The impact of environment concern and attitude on green purchasing behavior

Abstract

The purpose of this study is to examine the moderating effect of gender on the relationship between environmental concern and attitude towards green purchasing behavior from a Lebanese consumer perspective. This study is based on socialization theory, which suggests that individual behavior is shaped by gender expectation in relation to the cultural context. An online questionnaire was used to collect data from Lebanese consumers with independent purchasing power. A total of 326 complete questionnaires were analyzed in this study. The moderating effect of gender was found to be significant and affect both environmental concern and attitude towards green purchasing behavior. The results of this study provide insights for both practitioners and scholars. The findings revealed that green marketers could benefit from increasing the level of environmental concern and attitude among both males and females. It is recommended that marketers, educators and policymakers understand the uniqueness of each market to promote green behavior. Future studies should examine the new social role of females and how it affects the green behavior.