Determinants of Green Consumption Behavior of Eco-Friendly Mobile Phones: Understanding the factors influencing green consumption behavior of eco-friendly mobile phones

Abstract

Themediation effects of subjective norms, attitudes and perceived behaviouralcontrol on these variables and purchase intentions were also assessed. Asignificant relationship was found between subjective norms, attitudes, productinvolvement, objective environmental knowledge and purchase intentions. Nomediation effects were found. These findings are of practical value to greenmarketers, allowing them to design marketing initiatives accordingly.