Purpose This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior. Design/methodology/approach A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied. Findings The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment. Research limitations/implications This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias. Practical implications Implications count toward individuals, enterprises and society at general. Originality/value The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

中文翻译：

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在重新审视绿色购买意识和行为的同时，对环境的关注产生了矛盾的结果

目的本文旨在根据计划行为理论，研究环境关注在快餐消费者绿色购买意识与购买行为之间的中介作用。设计/方法/方法定量的横断面设计用于通过经过验证的问卷收集主要答复。总共抽取了1,008名男女快餐购买者。应用结构方程建模。研究结果表明，绿色购买意识与绿色购买行为具有正相关关系，而环境关注在这种关系中没有中介作用。在意识到这一点后，受访者采取了绿色或环保行为，但与此同时，发现他们对环境保护的关注最小。研究的局限性/含意这是一项涉及问卷的横断面研究。数据收集的多种来源可降低自我报告的偏见。实际含义含义对个人，企业和整个社会都有影响。原创性/价值这项研究强调了即使在具有绿色购买意识之后也不关心环境保护的问题。这是第一次将环境问题作为选定关系中的调解人进行审查。不考虑环境的矛盾结果使这项研究与其他研究区分开来。原创性/价值这项研究强调了即使在具有绿色购买意识之后也不关心环境保护的问题。这是第一次将环境问题作为选定关系中的调解人进行审查。不考虑环境的矛盾结果使这项研究与其他研究区分开来。原创性/价值这项研究强调了即使在具有绿色购买意识之后也不关心环境保护的问题。这是第一次将环境问题作为选定关系中的调解人进行审查。不考虑环境的矛盾结果使这项研究与其他研究区分开来。