What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness
Bibliographic record
Abstract
The value of sustainable consumption behaviors has dramatically increased and become an important focus area in the market and society. This study examines the internal and external drivers influencing consumers’ purchasing behavior toward green products. The Motivation–Opportunity–Ability (MOA) framework is used and expanded with consumer awareness of sustainability as the conceptual basis of this study. The data were basically gathered from 439 consumers in Greece through an online survey. Logistic Regression Analysis is used to reach the research objectives. The findings of this study point out that consumers’ motivation, abilities, and awareness of sustainability significantly affect their green product purchasing behavior. In contrast, consumers’ opportunity circumstances have no significant effects on their purchasing behavior. The outcomes of this study are pertinent for marketing activities, plans of action, and campaigns organized by marketing agents, governments, or other organizations to promote green consumerism.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.015 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.001 | 0.000 |
| Bibliometrics | 0.000 | 0.006 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.006 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".