Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude

The objective of this study is to find out the effect of eco-literacy and biospheric values on attitudes and intention to purchase green products. To observe this, we developed a study design that includes variables from green consumer behavior literature. We collected data from 447 respondent of public sector banks using a questionnaire survey. Finally, a model including biospheric values, eco-literacy, attitude and purchase intention was validated with a path analysis. The results of this study disclosed a positive effect of green predictors such as eco-literacy and biospheric values of millennial customers on their purchasing attitudes and intentions.