The Impact of Green Psychological Benefits and Awareness of Environmental Consequences on Green Product Repurchase Intentions

Abstract

Globally, natural disasters are on the rise and research points out that human activity is largely to blame for this phenomenon. The problem is that unless there is significant behaviour change in how human beings interact with the environment, the world will continue counting losses in terms of human life, livestock, crops, and infrastructure due to environmental disasters. The study investigated whether awareness of environmental consequences predicts green product repurchase intentions and whether green psychological benefits mediate the relationship between awareness of environmental consequences and green product repurchase intentions. The study was quantitative in nature and primary data was gathered from a random sample of 153 respondents through the survey. Self-administered questionnaires were randomly distributed to 500 shoppers and 153 were returned with sufficient data to conduct data analysis. Simple linear regression and hierarchical regression analysis were performed to draw meanings from the data. The results indicate that awareness of environmental consequences predicts green product repurchase intentions and that green psychological benefits partially mediate the relationship between awareness of environmental consequences and green product repurchase intentions. Following the Signaling Theory, the findings of the study imply that marketers have an opportunity to work hand-in-hand with green customers towards protecting the ecosystem. The study recommends that marketers need to intensify their genuine environmental awareness campaigns and clearly communicate the benefits of green products (real and perceived), to ensure they trigger a positive attitude among customers to facilitate a widespread shift to eco-friendly products.