Determinants of Green Purchase Intention Among Educated Consumers: A Review of the Literature

Green purchase intention (GPI) has become a central construct in sustainable-consumption research, yet a persistent gap remains between consumers’ pro-environmental attitudes and their actual purchasing. This review synthesises the published literature on the determinants of GPI among educated consumers, organising the evidence around six recurring factors: environmental awareness, subjective norms, perceived behavioural effectiveness, eco-label trust, price sensitivity, and product availability. Drawing on the Theory of Planned Behaviour, Value-Belief-Norm theory, and the broader consumer-environmentalism literature, the review maps how each determinant has been theorised and tested, provides conceptual and empirical definitions of each construct, highlights inconsistent and contradictory findings, and identifies gaps that future empirical work should address. The synthesis suggests that individual-cognitive drivers such as awareness and institutional trust are consistently influential, while normative and economic factors show more context-dependent effects. The review closes with a proposed integrative framework and an agenda for future research.