Examining a theoretical model of eco-anxiety on consumers' intentions towards green products

Given the current levels of pollution and global warming concerns, consumers started to be more and more involved with environmental issues, becoming more anxious regarding the state of natural resource depletion. Thus, this research aims to examine the concept of eco-anxiety among consumers who are aware of the repercussions of the current environmental complexities, analysing how or to what extent it affects them, bearing in mind that individuals may tend to escape from stressful environmental issues. A conceptual model will be tested using data from consumers of two countries representing very different regions and socioeconomic contexts: India and Italy. An online self-administered questionnaire was distributed in India and Italy between February and March 2022. Employing partial least squares structural equation modelling (PLS-SEM), a sample of 557 individuals was collected (316 from India; 241 from Italy). The study examined the measurement model to assess validity and reliability, as well as the structural model to test the hypotheses. The results indicate that consumers of India and Italy tend to avoid thinking about environmental crises trying to normalise their plight. As observed, eco-anxiety positively influences emotional dissonance, and escapism is positively related to this construct, but intentions to buy green products are found to be insignificant. Practical implications were drawn for policymakers and practitioners, indicating different orientations according to the region.