Factors affecting green purchase intention, case of Lebanon

Building effective strategies to promote green purchase intention ‘GPI’ as required by the Sustainable Development Goals proposed by the UN for 2030 depends on understanding the factors influencing this behaviour. The objective of this research work is to identify how nine factors as concluded from literature influence the green purchase intention through a structural equation model. To do this, a survey is constructed to measure the GPI and the nine factors and distributed to 400 respondents in Lebanon. The data analysis was executed using the ‘PLS-PM’ method from SmartPLS3 software. The results revealed that the environmental awareness, environmental concern, knowledge about green consumption, perceived effectiveness, altruism, self-image, and the level of religious commitment have significant positive impact on the green purchase intention. In contrast, the results showed that increased believes in government role have significant negative impact on green purchase intention. On the other hand, the social references have no significant influence on green purchase intention. This study is important as it add evidences to this topic’s literature in developing countries such as Lebanon and is beneficial for firms marketing themselves as socially responsible to develop their marketing strategies.