The Roles of Attitudes, Knowledge and Perceived Consumer Effectiveness on Thai Consumers’ Green Purchase

The current study employs the Structural Equation Modeling (SEM) technique to investigate the antecedents of the intention to purchase recycled products. Data collection is conducted via an online self-administered questionnaire survey with total respondents of 551. The empirical results reveal that the attitudes toward green products and perceived consumer effectiveness (PCE) positively impacts the intention to purchase recycled products. Moreover, green purchase intention is the crucial antecedent of actual green purchase behavior. Besides, PCE significantly moderates the relationship between the attitudes toward green products and the purchase intention. However, knowledge of environmental damage indirectly influences green purchase intention via the mediating role of the attitudes toward green product. Our findings provide guidelines for green marketers on a strategic marketing plan to encourage more purchase of recycled products.