Asian Journal of Economics, Business and Accounting

Volume 25, Issue 3, Page 538-550, 2025; Article [Link].132865

ISSN: 2456-639X

Impact of Environmental Concern on

Green Purchase Intention: A Mediation
Model Using Green Trust
Naazira Lateef Khan a++* and Ishtiaq Hussain Qureshi a#
a Department of Management Studies, University of Kashmir, Srinagar, Jammu and Kashmir, India.

Authors’ contributions

This work was carried out in collaboration between both authors. Both authors read and approved the
final manuscript.

Article Information
DOI: [Link]

Open Peer Review History:

This journal follows the Advanced Open Peer Review policy. Identity of the Reviewers, Editor(s) and additional Reviewers,
peer review comments, different versions of the manuscript, comments of the editors, etc are available here:
[Link]

Received: 15/01/2025
Original Research Article Accepted: 18/03/2025
Published: 20/03/2025

ABSTRACT

This study investigates the impact of environmental concern on green purchase intention,
incorporating green trust as a mediator within the framework of the Theory of Planned Behavior
(TPB). The research aims to bridge the gap in understanding how environmental consciousness,
attitude, and trust shape consumers’ intention to purchase eco-friendly products. A total of 500
students from various disciplines at a higher education institution in India participated in the study.
Data was collected through an online survey and analyzed using Structural Equation Modeling
(SEM) to test the proposed hypotheses and examine the mediation effects. The results demonstrate
that environmental concern positively influences both attitude and green trust, which in turn,
enhance green purchase intention. Green trust significantly mediates the relationship between
environmental concern and green purchase intention, supporting the importance of fostering
consumer trust in promoting sustainable purchasing behavior. The study contributes to TPB by
_____________________________________________________________________________________________________
++
Research Scholar;
#
Professor;
*Corresponding author: E-mail: arizaankhan@[Link];

Cite as: Khan, Naazira Lateef, and Ishtiaq Hussain Qureshi. 2025. “Impact of Environmental Concern on Green Purchase
Intention: A Mediation Model Using Green Trust”. Asian Journal of Economics, Business and Accounting 25 (3):538-50.
[Link]
 Khan and Qureshi; Asian J. Econ. Busin. Acc., vol. 25, no. 3, pp. 538-550, 2025; Article no. AJEBA.132865

integrating environmental concern as a critical variable, extending the model’s explanatory power.
From a marketing perspective, the findings highlight the need for businesses to foster trust and
positive attitudes toward green products to encourage eco-friendly purchases. However, the study is
limited by its reliance on a sample of students from a single institution, which may limit the
generalizability of the findings. Future research could explore a broader demographic, including
different age groups and regions, to enhance the understanding of green purchase behavior.
Additionally, longitudinal studies could provide deeper insights into how environmental concerns and
trust evolve over time.

Keywords: Environmental concern; green trust; TPB; attitude; mediation.

1. INTRODUCTION friendly items (Lavuri et al., 2022). Indian eco-

sustainable literature and market research
“In recent years, consumer buying behavior has remain deficient (Jaiswal and Kant, 2018). An
been influenced by environmental issues like empirical study has been conducted to address a
global warming and the depletion of natural research gap by operationalizing and validating
resources. Human ambition and the pursuit of the triggers that promote the purchasing of green
progress have led to the destruction of essential products.
life support systems, such as air, water, and land”
(Lavuri, 2022a). “The effect of business and “To expand the theory of planned behavior
human activities on environmental issues is (TPB), an additional variable is incorporated such
significant. Ecological challenges like climate as environmental concern. This theoretical
change, loss of biodiversity, ozone depletion, soil framework focuses on the adoption of eco-
erosion, and deforestation have driven the push friendly products. TPB has been widely applied in
for green sustainability” (Casalegno et al., 2022). previous studies on the use of sustainable
“Eco-friendly products are promoted through products to explore various human behaviors”
green marketing, which involves various (Shin et al., 2017; Lavuri et al., 2022). This
strategies like altering the manufacturing paradigm shift model examines how individuals
process, using sustainable materials, or think and act when purchasing environmentally
modifying packaging to make them more friendly goods, with an emphasis on green trust
environmentally responsible” (Lavuri et al., rather than subjective norms and perceived
2022). “Pollution and environmental concerns behavioral control.
have affected 69% of the population, reinforcing
the notion that consumers are carefully Green variables interplay to assist marketers in
considering the environmental impact of their formulating a new strategy for enhancing sales of
purchases” (Schlegemilch et al., 1996). their products and services by bridging the
“Consumers are the primary impetus for a “attitude and intention” gap. This is a method to
company's sustainability strategy and eco- attain sustainability that corresponds with the
marketing initiatives. In this context, businesses nation's sustainable development objectives
consistently use eco-marketing techniques that (SDGs).
align environmental conservation with
commercial and promotional goals” (Lavuri et al., 2. THEORETICAL BACKGROUND
2023). Researchers and marketers in
contemporary consumer research Lavuri, The fundamental theoretical framework for this
(2022b) have formulated the notion of green study is Theory of Planned Behavior (TPB) by
customer behavior as an innovative marketing Ajzen (1985). “The TPB model augments the
strategy. Emerging Asian economies, like India, Rational Idea of Action by incorporating
Japan, and China, have favored environmentally Perceived Behavioral Control (PBC), which is
sustainable products. The use of eco-friendly influenced by behavioral attitudes, subjective
products and practices is increasing in India, norms, and PBC itself. The TPB model is the
creating new opportunities for the study of most precise in forecasting intents and
sustainable behavior (Lavuri et al., 2023). Green behavioral intentions” (Rusyani et al., 2021;
advertising, green marketing, and green Lavuri, 2022b; Bhat et al., 2023). “Moreover, the
consumer behavior in India are gaining Theory of Planned Behavior (TPB) is a
popularity, as recent polls indicate that Indian methodology frequently employed by social
consumers are inclined to purchase ecologically psychologists. The aim constitutes a course of

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action including actions and the determination to model was the variable of environmental
do certain acts” (Lavuri et al., 2023; Essiz and concern. The research revealed how these
Mandrik, 2022; Lavuri and Susandy, 2020). factors shape consumer green purchasing
intentions and the positive or negative influence
In this study environmental concern and intention each variable has on others within the TPB
are the predominant influences on green model, which is widely recognized as a strong
consumer behavior, attitude and green trust predictor of human behavior.
serving as a mediator between environmental
concern and intention. A crucial element in 3.1 Environmental Concern (EC)
advocating for eco-friendly products and
enhancing environmental sustainability is the “Environmental concern emphasizes the general
inclination to acquire green goods (Lavuri, public's understanding, capability, and
2022a). Eco-sustainability is defined as the ability engagement in environmental concerns” (Lavuri,
to preserve significant characteristics of the 2022a). “A green consumer avoids items that
physical environment (Lavuri, 2022b). The TPB might inflict environmental harm” (Sun and
model received only partial support from Chou et Wang, 2020). “Previous research indicates that
al. (2012), Lavuri et al. (2023), and Kim et al. environmental concern significantly influences
(2013). This model incorporates environmental consumers' purchase decisions” (Zhuang et al.,
concerns as independent variables. The study 2021; Lavuri et al., 2022). “Enhanced EC would
hypothesis illustrates the link between the elevate customer intention” (Erni et al., 2021)
selected variables (Fig. 1). and purchasing behavior (Zhuang et al., 2021;
Qureshi et al., 2023). Chen and Tung (2014)
3. LITERATURE REVIEW AND HYPO- identified EC as a significant variable that affects
THESES DEVELOPMENT purchase intention via influencing attitude.
Hartmann and Apaolaza-Ibáñez (2012) indicated
Studying consumer behaviour involves that “environmental concern influences purchase
understanding how customers interact with and intention both directly and indirectly by fostering
appreciate products and services, as well as a favorable attitude toward green products”. In
using this knowledge to predict and plan future the Indian setting, Paul et al. (2016)
offerings (Bhat et al., 2023). In recent years, demonstrated “a substantial direct and indirect
there has been a growing demand for influence of environmental consciousness (EC)
environmentally friendly products (Wani et al., on green purchase intentions (PIs) mediated via
2025). Our study focused on four key factors that the predictors of the Theory of Planned Behavior
influence consumers' intentions to purchase (TPB)”. Prakash and Pathak (2017) found a
green products: environmental concern, attitude, strong influence of environmental consciousness
green trust, and green purchase intention.A novel on purchase intention for eco-friendly packaged
addition to the Theory of Planned Behavior (TPB) items. Paul et al. (2016) and Prakash and Pathak

Fig. 1. The conceptual model

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(2017) established a direct correlation between acceptance of vulnerability predicated on positive

emotional competence (EC) and purchase expectations regarding the integrity and
intention (PI), positing that EC is an integral competence of another individual” (Lin et al.,
element of attitude. Consumer trust plays a 2003). Furthermore, customers' green trust
crucial role in influencing and sustaining denotes the dependable, constant, and ongoing
consumer attitudes and behaviors (Lee et al., environmental performance of organizations
2011). Consumers who are aware of (Hameed and Waris, 2018). Researchers Chen
environmental issues may become more and Chang (2012) defined green trust as the
interested in green services due to the presence reliable and dependable capacity of products or
of trust in their environmental concerns. Gil and services to fulfill customer expectations and
Jacob (2018) highlighted the impact of promote environmental conservation. Green trust
customers' emotional states on consumer emphasizes the connection between customers
behavior. Therefore, environmental awareness and the natural environment, stemming from
and concern can be considered an emotion that sustainability as a consequence of trust
fosters trust in green products or services, such (Alamsyah et al., 2020; Bhat et al., 2023a).
as eco-friendly hotels. Based on this, the Researchers assert that green trust is an
following assumption can be proposed. essential need for establishing customer-
company interactions (Balaji et al., 2019). This
H1: Environmental concern has a significant study posits that customers' green trust positively
impact on green purchase intention. influences their desire to purchase eco-friendly
H2: Environmental concern has a significant products. Consequently, the proposed
impact on attitude. hypothesis is.

H3: Environmental concern has a significant H5: Green trust has a significant impact on
impact on green trust. green purchase intention.

3.2 Attitude (ATT) 3.4 Mediation Analysis

“The psychological tendencies of an individual in “Mediation analysis has been frequently used to
assessing a certain level of benefit or examine the relationships between green
disadvantage are termed as their attitude” attitude, trust, and consumer behavior. In this
(Lavuri, 2022b; Rusyani et al., 2021). An context, green attitude refers to the consumer's
environmentally conscious mindset was a pivotal evaluation of environmentally friendly products or
feature supporting ecological sustainability (Kaur services, while green trust is the confidence
et al., 2022a; Bhat et al., 2023a). “Previous consumers place in a company's environmental
research indicates that a positive attitude is an claims. Research indicates that green trust often
essential primary variable” (Erni et al., 2021; mediates the effect of green attitude on green
Kaur et al., 2022a; Lavuri, 2022a) that directly purchase intention” (Chen, 2010; Wang et al.,
affects purchasing intention (Lavuri and Susandy, 2013). For instance, consumers with a positive
2020; Zhuang et al., 2021) and is linked green attitude towards sustainability may still be
positively with ecological concerns (Rambabu et hesitant to make green purchases unless they
al., 2023); for instance, in apparel purchasing trust the company's environmental claims. Thus,
behavior, organic beauty products (Shukla, 2019; green trust can enhance or diminish the impact
Lavuri et al., 2023), and organic food (Lavuri et of green attitude on purchasing decisions,
al., 2022). Literature assessments indicate that highlighting its mediating role in shaping
possessing a green worldview is crucial consumer behavior towards sustainable products
determinant of buying intentions. Consequently, (Yoo et al., 2013). This mediation model
the proposed hypothesis is. underscores the importance of building both
positive attitudes and trust to promote green
H4: Attitude has a significant impact on consumerism effectively.
green purchase intention.
H6: Attitude mediates the relationship
3.3 Green Trust (GT) between Environmental concern and green
Consumer trust significantly influences the desire purchase intention.
for premium-priced green products and services H7: Green trust mediates the relationship
(Nuttavuthisit and Thøgersen, 2017). “Certain between Environmental concern and green
scholars propose that trust entails the purchase intention.

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4. METHODOLOGY respondents, the questionnaire was revised with

minor revisions to enhance clarity for the study's
4.1 Sampling Technique and Participants participants. The questionnaire included two
sections: the first portion contained three
The authors employed judgment sampling to demographic questions regarding the
choose "students" as a representative subset of respondents, while the second section included
the millennial consumer group in India. In this four variables with a total of 18 items.
study, judgmental sampling was chosen for
targeting millennial students for several key A five-point Likert scale was developed to assess
reasons. Judgmental sampling, also known as the respondent’s environmental concern,
purposive sampling, is a non-probability sampling attitude, green trust and green purchase
technique where the researcher selects intention. Each variable in the research
participants based on specific characteristics comprises five items, except attitude which
relevant to the study, rather than selecting them comprises of three items which are utilized to
randomly. The sample comprised students from assess respondents' perceptions on the
several disciplines of a higher education acquisition of environmentally-friendly products.
institution in Kashmir. Data were gathered via an The EC scales consisted of five items adapted
online questionnaire survey that provided all from Lavuri et al., (2023). GT is adapted from Yu-
students with an equal opportunity to participate Shan Chen (2010) and consisted of five items.
in the study. The questionnaire was distributed to Measurement of GPI include 5 items and ATT
students via the institute's group email address in consists of 3 items adapted from, Paul [Link]
March 2023. Two weeks later, a reminder email (2016), Chan (2001), Taylor and Todd (1995). A
was dispatched as a follow-up. A total of 506 five-point Likert scale (ranging from 5 - Strongly
replies were obtained from a student population Disagree to 1 - Strongly Agree) was utilized to
of about 3,400, for a response rate of 14.88 assess the respondents' degree of agreement or
percent. A total of 500 responses were deemed disagreement. Structural equation modelling was
appropriate for further research after excluding performed for the final analysis to evaluate the
incomplete responses and severe outliers. The hypotheses.
effective survey response rate was 14.70
percent. The majority of responders were male 5. RESULTS
68 percent, while females comprised just 32 5.1 Study of Measurement Model
percent of the sample. Concerning age, 65
percent of respondents were in the 15-25 years In Smart-PLS 4, the measurement model was
age range, 28 percent were aged 26-30, and the assessed using confirmatory factor analysis to
remaining 7 percent were above 30 years old. validate factor loadings and examine the validity
Regarding education, 44 percent of respondents and reliability of the selected measures. The
were pursuing an MBA, 21 percent were enrolled factor loadings for each item met satisfactory
in a master's degree in science and technology, levels. The model’s validity and reliability were
and 35 percent were undertaking a PhD as determined through the analysis of convergent
shown in Table 1. and discriminant validity, along with an
4.2 Measure assessment of overall data fit. The most
commonly used method for evaluating the
We started by evaluating the quantitative internal consistency of indicators within a studied
analysis through inquiries and documenting their construct is the calculation of coefficient alpha
responses. Following a pre-test including 55 (Maichum, K., et al., 2016).

Table 1. Demographic status

Demographic Status Frequency Percentage

Gender Male 344 68%
Female 164 32%
Age 15-25 329 65%
26-30 142 28%
Above 30 35 07%
Degree MBA 222 44%
Masters 107 21%
PhD 177 35%

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Table 2. Study of measurement model

Construct Items Codes Standard Cronbach's CR AVE

loading α
Environmental I am very concerned about the EC1 0.944 0.920 0.932 0.872
concern environment
I would be willing to reduce my EC2 0.912
consumption to help protect the
environment
Major social changes are EC3 0.903
necessary to protect the natural
environment EC4 0.939
Anti-pollution laws should be
enforced more strongly EC5 0.970
It is my duty to defend the
environment
Attitude I like the idea of purchasing ATT1 0.964 0.919 0.920 0.861
green ATT2 0.929
Purchasing green is a good idea
I have a favorable attitude toward ATT3 0.889
purchasing
green version of a product
Green trust The environmental reputation of GT1 0.932 0.905 0.910 0.861
this product is inherently
trustworthy GT2 0.895
The environmental performance
of this product is reasonably
reliable GT3 0.891
The environmental statements
made by this product are GT4 0.944
generally reliable
The environmental concern of GT5 0.974
this product meets my needs
This product adheres to its
environmental promises and
commitments
Green I will consider buying products GPI1 0.961 0.903 0.909 0.873
purchase because they are less polluting in
intention coming times
I will consider switching to GPI2 0.967
environmentally friendly brands
for ecological reasons
I plan to spend more on GPI3 0.979
environmentally friendly product
rather than conventional product
I expect to purchase product in GPI4 0.784
the future because of its positive
environmental contribution 0.976
I definitely want to purchase GPI5
green products in near future

Table 2 presents the Cronbach’s α coefficients composite reliability above 0.700 is considered
for internal reliability, which range from 0.903 to acceptable. Therefore, the findings confirm the
0.920, and composite reliability (CR) values internal consistency and reliability of all
between 0.909 and 0.932. According to Nunnally constructs. Hair et al. (2019) recommend a factor
and Bernstein (1994), a Cronbach’s α and loading greater than 0.700; consequently, all

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standardized factor loadings, ranging from 0.784 dependent or endogenous variables that is
to 0.979, were found to be significant. The results explained by the independent or exogenous
further revealed that the average variance variables in the model. In this study, the R² value
extracted (AVE) for all constructs exceeded the shows that the independent variable explains
0.5 threshold, providing evidence of convergent 57% of the variance in attitude and green trust,
validity (see Table 2) (Hair et al., 2019). while attitude and green trust itself accounts for
Additionally, discriminant validity was 50% of the variance in purchase intention. These
established, as the square root of the AVE was values exceed the 10% threshold considered
greater than the correlations within the construct acceptable in marketing research, as suggested
included in the model (Fornell & Larcker, 1981) by Hair et al. (2010). Table 5 demonstrates that
(see Table 3). structural model's results and standardized path
coefficient reveal positive effects between the
Furthermore, the heterotrait–monotrait (HTMT) constructs included in structural model. Out of
ratios were below the 0.90 threshold, as shown the six direct hypotheses, all the hypotheses
in Table 4 (Henseler et al., 2015). were supported. EC had a significant and
positive impact on GPI (β=.301, t = 4.828, p <
5.2 Study of Structural Model 0.001), ATGB (β=.521, t = 10.819, p < 0.001),
and GT (β=.551, t = 11.465, p < 0.001). Thus H1,
The evaluation of the measurement model H2 and H3 are supported. The impact of ATT
served as the foundation for the structural model, (β=.349, t = 6.553, p < 0.001) on GPI was found
which illustrates the relationships between latent also found significant. Hence, supporting H4. The
or conceptual variables. The results indicate that study also revealed that GT has a substantial
all key indices align with the proposed model and and favourable impact on the GPI (β=.202, t =
sample data within an acceptable range. The 3.551, p < 0.001) thus, supporting H5. To assess
structural equation modeling (SEM) analysis the indirect effects, SEM bootstrapping
produced the following outcomes. In addition, the procedures were employed, utilizing 5,000
Standardized Root Mean Square Residual bootstrap samples. The significance of the
(SRMR) and Normal Fit Index (NFI) were used to indirect effects was determined using bias-
assess the fitness of the measurement model. corrected 95% confidence intervals, as shown in
The SRMR value of 0.077 which is below the Table 5. The analysis revealed that both ATT (β =
threshold of 0.08 and the NFI value of 0.936 is 0.182, t = 5.703, p < 0.001) and GT (β = 0.111, t
greater than 0.8 threshold levels consequently = 3.381, p < 0.001) partially mediate the
validate the measurement model (Henseler et al., relationship between EC and GPI. The total
2015). effect of EC on GPI (β = 0.594, t = 12.336, p <
0.01) was significant. Furthermore, with the
The first step in the structural model estimation inclusion of the mediator, the direct effect
process is calculating the R² value, which remained significant (β = 0.301, t = 4.828, p <
indicates the proportion of variance in the 0.001).

Table 3. Discriminant validity

Variables AT EC GPI GT
AT 0.928
EC 0.521 0.934
GPI 0.615 0.593 0.935
GT 0.540 0.551 0.556 0.928

Table 4. HTMT ratio

AT EC GPI GT
AT
EC 0.554
GPI 0.654 0.618
GT 0.576 0.573 0.579

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Table 5. Evaluation of structural model

Hypotheses Path Β t-value p Result

H1 EC->GPI .301 4.828 0.000 Supported
H2 EC->ATT .521 10.819 0.000 Supported
H3 EC->GT .551 11.465 0.000 Supported
H4 ATT->GPI .349 6.553 0.000 Supported
H5 GT->GPI .202 3.551 0.000 Supported
H6 EC->ATT->GPI .182 5.703 0.000 Supported
H7 EC->GT->GPI .111 3.381 0.001 Supported

Fig. 2. Structural model with PLS path coefficients

6. DISCUSSION AND IMPLICATION making them more likely to engage in

sustainable behaviors such as buying green or
People from various backgrounds in India are eco-friendly products. By focusing on millennial
increasingly focused on environmental issues, students, the study aimed to gain insights from a
which has become a symbol of commercial population that is particularly relevant to the
success. This exploratory study investigates the green purchase intention and environmental
relationships between different components to concern. Millennial students are a significant
predict customers’ intentions to purchase segment of consumers who engage with
environmentally friendly products. The study sustainability initiatives, environmental causes,
utilizes the Theory of Planned Behavior (TPB) and socially responsible purchasing decisions.
approach to introduce environmental concern as The choice to focus on this demographic was
a new construct. The study focuses on the intentional, as they are expected to provide
millennials because they at the forefront of social valuable data for the study's focus on green
and environmental movements, particularly behaviors and how these behaviors are
regarding sustainability and green purchasing influenced by marketing efforts and
behavior. Studies have shown that millennials environmental concerns. The findings of this
tend to be more environmentally conscious, research highlight that environmental

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sustainability is a significant concern for many 7.1 Theoretical Contribution

consumers. The findings reveal that individual
environmental concern (EC) positively influenced The theoretical implications of this paper are
GPI (H1), ATT (H2), as supported by the studies significant as they expand the Theory of Planned
of Zameer and Yasmeen (2022), Erni et al. Behavior (TPB) by incorporating environmental
(2021), and Lavuri (2022a), and GT (H3) concern as an additional construct, thereby
consistent with the studies of Chen (2010), Kang offering a more comprehensive model for
et al. (2013), Nguyen et al. (2019). This suggests understanding consumer behavior related to
that a higher level of EC enhances environmental sustainable purchases. By integrating variables
performance, increases ATT and GT, and affects such as environmental concern, green trust, and
sustainable purchasing behavior. Consequently, attitude toward green products, this study
consumers' growing concern about provides new insights into the factors that
environmental issues is reflected in their efforts influence green purchase intention. The inclusion
to address ecological challenges through eco- of green trust as a mediator highlights its critical
sustainable purchasing. Consumers with role in shaping consumer decisions, reinforcing
stronger environmental concerns are more the idea that consumers' environmental concerns
inclined to trust green products, as they view not only affect their attitudes and trust but also
these products as eco-friendly and more significantly impact their willingness to purchase
sustainable. It has also been emphasized that eco-friendly products. Furthermore, the findings
environmental concern boosts trust in suggest that businesses aiming to promote
companies' green claims, which in turn increases sustainability can benefit from focusing on
consumers' willingness to purchase fostering consumer trust and enhancing attitudes
environmentally friendly products. Furthermore, toward green products. This work contributes to
environmental concern positively influences the growing body of research on eco-sustainable
green trust, thereby enhancing consumers' consumer behavior, particularly in emerging
intentions to buy green products. These findings markets, and emphasizes the need for marketing
underscore the importance of environmental strategies that address both environmental
concern in cultivating green trust, which concerns and the trust consumers place in green
ultimately shapes consumer behavior toward products and brands.
making more sustainable purchasing decisions.
The results showed that customer attitude toward 7.2 Practical Contribution
green products had a significant effect on green
purchase intention (H4), a finding that is The practical contribution of this paper lies in
supported by the studies of Erni et al. (2021), providing valuable insights for businesses and
Lavuri (2022a), and Lavuri et al. (2022). Also, the marketers aiming to promote eco-friendly
results showed that green trust had a significant products. By demonstrating the significant role of
effect on green purchase intention (H5), environmental concern, green trust, and attitude
consistent with the findings of Chen (2010), Kang in influencing green purchase intention, the study
et al. (2013), Nguyen et al. (2019). offers actionable strategies for companies to
enhance consumer trust and positively shape
7. CONCLUSION attitudes toward sustainable products. The
findings highlight the importance of integrating
This study highlights the significant role of environmental concern into marketing efforts and
environmental concern, green trust, and attitude emphasize the need to build consumer trust in
in shaping consumers' green purchase green claims. This can help businesses
intentions. The findings emphasize that fostering effectively target environmentally conscious
consumer trust and positive attitudes toward eco- consumers and drive sustainable purchasing
friendly products can drive sustainable behavior, especially in emerging markets.
purchasing behavior. It contributes to the Theory
of Planned Behavior by incorporating 8. LIMITATIONS AND FUTURE
environmental concern as a key factor. The RESEARCH AGENDA
results suggest that businesses can enhance
their sustainability efforts by focusing on The study utilized judgmental sampling, selecting
consumer trust and attitudes. Overall, the study millennial students as participants. While this
provides valuable insights for promoting eco- approach ensured a relevant and focused
sustainable products, particularly in emerging sample for the study’s objectives, it also limits the
markets. generalizability of the findings to other

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populations. The results may not apply to older Balaji, M., Jiang, Y., & Jha, S. (2019). Green
age groups, individuals from different educational hotel adoption: A personal choice or social
backgrounds, or non-student populations, which pressure? International Journal of
means the conclusions may only reflect the Contemporary Hospitality Management,
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broadly extended. Future studies should aim to Bhat, W. A., Dada, Z. A., & Qureshi, R. A.
broaden the sample and to include a more (2023). Exploring the mediating role of
diverse demographic, including non-student attitude in the investigation of rural tourism
populations, people from different age groups, entrepreneurial intention among tourism
professions, and cultural backgrounds. Secondly, students. Journal of Teaching in Travel &
the study used a cross-sectional design, Tourism, 24(1), 10–32.
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Future study should use a longitudinal approach conduct bibliometric analysis using R-
which is beneficial in understanding how these studio: A practical guide. European
relationships evolve over an extended period. Economic Letters, 13(3), 681-700.
Lastly, the study has incorporated only mediators Bhat, W. A., Qureshi, R. A., & Dada, Z. A.
such as attitude and green trust in a study. (2023a). Investigating entrepreneurial
Future studies could explore the role of resilience in the face of challenges. In
moderators (e.g., income, education level, social Advances in Hospitality, Tourism, and the
influence) in the relationship between green Services Industry (pp. 193–212). IGI
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DISCLAIMER (ARTIFICIAL INTELLIGENCE) Assurance in Hospitality & Tourism, 1–30.
[Link]
Author(s) hereby declare that NO generative AI 66050
technologies such as Large Language Models Casalegno, C., Candelo, E., & Santoro, G.
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