What Drives Green Purchasing: Evidence From Mongolia

Abstract

This study investigates the influence of environmental concern, green product knowledge, information credibility, subjective norms, and consumer attitudes on green purchase intentions among Mongolian consumers. Using a survey-based methodology, data were collected from 383 respondents through an online questionnaire. The data were analyzed using descriptive statistics, correlation analysis, and path analysis via SPSS 25.0 and AMOS 22.0.

The results revealed that environmental concern, green product knowledge, and information credibility positively influenced consumer attitudes, which in turn significantly impacted green purchase intentions. Moreover, consumer attitude emerged as the strongest predictor of green purchase intention. However, subjective norms did not demonstrate a significant effect on consumer attitudes. These findings offer insights into the psychological and informational factors that shape green consumption behavior and provide practical implications for promoting sustainable consumption in emerging economies such as Mongolia.

Keywords: environmental concern, green product knowledge, information credibility, subjective norms, consumer attitude, green purchase intention, Mongolia

DOI: 10.7176/EJBM/17-5-06

Publication date: June 30^th 2025