Purpose: This study aims to combine the literature of consumer behavior and green marketing into a new managerial framework of green motivation. In addition, the present study proposes an original framework to explore the influence of Green Self-Efficacy (GSE) on Green Buying Intentions (GPI) of consumers through the mediating role of Perceived Consumer Effectiveness (PCE). Design/Methodology/Approach: The current study summarizes the literature of four concepts namely green self-efficacy, perceived consumer effectiveness and green purchase intentions to develop a new framework to enhance green purchasing intentions. A questionnaire was administered to empirically verify the hypothesis and data collected from Indian consumers were analyzed using Structural Equation Model (SEM) and Hayes’s Mediation Model. Findings: The study found the positive and significant effect of GSE on GPI through PCE. In addition, the relationship between GSE and GPI are partially mediated by PCE. The conclusions drawn in the study is useful for marketers to understand the factors that affect the purchasing intentions of the consumers and will help them improve the strategies in order to increase green sales. Indeed, green marketing is a distinct and distinguish way of positioning a product or company which can benefit the society with improved environmental conditions and healthy products. Originality: Although researchers have been studying the role of green motivation, particularly in the context of green purchasing behavior, it may safely asserted that the boarder dimension of GM, GSE and PCE have been remained under-researched. This study proposes an original framework to enhance GPI via GSE and PCE.
