A Comparative Study on the Impact of Company & Market Controlled Variables on Egyptians’ Intentions Towards Green Consumption

This research studies factors affecting Intention towards Green Consumption through a comparative study of the impact of Company Controlled Variables (Advertising Message and Social Media Effect) and Market Controlled Variables (Government Regulations and Availability of Green Products), on Egyptians’ Intention towards Green Consumption. The study followed a mixed methodology of qualitative and quantitative approaches; ten in-depth interviews were conducted with subject matter experts. Then, a structured questionnaire was distributed on target respondents; 396 responses were collected and analyzed using SPSS version 23. The findings of the study showed that Company Controlled variables had positive significant relation with Intention towards Green Consumption. Market Controlled variables were found insignificant. The research closed the gap in literature through the comparative study conducted, which was not done before. It tested new relations, provided new insights and included new variables. The study is aspired to be of value for governments and marketers, explaining the variables most affecting Intention towards Green Consumption for better green initiatives’ design, promotion and easier market penetration.