Environmental and Sustainability Indicators 13 (2022) 100164

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Environmental and Sustainability Indicators

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Factors influencing generation Y green behaviour on green products in

Nigeria: An application of theory of planned behaviour
Osarodion Ogiemwonyi
Department of Technology Management, Universiti Tun Hussein Onn Malaysia (UTHM), Parit Raja, 86400, Batu Pahat, Johor, Malaysia

A R T I C L E I N F O A B S T R A C T

Keywords: The purpose of this study is to understand and add to the growing literature on generation Y’s green behaviour
Green behaviour on green products. It also validates the extended theory of planned behaviour (TPB) model and the green
Generation Y contextual factors (GCF) in Nigeria. The research examines the behaviour of a sample of 300 generation Y green
Green products
consumers within the age of 18–32 who live in the urban living area in the Federal Capital Territory (FCT)-Abuja,
Theory of planned behaviour
Emerging nation
Nigeria. The study uses a quantitative research approach to design the research model. Partial least squares
Nigeria structural equation modeling (PLS-SEM) are used to validate the results on SmartPLS 3.0 software. The variables
include generation Y’s green behaviour, green behavioural control, green product trust, green product value,
green environmental awareness, and green price sensitivity. Data were processed and analysed for measurement
and structural model assessments. The empirical results obtained from the path model discover the extended TPB
and GCF positively influences generation Y green behaviour at significant levels p < 0.05 and t > 1.96. Factors
like green price sensitivity have a stronger influence on generation Y green behaviour. It is followed by green
behavioural control. The presence of an additional construct in the path modelling contributes as a substantial
mainstream variable. The outcomes of the research show generation Y green consumers are willing to assist
society sustainably. The study offers managerial insight to policymakers in the green industry to formulate
appropriate green strategies and effective policies to understand generation Y consumers.

1. Introduction global warming and greenhouse effects. Generally, urbanization in

Despite the recent developmental progress to examines the mea­
surement of environmental performance, and facilitates policies for
conserving the environment (Elmagrhi et al., 2019). Human society still
faces difficulties about the high pressure created on the environment.
The United Nations global assessment reports show human society is
under great threat as a result of human impact (United Nations, 2019).
Human activities impact plant and animal proliferation and increase
environmental footprint. Globally, the world faces several environ­
mental issues and challenges. Human actions redisposed these issues.
For instance, global temperature continues to rise due to the production
of the greenhouse effect caused directly or indirectly by humans. Ac­
cording to EPA (2019), carbon dioxide (CO2) pollutes the air through the
burning of fossil fuels, methane (CH4) as a result of emissions in natural
gases and oil produces. In addition, production in agricultural practices
and livestock causes landfills on solid waste. The industrial activities and
treatment of waste-water and other gases in the air accumulate due to
human interference produce nitrous oxide (N2O), the main causes of
global practice around major cities generates environmental issues. The
swift development in green communication technology in developed
and developing nations not only allows a consumer to have the leverage
to global information but to understand green behaviour and environ­
mental practices, that can be useful to meet or promotes the expectations
of global challenges on material incentives from new sustainable prod­
ucts (Ogiemwonyi and Harun, 2020b). However, consumption of green
sustainability impacts the ecosystem significantly. Thus, exploring the
behavioural factors in the developing market visualizes an insight to
facilitate sustainable movement and reconcile the activities of human
actions on nature to sustain green behaviour – “a behaviour that has a
meaningful impact on the environment to effect a change in a social
situation”.
Consumers in developing nations like Nigeria can utilize great effort
to embrace sustainable products by behaving right to protect the envi­
ronment and maintain a sustainable lifestyle (Dabija et al., 2018). An
attempt to reduce any negative influence on the environment by
reducing carbon footprint; and altering the methods of energy

E-mail address: osarodionogiemwonyi@gmail.com.

https://doi.org/10.1016/j.indic.2021.100164
Received 24 June 2021; Received in revised form 13 October 2021; Accepted 30 November 2021
Available online 7 December 2021
2665-9727/© 2021 The Author. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
O. Ogiemwonyi
consumption, transportation, and consumable goods or services. The
aim is to understand the consumption of behavioural preferences and
promote green practices for a peaceful future. Consumers patronize
good products, and services to meet green environmental standards.
Obayelu (2019) states the concern for environmental and health benefits
makes consumers embrace green products in developing nations.
Despite this concern, there is still a disparity in green purchasing
behaviour among Nigerians (Ogiemwonyi et al., 2020b). According to
Global Green Economy Index (GGEI), Nigeria is ranked 53rd, on a score
of 50% among 130 countries on green economy performance (DUAL
CITIZEN LLC, 2019). Another developing nation, Kenya, is ranked 21st
on a score of 58%. Despite the score, at the level of green economic
performance, Nigeria needs to meet the international standard for the
green economics performance on green progress report based on green
leadership and sustainability.
The Government of Nigeria targeted more than half a million
Nigerians both in the urban and rural districts for environmental edu­
cation. The Federal Ministry of Environment introduces the green
awareness campaign. The act earns the Nigeria Sovereign Green Bond.
Nigeria is the first African nation and second emerging economy to
receive a climate-certified bond globally; and the fourth sovereign issuer
of the green bond after Poland, France, and Fiji (Mohammed and Zadek,
2018, p.74). The bond disbursement worths ₦10.69 billion, which is
approximately U.S. $30 million to finance green projects such as affor­
estation appropriation act, provision of renewable sources of energy,
increase green awareness, provision of clean energy to support educa­
tion, support green markets investment, and reduction of carbon dioxide
(CO2) emission by 20% unconditionally and 45% conditionally by 2030
(Mohammed and Zadek, 2018, p.74). The initiative has conveyed that
the Nigerian government is committed to going green projects, creating
a benchmark on sustainability indicators like its counterpart in the
developed nations, and providing an opportunity for green businesses in
the green industry to grow and facilitate green movement.
Despite the effort made, there is still a decline in green growth
implementation in Nigeria. For example, low budgetary structure on
environmental management and conservations, economic recession,
wastage of natural resources, poor green commercialization and poor
consumer learning on awareness on what constitutes green (Oyebanji
et al., 2017; Iweama, 2014; Obayelu, 2019; Ogiemwonyi and Harun,
2018. p, 108). Additionally, lack of green standardization, false claims,
urbanization, technical issues – high production cost, and low income
have limited green growth. However, to push a green economy from
continual environmental crisis and usher in a new era of sustainability;
generation Y consumers provide a mainstream palliative for the envi­
ronment. Previous literature study states that generation Y green con­
sumers facilitate the green movement because they represent the image
of the society and the agent of the change in the modern-day green
movements (Lea and Worsley, 2005). They uphold the responsibility of
solving environmental problems (Gurbuz et al., 2020; Yahya, 2019; Din
et al., 2016; Ogiemwonyi and Harun, 2018. p, 104). However, genera­
tion Y is the future of the society with the right attitude different from
another generational cohort (Kanchanapibul et al., 2014; Hassan et al.,
2019). Generation Y or known as the millennial reaches adulthood on
the turn of new millennials. They were born between 1980 until 1994
(Lea and Worsley, 2005). According to Mangelsdorf (2015), there is no
definite birth year defined in literature studies. Several studies describe
generation Y is born from 1980 to 1994 (Kumar and Lim, 2008; Lea and
Worsley, 2005; Dabija et al., 2017; Nizam et al., 2014; Shafiq and Jan,
2017). Generation Y is becoming worried about the future, anxious, and
growing concern for safety, social equality, and environmental sus­
tainability (Deloitte Millennial Survey, 2018).
According to the Deloitte Global Millennial Survey (2019), 29% of
generation Y is concerned and tries to protect the environment against
damage. The behaviour differentiates and makes them unique from
other generations. Generation Y consumers are agents of change and the
future of green marketing; they make up nearly 60% of the total
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Environmental and Sustainability Indicators 13 (2022) 100164
population of 195.9 million in Nigeria (Roser, 2018). Generation Y
consumers are early adopters of new green technologies and use
eco-friendly products extensively (Ogiemwonyi and Harun, 2018,
p.104; Hassan et al., 2019). Generation Y plays a significant role in
creating a lifestyle that suits themselves and the environment. Genera­
tion Y consumers are known as the seven circles of R. They reuse, reduce,
recycle, repair, rethink, refuse, and recover (Ogiemwonyi et al., 2020c).
Furthermore, literature studies state that consumers who are aware of
the environment perform green behaviour and purchase green products
(Liobikienė and Poškus, 2019; Aman et al., 2012; Gurbuz et al., 2020).
However, several factors aforesaid affect green products consumerism in
Nigeria. In Nigeria consumers found it difficult to satisfy their envi­
ronmental needs or desire (Obayelu, 2019). The methodology behind
this trend could be consumer behaviour, and the purchasing choice
expresses not only the price sensitivity standard Monroe (1976), but the
value placed on green products and some contextual factors which
include pro-environmental awareness, behavioural control, and green
product trust (Caruana, 2007). However, the study of Green Contextual
Factors (GCF) on generation Y green behaviour in Nigeria is insufficient,
suggesting bias. Previous literature studies found consumers awareness
is low. It is only 30% (Iweama, 2014). Several literature studies have
only examined consumer purchasing intention (Liobikienė et al., 2016;
Ferraz et al., 2017). Many other studies have not considered the exam­
ination of generation Y green behaviour. They only consider green
purchasing intention in developing nations (Maichum et al., 2017;
Yadav and Pathak, 2017). In Nigeria, research on generation Y green
behaviour is still at the initial stage, yet their applicability to GCF has not
been explored compared to some developing nations (Maichum et al.,
2017; Nuttavuthisit and Thøgersen, 2017; Kantatasiri et al., 2015). Some
studies report GCF significantly influences green behaviour and impacts
the TPB factors (Steg and Vlek, 2009; Joshi and Rahman, 2015). The
present study aims at filling the research gap on generation Y green
behaviour with an extended TPB model using a sample from an
emerging nation, Nigeria. The study facilitates the understanding of
GCF, generation Y green behaviour influencing the TPB model on green
products that would help policymakers in refining green behaviour
attributes.
2. Literature review
The following sub-sections provide theoretical grounding that helps
to derive literature support and hypothesis formation for the study.
2.1. Theory of planned behaviour
The theory of planned behaviour (TPB) is used extensively within
and across multiple contextual studies (Ajzen, 1991). TPB is the superior
model theory to examine or understand human behaviour (Hagger,
2019). The TPB aims to understand the complex nature of generation Y
green behaviour on green products. The TPB is developed from the
theory of reasoned action (TRA) insufficiency to determine human be­
haviours based on perceived behavioural control (PBC); which is seen as
a special case for TPB (Ajzen, 1991). TPB has four factors that explain
green behaviour towards green products; (a) The attitude that reflects
favourable or unfavourable valuation towards green behaviour; (b) so­
cial aspect (or subjective norms) that represent individual view and
social reference group about the behaviour to execute; (c) perceived
behavioural control depicts the likelihood of ease or difficulty to execute
an action; and (d) purchase intention depicts consumer strength to
perform or make a decision (Ajzen, 1991). Most empirical studies in
Nigeria found that an extended TPB explains more variation for green
behaviour than TPB (Otika et al., 2020; Karatu and Mat, 2015c). Several
environmental studies apply TPB due to its predictive capacity (Paul
et al., 2016; Varshneya et al., 2017; Hagger, 2019). It implies that not
every consumer performs a given behaviour, regardless of the intention
displayed. Research on green behaviour using the extended TPB model
O. Ogiemwonyi
receives support in empirical social-psychological context (Ajzen, 1991;
Ajzen and Driver, 1992; Ajzen and Madden, 1986; Paul et al., 2016). The
TPB proposed behaviour is grounded on systematic information usage
by individuals in a rational decision-making process (Ajzen and Madden,
1986). The inclusion of PBC in the TPB model regulates behaviour as an
additional predictor of intention. Thus, envisage the non-volatile TPB
over the TRA (Ajzen, 1991). The TPB model allows modification and
inclusion of extra predictive variables to enhance its explanatory
strength. It is considered among the strongest theory in determining
human behaviour (Ajzen, 1991; Conner and Armitage, 1998; Setyawan
et al., 2018). Adding more predictive variables to the TPB improves the
understanding of factors influencing green behaviour attributes (Paul
et al., 2016).
However, presently, there are issues in the study of green behaviour.
Being “green” is a procedure that requires change on the part of con­
sumers. Changes are not only related to environmental protection but
the implementation of actions. It has a positive impact on consumers’
health (Dabija et al., 2018). In the context of the green movement, “green
behaviour” is a direct action that influences the environment positively,
such as the purchase of green products. Green products are non-toxic
durable products with low environmental impact and fewer effects on
human health. Thus, green behaviour is all about environmentally
friendly behaviour. It is an action plan that indicates what a consumer
wants to perform an act that defines what, how, when, and why they
exhibit a specific behaviour (Askadilla and Krisjanti, 2017; Khaniwale,
2015). Consumer researchers focus mainly on some behaviour; pur­
chasing of household products and services that are environmentally
significant in their impact. The use of natural resources and disposal of
waste in a sustainable manner. However, green behaviour is highly
habitual. For example, people behave according to their past experi­
ences and habits when buying green products, or when travelling sus­
tainably to conserve energy (Liobikienė and Poškus, 2019). This
behaviour directly affects the environment. It also includes the pro­
curement and sourcing of a product or services in an environmentally
friendly manner. However, Ajzen (1991) reports the measurement at­
tributes in behaviour to require the same action either at a specific level
or at a more general level. Research shows demographic profile, envi­
ronmental culture, social status, financial resources, values, knowledge,
and skills influence green behaviour. To examine green behaviour,
psychographic characters such as knowledge, awareness, values, atti­
tudes, perceptions, and environmental awareness are more reliable than
demographics characters (Oliver et al., 2011). Every individual creates
some beliefs about an object and then evaluates those beliefs based on
environmental values and preferences. Cautious consumers, for
instance, the “true-blue” green consumers sacrifice good quality prefer­
ences to protect the environment (Han et al., 2010). Many studies use
Ajzen’s (1991) TPB model to understand green consumers’ preferences
and behaviour. Aforesaid, it is considered a stronger predictor of human
behaviour (Han et al., 2010; Luzar and Diagne, 1999). Therefore, green
behaviour is conceptualized as a unidimensional variable in this study,
in line with previous studies (Lee, 2017; Kollmuss and Agyeman, 2002).
2.1.1. Generation Y green behaviour
Contrary to consumer purchasing behaviour that is controlled by
choice of personal benefits and costs, green behaviour presents the
additional benefits of environmental compensation that the society
benefits from being the bedrock of green marketing. Green behaviour
involves specific behaviour that people adopt to dispose of a product or
engage in service to meet their green needs without causing any harm to
the environment and society (Ogiemwonyi and Harun, 2021). However,
with a focus on generation Y green behaviour and expectation, under­
standing the influences of the consumer segment is crucial in designing
green marketing policies and strategies that are pertinent to the target
group (Hassan et al., 2019). Generation Y is more diverse and segmented
in ethnic and racial origin. Their style and habit to adopt green products
reflect a sustainable lifestyle. Generation Y respond to the action that
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Environmental and Sustainability Indicators 13 (2022) 100164
would positively influence the environment for a peaceful future (Zsóka
et al., 2013). Generation Y are threatened about the concern of the
environmental problem and their actions help to reduce environmental
footprint (Yahya, 2019). Generation Y supports green practices and
environmental activism using tools of budgetary policies (i.e., green
budgeting) to attain an environmental goal. In doing so, they expect
more green innovation from policymakers to help maintain a sustainable
lifestyle for a peaceful future. Furthermore, generation Y expects com­
panies to present products and services that meet business ethical and
environmental standards. Generation Y is socially responsible and pre­
fers to assist organizations to align their policies with the implementa­
tion of environmental standards and green sustainability. These
standards are important to maintain society healthier lifestyle. Thus,
understanding generation Y green behaviour provides insight to poli­
cymakers. It is crucial to know factors that influence the targeted group
in line with their adoption of a sustainable lifestyle in an emerging
nation like Nigeria.
2.2. Green contextual factors
The perspective discusses in section 2.1 shows green behaviour de­
pends on green contextual factors (GCF). According to Stern (1999),
contextual factors facilitate or constrain green behaviour, especially in
emerging countries where green behaviour is more convoluted than
previously thought. Being green is perceived as a response to ease
environmental calamity. A market that supplies green products and
pricing systems influences consumer engagement in adopting
pro-environmental behaviour (Van Diepen and Voogd, 2001; Vining and
Ebreo, 1992). In any event, constraints are the factor that changes or
influences behavioural outcomes (Lüdemann, 1998; Corraliza and
Berenguer, 2000). It is crucial to consider attitude as an intra-personal
factor influencing green behaviour. GCF, occasionally, attributes to
technical facilities (Steg and Vlek, 2009). GCF influences green behav­
iour differently; need to receive equal attention like other influential
factors affecting behaviour. They contribute to reducing environmental
impact. Green behaviour explains the importance of considering
contextual influence as the most integral part of a study on green mar­
keting. It is the extension of the modification of TPB with the contextual
factors. Nevertheless, behaviour is not only performed due to environ­
mental orientation influence, but to the benefit, it presents an internal or
external influence. Lee (2011), argues GCF influences consumer buying
patterns. Green contextual factors influence consumers and stimulate
their behavioural change (Tanner et al., 2004, p. 96). Technically, the
GCF influences the outcome of environmental stability. It is a dominant
force in the modern-day green movement. It acknowledges response in a
system and influences or constraints consumer’s thoughts or feelings
beneficial to the environment (Young et al., 2010; Biswas and Roy,
2016). Based on this perspective, GCF is described in different ways; (a)
GCF directly predict green behaviour. For instance, a consumer may
prefer to travel in an environmentally friendly manner irrespective of
other modes of transportation; (b) the relationship between GCF and
green behaviour is mediated by a motivational factor. For instance, the
attitude towards green product purchase may increase when the benefit
received from green products is valuable; (c) GCF moderates the rela­
tionship between motivational factors and green behaviour and the in­
fluence of GCF on green behaviour may depend on personal factors
(Geller, 1995). For instance, an environmental concern will result in
unnecessary consumption of energy. Environmental awareness reduces
environmental problems; (d) GCF determines which type of motiva­
tional factors influences green behaviour the most. Based on the sig­
nificance of GCF in environmental topics, it is important to explore the
role of GCF following the perspective discusses above. A few studies
integrate GCF into the model and the application of behaviour change is
based on theory and practical evidence (Steg and Vlek, 2009; Bonavila
et al., 2017; Biswas and Roy, 2016; Joshi and Rahman, 2015). Reports
from theory evidence tend to view consumers as a social structure
O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

beyond understandable control. The report from practical evidence Previous studies on environmental awareness focus on environ­
emerges when policymakers apply social relationships to change mental issues such as pollution and energy conservation (Kinnear et al.,
behaviour (Guagnano et al., 1995). Emphases have been placed on 1974). Whereas, the recent research focuses on overall green environ­
behaviour change through persuasion being the best way to change mental awareness (Zimmer et al., 1994). The society and generation Y
behaviour and demotivate undesired action that poses a threat to the consumers segment is concerned about the environment. Therefore, this
environment. Therefore, GCF has not been examined nor included in any study examines the importance of studying predictive factors on green
theoretical approach to investigate generation Y consumers in an behaviour. Previous researches use multiple scales to evaluate consumer
emerging nation like Nigeria. It is useful to know the extent to which environmental awareness with regards to various issues Synodinos
green behaviour depends on contextual factors. Thus, such research (1990). It includes the New Environmental Paradigm (NEP) (Dunlap and
facilitates behaviour change and eliminate the green behaviour barrier Van Liere, 1978; Van Liere and Dunlap, 1981; Cordano et al., 2003).
that is feasible among green consumers. Dunlap and Van Liere (1978) establish the NEP scale and use it to
measure the parameter for environmental awareness in different
research contexts such as marketing, tourism and behavioural studies
2.3. Conceptual background and research hypotheses development
(Dunlap, 2008; Park et al., 2018; Yi 2019; Chu 2018). Chu (2018) and Yi
(2019) advocate general green environmental awareness as a construct
2.3.1. Green behavioural control
used to measure green consumption by applying the extended TPB
According to Ajzen (1991), behavioural control explains the
model. This study considers awareness as an essential factor to measure
perceived ease or difficulty in performing a specific behaviour. Behav­
generation Y green behaviour, thus awareness influence the outcome of
ioural control operates in two dimensions, such as internal and external
TPB model.
behavioural control. Consumers with internal behavioural control
Green environmental awareness is a component of education. It
recognize they have more control over the internal personnel resources.
impacts an individual willingness to participate in pro-environmental
They are confident in planning, skilful, and able to execute a specific
activities (Zoric and Hrovatin, 2012). The emergence of ecological
behaviour. A consumer with external behavioural control can overcome
challenges and the human incapacity to uncover climate change lead to
external restrictions such as money or time to perform a specific
the emergence of the lack of examination. It is significantly an indication
behaviour (Kidwell and Jewell, 2003). Internal and external behavioural
of natural calamity to show the ongoing action as a limitation to envi­
controls are a significant mechanism to establish favourable and
ronmental awareness (Kollmuss and Agyeman, 2002). In Nigeria, the
unfavourable control over a specified behaviour (Ajzen, 1991). Some
study of green environmental awareness on green behaviour among
studies examine these factors as a parameter for measuring consumer
generation Y consumers is deficient. A surprising result is discovered
intention and behaviour (Paul et al., 2016). While some literature
among consumers in emerging nations such as Indian and Sri Lanka with
studies argue that product unavailability and high price sensitivity
no influential impact on organic products (Thøgersen et al., 2016;
attribute to consumers’ decision not to purchase green products (Sreen
Kapuge, 2016). However, Chu (2018) and Liobikienė and Poškus (2019)
et al., 2018). Nevertheless, a study made recently argue that barriers
show a significant result. Green environmental awareness is assessed in
such as time constraint, product cost, effort, and products unavailability
a unidimensional concept in this study. It is in line with previous studies
influence consumer purchasing behaviour (Ogiemwonyi and Harun,
(Chen et al., 2018; Ham et al., 2016). Many past studies show envi­
2020b). Therefore, overcoming these limitations will help attain green
ronmental awareness positively influences pro-environmental behav­
consumption (Steg, 2008; Barbarossa and Pastore, 2015). The stronger
iour (Alshura and Zabadi, 2016; Karatu and Mat, 2015a; Aman et al.,
the green behavioural control, the higher control, and ease generation Y
2012; Mostafa, 2009). Therefore, the study proposes that:
green consumers purchase the green products. This relationship is
clearly shown in the TPB model (Ajzen, 1991). Sreen et al. (2018) un­ H2. Green environmental awareness positively influences generation
dertaken a study and found the relationship between behavioural con­ Y green behaviour.
trol and green behaviour is insignificant. The study laid part to
congruent. Hence, this study assesses green behavioural control as a 2.3.3. Green product trust
unidimensional component in line with previous literature studies. Past researches on green marketing indicate green product trust
Therefore, the study proposes that: positively influences consumer buying behaviour (Schlosser et al.,
2006). In social psychology studies, trust is defined based on the reli­
H1. Green behavioural control positively influences generation Y
ability and goodwill of other parties. Reliability refers to the degree of
green behaviour.
trust towards behaviours, words, and speech. Whereas goodwill, refers
to concern about the goals and welfare of both parties towards the
2.3.2. Green environmental awareness
pursuit of common interest (Chen et al., 2015; Lin et al., 2011). When a
Green environmental awareness influence the outcome of generation
green consumer has high trust towards green products, it reduces anx­
Y’s behaviour towards green products (Ogiemwonyi and Harun, 2020a).
iety and uncertainty. It strengthens the integrity of the product and
Lee (2017) defines environmental awareness as the degree to which
service provider. As per previous research, four dimensions known as
consumers understand environmental issues in terms of facts, or con­
effect-based, cognition-based, experience-based, and
cepts, and the relationship about the environment. Environmental
personality-oriented are used to evaluate the under-structure of green
awareness expresses a green consumer’s interest in the environment. A
product trust (Kim et al., 2008). The perception of a business with the
consumer with stronger green awareness is willing to demand and pay
impact of outside third-party influences holds the effect-based dimen­
for the green product because they understand the environmental ben­
sion structure. Cognition-based or observation-based dimensions define
efits. A consumer with the right intention of awareness and purchasing
the direct impacts of consumer interaction with a merchandiser on
green products depends on three fundamental structures. They are
consumer perception. A consumer with the overall evaluation of cu­
economic equilibrium, health consciousness, and environmental pro­
mulative interaction with a service provider is said to have an
tection (Kim and Chu, 2018). The current study proposes green envi­
experienced-based dimension. A personal-oriented attribute defines the
ronmental awareness may positively influences generation Y consumers
personal habits and character of a consumer. Based on the model
to perform pro-environmental actions. Purchasing green products and
specification in this study, green product trust may influences the de­
advocating for a greener lifestyle to protect the environment reflect
cision of the consumer purchasing process. Consumers develop a will­
awareness. Closer investigation on existing literature reveals that con­
ingness to purchase green products. Karatu and Mat (2015b) refers to
sumers with high awareness purchase sustainable products to demon­
green product trust as a willingness to depend on a product based on the
strate their concern for the environment (Khaola et al., 2014).

4
O. Ogiemwonyi
belief resulting from its credibility to meet environmental performance.
Trust is a disposition of an individual denotes by behaviour on the TPB
model. It is a direct antecedent of green behaviour (Ajzen, 1995).
Several literature studies show green product trust positively influences
green behaviour (Alshura and Zabadi, 2016; Karatu and Mat, 2015b;
Chen et al., 2015). In line with the previous study, this study observes
green product trust as a unidimensional component in line with previous
studies (Chen, 2018; Karatu and Mat, 2015b). Therefore, the study
proposes that:
H3. Green product trust positively influences generation Y green
behaviour.
2.3.4. Green product value
In marketing, product and service offered by a company have ad­
vantages and disadvantages (Khor et al., 2016). A product with an
environmental value has an advantage. The customer assesses expecta­
tions on quality and satisfaction on benefit and cost (Zeithaml, 1988).
Patterson and Spreng (1997) define green product value as a consumer’s
overall appraisal of the net profit on costs or price of a product or ser­
vice. What is received and given are assessed based on consumers’
environmental desire, green need, and sustainable expectations. Green
marketing provides information for its product and the green consumer.
According to Yaacob and Zakaria (2011), green consumers are engaged
in sustainable products to improve the environment. For instance, direct
benefits present environmental concerns; and health benefits are the
reason people promote purchases of green products. Several studies on
green product value validate green product value on green behaviour
(Chen and Chang, 2013; Wu and Chen, 2014). An investigation to
determine green purchasing unveils green product value predicts con­
sumer purchase intention (Karatu and Nik, 2015b). Several studies have
acknowledged the influence of green products and their values on
consumer purchasing behaviour (Kong et al., 2014). Limited studies
report contradictory findings (Bhaskaran et al., 2006). Chen and Chang
(2013) propose green product providers develop products with green
features. Such initiatives have high value attributes to attracts green
consumers. Green products value eases the skepticisms and enhances
consumer purchasing behaviour. Therefore, this study examines green
product value as a unidimensional component in line with previous
literature studies (Patterson and Spreng, 1997; Kong et al., 2014). Green
users care about the values of their products and accept them in their
social environment. In a social gathering, unaccepted products are dis­
approved because the customer is dissatisfied. Therefore, the study
proposes that:
H4. Green product value positively influences generation Y green
behaviour.
2.3.5. Green price sensitivity
Green price sensitivity is one of the hurdle in adopting green prod­
ucts (Bondos, 2016). Economically, price is commonly measured using
the price elasticity of demand. It states that some consumers pay less for
a product if a lower-priced alternative and choice is available. Price
sensitivity is measured as the nature of the change in demand based on
the price change (Kagan, 2019). For example, some consumers are un­
willing to pay an extra penny for any kind of product especially if a
lower price is available for the specific product that carries environ­
mental benefit. Green price sensitivity is defined as the extent to which
demand changes when the cost of a sustainable product and service
changes. It creates environmental benefits. The price sensitivity differs
with the level of importance consumers place on price relative to other
buying criteria. Some consumers value product quality over price,
making them less susceptive to price sensitivity. For instance, a con­
sumer seeking top-quality products is typically less price-sensitive than
bargain hunters who search for a lower price. By contrast, a consumer
who is more sensitive to price is willing to sacrifice quality. These in­
dividual customers spend on a brand name and quality. Price sensitivity
5
Environmental and Sustainability Indicators 13 (2022) 100164
influences consumer choice and behaviour (Sharaf and Perumal, 2018).
Price sensitivity differs from consumer to consumer and from one
person to another (Kagan, 2019). Some consumers pay more for sus­
tainable goods and services than others. Other third parties such as the
government are also willing to pay more compared to the individual
consumer (Laroche et al., 2001). A prior study found that 67% of
American consumers show the willingness to pay a premium of 5–10%
to purchase sustainable green products. The investigation further dis­
covers individuals with environmental awareness are prepared to pay a
premium of 15–20% to purchase green products. Subsequently, another
investigation claims 79% of British female consumers prefer a premium
of about 40% to purchase green products. Given these facts, green
consumers are willing to pay a premium price for green products (Biswas
and Roy, 2015). However, some literature studies argue consumers
attribute the readiness for environmental protection more than the price
sensitivity. The factor that influences green consumer behaviour choice
is crucial (Lin and Huang, 2012; Bukhari, 2011). Consumer willingness
to pay for a product is an important factor when studying the construct
of price about human behaviour. Previous studies identify sensitivity as
a unidimensional variable due to the influential role of the decision
making purchasing process (Karatu and Mat, 2015a). Given the
uniqueness of price sensitivity on green behaviour, this study proposes
green price sensitivity influences green behaviour. Therefore, the study
proposes that:
H5. Green price sensitivity positively influences generation Y green
behaviour.
3. Research methodology
3.1. Target population
The study takes place in the Federal Capital Territory, FCT-Abuja,
Nigeria. The participants consist of generation Y green consumers.
Their age ranges between 18 and 32 years, educated and live in the
urban area. Previous studies declare educated consumers who live in
urban areas are more concerned about green products due to awareness
and knowledge (Hedlund, 2011; Paul et al., 2016). Therefore, the min­
imum educational qualification for the target population is high school
certificate holders. Setting the minimum education level helps filter
respondents and ensure they understand the concept of the study under
investigation. Using educated consumers as the samples help to obtain
an accurate level of information. The less-educated consumers who live
in rural areas are not familiar with environmental topics (Han and Kim,
2010; Han et al., 2010). Therefore, information is gathered from
educated generation Y green consumers to meet the objectives of the
study. A quantitative research approach is applied. Convenience sam­
pling and non-probability sampling are utilized.
3.2. Sample size
The sample size is calculated based on Hair et al.’s (1998) recom­
mendations of the desired level of 15–20 observations per studied var­
iable. The questionnaire uses six constructs. The questionnaire consists
of 31 items; (a) five on green behavioural control; (b) six on generation Y
green behaviour; (c) five on green environmental awareness; (d) five on
green price sensitivity; (e) five on green product trust; and (f) five on
green product value. The item and the samples make an ideal sample
size of 620 (31 × 20) respondents. However, 300 respondents were
considered for the statistical analysis. This meets structural equation
modelling (SEM) analysis using SmartPLS3.0 (Hair et al., 2010)
recommendation of 150–400 respondents. Therefore, the researcher
distributes 300 sets of questionnaires to the samples. Only 267 (89%)
responded to the analysis.
O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

3.3. Measures
The scales in the questionnaire are validated in previous studies,
with a few modifications made to suit the aims and objectives of the
current study. The 5-point Likert scale ranging from 1 to 5 with
STRONGLY DISAGREE assigned to 1 and STRONGLY AGREE to 5. The 5-
point Likert scale has many advantages. It allows the participant to
choose clearly. Hence, multiple statements measure all key variables to
give a degree of freedom when separating data into groups. It allows
adjustment of measurement error, thereby increasing reliability and
validity (Hair et al., 2014). (a) Green behavioural control consists of four
items adapted from Armitage and Conner (1999) and one from Awuni
et al. (2016). (b) Five Green environmental awareness items are adapted
from Chen et al. (2018). (c) Green product trust consists of four items
adapted from Chen et al. (2015) and one from (Doszhanov and Ahmad,
2015). (d) Green product value consists of five statements adapted from
Kong et al (2014). (e) Green price sensitivity items are from Ferraz et al.
(2017), one from Eles and Sihombing (2017), and three from Chen et al.
(2018). (f) Green behaviour consists of six items adapted from Wu and
Chen (2014). Table 1 shows the details of each measurement statement.
The construct on green behaviour is observed as a dependent variable.
Green behaviour control, green product trust, green product value,
green environmental awareness, and green price sensitivity are inde­
pendent variables in this study. The study aims to investigate the factors
that influence generation Y green behaviour. A statistical analysis soft­
ware (SPSS, v22) and Partial Least Squares Structural Equation Model­
ling (PLS-SEM) using SmartPLS version 3.0 facilitate the statistical
analysis. PLS-SEM was used because of the distributional assumptions,
model complexity, model specification, interpretation, and the
prediction-oriented exploratory component of this study (Hair et al.,
2021). Simultaneously, it addresses multiple dependencies associated
with higher statistical efficiency (Ringle et al., 2020). PLS is applied
instead of alternative co-variance because it measures the primary
objective of this study. It has a casual predictive nature and theory
testing (Sarstedt et al., 2016, 2022). Therefore, data analysis uses
SmartPLS 3.0 to meet the desired aim of the study aforesaid.

4. Demographic result
Table 1
The questionnaire variables with measurement items. Analysis from the demographic profile shows the majority of the
Construct Measurement Item respondents are between 28 and 32 years old. 138 (51.7%) respondents
GBC GBC_1 I believe It’s entirely my decision to buy a green product.
are in this category. 97 (36.3%) are between 23 and 27 years old. 32
GBC_2 I don’t believe I can pay more to buy a green product. (12%) are between 18 and 22 years old. The females represent 50.9% of
GBC_3 I believe I require a lot of time to search for a green product. the respondents, and the males make up 49.1% of the total respondents.
GBC_4 I believe I am confident about the credibility of the green 219 (82%) respondents have a bachelor’s degree, 12 (4.5%) respondents
GBC_5 product label.
have high school and college certificates. 24 (9%) of the respondents
I believe I can buy a green product for an ecological reason.
GPT GPT_1 I don’t think I feel that green product is generally reliable. have Masters/Ph.D. degree. The education level influences awareness
GPT_2 I think I feel that green product claims are generally among green consumers. The majority (58.8%) of the respondents earn
GPT_3 trustworthy. ₦5000–₦50000, 26.2% earn ₦50001–₦100000, 6.7% earn ₦100001–
GPT_4 I think I can buy a green product because they are ₦150000, and 8.2% earn ₦150001–₦200000. The information shows
GPT_5 dependable.
the low-income group in emerging nations are green consumers.
I think I feel that organic food environmental concern meet
my expectation. Although they earn a low salary, their awareness of green growth is
I think the green organic product keeps promises for high. 211 (79%) respondents are unmarried. 55 (20.6%) are married,
environmental protection. and 1 (0.4%) is divorced. The majority of green consumers are
GPV GPV_1 I don’t believe green product function provides good value
unmarried.
GPV_2 quality.
GPV_3 I believe green product environmental performance meets my
GPV_4 expectation. 4.1. Measurement model (construct validity and reliability analyses)
GPV_5 I believe I purchase a green product because it has more
environmental benefit than the non-green product. The present model is employed to analyze the reliability and validity
I believe I purchase a green product because it is
environmentally friendly.
of the construct (Roldán, and Sánchez-Franco, 2012). Cronbach’s Alpha
I believe I purchase a green product because it has more and Composite Reliability (CR) measure the construct reliability. The
environmental concerns than other product. instruments enable stability in the construct (Chin, 1998). According to
GEA GEA_1 I think there should be more retail shops selling a green a recommendation by Hulland (1999), items with loading factors of less
GEA_2 product.
than 0.4–0.5 are eliminated. The lowest loading factor in this study is
GEA_3 I think I have a responsibility to protect the environment.
GEA_4 I think the environment is getting worse due to pollution. 0.557. Therefore, none is eliminated. Composite Reliability (CR) values
GEA_5 I don’t think the environmental problem will affect human range from 0.902 to 0.979, above 0.70. Nunnally and Bernstein (1994)
life suggest CR values above 0.70 are accepted. The Cronbach Alpha ranges
I think advocating an environmental lifestyle is necessary. from 0.874 to 0.976. It is above the cut-off value suggested, therefore, it
GPS GPS_1 I will prefer to pay higher for the green product that has good
GPS_2 quality.
is accepted (Cronbach, 1951). The latent variables possess a high level of
GPS_3 The price of green products is in accordance with the benefit. internal consistency. Table 2 displays the results. The evaluation of
GPS_4 The green product is not reasonably priced. construct validity is measured using convergent validity and discrimi­
GPS_5 I think the prices of green products are in line with the value nant validity, and the convergent validity is calculated using the
of the product.
Average Variance Extracted (AVE). The value of the Average Variance
I think the prices of green products are more economical.
GB GB_1 I prefer choosing a product causing lesser pollution. Extracted (AVE) surpasses the recommended level of 0.50 (50%) to
GB_2 I prefer choosing energy-saving products. obtain adequate convergent validity (Hair, 2006; Tabachnick et al.,
GB_3 I prefer choosing environmentally friendly products. 2007). Table 2 shows the lowest AVE is 0.650, implying sufficient
GB_4 When I have a choice between two equal products, I will convergent validity.
GB_5 prefer the one with less harm to other people.
GB_6 I prefer the environmental protection agency certified
products. 4.2. Assessment of discriminant validity
Over the next month, I will consider buying green products
because they are less polluting. Discriminant validity is measured using the Heterotrait-Monotrait
Note: GBC = green behavioural control, GPT = green product trust, GPV = ratio (HTMT) (Henseler et al., 2015). It is a new approach proposes by
green product value, GEA = green environmental awareness, GPS = green price Henseler et al. (2015). It shows the estimation of the correlation be­
sensitivity, GB = green behaviour. tween two latent variables. A threshold value of HTMT.90 indicates the

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O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

Table 2 should be more than the inter-corrections with other constructs in the
Measurement model (construct validity and reliability). model. Table 4 shows the square roots of the AVE are more than their
Factors/Items Factor Cronbach’s Composite Average corresponding inter-corrections. Thus, the assessment of reliability and
Loading Alpha Reliability Variance validity suggests that the measurement model is satisfactory.
Extracted The third criterion for discriminant validity is measured using cross-
(AVE)
loading results. The results indicate a discriminant validity between all
Green 0.874 0.902 0.650 the constructs; thus, all indicators loaded are high on their respective
Behavioural construct. Therefore, there is no issue of high cross-loading among one
Control
GBC_1 0.840
another. Table 5 presents the cross-loading result.
GBC_2 0.831
GBC_3 0.889
GBC_4 0.775
4.3. Structural model assessment
GBC_5 0.681
Gen-Y Green 0.921 0.938 0.717 Structural model assessment includes collinearity, assessing the sig­
Behaviour nificance and relevance of the structure model relationship, R2, the ef­
GB_1 0.832
fect of f2, multicollinearity (Inner VIF), and the relevancy of predictive
GB_2 0.865
GB_3 0.901 Q2 (see Fig. 1).
GB_4 0.853 The total coefficient of determination on predictive strength in the
GB_5 0.747 model through R2 is a good fit to justify the higher value of R2 as sug­
GB_6 0.874 gested by (Götz et al., 2010). Therefore, the level of acceptance is stated
Green Envi. 0.974 0.979 0.903
Awareness
as (a) 0.02-weak; (b) 0.13-moderate; and (c) 0.26-substantial (Cohen,
GEA_1 0.953 1988). The results are presented in Table 6. Following the graphical
GEA_2 0.975 display in Fig. 2, the R2 value of 0.166 indicating a moderate level of
GEA_3 0.963 acceptance (Cohen, 1988). It means the model can explain 16% of total
GEA_4 0.916
variance influencing the factors of generation Y green behaviour.
GEA_5 0.943
Green Price 0.928 0.945 0.774 Next, the effect size (f2) is measured to evaluate the change in R2
Sensitivity value when a specified exogenous variable is omitted from the model or
GPS_1 0.909 the level of acceptance is given as; (a) 0.35-substantial effect; (b) 0.15-
GPS_2 0.908 medium effect; and (c) 0.02-small effect size (Cohen, 1988). The pre­
GPS_3 0.895
GPS_4 0.831
sent study found the green product trust has f2 of 0.03. It exerts a small
GPS_5 0.854 effect on generation Y green behaviour. The green product value has f2
Green Product 0.895 0.924 0.714 of 0.029. It exerts a medium effect on generation Y green behaviour.
Trust Green environmental awareness has f2 of 0.036; green behavioural
GPT_1 0.557
control has f2 of 0.039; and green price sensitivity among these variables
GPT_2 0.925
GPT_3 0.943 exerts the strongest effect on generation Y green behaviour with a value
GPT_4 0.870 of f2 = 0.054. Table 6 shows the results. It is essential to ensure there are
GPT_5 0.870 no lateral collinearity issues in the model prior to the evaluation of the
Green Product 0.949 0.961 0.831 structural model. According to Kock and Lynn (2012), as the criteria of
Value
GPV_1 0.883
discriminant validity (vertical collinearity) are met, lateral collinearity
GPV_2 0.935 issues (predictor-criterion collinearity) may sometimes mislead the
GPV_3 0.893 findings in a stealth way because it masks the strong casual effects in the
GPV_4 0.914 model. It occurs when two constructs in the hypotheses are causally
GPV_5 0.932
related, and both are measured.
Note: GBC = Green behavioural control, GB = Green behaviour, GEA = Green Furthermore, Table 6 presents the outcome of lateral collinearity
environmental awareness, GPS = Green price sensitivity, GPT = Green product assessment among the variables. The inner (VIF) values for the exoge­
trust, GPV = Green product value. nous variables (i.e., green behavioural control, green environmental
awareness, green product trust, green product value, and green price
establishment of discriminant validity (Gold et al., 2001; Henseler et al., sensitivity) are measured and the (VIF) values are less than or equal to
2015). Any value above HTMT.90 shows a lack of discriminant validity. three (≤3.3). It shows there is no multicollinearity issue in the model
Table 3 depicts the HTML results of the study. The values are lower than (Diamantopoulos and Siguaw, 2006). Hence, the inner (VIF) values for
the required threshold of HTMT.90. the model are lesser than the suggested limit. The model does not persist
The second criterion is to determine the discriminant validity using in multicollinearity issues (Diamantopoulos and Siguaw, 2006). In
the Fornell Lacker (1981) approach. The value of square root AVE addition, a blindfolding test Q2 predictive relevance assesses an extra

Table 3
Heterotrait-monotraitratio (HTMT) results.

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O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

Table 4
Fornell Larcker Result.

Table 5
Cross loading results.
Items Gen-Y Green Green Green Green Green
Green Behaviour Behavioural Control Envi. Awareness Product Trust Product Value Price Sensitivity

GB_1 0.832 0.154 0.127 0.090 0.178 0.167

GB_2 0.865 0.240 0.213 0.112 0.139 0.143
GB_3 0.901 0.224 0.204 0.098 0.157 0.195
GB_4 0.853 0.124 0.204 0.149 0.165 0.200
GB_5 0.747 0.053 0.038 0.151 0.125 0.170
GB_6 0.874 0.151 0.194 0.160 0.155 0.177
GBC_1 0.110 0.840 0.095 − 0.044 0.087 − 0.069
GBC_2 0.167 0.831 0.013 − 0.016 0.110 − 0.087
GBC_3 0.222 0.889 0.116 0.003 0.127 − 0.014
GBC_4 0.054 0.775 0.027 − 0.059 0.124 − 0.062
GBC_5 0.121 0.681 0.015 − 0.037 − 0.010 − 0.091
GEA_1 0.197 0.102 0.953 0.009 0.070 0.036
GEA_2 0.211 0.084 0.975 0.024 0.048 0.067
GEA_3 0.201 0.054 0.963 0.026 0.001 0.057
GEA_4 0.091 0.076 0.916 − 0.027 0.044 − 0.021
GEA_5 0.209 0.047 0.943 − 0.039 0.030 0.016
GPT_1 0.052 − 0.073 − 0.037 0.557 − 0.082 − 0.002
GPT_2 0.141 − 0.046 0.027 0.925 − 0.059 − 0.015
GPT_3 0.151 − 0.042 − 0.033 0.943 − 0.018 0.030
GPT_4 0.113 0.017 0.002 0.870 0.039 0.054
GPT_5 0.134 0.010 0.027 0.870 − 0.037 − 0.080
GPV_1 0.173 0.143 0.039 − 0.062 0.883 − 0.036
GPV_2 0.179 0.111 0.016 − 0.046 0.935 − 0.016
GPV_3 0.163 0.111 0.067 0.026 0.893 0.006
GPV_4 0.109 0.069 0.052 − 0.017 0.914 0.011
GPV_5 0.178 0.062 0.016 − 0.033 0.932 0.058
GPS_1 0.215 − 0.043 0.030 0.007 0.013 0.909
GPS_2 0.205 − 0.076 0.083 0.003 0.045 0.908
GPS_3 0.189 − 0.076 − 0.018 0.011 − 0.010 0.895
GPS_4 0.097 − 0.094 0.012 − 0.061 0.001 0.831
GPS_5 0.157 − 0.041 0.057 − 0.011 − 0.042 0.854

Table 6
Structural model results estimate.
Relationship Original Sample Sample Mean Standard Deviation T P R2 f2 VIF Q2
(O) (M) (STDEV) Statistics Values

Green Behav. Control → Gen-Y Green 0.182 0.196 0.065 2.811 0.005 0.166 0.039 1.024
Behaviour
Green Envi. Awareness → Gen-Y Green 0.174 0.170 0.072 2.415 0.016 0.036 1.009 0.101
Behaviour
Green Product Trust → Gen-Y Green 0.157 0.163 0.060 2.606 0.009 0.03 1.002
Behaviour
Green Product Value → Gen-Y Green 0.157 0.164 0.057 2.757 0.006 0.029 1.014 0.570
Behaviour
Green Price Sensitivity → Gen-Y Green 0.213 0.212 0.053 4.023 0.000 0.054 1.007
Behaviour

evaluation of model fit. Table 6 presents the Q2 value of predictive
relevance (Q2 ¼ 0.101 and 0.570). It is more than zero (0) indicating the
model has adequate predictive relevance (Hair et al., 2017; Stone,
1974).
In this study, five direct hypotheses are formulated between the
constructs. Table 6 present the results. It shows the significant level of t-
statistics for the hypothesized paths are generated using SmartPLS
bootstrapping function. Based on the assessment of the path coefficient
presented in Table 6 and shown in Fig. 3, The five relationships are
found to have a t – statistics value of >1.96 (two-tailed), at a significant
level of p < 0.05. The predictors of; (a) Green Behavioural Control (β =
0.196, p < 0.005); (b) Green Environmental Awareness (β = 0.170, p <

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O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

Fig. 1. Proposed research framework.

Fig. 2. PLS-algorithm (Outer-Loadings).

0.016); (c) Green Product Trust (β = 0.163, p < 0.009); (d) Green
Product Value (β = 0.164, p < 0.006); and (e) Green Price Sensitivity (β
= 0.212, p < 0.000) positively influence generation Y green behaviour,
which further explains 16% of the variance influence generation Y green
behaviour. Table 6 and Fig. 3 display the results. Thus, Hypotheses; H1,
H2, H3, H4, and H5 are statistically supported. The supported results are
similar to previous studies conducted among green consumers in
emerging nations like Indonesia, South Africa, Jordan, and Malaysia
(Askadilla and Krisjanti 2017; Anvar and Venter, 2014; Alshura and
Zabadi, 2016).
5. Findings and discussions
The study investigates the factors influencing generation Y behav­
iour on green products. The result confirms all the factors such that;
green behavioural control, green environmental awareness, green
product trust, green product value, and green price sensitivity have a
significant and positive influence on green generation Y green behav­
iour. Table 6 presents the results which predict green behavioural con­
trol influences generation Y green behaviour. The outcome of the
relationship is in line with a previous conducted by Askadilla and
Krisjanti (2017). The possible reason for the significant outcome is
generation Y consumers have control over their actions to indicate green
behaviour and purchase green products believing in green product

9
O. Ogiemwonyi
Fig. 3. Bootstrapping (Innermodel with t-values).
credibility. The findings support the TPB and the GCF knowing that
research on green marketing on these factors in the Nigeria context is
still at the initial stage. Green environmental awareness positively in­
fluences generation Y green behaviour. It indicates the importance of
consumer awareness towards a better environment in shaping genera­
tion Y green behaviour on green products. The level of environmental
awareness is low despite the significant result. It reveals the awareness
of green products produces a positive influence on the environment. The
findings are similar to previous studies on the environmental topics on
green behaviour (Anvar and Venter, 2014; Liobikienė and Poškus, 2019;
Karatu and Mat, 2015a; Malik et al., 2019). Thus, green environmental
awareness is essential because generation Y believed it is their re­
sponsibility to protect the environment that is getting worse due to
pollution. They prefer to advocate for an environmentally friendly life­
style. However, Obayelu (2019) states 42% of consumers in Nigeria have
insufficient knowledge on what constitutes green products, thus could
have influenced the awareness level. This support the theory of planned
behaviour and the green contextual factors knowing that awareness is a
leading factor to influence these components.
The consumers in Nigeria present a low level of environmental
awareness. It translates to poor purchasing factors influencing green
behaviour. Thus, 152 million (80%) of the population in Nigeria live on
less than two dollars ($2) a day. The figure keeps increasing despite
human capital and access to raw materials. Hence, buying green prod­
ucts is a barrier (African Development Bank AFDB, 2018). The literature
studies of Cherian and Jacob (2012) and Scott and Vigar-Ellis (2014)
support this view. According to them, green marketing is despised and
undesirable in developing countries, although consumers rarely show
concern for green products. Hypothesis 3 found the influence of green
product trust on generation Y green behaviour is positive. It indicates
generation Y green consumers feel that green products are generally
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Environmental and Sustainability Indicators 13 (2022) 100164
reliable and the claims meet their expectation. Thus, the outcome from
the study shows that generation Y green consumers are not doubtful and
accept green products. The study shows an increase in consumer trust
indicates generation Y consumers purchase green products. The rela­
tionship is similar to previous literature studies by (Alshura and Zabadi,
2016; Rizwan et al., 2013). It contradicts the study of Karatu and Mat
(2015c). Several studies report a lack of consumer trust in ethical claims
on green products as a barrier to buying green products (Joshi and
Rahman, 2015).
Similarly, green product value influences generation Y green
behaviour significantly. The significant impact of green product value
indicates the environmental performance of a green product that pro­
vides good value quality to conventional products. The research out­
comes are similar to some studies that suggest the importance of green
product value and green behaviour as a deciding factor for green
products purchasing (Chen and Chang, 2013; Kong et al., 2014; Ariffin
et al., 2016; Rizwan et al., 2014). The hypotheses that examine green
price sensitivity on the influence of generation Y green behaviour show
positive results. The results are similar to previous studies on green
products (Anvar and Venter, 2014). The research outcome show that
green price sensitivity has the strongest influences on generation Y green
behaviour (beta coefficient: 4.023). Despite the high price sensitivity of
the green product, generation Y patronizes and prefer the products,
considering the low-income level among Nigerian consumers. Given the
impact of price sensitivity, the study shows generation Y are true-blue
consumers and will pay higher for a product that has good quality.
Although, the high price of green products influences consumer choice.
Green product marketers usually charge a premium for products. Con­
sumers are sensitive towards price, and sometimes consumers are
willing to purchase green products but not at higher prices. However,
price sensitivity becomes a major barrier for some selected consumers
O. Ogiemwonyi
unless promotions or discounts are offered. Thus, quality and product
performance are made acceptable, and value for money is acquired.
Thus, if the price is higher than consumer expectation, it undermines the
influence of generation Y green behaviour and increases the green
behaviour gap in green product purchasing. In addition, demographic
profile outcome shows female consumers help to protect the environ­
ment more and accept green behaviour compared to male consumers.
Thus, this reveals the generation Y gender identity. Several studies
support this view (Levin 1990; Cottrell 2003; Dietz et al., 2002; Zelezny
et al., 2000; Brough et al., 2016). These studies declare female con­
sumers present stronger behaviour and willingness to help the envi­
ronment. Male consumers rarely care about the environment and living
a non-green lifestyle, contributing a high carbon footprint on the
environment.
6. Theoretical and managerial implications
The current study makes a theoretical and practical contribution.
The main objective of the research is to examine the factors influencing
generation Y green behaviour on green products. The theory of planned
behaviour model is chosen for a study in an emerging nation like
Nigeria. The research makes a vital contribution by creating a distinctive
framework accommodating the green contextual factors (Steg and Vlek,
2009), with the constructs of the theory of planned behaviour frame­
work Ajzen (1991) as a key determinant for generation Y green behav­
iour. Policymakers in Nigeria need to understand generation Y as green
consumers hold the future of green marketing as emphasized by several
studies (Paul et al., 2016; Do Paço et al., 2013; Duran-Bonavila et al.,
2017; Kanchanapibul et al., 2014; Maichum et al., 2017). The current
study focuses on generation Y, green behaviour contrary to purchasing
intention. Thus, this provides more insight into the limitation of green
marketing research that focuses on the intention to purchase and con­
tributes to the green behaviour perspective. The research further pro­
vides significant insights to understands how factors like GCF; green
behavioural control, green environmental awareness, green product
trust, green product value, and green price sensitivity influence gener­
ation Y green behaviour.
Research on green marketing in Nigeria shows 36% of young green
consumers are willing to purchase green products because of environ­
mental benefits Ogiemwonyi et al. (2020c) in comparison to consumers
from other nations like Canada 10.8% (Kennedy et al., 2009), and UK
30% (Joshi and Rahman, 2015). These consumers from the UK and
Canada rarely translate their concern into green behaviour. However,
generation Y consumers in Nigeria are nature-lovers although, green
behaviour is at the initial level in Nigeria. Nevertheless, facilitating
environmentally friendly products mediates generation Y green behav­
iour and increases green product purchase. Furthermore, the present
study sheds light on the managerial perspective on environmental
awareness that influences the outcome of generation Y consumers in
Nigeria. The result shows a lower impact (path-coefficient: 2.415). It is
sufficient to envisage the green behaviour of generation Y. The signifi­
cant findings help managers and policymakers to understand the
fundamental psychology of consumers they wish to target, especially
those affecting behaviour in a given context. Policymakers can formu­
late an operational marketing approach for the Nigerian market, un­
derstanding that generation Y green behaviour is an essential aspect of
green marketing. They investigate and provide solutions to the barriers
that prevent generation Y consumers’ green behaviour. The price
sensitivity is a barrier in Nigeria, unlike other emerging nations. Hence,
the government and product regulators should encourage the green
product marketers and stakeholders to produce green products locally to
enable price reduction. The green products from external sources are
expensive. The policymakers should examine the issue of the green
product price and improve the green product value emphasizing the
environmental and health benefit of the green product to generation Y
consumers and encourage them to pay a premium for the green products
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Environmental and Sustainability Indicators 13 (2022) 100164
since the majority place their concentration on product price sensitivity.
Product scarcity is another barrier that causes price increment and in­
hibits generation Y, the green consumer. Hence, policymakers should
bring the green product to the people and stimulate consumer prefer­
ence in selecting different products at an affordable price and build
consumer trust. In addition, the policymakers should increase opinion
leaders among female consumers because they are readily available to
help the environment. In Nigeria, females are home builders and envi­
ronmental custodians in building public trust, while the men care less
about the environment. Policymakers should consider these individual
patterns and help build up the environmental and health anxiety influ­
encing generation Y green consumers on green products. Policymakers
should inform generation Y green consumers about the environmental
and health benefit of green products as these benefits remain the main
reason for green products purchase. Generation Y green consumers are
willing to assist society sustainably. They are engaged to meet the pre­
sent challenges and environmental issues (Yahya, 2019). Therefore,
involving them in green behaviour builds a favourable attitude towards
an environmentally friendly product that meets the global standard.
Sustainable consumption work both in developed and developing na­
tions. Policymakers should also emphasize the originality of green
products and how it differs from regular and non-green products to
consumers as most people do not know what constitutes green. It helps
to build confidence among consumers and increases green product trust.
It encourages consumers to adopt green behaviour. The theoretical and
managerial findings from the study; are consistent with the reports of
other researches that validate green contextual factors (Steg and Vlek,
2009) on the theory of planned behaviour framework (Ajzen, 1991)
influence on green behaviour.
7. Limitations and future research
The current study examines factors influencing generation Y, the
green consumer in Nigeria, and understands their green behaviour on
green products. The generalization of the research outcomes is low in
the Nigerian context due to the magnitude is beyond scope of the study
(Liobikienė et al., 2016). The study measures generation Y green
behaviour using a convenience sampling approach. However, this
approach does not represent the entire generation Y, green consumers in
Nigeria. The representativeness of the sampling is adjusted to achieve a
desirable performance by taking population from distributed locations
as an element (Ramayah et al., 2010). The theory of planned behaviour
and the theory of reasoned action is recommended for future research.
The inclusion of more variables should be considered. The current study
focuses on the respondents who are in the age range of 18–32 years.
Thus, the representativeness of more age groups should be considered in
future research. The study focuses on one emerging nation; future
research should apply a cross-cultural comparative study to compare
and contrast generation Y, the green consumer in developed and
developing countries (Greendex, 2014). To understand the influence of
generation Y green consumers over time; a longitudinal research design
could be considered in future research. In addition, this research high­
lights the direct path influencing generation Y consumers; thus, future
research could consider some constructs of mediation effects in inves­
tigating these aspects in the study.
Declaration of competing interest
The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
the work reported in this paper.
O. Ogiemwonyi Environmental and Sustainability Indicators 13 (2022) 100164

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Further Reading
Guidance for Sovereign Green Bond Issuers, 2018. With lessons from Fiji’s first emerging
economy sovereign green bond. https://www.ifc.org/wps/wcm/connect/f9f126e
3-4536-470b-934c-e826f426b50d/20180320_Guidance-for-Soverign-Green-Bon
d-Issuers_v1.pdf?MOD=AJPERES&CVID=m940tsS. (Accessed 4 February 2020).
Sovereign Green Bonds Climate Bonds Briefing, 2018. Climate bonds initiative. https://
www.climatebonds.net/files/files/Sovereign_Briefing2017.pdf. (Accessed 4
February 2020).