Customer Green Psychology at a Glance: Investigating How Eco-friendly Products Develop Eco-friendly Behavior Among Customers. The Moderating Role of Attribution of Responsibility
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examines how customer green psychology and attribution of responsibility influence green purchase intention, green purchase behavior, and customer green citizenship behavior. The data comprises 385 university employees analyzed through SmartPLS-4. The findings present that customer green psychology significantly affects green purchase intentions and behavior. When customers begin to realize responsibility to the environment and a sense of guilt for not doing enough to protect the environment their green purchase behavior is triggered which leads to customer green citizenship behavior. The partial mediation, and moderation effects reflected in the model significantly supported both theory and practice. The customer reluctance to accept green products and services is a key issue that has furthered the green purchasing gap, and despite pro-environmental claims, may hinder in materializing value co-creation benefits. The discretionary behavior could leverage customers to report errors, suggestions for improvements, or give positive feedback about products to attract potential customers.
Source: SAGE Open
Authors: Abdul Waheed Siyal, Fakhar Shahzad
Institutions: Wuxi University, Shenzhen University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,600
OpenAlex ID: W7203900239