HR practices' influence on Environmental knowledge: Mediating role of individual green value

Abstract

The growing concern over environmental degradation has heightened the need for sustainable consumer behavior, particularly in green purchasing. This article investigates the influence of ecological knowledge on green purchase intention, focusing on the mediating role of perceived green value. Using a quantitative measurement scale approach, the study synthesizes existing literature, develops a conceptual model, and proposes a validated scale to measure the key constructs: environmental knowledge, perceived green value, and green purchase intention. Data from a survey of 650 consumers across urban and semi-urban areas in Southeast Asia were analyzed using structural equation modeling (SEM). Results indicate that environmental knowledge has a significant influence on green purchase intention, both directly and indirectly through perceived green value. The mediating effect of perceived green value was found to be 
substantial, accounting for approximately 47% of the total effect. The study contributes to the literature by offering a robust, psychometrically validated scale for measuring these constructs and by empirically confirming the mediating mechanism in the environmental knowledge–green purchase intention relationship. Implications for marketers, policymakers, and environmental educators are discussed, along with recommendations for future research.

Keywords: Environmental knowledge, green purchase intention, perceived green value, sustainable consumption, measurement scale, structural equation modeling, mediation analysis