Purpose – The paper examines the role of green attributes, environment orientation, effectiveness, and green attitude on purchasing behavior of consumers in Mongolia. This study focuses on investigating how green attribute, etc., and green trust mediates this relationship in regards to purchase behavior of consumers in Mongolia.
Design/methodology/approach – A quantitative approach was used. A total of 326 respondents were asked to complete an online questionnaire. Respondents were from Mongolia. The data was analyzed using the partial least square (PLS) test within the statistical product and service solutions (SPSS) to investigate the relationship amongst the variables.
Findings – The findings indicate that there is a positive and significant relationship between perceived environment and purchase intention. Moreover, there is a positive and significant relationship between green benefit and purchase intention. However, the findings revealed that green trust does not significantly affect purchase intention while being mediated by green attitude. Lastly, green benefit, social desirability, and perceived effectiveness are important factors affecting Mongolian consumer purchase intention.
Research limitations/Implications – Future researchers should utilize cross-sectional and longitudinal studies to validate our findings in the long term. The data size of our research cannot be used to accurately generalize the behavior of all consumers in Mongolia. The sample size should be greatly expanded in the future.
Practical implications – Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence the purchase decisions of the youth. The finding that green trust does not mediate the relationship between green knowledge and purchase behavior but green value does, can be exploited by managers and marketers to construct effective sales strategies specifically targeting the youth.
Originality/Value – Our model argues that consumer purchase behavior is influenced by green knowledge and attitude. The model suggests that green value is more impactful on the purchase decisions of the youth in Mongolia than trust.
Keywords- Green Marketing, Purchase Intention, Green Attitude, Green Trust, Mongolia

Table of Contents
Title
Abstract i
List of figures v
List of tables vi
Chapter One 1
Introduction 1
1.1 Research background 1
1.2 Research gap 2
1.3 Research Purpose 3
1.4. Significance of the study 3
Chapter Two 5
Literature review 5
2.1 Perceived environmental orientation 5
2.2 Green Trust 5
2.3. Green benefit 7
2.4 Social desirability 7
2.5 Product effectiveness 8
2.6 Green attitude 9
2.7 Purchase intention 10
Chapter Three 12
Hypothesis Development 12
3.1 Green attitude on perceived environmental orientation
and purchase intention 12
3.2 Green attitude on green trust and purchase intention 13
3.3 Green attitude on green benefit and purchase intention 13
3.4 Green attitude on social desirability and
purchase intention 14
3.5 Green attitude on product effectiveness and
purchase intention 15
Chapter four 16
Research methodology 16
4.1 Research measure and design 16
4.2 Data collection 20
4.3 Data analysis method 22
Chapter five 25
Data Analysis Results 25
5.1 Accuracy analysis 25
5.2 Proposed Structural Model and Main Effect Hypotheses
Testing 30
Chapter 6 33
Discussion 33
6.1 Discussion 33
6.2 Theoretical implication 33
6.3 Managerial implications 34
6.4 Limitation of Study and Future Research Direction. 34
References 35
Appendix A 45
Appendix B 50

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