Influence of Peer Influence and Consumer Attitude on Green Purchasing Behavior: The Mediating Role of Decision-Making Style
Abstract
Harshita Dedha
This study delves into the psychological and social factors that influence green purchasing behavior (GPB) among young adults, particularly focusing on the mediating role of decision-making style in the relationship between peer influence and consumer attitude. While young consumers are increasingly vocal about environmental concerns, there’s a noticeable gap between awareness and actual pro-environmental behavior. Drawing on social influence theory and the theory of planned behavior, this study suggests that both external (peer influence) and internal (attitude) factors contribute to GPB, and that the way individuals process information and make decisions (i.e., decision-making style) plays a crucial role in translating intentions into actions. Data were collected from university students aged 18–25 using a quasi-experimental design. Participants were divided into control and experimental groups, with the latter receiving a short educational video on sustainability. Statistical analyses included mediation testing using PROCESS macro and group comparison analysis. The results revealed that both peer influence and consumer attitude significantly predict GPB (p < .01). Decision-making style was found to partially mediate these relationships, indicating that cognitive styles influence how social and attitudinal cues are converted into purchasing actions. Notably, the experimental group showed stronger mediation effects, suggesting that even a brief sustainability intervention can enhance the pathways from awareness to action. These findings offer practical implications for designing interventions, marketing strategies, and educational programs that align cognitive and social motivators to promote sustainable consumption among young adults.