using closed-ended Likert scale type questions. The study found that the New Ecological paradigm, Environmental Collective efficacy, and Environmental Knowledge have no significant influence on green purchase intention. However, Collectivism has a significant relationship with Environmental Collective Efficacy and the New Ecological Paradigm. No mediating role has been found in this study. However, four culture value dimensions that are Collectivism, Masculinity, Uncertainty Avoidance, and long-term orientation were directly analyzed with green purchase intention and results show that long-term orientation has a significant influence on green purchase intention, but collectivism, masculinity, and uncertainty avoidance have no influence on green purchase intention. The results reveal that Environmental Collective Efficacy and the New Ecological Paradigm are not significant predictors of green purchase intention, but Environmental Knowledge is an important predictor.

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