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<p>Grounded in the Attitude–Behavior–Outcome (ABO) theory, this study investigates how green products influence environmental sustainability and user satisfaction through the mediating role of green consumption. The ABO framework provides a theoretical lens to explain how positive consumer attitudes toward eco-friendly products (attitude) translate into sustainable behaviors (behavior) and eventually yield both environmental and experiential benefits (outcomes). A total of 266 valid responses were analyzed using structural equation modeling (SEM) with the PLS algorithm and bootstrapping. The results reveal that green products significantly enhance environmental sustainability (β = 0.323, <i>p</i> &lt; 0.001) and user satisfaction (β = 0.309, <i>p</i> &lt; 0.001). Green products also exert a strong influence on green consumption behavior (β = 0.612, <i>p</i> &lt; 0.001), which in turn positively affects environmental sustainability (β = 0.292, <i>p</i> &lt; 0.001) and user satisfaction (β = 0.484, <i>p</i> &lt; 0.001). Mediation analysis confirms that green consumption partially mediates the relationships between green products and both environmental sustainability (β = 0.178, <i>p</i> &lt; 0.001) and user satisfaction (β = 0.296, <i>p</i> &lt; 0.001). The study contributes to the sustainability and consumer behavior literature by empirically extending the ABO framework to the context of green product adoption, illustrating how consumer attitudes are converted into behaviors and outcomes that benefit both the globe and individuals. Practically, the findings provide actionable insights for businesses to design and market products that align with environmental goals while enhancing customer satisfaction, and for policymakers to encourage green consumption through awareness campaigns and incentives. Overall, the results emphasize that fostering sustainable consumer behavior through green product innovation can simultaneously advance ecological preservation and consumer well-being.</p>

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Green choices, greater impact: an application of attitude-behavior-outcome (ABO) theory

  • 期刊论文

  • 发表日期：

    2026年5月15日

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  • Shekh Md. Sahiduj Jaman,
  • Md. Asaduzzaman Babu,
  • Md. Abdullah-Al-Mamun

摘要

Grounded in the Attitude–Behavior–Outcome (ABO) theory, this study investigates how green products influence environmental sustainability and user satisfaction through the mediating role of green consumption. The ABO framework provides a theoretical lens to explain how positive consumer attitudes toward eco-friendly products (attitude) translate into sustainable behaviors (behavior) and eventually yield both environmental and experiential benefits (outcomes). A total of 266 valid responses were analyzed using structural equation modeling (SEM) with the PLS algorithm and bootstrapping. The results reveal that green products significantly enhance environmental sustainability (β = 0.323, p < 0.001) and user satisfaction (β = 0.309, p < 0.001). Green products also exert a strong influence on green consumption behavior (β = 0.612, p < 0.001), which in turn positively affects environmental sustainability (β = 0.292, p < 0.001) and user satisfaction (β = 0.484, p < 0.001). Mediation analysis confirms that green consumption partially mediates the relationships between green products and both environmental sustainability (β = 0.178, p < 0.001) and user satisfaction (β = 0.296, p < 0.001). The study contributes to the sustainability and consumer behavior literature by empirically extending the ABO framework to the context of green product adoption, illustrating how consumer attitudes are converted into behaviors and outcomes that benefit both the globe and individuals. Practically, the findings provide actionable insights for businesses to design and market products that align with environmental goals while enhancing customer satisfaction, and for policymakers to encourage green consumption through awareness campaigns and incentives. Overall, the results emphasize that fostering sustainable consumer behavior through green product innovation can simultaneously advance ecological preservation and consumer well-being.