Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspective

ABSTRACT This study integrates materialism with a modified Norm Activation Model (NAM) perspective in the green purchase behavior context. It examines the effects of materialism on environmental belief and environmental concern and, consequently, on green purchase behavior mediated by personal norms. Useable data was collected from 405 Indian consumers using a structured online questionnaire that examined the relationships deploying structural equation modeling in SmartPLS3.0. Results show that materialism negatively affects environmental beliefs, environmental concern, and personal norms. The results further elucidate that environmental belief and environmental concern do not affect green purchase behavior directly. However, personal norms positively mediate the effects of materialism, environmental belief, and environmental concern on green purchase behavior. This study adds to the green marketing and consumer behavior literature by elucidating the mediating effects of personal norms, addressing a research gap with a modified version of the Norm Activation model. The findings can guide organizations and governments in understanding consumers’ predispositions towards green purchases.