Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control

Environment has become a major social problem for greater number of people than ever before in recent years. As consequence, in-depth research on green marketing and purchasing increased significantly. Although academic researchers have examined antecedents behavior, there still is room further progress. One such area that needs investigation the role generativity behavior because sustainability requires long-term perspective embedded concept generativity. This study examines impact consumer behavior. Generativity refers to individuals’ beliefs their current behaviors consequences extend into future generations. Moreover, moderating roles man-nature orientation perceived behavioral control generativity-green link are also examined. Based moral norm-activation theory, value-belief-norm theory planned hypotheses were developed. Data collected from homogenous sample 416 university students four faculties through non-probability sampling technique. Hierarchical regression analysis was used test hypotheses. Results show generative consumers more likely Man-nature positively moderate relationship between Findings revealed who possess concern generations, high constitute segment will be engage enabling effective targeting communications.