The impact of information factors on green consumer behaviour: The moderating role of information overload

Abstract

Although green product consumption is increasing globally, the predictors of this behaviour remain unclear, especially in developing countries where green products are not widely produced or consumed. This study examines the influence of information factors on consumer empowerment and green consumer behaviour. A quantitative approach was adopted, and data were collected by surveying 301 green product consumers residing in Baghdad, the capital of Iraq. The data were analysed by structural equation modelling using Smart-PLS version 4. The results confirm that both the central and peripheral routes of the elaboration likelihood model (ELM) guide consumers’ buying decisions about green products. Furthermore, the study revealed that consumer empowerment increases green consumer behaviour and information overload moderates the influence of information credibility on consumer empowerment. The present study contributes to the consumer behaviour literature by re-examining ELM within the context of green consumption, thereby broadening the understanding of the influence of information factors on consumers. Marketers can use the findings to develop targeted strategies for their products.