Exploring the Role of Green Altruism and Lifestyle in Influencing Sustainable Purchase Intention: A Theoretical Exposition

Abstract

Over the past few decades, the concern for environmental issues has gained traction due to the alarming situation of the environment. Individuals around the globe came to understand the importance of a green lifestyle and green altruism in protecting the earth from major climate crises. Sustainability has become the need of the hour. By understanding this fact, companies have continuously endeavored to implement the idea of introducing green or sustainable practices in producing products. Various factors, including knowledge, attitude, beliefs, lifestyle, and values, affect the consumers’ sustainable purchase intention toward green products. However, the scarcity of the relationship between green altruism, green lifestyle, and sustainable purchase intention has necessitated introducing this theoretical study in sustainable marketing. Green altruism comprises the willingness to protect the environment regardless of the motive of personal gain, whereas green lifestyles include the ways in which individuals redesign and reframe their habits in accordance with maintaining the beauty of the environment. Individuals have the prime power to preserve or deplete the environment’s natural resources. Therefore, the study has been conducted to evaluate the effect of individuals’ green altruism and green lifestyle in promoting sustainable purchase intention. The insights from this study will be valuable to managers, marketers, government, and policymakers to design and operate sustainable business practices and promote eco-friendly consumption patterns.

Keywords: Environmental Issues, Green Altruism, Green Lifestyle, Sustainability, Sustainable Purchase Intention

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