The Mediating Mechanism of Consumer Ethical Beliefs in Determining the Influence of Cynicism and Empathy on Green Buying Intention

Green buying intention can help society and companies to achieve sustainability while balancing their marketing objectives. Although there have been many studies done in relation to green buying intention, there are still calls for research to specifically study the impact of individual factors and the impact of ethical beliefs on green buying intention. The objective of this research is to examine the influence of empathy and cynicism on green buying intention and the mediating mechanism of consumer ethical beliefs. A structured questionnaire was administered using the online platform, and 345 valid responses were collected. Partial least squares-Structural equation modeling (PLS-SEM) was performed to test the hypotheses using the SmartPLS 3.0 program. The results reveal that empathy and cynicism predict consumer intention to buy green products directly and indirectly through ethical beliefs. This study contributes to both literature and business practice, and may be the first research study to investigate the relationship between empathy and cynicism and green buying intention. In addition, the study helps managers to articulate marketing strategies such as empathetic and ethical focused advertising to promote green buying intentions of customers. This research will be particularly important for developing countries like Sri Lanka in promoting sustainable consumption which enhances environmental, social and future generations’ well-being. Sri Lankan business firms can improve their global presence by focusing on green consumerism as now many global firms have already begun sustainable business practices.