# A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior

Manoj Krishnan Cg, Arun G

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Manoj Krishnan Cg, Arun G. A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior. Cogent Business & Management, 2024, 12 (1), 10.1080/23311975.2024.2443050. [https://doi.org/10.1080/23311975.2024.2443050](https://doi.org/10.1080/23311975.2024.2443050)

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# A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior

Manoj Krishnan CG & Arun G

**To cite this article:** Manoj Krishnan CG & Arun G (2025) A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior, Cogent Business & Management, 12:1, 2443050, DOI: 10.1080/23311975.2024.2443050

**To link to this article:** https://doi.org/10.1080/23311975.2024.2443050

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# A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior

Manoj Krishnan CGª and Arun Gᵇ

ªEM Normandie Metis Lab, EM Normandie Business School, Dubai, United Arab Emirates; ᵇFaculty of Management Studies, Noorul Islam Centre for Higher Education, Kumarakovil, India

## ABSTRACT

For decades, businesses have struggled with the dichotomy between going green and becoming sustainable. Consumers are frequently seen as the most significant challenge when companies attempt to become more sustainable and greener. Although most consumers claim to be environmentally conscious, their green consumption habits are limited by other life commitments, showing an intention-action gap. There are only a handful of studies have developed an optimal model for predicting green consumer behavior. In this paper, the researcher identified a set of antecedents of Buying Behavior, including Environmental Prosocial Attitude, Green Consumption Value, and Openness to Green Communication, to develop an optimal model for predicting Green Consumer Buying Behavior. The findings demonstrate how widespread environmental prosocial attitudes and beliefs are related to green consumption values. As a result, these green values can have a positive relationship with openness to green advertising and green buying behavior. The research provides new insight into the factors influencing green buying behavior, especially consumer prosocial attitudes. Companies must understand consumers' green values and prosocial attitudes to accept green marketing communications and influence green buying behavior. A developed model is important for companies in creating creative green marketing content for implementing effective green marketing Campaigns to create favorable green consumer behaviors.

## ARTICLE HISTORY

Received 29 April 2024
Revised 19 November 2024
Accepted 11 December 2024

## KEYWORDS

Environmental prosocial attitudes; green customer values; openness to green communication; buying behavior; green marketing

## SUBJECTS

Marketing; Sustainability; Marketing Communications; Asian Studies (General); Business, Management and Accounting

## 1. Introduction

In the modern era, sustainable development is required. The pollution caused by manufacturing and consuming non-sustainable products created an important awareness of environmental problems and their impact on the environment over a longer period, ultimately affecting common people's health and overall well-being (Riesgo et al., 2022). From several research findings and conclusions, it is possible to understand that several factors and items influence eco-friendly characteristics and behaviors that have increased in the past few years, giving more attention to green consumer buying behaviors. Significantly few studies are related to Environmental Sustainability and eco-friendly buying behavior of organized retail supermarket customers. This awareness does not consistently lead to effective eco-friendly purchasing behaviors despite the growing environmental concerns. Understanding the gap between environmental concerns and actual consumer actions is crucial for developing strategies that encourage sustainable purchasing. Understanding why intentions to act environmentally friendly often do not translate into actual behaviors is critical for addressing the gap between environmental awareness and sustainable practices. Identifying the barriers and motivations can help develop effective interventions
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to promote eco-friendly actions. The literature indicates a gap between Environmental Prosocial Attitudes and Sustainable Consumption. To foster more effective, sustainable consumer behavior, it is crucial to identify the factors contributing to this disconnect. Further research is needed to enhance our understanding of the factors influencing behavior and the ongoing relationship among the respective variables.

The overconsumption of scarce resources and using non-biodegradable items are significant threats to Earth. This threat can only be reduced by a positive mindset toward purchasing eco-friendly products that are slightly costlier than standard products. Therefore, green marketing is critical (Liobikiene & Bernatoniene, 2017). Research to update new trends in green consumer behavior is necessary as this subject is multidisciplinary since it relates to marketing, psychology, anthropology, and environmental science (Wang et al., 2022). Numerous obstacles hinder the development of a positive attitude toward green buying behavior. These include price, product features, availability, brand image, and green communication (Sharma et al., 2022). Consumers today are increasingly hostile towards polluting products and positive towards green products. This negative view of polluting products leads to a stronger intention to buy green alternatives. Cultural pressure to choose green products is also rising (Duque Oliva et al., 2024). Our research aims to check whether there is a gap between environmental consciousness, eco-friendly attitude, and green consumption habits of organized retail supermarket customers in Trivandrum City. This study focuses on whether organized retail supermarket customers are ready to spend additional money on eco-friendly products available in the supermarket.

Green consumer Behavior will give insights into green consumer buying decision-making and the factors affecting green consumer decision-making. Understanding this will help to develop marketing strategies favoring green consumer behavior. Researching Green Consumer Behavior remains incomplete (Haba et al., 2023). This research is based on green consumer behavior, measured by eco-friendliness, environmental commitment, and knowledge about available green products (Maniatis, 2016). However, some studies explain how these factors influence consumer preferences when purchasing green products. In his study, He et al. (2016) also showed that determining the theoretical framework for green or non-green consumption is problematic. All these authors or researchers suggest consumer choice theory in understanding the relationship between why these customers do or do not engage in behavior that is concerned with the environment. Consumer choices are mainly based on economic factors, marketing factors, customer references, and the available budget, making the consumer entirely rational. The Theory of consumption values states that consumers are affected by several factors, such as economic, social, and psychological values, in their choice of products or services. It also explains three principles: consumption patterns rely upon an assortment of consumption values, there is an alternate effect on every consumption value in light of the circumstances, and the values are free of one another (Sheth et al., 1991).

Two major theories of Green Consumer Behavior are the 'Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA)'. TRA essentially intends to understand what attitudes mean to consumer purchasing behavior. Everything revolves around grasping the mental course of settling on buying green products (Paul et al., 2016). At the same time, TPB is the psychological theory that connects beliefs to human behavior. Therefore, connecting these two theories leads to a better output in predicting consumers' green products.

These theories are mainly used to explain economic factors, such as quality, emotion and appeal, psychological and cognitive influences, and the influences of beliefs (TPB and TRA). In addition, this paper works to study and examine social influence, including Environmental Prosocial attitudes (attitudes that result in voluntary actions that benefit other individuals and result in a peaceful relationship) and green communication (communication that reduces carbon footprints and improves sustainability). From this, it is clear that prosocial attitudes and green communication help explain green behavior and understand the external influences on buying behavior.

The structure of the paper is as follows: First, the concepts are explained through literature reviews, the model and data collection process used in the study, and finally, the result analysis and conclusions.
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## 2. Literature review

### 2.1. Environmental prosocial attitude

A prosocial attitude can be explained as the voluntary act of doing something that benefits others (Eisenberg et al., 2007). It can be an act of kindness or helping behavior, considered the finest behavior of human nature. COVID-19 has led to social pressure and a new sense of autonomy in people's attitudes. Studies show that environmental awareness significantly influences the choice of green brands, affecting the purchase decision process, including information searches and purchase intentions (Duque Oliva et al., 2024).

The customers are ready to purchase a green product at a higher price if the company they purchase the product is also environment friendly (Průša & Sadílek, 2019). An individual's decision-making power can be influenced by imposing specific rules and regulations; thus, they can limit and control their behavior in a social context (Welte & Anastasio, 2010). Social circumstances and assumptions are significant factors in environmental behavior to understand how other people engage in certain behaviors. According to Zabkar and Hosta (2013), the theory of environmental prosocial attitude helps to shorten the gap between individuals' actual behavior and their actions in an environmentally friendly way. Thus, when they (individuals) work together, they seem to behave similarly.

It requires cooperation between individuals to work together and promote a peaceful atmosphere; however, it can never work without conflict and self-control. If a situation arises, such as helping others, an individual always experiences tension within him/her, competing for his prosocial concerns and pro-self-desires, as it bears the personal cost. Thus, individuals must always practice self-control to balance the influence of pro-self-desires. When any of these factors lead to decreased employee motivation, it may lead to a lack of cooperation. Thus, a lack of cooperation in the individual mind can lead to a lack of concern towards other human beings and the entire society (Osgood & Muraven, 2015).

### 2.2. Green consumer values

Green Consumer value can be explained as consumers' behavior toward products, which affects their green purchase intention. Most customers generally show a positive attitude towards eco-friendly products. Millennials and Gen Z customers are mainly looking forward to the products and brands that gave way to sustainability (White et al., 2019).

Modern consumers have shown an interest in recycled products. According to Dikici et al. (2022), an individual's green customer value strongly correlates with the buying behavior. At the same time, these green consumer values have a weak relationship with social appreciation, which again has a weak positive correlation with buying behavior. The concept of green customer values provides an idea about the 'Socially Conscious Consumer,' which has a multidimensional phase.

Many studies have reported a gap between the purchasing behavior of individuals and green products. This is because pro-environmental consumer values and behaviors are becoming increasingly desirable. We need to understand why there is a gap between these factors, and only then can we take adequate measures to foster the market demand for green products. There are two Consumer Value systems, consumer personal values and consumer consumption values, which assist consumers in seeing according to the green offering (A Sivapalan et al. 2021). In applying financial and physical resources, frugality is important in carefully acquiring and consuming goods (Lastovicka et al., 1999). The pursuit of sustainable consumption fragility was unique. A distinction is made to draw the difference between fragility and thrift: (1) the relationship to normative expectations by consumers, (2) the after-effects regarding environmental impacts, and (3) the level at which consumers exercise care and compassion (D Evans 2011).

Haws et al. (2014) connect delicacy with customer values, as buyers should be mindful of financial assets and actual resources when they obtain and consume products. He says that green consumers are hesitant to surrender their resources, as they used to extricate all the worth of goods before they disposed of them. Moreover, these consumers appear to be trendsetters of current products or services, as they generally involve them for a few purposes by recycling those products. In addition to checking financial and physical assets, consumers should also be price-conscious (Lichtenstein et al., 1993).
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Understanding and practicing green consumer values and buying behavior is important, as most corporations and companies, regardless of their size, focus on producing and manufacturing goods and services that do not harm the environment. This helps marketers shape thoughtful marketing plans and campaigns (Haws et al., 2014) based on consumer responses and preferences, including green communication and marketing (Bailey et al., 2016a).

## 2.3. Openness to green communication

Previously, advertisements by product manufacturers were introduced to consumers so that all the eco-friendly characteristics of their products were presented. This has helped bring about green consumers. However, these green consumers constitute only a small portion that requires green consumption and a potential market. Consumers react differently to environmental communication according to their needs and preferences based on their style and format of green communication and green advertising (Bailey et al., 2016b). Companies make a greater effort to convince their targeted audience of their efforts to implement greenness in operations, products, or services. Marketers should use digital channels to influence buying behavior. Digital, green, and social factors impact consumer behavior, and marketers can use this information for segmentation, targeting, and positioning strategies (Palmieri et al., 2024).

According to Shrum et al. (1995), female consumers buy products using advertisements. D'Souza and Taghian (2005) found that people do not trust advertisements related to green products because of the exaggerated and false statements projected through advertisements. Due to vague or ambitious arguments (without a proper idea or meaning), omissions (essential and necessary information will not be sometimes recorded and will be omitted), and falsities (those that are manipulated or fabricated), overall credibility, quality, and importance of green advertising in products and services are lost (Kilbourne, 1995). For these reasons, most consumers cannot fully comprehend the message delivered in advertisements.

Likewise, a few studies have indicated that green marketing emphatically affects consumers' prosocial attitudes and purchase intentions (Paço et al., 2014; Paço & Reis, 2012). Green brand image is insignificant in controlling customer behavior and inclinations to pick eco-friendly items. According to Alamsyah et al. (2021), green awareness can be created only through thoughtful and creative marketing campaigns. Thus, when companies perform marketing activities, they must focus more on green advertising rather than brand image. When focusing on green advertising, they should provide more content and message expression (Wang et al., 2020). Thus, green advertising and marketing are effective when the targeted customer captures the messages and content provided.

## 2.4. Buying behavior

Green buying behavior is mainly related to purchasing or buying products or services that are more ethically, responsibly, and environmentally friendly. Avoid packaged products, practicing fair trade, preferring biodegradable and recycled goods, and buying energy-sufficient goods are those that indicate green buying behavior that contributes to the individual and society by reducing pollution, avoiding harmful products, and preserving the planet (Paço et al., 2013). In addition to the act of buying, green buyer behavior also includes the deliberate decisions and efforts made during the purchase process (Cao, 2023). There are several ways to measure products' eco-friendly nature and purchasing behavior. Purchasing decisions on a product are meant to support green companies and to spend more on green products. Most studies focus on a product's green attributes, but there is scope for studying buying behavior rather than focusing on the functional green attributes of a product.

Openness to green communication positively influences consumers' perception of green products. This directly impacts green buying behavior (Tewari et al., 2022). Environment-concerned customers will likely obtain and consume green products with eco-accommodating qualities (Schuhwerk & Lefkoff-Hagius, 1995). For example, as per Chan (1996), customers who are restless about the environment continuously anticipate purchasing green products and services. We should also note that even if a large pool of consumers cares about environmental hazards, these problems are only transferred into actions when any hard 'cost is absent' in making lifestyle sacrifices (Laroche et al., 2002).
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Some customers are very cautious in their buying decisions when they check the quality, quantity, materials, packaging, etc. (Hasan et al., 2012). Fairtrade, recycling, reusing, and saving energy gave way to sustainability for the planet, leading to a greener lifestyle (Cherian & Jacob, 2012). Contrary to Chan's (2001) study, individuals make high purchases of environmental products without impacting consumer buying behavior.

According to Liobikiene and Bernatoniene (2017), the abovementioned difficulty is well clarified, so one area of concern does not give much importance to others. Individuals' buying decisions are based on their environmental attitudes (Moisander, 2007; Thøgersen, 1999).

## 2.5. Green marketing

Green marketing, the promotion of services, products, and initiatives that are not harmful to the environment, is a powerful tool in influencing consumer decisions. When we create eco-friendly products, we are contributing to the growth of green marketing. Many manufacturers and companies have developed green marketing strategies to promote their products and services. These strategies highlight the product quality, quantity, and corporate image of a company in their marketing techniques (C J Gelderman et al., 2021). Research has shown that these green marketing campaigns and techniques have a significant impact on consumers' decisions, informing them about the benefits of choosing sustainable options.

Marketers must consider the following four important factors to make green marketing more successful. The four factors are: (1) educating customers about the importance of eco-friendliness, (2) creating a community of people who believe in sustainability and eco-friendliness, (3) understanding customer diversity in the market in which the company is planning to operate, and (4) gender equality in developing green consumers. Focusing on these four factors, green market strategies (V Prieto-Sandoval et al., 2022). Since the service shouldn't risk preserving limited resources or harming the environment during commercialization, the green marketplace strategy focuses on reverse logistics and/or the circular economy. Social network utilization is the main component of the green promotion approach, which maximizes resource usage (Apaza-Panca et al., 2024). In the last few years, there has been a massive movement in the corporate world concerning environmental activities, and companies are trying to keep up with the recent trends in green marketing. Here, the term 'green' represents purity, further indicating fairness, purity in quality, process, etc. Along with green products, green marketing has 4Ps. These include price, product, promotion, and place. This helps provide a careful understanding of consumer preferences and purchasing decisions.

By implementing green marketing, companies enjoy many benefits that will enhance their image, help it be used properly, and build friendly relations with the public sector and central, state, and local governments bodies. In addition, it offers many organizations the opportunity to enter the global market. Although green marketing has all these benefits, it also poses many challenges. We must consider recycling and renewing products at high costs when discussing green products. This process requires technology that can support all of these processes, which also incurs heavy investment in R&D. The main aim of green marketing is to capture the targeted audience and raise the question of what if consumers are unaware of green products and their use. Moreover, it is conceivable that most consumers are not prepared to follow through on the premium costs of green products.

## 3. Proposal for environmental prosocial attitudes, green consumption values, openness to green communication, and its relationship with buying behavior

According to most studies, green consumer behavior poses values, attitudes, and behaviors (Homer & Kahle, 1988). On the other hand, some studies have found that environmental prosocial attitude behavior fails to return a strong relationship (Hini et al., 1995; Paul et al., 2016). This difference may reflect the need for further research on consumer attitudes, values, and communication. Therefore, we need to expand the existing model prevailing in society and know the importance and need for testing and comparing samples (Milfont et al., 2010).

One study showed that customers with higher green involvement possessed Pro-Social attitudes, which led to Green Consumption Values. The study found a strong relationship between Environmental pro-social attitudes and green consumption values (Wang et al., 2020). Environmental prosocial attitudes
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and biospheric, altruistic, and egoistic values are strongly related to environmental attitudes. All of these values are referred to as green consumption values. There is a strong relationship between Environmental Prosocial attitudes and Green Consumption Values (Čapienė et al., 2022).

Hypothesis 1(H1): There is a relationship between environmental prosocial Attitudes and Green Consumption Values.

Nowadays, brands need to communicate with consumers that they are environmentally friendly and create open communication with customers to spend more money on environmentally friendly products than non-environmentally friendly products. There is a positive relationship between Green Communication Values and Openness to Green Communication (Huang et al., 2014).

Hypothesis 2(H2): There is a relationship between Green Consumption Values and Openness to Green Communication.

Green Consumption Values are based on three combinations of values: emotional, conditional, and epis-
temic. These three values lead to Green Consumption's relationship with green purchase/buying behav-
ior (Gonçalves et al., 2016). Environmental sustainability is a hot topic in business and among social
activists and actors. Green consumption value is related to brand responses based on behavioral inten-
tion, ultimately leading to buying behavior (Risitano et al., 2023).

Hypothesis 3(H3): There is a relationship between Green Consumption Values and Buying Behavior.

Communication is important to change society towards positive environmental friendliness. This study found that customers are open to green marketing communication related to green purchasing/buying behavior (Correia et al., 2023).

Hypothesis 4(H4): There is a relationship between Openness to Green Communication and Buying Behavior

From Figure 1, we can understand the conceptual framework based on the aforementioned four hypothe-
ses. The factors of Green Consumer Behavior are Environmental Prosocial Attitude, Green Consumption
Value, and Openness to Green Communication. This research study aims to find the relationship between
Environmental Prosocial Attitudes toward Green Consumption Values, Green Consumption Value, and its
impact on Openness to Green Communication, Openness to Green Communication and Green Consumption
Value, and its impact on Buying Behavior.

**4. Methodology**

This research study aims to find environmental prosocial attitudes toward green consumption values, openness to green communication, and its impact on buying behavior. This study formulated seven hypotheses based on the connection between dependent and independent variables. Subsequently, the researcher tested the hypotheses using data collected through the survey. Hence, we can infer that this approach is deductive. A thought-out instrument was used in the research design. The researcher systematically collected and used appropriate statistical tools to analyze the data. A well-thought-out sample design was suitable for this study. The collected data were processed and analyzed. The researcher also conducted Structural Equation Modelling to analyze the structural relationships in the model. The
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resulting model integrates variables linked to green buying behavior. Empirical Analysis utilizing IBM SPSS AMOS (Version 23) to perform Structural Equation Modeling (SEM) to validate the model using multiple hypotheses. Along these lines, we can infer that this study was descriptive.

We deployed a survey approach to test the proposed model. The researcher prepared a self-administered questionnaire to collect data from the respondents. From Appendix A, we can understand that the questionnaire contains four constructs: Environmental Prosocial Attitude, Openness to Green Communication Frequency, Green Consumption Value, and Buying Behavior. The items of each construct are also portrayed along with the constructs and indicators.

Ethical considerations are paramount when conducting studies involving human participants in academic and research settings. Research Ethics Committee of Noorul Islam Centre for Higher Education, Tamil Nadu, India. The Research Ethics Committee - NICHE (REC - NICHE) plays a crucial role in ensuring that research involving human subjects is conducted ethically and by established guidelines and regulations. In this study, verbal informed consent was obtained from participants after explaining the research objectives and their role and ensuring confidentiality. The questionnaire commenced with a disclosure outlining the nature of the study and stating that the data would be confidential and used only for the study purpose and participants' voluntary participation. The committee ensures that informed consent procedures are in place, including providing participants with clear information about the study, their rights as participants, and obtaining their voluntary verbal consent to participate. The committee ensures that measures are in place to protect the confidentiality and privacy of participants. This includes securely storing data, anonymizing responses, and limiting access to sensitive information. The committee assesses the potential benefits of the research and ensures that they outweigh any potential risks to participants. This includes considering the study's scientific merit and potential contribution to field knowledge.

The verbal consent to participation statement was obtained from the participants at the time of data collection. The questionnaire is designed to study 'Environmental Prosocial Attitudes to Green Consumption Values, Openness to Green Communication, And Its Relationship with Buying Behavior'. The researcher requests the participants to share a few minutes to express their environmental prosocial attitudes toward green consumption values and their openness to green communication towards buying behavior. The participant should acknowledge that his/her participation in this study is voluntary, and he/she has the right to withdraw at any time without penalty. The participant should understand that his/her responses will be kept strictly confidential and anonymized and will only be used for academic research purposes. He/She should understand that his participation involves completing a questionnaire to assess environmental prosocial attitudes towards green consumption values and openness to green communication and providing information about his buying behavior. By participating in this study, the participant consents to use his/her responses for academic research purposes and acknowledges that his/her contribution will help contribute to industry and academia.

We surveyed to perform Structural Equation Modelling (SEM). Structured questionnaires served as survey instruments from June to July 2023. The questionnaire commenced with a disclosure outlining the nature of the study, informed consent details, and participants' voluntary participation. Questionnaires lacking informed consent were excluded from the analysis. The participants used a five-point Likert scale (1=strongly disagree to 5=strongly agree) to express their opinions.

The target population comprised supermarket customers from organized retail stores in Trivandrum City. The geographical area of this study was the Trivandrum City. Supermarket Customers in organized retail stores are an appropriate population because these organized supermarkets offer a lot of green products, and they also take a lot of sustainability initiatives. By researching in this group, the researcher can obtain relevant data that specifically addresses the research questions. Customers in these stores are likely to represent urban consumers who have access to various green products and are influenced by green marketing strategies. According to Crimp and Wright (1995), any sample size in the range of 30-500 is reasonable and suitable for applying research methods. In this study, the sample size carefully chosen from supermarket customers belonging to organized retail was 251. A total of 300 questionnaires were distributed to obtain 251 responses. A total of 251 questionnaires were used for the analysis. The total number of Missing Values, Outliers identified, and no responses identified were 12, 21, and 16, respectively. Out of 251 respondents, 80.5% were male and 19.5% Female. 20.7% belongs to the 18-25 age category, 35.5% belongs to the 26-35 age category, 33.5% belong to the 36-45 age category and
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10.4% belong to the 46-55 age category. The sample that the researcher chose had a diverse demographic profile, as evidenced by the distribution of respondents across genders and different age groups. This diversity will bring a broader range of perspectives from the targeted population, which enhances the validity and reliability of the results within the context.

The sampling method used in this study was Judgment Sampling. Purposive sampling, or judgment sampling, enables researchers to utilize their knowledge to choose respondents who are most likely to offer valuable insights. Supermarket customers from Trivandrum City's organized retail outlets were selected for this study because the participants are expected to have varied levels of exposure to and contact with environmentally friendly items and green communications. This focused approach facilitates comprehending particular attitudes and behaviors pertinent to the research objectives.

## 5. Results: presentation and discussion

From Table 1, we can understand that the calculated Average Variance Extracted (AVE) of the following constructs 'Environment Prosocial Attitudes, Green Consumption Values, Openness to Green Communication and Buying Behavior' is 0.523, 0.766, 0.729, and 0.570 respectively where the minimum value required for Average Variance Extracted is 0.50. This indicates strong Convergent Validity.

The calculated Cronbach's Alpha of the following constructs 'Environment Prosocial Attitudes, Green Consumption Values, Openness to Green Communication and Buying Behavior' respectively is 0.841, 0.875, 0.854, and 0.755 and the calculated Composite Reliability of the following constructs 'Environment Pro-Social Attitudes, Green Consumption Values, Openness to Green Communication and Buying Behavior' is 0.844, 0.929, 0.931 and 0.867. For both Cronbach's Alpha and Composite Reliability, the minimum required value is 0.70. This shows that the calculated values of both Cronbach's Alpha and Composite Reliability are greater than the recommended minimum value (i.e. 0.70). It states that the following constructs have acceptable reliability: 'environmental prosocial attitudes, green consumption values, openness to green communication, and buying behavior'.

From the above-mentioned results, it can be inferred that there is strong evidence of adequate Convergent Validity for the following constructs: environmental prosocial attitudes, green consumption values, openness to green communication, and buying behavior.

<table><caption>**Table 1. Reliability and convergent validity of the measurement tool.**</caption><thead><tr><th>Indicator variables</th><th></th><th>Latent variables</th><th>Standardized loadings</th><th>AVE</th><th>CR</th><th>Cronbach's Alpha</th></tr></thead><tbody><tr><td>EPA5</td><td>&lt;---</td><td>Environment prosocial attitudes</td><td>0.66</td><td>0.523</td><td>0.844</td><td>0.841</td></tr><tr><td>EPA4</td><td>&lt;---</td><td>Environment prosocial attitudes</td><td>0.758</td><td></td><td></td><td></td></tr><tr><td>EPA3</td><td>&lt;---</td><td>Environment prosocial attitudes</td><td>0.838</td><td></td><td></td><td></td></tr><tr><td>EPA2</td><td>&lt;---</td><td>Environment prosocial attitudes</td><td>0.641</td><td></td><td></td><td></td></tr><tr><td>EPA1</td><td>&lt;---</td><td>Environment prosocial attitudes</td><td>0.701</td><td></td><td></td><td></td></tr><tr><td>GRE4</td><td>&lt;---</td><td>Green consumption values</td><td>0.812</td><td>0.766</td><td>0.929</td><td>0.875</td></tr><tr><td>GRE3</td><td>&lt;---</td><td>Green consumption values</td><td>0.949</td><td></td><td></td><td></td></tr><tr><td>GRE2</td><td>&lt;---</td><td>Green consumption values</td><td>0.918</td><td></td><td></td><td></td></tr><tr><td>GRE1</td><td>&lt;---</td><td>Green consumption values</td><td>0.814</td><td></td><td></td><td></td></tr><tr><td>OGC5</td><td>&lt;---</td><td>Openness to green communication</td><td>0.806</td><td>0.729</td><td>0.931</td><td>0.854</td></tr><tr><td>OGC4</td><td>&lt;---</td><td>Openness to green communication</td><td>0.83</td><td></td><td></td><td></td></tr><tr><td>OGC3</td><td>&lt;---</td><td>Openness to green communication</td><td>0.893</td><td></td><td></td><td></td></tr><tr><td>OGC2</td><td>&lt;---</td><td>Openness to green communication</td><td>0.905</td><td></td><td></td><td></td></tr><tr><td>OGC1</td><td>&lt;---</td><td>Openness to green communication</td><td>0.832</td><td></td><td></td><td></td></tr><tr><td>BB1</td><td>&lt;---</td><td>Buying behavior</td><td>0.871</td><td>0.570</td><td>0.867</td><td>0.755</td></tr><tr><td>BB2</td><td>&lt;---</td><td>Buying behavior</td><td>0.848</td><td></td><td></td><td></td></tr><tr><td>BB3</td><td>&lt;---</td><td>Buying behavior</td><td>0.645</td><td></td><td></td><td></td></tr><tr><td>BB4</td><td>&lt;---</td><td>Buying behavior</td><td>0.726</td><td></td><td></td><td></td></tr><tr><td>BB5</td><td>&lt;---</td><td>Buying behavior</td><td>0.657</td><td></td><td></td><td></td></tr></tbody></table>

Source: Primary data.
<figure><img src="image_21.png" /><figcaption>**Table 2.** Discriminant validity of the latent constructs using Fornell and Lacker's criteria.</figcaption></figure>

<table><thead><tr><th rowspan="2">Constructs</th><th>Square root of AVE/</th><th colspan="4">Square of intercorrelation</th></tr><tr><th>DV</th><th>EPA</th><th>GRE</th><th>OGC</th><th>BB</th></tr></thead><tbody><tr><td>EPA</td><td><strong>0.723</strong></td><td><strong>0.723</strong></td><td></td><td></td><td></td></tr><tr><td>GRE</td><td><strong>0.875</strong></td><td>0.705</td><td><strong>0.875</strong></td><td></td><td></td></tr><tr><td>OGC</td><td><strong>0.854</strong></td><td>0.272</td><td>0.313</td><td><strong>0.854</strong></td><td></td></tr><tr><td>BB</td><td><strong>0.755</strong></td><td>0.303</td><td>0.368</td><td>0.362</td><td><strong>0.755</strong></td></tr></tbody></table>

Source: Primary data.

<table><caption>**Table 3.** Discriminant validity of the latent constructs using heterotrait-monotrait ratio of correlations (HTMT).</caption><thead><tr><th>Constructs</th><th>EPA</th><th>GRE</th><th>OGC</th><th>BB</th></tr></thead><tbody><tr><td>EPA</td><td></td><td></td><td></td><td></td></tr><tr><td>GRE</td><td>0.833</td><td></td><td></td><td></td></tr><tr><td>OGC</td><td>0.294</td><td>0.330</td><td></td><td></td></tr><tr><td>BB</td><td>0.316</td><td>0.397</td><td>0.397</td><td></td></tr></tbody></table>

Source: Primary data.

We used Fornell and Lacker's (1981) criteria to establish discriminant validity. From Table 2, we can understand that the values in diagonal bold are the square roots of AVE, and the other values are inter-variable correlations. The requirement is that the diagonal bold values should be higher than the other values in their respective rows and columns, which are met, as seen in the table above; thus, we can say that the variables have good discriminant validity.

Henseler et al. (2015) introduced a novel approach for assessing discriminant validity: the Heterotrait-monotrait ratio of correlations (HTMT). The HTMT is a measure of similarity between latent variables. If the HTMT is clearly smaller than 1, discriminant validity can be regarded as established. In many practical situations, a threshold of 0.85 reliably distinguishes between those pairs of latent variables that are discriminant valid and those that are not. From Table 3, we can understand that the calculated value of HTMT is less than the threshold of 0.85 or 1. Thus, we can say that the variables have good discriminant validity.

## 5.1. Structural model validation of hypothesis (H1-H4)

Figure 2 shows that the calculated value of $\chi^2$ is 254.207 with a $p$ value of 0.000, more significant than the minimum recommended value of 0.05. Table 4 shows that the calculated value of $CMIN/DF$ is 1.718, less than the maximum recommended value of 5.0. The calculated RMSEA value was 0.054, less than the recommended value of 0.08. The calculated values of GFI, AGFI, NFI, IFI, TLI, and CFI were 0.911, 0.855, 0.925, 0.913, 0.962, and 0.967, respectively, which were greater than the recommended values of 0.90. From these results, we can infer that the structured model had a good overall fit.

Testing Hypothesis 1 (H1): There is a relationship between Environmental Prosocial Attitudes (EPA) and Green Consumption Values (GRE) concerning Organized Retail Industry supermarket customers.

Table 5 shows that EPA is related to GRE with a Standardized Regression weight of 0.806 at a significance level of less than 0.001. From this, we can infer that H1 is accepted, which means that EPA is positively related to GRE. We can say that environmental prosocial attitudes are positively related to green consumption values in relation to organized retail industry supermarket customers. Environmental Prosocial Attitudes, which involve acting for the benefit of others, are positively associated with Green Consumption Values. Therefore, individuals prioritizing others' welfare and societal well-being tend to exhibit higher green consumption values.

Testing Hypothesis 2 (H2): There is a relationship between Green Consumption Values (GRE) and Openness to Green Communication (OGC) among Organized Retail Industry supermarket customers.

Table 5 shows that GRE is related to OGC with a Standardized Regression weight of 0.315 at a significance level less than 0.001. Thus, we can infer that Hypothesis H2 is accepted, which means that GRE is positively related to OGC. We can say that Green Consumption Values are positively related to Openness to Green Communication among Organized Retail Industry supermarket customers. Higher Green Consumption Values make consumers more open to green advertising. Those consumers with higher levels of Green Consumption Values will be open to green communications.
<figure><img src="image_22.png" /></figure>

<figure><img src="image_23.png" /><figcaption>**Figure 2.** Empirical model: green buying behavior model.</figcaption></figure>

Source: Primary data.

<table><caption>**Table 4.** Model fit summary.</caption><thead><tr><th>CMIN/DF</th><th>χ<sup>2</sup></th><th>GFI</th><th>AGFI</th><th>RMSEA</th><th>NFI</th><th>IFI</th><th>TLI</th><th>CFI</th></tr></thead><tbody><tr><td>1.718</td><td>254.207</td><td>0.911</td><td>0.855</td><td>0.054</td><td>0.925</td><td>0.913</td><td>0.962</td><td>0.967</td></tr></tbody></table>

Source: Primary data.

<table><caption>**Table 5.** Testing of hypothesis 1 to 4.</caption><thead><tr><th>Hypothesis</th><th>Relationship</th><th>Unstandardized regression weight</th><th>SE</th><th>Standardized regression weight</th></tr></thead><tbody><tr><td>H1</td><td>GRE ← EPA</td><td>0.838</td><td>0.088</td><td>0.806</td></tr><tr><td>H2</td><td>OGC ← GRE</td><td>0.293</td><td>0.062</td><td>0.315</td></tr><tr><td>H3</td><td>BB ← GRE</td><td>0.338</td><td>0.081</td><td>0.282</td></tr><tr><td>H4</td><td>BB ← OGC</td><td>0.351</td><td>0.088</td><td>0.273</td></tr></tbody></table>

Source: Primary data.

Testing Hypothesis 3 (H3): There is a relationship between Green Consumption Values (GRE) and Buying Behavior (BB) concerning the supermarket customers of the Organized Retail Industry.

Table 5 shows that GRE is related to BB with a Standardized Regression weight of 0.282 at a significance level less than 0.001. From this, we can infer that H3 is accepted, which means that GRE is positively related to BB. We can say that Green Consumption Values positively relate to buying behavior communication among Organized Retail Industry supermarket customers. Those with strong green consumption values are generally more inclined to buy responsibly and respect the natural environment.

Testing Hypothesis 4 (H4): There is a relationship between Openness to Green Communication (OGC) and Buying Behavior (BB) among Organized Retail Industry supermarket customers.

Table 5 shows that OGC is related to BB with a Standardized Regression weight of 0.273 at a significance level of less than 0.001. From this, we can infer that H4 is accepted, which means that OGC is positively related to BB. We can say that Openness to Green Communication positively relates to buying behavior communication among Organized Retail Industry supermarket customers. Engagement with creative green advertisements that use crafted storytelling will positively influence individual buying behaviors.

Testing Hypothesis 5 (H5): There is a significant indirect effect of Environmental Prosocial Attitudes (EPA) toward Buying Behavior (BB) through Green Consumption Values (GRE) and Openness to Green Communication (OGC) concerning Organized Retail Industry supermarket customers.
<figure><img src="image_24.png" /><figcaption>**Table 6.** Testing of hypothesis 5.</figcaption></figure>

<table><thead><tr><th>Hypothesis</th><th>Serial mediation</th><th>Indirect effect</th><th>Lower bound<br>confidence intervals</th><th>Upper bound<br>confidence intervals</th><th>P</th></tr></thead><tbody><tr><td>H5</td><td>BB←OGC←GRE←EPA</td><td>0.086</td><td>0.048</td><td>0.157</td><td>0.000</td></tr></tbody></table>

Source: Primary data.

<table><caption>**Table 7.** Testing of hypothesis 6.</caption><thead><tr><th>Hypothesis</th><th>Simple mediation</th><th>Indirect effect</th><th>Lower bound<br>confidence intervals</th><th>Upper bound<br>confidence intervals</th><th>P</th></tr></thead><tbody><tr><td>H6</td><td>BB←GRE←EPA</td><td>0.370</td><td>0.166</td><td>0.427</td><td>0.001</td></tr></tbody></table>

Source: Primary data.

This study assesses the Serial Mediating role of Green Consumption Value (GRE) and Openness to Green Communication (OGC) in the relationship between Environmental Prosocial Attitudes (EPA) and Buying Behavior (BB). The results in Table 6 reveal a significant indirect effect of EPA on BB through GRE and OGC, with an indirect effect value (estimate) of 0.086, a lower confidence level value of 0.048, and an upper confidence level value of 0.157, with a significant *p* value 0.000 less than the recommended value of 0.05. This shows a significant indirect effect because there is no zero between the lower-bound and upper-bound confidence intervals. Hence, we can say that there is significant mediation through the serial path of Organized Retail Industry supermarket customers. Customers with positive Environmental Prosocial Attitudes will have higher levels of Green Consumption Values and will be receptive to green advertisements. Those green ads will ultimately positively influence their environmentally responsible and green buying behavior.

Testing Hypothesis 6 (H6): There is a significant indirect effect on Environmental Prosocial Attitudes (EPA) toward Buying Behavior (BB) through Green Consumption Values concerning Organized Retail Industry supermarket customers.

Table 7 shows the indirect effect of Environmental Pro-social Attitudes on Buying Behavior through the Green Consumption Value of 0.370.

With our Indirect test of Environmental Pro-social Attitudes to Buying Behavior through Green Consumption Value, the lower bound confidence interval is 0.243, and the upper bound confidence interval is 0.532, with a *p* value of 0.001 less than the significance level of 0.05. This shows significant indirect effects because there is no zero between the lower-bound and upper-bound confidence intervals. Hence, we can conclude that Green Consumption Values (GRE) mediate the relationship between Environmental Prosocial Attitude (EPA) and Buying Behavior (BB) concerning the organisation's retail industry supermarket customers. Companies aiming to enhance environmentally responsible buying behaviors should focus on fostering and promoting green consumption values.

## 6. Results and discussions

This study aimed to give a more profound awareness to flare the literature debate and broaden our awareness of the factors influencing consumers' decisions to buy environmentally friendly/green products. The findings show how crucial it is to consider customers' prosocial and green values to understand why they are more likely to fall for the appeal of green marketing and engage in green purchasing practices. This study shows that an environment-pro-social attitude has a significant positive relationship with Green Consumption Values. Another study found that environment-pro-social attitudes have a significant positive relationship with Green Consumption Values (Paço et al., 2019).

The research contributes to the theory by offering new insights into influencing Green Buying Behavior that leads to environmentally conscious purchase decisions. The research focuses on the significance of environmental prosocial Attitude, Green Consumption Values, and Openness to Green Communication. From this research, we can understand the effect of Green Consumption Values on Openness and Green communication. Therefore, companies should take responsibility for going green without any hesitation.

This study's practical contribution is mainly to entrepreneurs and marketers of green products. When marketers design marketing campaigns, they should consider the factors of green buying behavior to
<figure><img src="image_25.png" /></figure>

target the market by creating creative communication content and appeal that motivates positive green buying behavior. Green communication should emotionally persuade consumers to be conscious of the environment. Green Communications should emphasize the product features and the emotional rewards of using eco-friendly products. Marketers need to understand the cultural and contextual factors that affect how different consumer values are perceived. Strategies should be tailored to local contexts, particularly in emerging markets, while creating green consumption values among consumers.

Sustainability concerns the government and the general public (Straughan & Roberts, 1999). The campaigns run through digital media paired with the consumers' environmental sustainability will positively affect green buying behavior (Palmieri et al., 2024). Consumers know their consumption behaviors and how they affect the environment and future generations (Urien & Kilbourne, 2010). Marketers should create communications that align with the values motivating green purchasing behavior. These messages should emphasize eco-friendly products' practical and emotional benefits (Corboş et al., 2024).

## 7. Conclusion

This study is conducted to understand the factors influencing green buying behavior. The results speak about the importance of understanding consumers' prosocial attitudes and green consumption values for creating acceptable appeals for green marketing that flare positive green buying behaviors. Marketers should consider all factors influencing green buying behavior before developing a marketing campaign. Consumers with high green consumption values are receptive to green buying behavior. Openness to Green Communication plays a vital role in creating green buyer behavior.

There are some limitations to this study also there. One notable limitation is the reliance on self-reported data, which can introduce response and social desirability biases. In future studies, researchers can use observational studies and experimental designs. The researchers can explore green buying behaviors in different demographic and cultural contexts. It can also study the impact of financial constraints on consumers towards green buying behavior.

## Informed consent

We had obtained verbal informed consent to participate in the study. The questionnaire commenced with a disclosure outlining the nature of the study and stating that the data would be confidential and used only for academic research purposes and participants' voluntary participation.

## Authors' contributions

Manoj Krishnan CG contributed to the study design, literature review, and manuscript writing. In addition, Arun G collected the data and participated in the analysis. All authors agree to be accountable for all aspects of this work.

## Disclosure statement

No potential conflict of interest was reported by the author(s).

## Funding

There is no funder associated with this research.

## About the authors

Manoj Krishnan CG is a faculty in Human Resources at EM Normandie Metis Lab, EM Normandie Business School, Dubai.

Arun G was an Associate Professor and Head of the Department in Marketing and Analytics at the Department of Management Studies, Noorul Islam Centre for Higher Education, India, at the time of the research and changed affiliation since the completion of this research. His current affiliation is Professor and Director of KMCT School of Business Management, Kuttippuram, India.
<figure><img src="image_26.png" /></figure>

# ORCID

Manoj Krishnan CG ID http://orcid.org/0000-0002-0630-1168

Arun G ID http://orcid.org/0009-0009-7773-9974

## Data availability statement

The data supporting this study's findings will be made available from the corresponding author (Arun G) upon reasonable request.

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## Appendix A. Research constructs and indicators

<table><thead><tr><th>Construct</th><th>Indicators</th><th>Content</th><th>Reference</th></tr></thead><tbody><tr><td rowspan="5">Environmental prosocial attitude</td><td>EPA1</td><td>I give importance to others' happiness</td><td rowspan="5">Paço et al. (2019); Průša and Sadílek (2019)</td></tr><tr><td>EPA2</td><td>I consider buying a green product to be a valuable behavior</td></tr><tr><td>EPA3</td><td>I consider buying green products as a positive behavior</td></tr><tr><td>EPA4</td><td>I prioritise to buy green products</td></tr><tr><td>EPA5</td><td>I do not give importance to price while purchasing a green product</td></tr><tr><td rowspan="4">Green consumption value</td><td>GRE1</td><td>I always ensure that my product should never harm the environment</td><td rowspan="4">Paço et al. (2019)</td></tr><tr><td>GRE2</td><td>I have a concern for the environment while purchasing a product</td></tr><tr><td>GRE3</td><td>I would define myself as an environmentally responsible person</td></tr><tr><td>GRE4</td><td>I am against wasting scarce natural resources</td></tr><tr><td rowspan="5">Openness to green communication</td><td>OGC1</td><td>I endorse brands that advocate environmental protection</td><td rowspan="5">Paço et al. (2019)</td></tr><tr><td>OGC2</td><td>I usually listen to all ads that endorse green products</td></tr><tr><td>OGC3</td><td>The inclusion of environmentally friendly messages motivates me to listen to those ads</td></tr><tr><td>OGC4</td><td>I believe that green advertising holds value</td></tr><tr><td>OGC5</td><td>I give priority to purchasing environmentally friendly products</td></tr><tr><td rowspan="5">Buying behavior</td><td>BB1</td><td>I always try to purchase energy-efficient products</td><td rowspan="5">Paço et al. (2019); Corboş et al. (2024)</td></tr><tr><td>BB2</td><td>I avoid products packed excessively with nonbiodegradable substances</td></tr><tr><td>BB3</td><td>I have convinced friends and family not to buy environmentally damaging products</td></tr><tr><td>BB4</td><td>I make an effort to buy products that can be recycled</td></tr><tr><td>BB5</td><td>I have switched products or brands for ecological reasons</td></tr></tbody></table>