Unboxing the green box: an empirical assessment of buying behavior of green products

Purpose Because of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior. Design/methodology/approach In this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested. Findings The findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern. Originality/value The influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.