The influence of customer value on sustainable green purchasing decision: the mediating role of customer attitudes and behavior

Understanding the nature of influences on customers’ purchasing decision is critical to marketing success. This study examined the relationship between customer value and sustainable green purchasing decision. It also investigated the mediating role of customer attitudes and behavior on the relationship between customer value and sustainable green purchasing decision. The study variables were measured through a questionnaire developed based on the literature and distributed to customers of major shopping malls in Jordan. The number of responses valid for statistical analysis was 145. Structural equation modeling was used to test the study hypotheses. The results of the regression analysis revealed significant p-values for both direct and indirect effects (p-value < 0.002), except for the effect of customer attitudes on sustainable green purchasing decision (p-value 0.659). The standardized total effects ranged from 0.311 for the effect of customer attitudes on sustainable green purchasing decision to 0.859 for the effect of customer value on behavior. The standardized direct effects ranged from 0.345 for the effect of customer value on sustainable green purchasing decision to 0.829 for the effect of customer value on attitudes. The standardized indirect effects ranged from 0.363 for the effect of customer attitudes on sustainable green purchasing decision to 0.513 for the effect of customer value on sustainable green purchasing decision. The results indicates that customer value have a statistically significant positive effect on customer attitudes, and customer attitudes, in turn, affect customer behavior that affects sustainable green purchasing decision. The study concluded that there is a direct and indirect effect of customer value on customer behavior and sustainable green purchasing decision, and an indirect effect of customer attitudes on sustainable green purchasing decision. This study contributes to the literature by understanding the cascade of influences of customer value, customer attitudes, and behavior on sustainable green purchasing decision.