Abstract
The research found that environmental beliefs and deontology have a positive relationship with inward and outward environmental attitude. It was also found that inward environmental attitude was a positive predictor of green purchasing behavior (GPB), but outward environmental attitude was found to be insignificant when it comes to general environmental behavior. The research also suggests that men are more likely to engage in green purchasing behavior, but women’s green purchasing behavior is more strongly influenced by inward environmental attitude. Similarly, millennials are more likely to engage in green purchasing behavior, but boomer’s green purchasing behavior is more strongly influenced by inward environmental attitude. The findings of the research are in accordance with majority of scientific literature available on this topic. The research has provided solid constructs for future researchers to benefit from and improve as the coefficient of determination (the proportion of the variance in the dependent variables that is predictable from the independent variables) of the constructs are above 0.7 which translates to more than 70%. This offers a lot of certainty in predicting the behavior of consumers.
