Exploring the influence of Consumer Information Capability and Green Thinking on Green Consumption Intention: Mediated by perceived Ease of Use

Abstract

Now a day as environmental concerns have gained prominence, understanding the factors that drive consumer decisions to purchase green products has become crucial for promoting sustainable consumption. While positive consumer information can encourage eco-friendly purchasing behavior, negative information may lead to skepticism and reduce the likelihood of green consumption. Additionally, the role of green thinking, which reflects an individual’s environmental consciousness and attitude towards sustainability, plays a vital role in shaping consumption intentions. This research also investigates the perceived ease of use of green products or services as a mediator that may enhance or hinder the consumer's decision-making process. The study employs a survey-based methodology to collect data from consumers with varying degrees of exposure to green product information. To collect participants for the study, the study adopted the non-probability sampling technique to collect the data of 476 consumers. Findings contribute to a deeper understanding of how consumer capabilities in processing information, environmental attitudes, and product usability perceptions interact to shape sustainable consumption behaviors. Results provided valuable insights for businesses and policymakers looking to promote green consumption by offering a more informed, user-friendly, and sustainable product experience. By understanding these dynamics, marketers can more effectively design interventions that encourage consumers to adopt eco-friendly consumption practices.