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Green attitudes, not eco-facts alone, drive organic purchases

OpenAlex · 2026-10-09

A Mongolian marketing study surveyed 405 shoppers of the organic home and skincare brand 'Shim' and found that environmental awareness, green advertising, and social pressure from peers all push people toward organic products mainly by shaping a positive attitude toward 'green' goods first.

1

Surveyed 405 valid responses (from 410 collected) of consumers of the Mongolian organic brand 'Shim' using SPSS and Smart-PLS analysis

2

Environmental awareness, green advertising/eco-labels, and social influence significantly affect purchase decisions, but only indirectly, through a mediating 'attitude toward green products' variable

3

All 5 proposed hypotheses (H1-H5) were supported, with consumer attitude identified as the key lever marketers should target to boost organic sales

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organic-products consumer-behavior sustainability