To buy green or not to buy: environmental concerned companies and individuals' rewarding behaviour

Abstract

The present research aim to examine individuals´ purchasing behavioural intention related with corporations who are environmental concerned. Two Structural Equations Models are proposed and tested independently for the behavioral intention or rewarding and punishing companies by buying or not their products. Results highlight the importance of increasing perceived consumer effectiveness of their energy saving actions, as well as involvement to enhance the risk perceived of global climate change and pro-environmental related behaviors. Furthermore, behavioral intention seems to be determined by past reported behaviour and consumers´ risk perception.