Green Awareness and Green Purchase Intention: Examining the Mediating Role of Environmental Attitude among University Students in Nepal

Abstract

Climate alteration, air contamination, waste cohorts, and ozone reduction are key environmental issues. The problem of environmental sustainability has attracted the attention of consumers, researchers, business firms, and governments. Consumers’ environmental knowledge and awareness change their purchasing attitudes toward biodegradable goods or items for the assistance of upcoming groups. This study examined the relationship between green awareness and green purchase intention among university students in Nepal, and the mediating role of environmental attitudes. Data were collected from 400 students at Tribhuvan University, Nepal using purposive sampling. A structured questionnaire was self-administered, with gender, education level, employment status, age group, and marital status as demographic variables and measures of green awareness, environmental attitude, and green purchase intention. The relationships between green awareness, environmental attitudes, and green purchase intentions were examined using Structural Equation Modeling (SEM). SPSS version 20 and STATA version 14.2 software were used in this study. The results indicate that green awareness has a positive effect on both environmental attitudes and green purchase intentions. The connections between variables were determined using Pearson's correlation coefficient test. The goodness of fit of the model was evaluated using the chi-square test, Tucker-Lewis Index, Comparative Fit Index, and Root Mean Square Error of Approximation. Environmental attitude is depicted as a mediator in the connection between green awareness and green purchase intention. This study clarifies how environmental education and awareness affect young consumers’ purchasing decisions in emerging countries, such as Nepal. This study contributes to both academic research and practical aspects of sustainability marketing, environmental policy, and consumer behavior studies in Nepal.