INDIVIDUAL GREEN CONSIDERATION MODEL: A CONCEPTUAL STUDY

The need for green marketing arises due to the concerns of the adverse effects on the environment caused by conventional consumption. However, there is a lack of related green underline models and theories which can be used to study the green consumer behavior exclusively. Thus, this study proposed an individual green consideration model comprising of a green element to understand the consumer green behavior better. A total of four primary sub-constructs were introduced in the model. Namely, personal attitude, perceived social pressure, perceived autonomy, and perceived green trust. Besides, greenwashing was incorporated into the model to examine the potential moderator effects of negativity towards green product purchase intention. Organic food products were purposely selected as the study instead of green products in general so that a thorough understanding of the model could be developed. The proposed model can be used to assist in better development of the green markets in the country