Bridging the green gap: examining consumer green perceptions in an extended model of theory of planned behavior

Despite increasing global awareness of environmental issues, a persistent gap exists between positive environmental attitude and their actual green purchasing behavior—a phenomenon widely known as the attitude-behavior gap. This study addresses this gap by drawing on the theory of planned behavior (TPB) to investigate how inward (IEA) and outward environmental attitude (OEA) influence green product purchase intention (GPPI) through the mediating role of perceived consumer effectiveness (PCE). This study extends the knowledge by introducing eco-literacy and green product perceptions (green concept, hardness, stigma, readiness, and responsibility) as boundary conditions that either enable or hinder this mediated relationship. Using purposive sampling, 419 responses were collected from Pakistani consumers with varying levels of green engagement. The results demonstrated that for IEA, eco-literacy, green hardness, and readiness significantly moderated the mediated relationship of PCE on GPPI. For OEA, eco-literacy, and all five green product perceptions influenced the effect of PCE on GPPI. By expanding TPB with these novel mediators and moderators, this study contributes a more comprehensive framework for understanding and addressing the green gap. The findings offer practical implications for policymakers and marketers to design targeted educational campaigns and consumer-centric green policies that address both internal and external motivation and barriers to sustainable consumption.