The influence of status orientation on green purchase intention: a case of a developing market

The paper aims to study about the relationship between the status orientation and the intention in purchasing a green product. Based on the theory of reasoned action (TRA), the authors has applied a quantitative method with a partial least squares structural equation model (PLS-SEM) and proposed a conceptual model to examine the relationships. The findings suggest that traditional status orientation has significant positive effects on environmental knowledge, attitude towards green products, and green product purchase intention. It also demonstrates a positive direct effect of environmental knowledge on green product purchase intention. Henceforth, as this study contributes to the field of marketing, the study has made some recommendations for marketers to target at high traditional status orientation consumers to promote green products. Besides, the paper suggests future studies developing a further model that can examine further relationships.