Yes / This research provides a comprehensive delineation of the process that leads to the formation of green behavior by including the role played by media and attitude towards environment-friendly packaging, along with ecological concern and perceived consumer effectiveness. The study offers a parsimonious framework that measures the major antecedents of environmental attitude divided into inward and outward orientation. Moreover, it also measures the effects of these environmental attitudes and attitude towards green packaging on green purchase intention. A total of 308 usable questionnaires were obtained from Indian consumers and data analysis was conducted using confirmatory factor analysis and structural equation modeling. The results show that inward environmental attitude and attitude towards green packaging play a pivotal role in shaping green purchase intention. Surprisingly, outward environmental attitude was found to be non-significant. Findings offer implications for marketing managers and public policy makers, as well as reveal fruitful avenues for further research.

In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on our planet and the environment. Not only experts, but also consumers, have become increasingly concerned about the environment. This increased awareness and concern has increased consumers’ interest in purchasing environmentally friendly food products, and has caused companies to focus on programs intent on reducing their environmental impact and helping the environment. Companies have introduced more environmentally friendly food products, accessible on a large scale, and have changed their communication to focus more on green products and green product attributes. Scandinavian countries have some of the largest numbers of organic food consumers in Europe and the world, with the Swedish organic food industry measuring the highest growth rate in organic food sales in 2015. Therefore, this study focuses on the Swedish green food industry. A major way for companies to make consumers aware of their available environmentally friendly food products is through green advertising. An increasingly frequent problem, however, is that consumers tend to distrust these green ads. They have knowledge of green washing practices and misleading information in green advertising. In this thesis, the relationships between green consumerism, green washing and green advertising skepticism were investigated. The potential relationship between demographic factors such as gender, age, income and level and area of study, and green advertising skepticism were tested as well. A research model with three main hypotheses was used in this thesis. The results showed a significant relationship between green consumerism and green advertising skepticism when green washing was a moderator. There was also a significant negative relationship between attitude towards green products and green advertising skepticism and a positive relationship between environmental concern and green advertising skepticism. There existed no significant relationship between the tested demographic factors and green advertising skepticism in the Swedish green food industry.

消費者環保行為研究中，多以理性行為模式解釋影響消費者綠購買行為之前因，但實證研究對於綠購買態度影響綠購買行為之假設，仍然無法獲得一致的支持。此外，根據現況效應的論點，消費者會傾向於保留原始行為，除非存在放棄原始決策的合理理由。然而，理性行為模式缺乏對於消費者可能放棄原本購買行為的決策因素探討。因此，本研究之主要目的為整合理性行為模式與拓展模式觀點，提出同時具備正向展現因素與負向放棄因素的雙重路徑模型，使消費者綠購買行為之解釋模型更為完整。本研究認為影響消費者綠購買行為展現的正向因素，除環保知覺效能、環保知識、綠購買態度與綠購買意圖之外，消費者環保行為鑲嵌度是另一個重要的正向影響前因。綠購買行為的負向因素，包括拓展模式中的相關因素，如知覺環保衝擊事件、環保心像違背與非環保產品的評估與搜尋。拓展模式相關因素會提升消費者放棄環保行為意圖，間接降低綠購買行為之展現。問卷調查結果顯示，本研究所提出之雙重路徑觀點獲得支持，該模式與理性行為模式相容並包含更完整的解釋因素。模式比較之結果顯示，本研究所提出的雙重路徑整合模式，相較於獨立的理性行為模式或拓展模式，整合模式之表現皆較為優良。 / Most studies of consumer environmental protection behavior apply the theory of reasoned action to predict consumer green purchase behavior. However, the assumed relationship between green purchase attitude and green purchase behavior has not received consistent support in the previous research. Besides, according to the view of status quo effect, consumers tend to repeat the current behaviors unless justifiable quit reason is existence. However, the theory of reasoned action does not offer explanation of why consumers might quit green purchase behavior. The purpose of this study is to integrate the theory of reasoned action and unfolding model then provide a dual-route model which has positive and negative antecedents of green purchase behavior simultaneously and makes the explanation model more complete. In this study, the positive antecedents of consumer green purchasing include environmental perceived effectiveness, environmental knowledge, green purchase attitude, and green purchase intention. In addition, embeddedness of environmental protection behavior is another critical positive factor to influence consumer green purchase behavior. The negative antecedents of consumer green purchase behavior include the factors of unfolding model, i.e., perceived environmental shocks, environmental image violation, and alternative product searching and evaluation. The factors of unfolding model will increase the quit intention of green purchasing and decrease green purchase behavior indirectly. The result of a two-waved survey and SEM analysis shows that the dual-route model has satisfactory measurement performance and explanation capability. The result of model comparison analysis shows that the explanatory capability of the dual-route model is better than all other single theoretical models, including the reasoned action model and unfolding model.