UNVEILING GENERATIONAL INFLUENCES IN THE MODERATED MEDIATION OF ENVIRONMENTAL KNOWLEDGE ON GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF ENVIRONMENTAL CONCERN
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This study investigates the sequential effects of Environmental Knowledge (ENKD) and Environmental Concern (ENCN) on Green Purchase Intention (GPIT), with a focus on generational differences in the context of green products. The study examines Gen X, Gen Y, and Gen Z through moderated mediation analysis using PROCESS Macro Model 58. A multi-stage sampling method was used to collect data from 420 Thai consumers aged 18 to 59 years old, utilizing convenience sampling through the mall-intercept technique. The findings reveal that younger generations exhibit higher levels of ENKD, ENCN, and GPIT than older generations. Notably, ENCN demonstrates a significant sequential influence on GPIT, with Generation Z and Generation Y playing a critical role in the moderated mediation model. However, the study has some limitations, such as the use of convenience sampling, which may limit the generalizability of the results. Additionally, factors such as socioeconomic background, educational level, and cultural differences among generations could influence the relationships among environmental knowledge, environmental concern, and green purchase intention. Future studies could further investigate these factors to provide more comprehensive insights into the dynamics of green consumer behavior. This study contributes uniquely by exploring the sequential impact of ENCN on GPIT, addressing a gap in the literature on generational differences in green consumer behavior.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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