Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)

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The Role of Frugality in Green Purchase Intention: Unveiling the Mediating Role of Green Perceived Value

Authors
Bichu S. Nair1, 2, *, Santhosh P. Thampi3
1Research Scholar, School of Management and Business Studies, Mahatma Gandhi University, Kottayam, India
2Assistant Professor, Sacred Heart College Thevara, Ernakulam, Kerala, India
3Professor, School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India
*Corresponding author. Email: bichusnair@mgu.ac.in
Corresponding Author
Bichu S. Nair
Available Online 6 November 2025.
DOI
10.2991/978-94-6463-896-7_10How to use a DOI?
Keywords
Frugality; Green perceived value; Green purchase intention; Organic processed food products
Abstract

This study aims to examine is to investigate how green perceived value mediates the connection between frugality and green purchase intention. 376 respondents in Kerala provided information using a standardized questionnaire. Data was gathered via snowball sampling, and partial least square structural modeling (PLS SEM) was used for analysis. The results shows that frugality has a significant detrimental effect on GPI, with GPV acting as a powerful mediating factor. The findings suggest that frugal individual who have high green perceived value will purchase organic processed food products even though it is costly. This study helps the marketers to understand sustainable consumer behaviour of resource conscious individuals and helps the policy makers to make strategies to promote sustainable products.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
6 November 2025
ISBN
978-94-6463-896-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-896-7_10How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bichu S. Nair
AU  - Santhosh P. Thampi
PY  - 2025
DA  - 2025/11/06
TI  - The Role of Frugality in Green Purchase Intention: Unveiling the Mediating Role of Green Perceived Value
BT  - Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)
PB  - Atlantis Press
SP  - 175
EP  - 195
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-896-7_10
DO  - 10.2991/978-94-6463-896-7_10
ID  - Nair2025
ER  -