...Van Thi Hong Do; Long Thanh Do Purpose Given the seriousness of environmental issues, academic research has proposed social norms as an effective policy tool to encourage a wide range of pro-environmental behaviors, including green consumption. However, tangible evidence of the effectiveness...

... Structural model was a good fit to the data. The values of collectivism and long-term orientation were the strongest predictors of intent to purchase and spread word of mouth about SOAMP branded products. Green consumption attitudes mediate the relationship from collectivism value to intent to support...

..., Han (2015) identified attitude, sense of obligation and perceived behavioral control as important antecedents of behavioral intention in the green hotel context. Especially, the role of desire in the green consumption context was supported (Han and Yoon, 2015 ; Wu et al., 2018...

... to green purchases and several socio-demographic characteristics are closely related to green consumption. Research limitations/implications The sample strictly originated in the metropolitan area of Athens. Several variables as a measure of behavioral intention might be questionable. The empirical...