Consumers’ green purchase decision: An examination of environmental beliefs, environmental literacy and demographics

Nowadays, environmental concern rapidly emerges as a mainstream issue for people owing to the enormous amount of environmental pollution. In the past decades, there have been an increase of production and consumption of ecological products which is seen as having less impact to the environment. International researches show that majority consumers have noticed that their purchasing behavior has a direct impact on many environmental problems and change gradually their purchase decision. In this paper, the main objective is to understand how environmental beliefs, eco-literacy and demographic variables may be related to purchase decision of products that affect the environment positively. Results from the stepwise regression analysis revealed that consumers‘ environmental beliefs influence on their decision to buy eco-friendly products.However, environmental literacy and demographic variables did not contribute significantly to consumers‘ ecological purchase decision and choices.