Sustainable consumption models for customers: investigating the significant antecedents of green purchase behavior from the perspective of information asymmetry

With the increase in global climate change, governments, relevant interest groups, and customers have begun to focus on environmental issues. This awakening of green consciousness has resulted in the growth of the green economy. Currently, gaining the preference of green consumers is regarded as a critical determinant of the survival and success of enterprises. Therefore, various products on the market claim to provide environmental benefits in their packaging and advertising. This study investigated consumer psychology and behavior from the perspective of information asymmetry by using signal theory. Moreover, the relationships among green product information asymmetry (GPIA), excessive product packaging (EPP), green product psychological ownership (GPPO), and green purchase behavior (GPB) are examined according to signal theory and psychological ownership theory to address the current research gaps in sustainable customer consumption. A questionnaire was used to validate the research hypotheses and framework. Analysis of the research data revealed that EPP and GPPO completely mediate the relationship between GPIA and GPB. Therefore, enterprises should reduce EPP and strengthen customers’ GPPO. These steps would contribute to the promotion of GPB among customers.