Perceived consumer effectiveness (PCE), eco-knowledge (EK) and green purchase behavior (GPB): A study on environment friendly and energy efficient electronic products market.

Abstract

This study intends to examine the green purchase behaviour of environment friendly and energy efficient electronic products market. Along with PCE and EK, the theory of consumption values is applied in this study. Data have been collected through a structured questionnaire mall intercept survey from 396 respondents. Collected data have been analysed by Smart PLS software for partial least square structural equation modelling (PLS-SEM) analysis. The findings reveal that PCE mediates the relationship between functional value and GPB; social value and GPB; and epistemic value and GPB. The findings also support the moderating effect of EK in the relationship between PCE and GPB. The study generates some insightful findings from the actual buyers which might be of great importance for the academicians, policy makers and businesses. Moreover, it expands the theory of consumption values with some new additions.