What influences Australians to buy eco-friendly FMCGs? An integrated model

This paper aims to understand Australian consumers’ purchase intentions towards eco-friendly fast moving consumer goods and whether the existing green marketing activities have an impact on consumers’ psyche. Most importantly, it seeks to use an integrated model that will better explain the factors that affect purchase intention since previous research in the field has come up with varying results. The purpose of employing an integrated model is to incorporate variables that better explain the effect of these factors on consumers’ green product purchase intentions. The study seeks to closely examine the mediating role of green trust on consumers’ purchase intentions. This research will not only have practical implications for the marketers of such products, but will also contribute significantly to the body of knowledge on this subject