Pro-environmental purchase intentions in a low-involvement context: the role of myopia and apathy

Coşkun A., Polonsky M., Vocino A.

Journal of Global Responsibility, vol.14, no.3, pp.310-336, 2023 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 14 Issue: 3
  • Publication Date: 2023
  • Doi Number: 10.1108/jgr-04-2022-0034
  • Journal Name: Journal of Global Responsibility
  • Journal Indexes: Scopus
  • Page Numbers: pp.310-336
  • Keywords: Apathy, Environmental attitudes, Environmental locus of control, Low-involvement, Low-involvement products, Myopia, Pro-environmental purchase intentions
  • Akdeniz University Affiliated: Yes


© 2022, Emerald Publishing Limited.Purpose: To achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study aims to investigate the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e. attitudes, locus of control) and inhibiting factors (i.e. apathy and myopia) for a low-involvement product. It also tests the moderating effect of the greenness of a low-involvement product (green vs nongreen) on the consumer’s pro-environmental purchase intentions. Design/methodology/approach: An online panel survey of 679 Turkish consumers was used. Structural equation modeling was used to test the hypothesized relationships. Findings: The results suggest that while inhibiting factors (i.e. apathy and myopia) may not directly impede such purchase intentions, they could prevent consumers from considering the environmental characteristics of low-involvement products. Practical implications: The insights are expected to assist marketers and policymakers to understand consumer psychological mechanisms when encouraging and promoting pro-environmental behavior in the context of low-involvement purchases, enhancing consumers contributing to the 2030 objectives. Originality/value: This study examines the role of inhibiting factors behind the purchase of low-involvement goods. It also tests the moderating effect of the greenness of a low-involvement product on pro-environmental purchase intentions.