Environmental attitude, global social responsibility, and digital literacy: Predictors of green purchase intentions among emerging adults

This study explored the intricate connections between environmental attitudes, global social responsibility, digital literacy, and green purchasing intentions in emerging adults. A total of 662 participants were actively engaged by completing the Environmental Attitude Scale, Digital Literacy Scale, and Global Social Responsibility Scale. The confirmation of scale validity was established through confirmatory factor analysis. To investigate the proposed connections, we employed both linear regression and Artificial Neural Network (ANN) modeling. The findings from the regression analysis unveiled significant predictions for green purchase intentions, demonstrating that these were influenced by environmental attitudes, global social responsibility, and digital literacy. These endogenous variables collectively accounted for a substantial variance (R2?=?0.51). In addition, our ANN model exhibited noteworthy predictive accuracy, boasting a 71.2% accuracy during the training phase and a 74.8% accuracy during testing. A sensitivity analysis was executed to evaluate the significance of exogenous variables and gauge the neural network’s performance. The results highlighted that global social responsibility exerted the most substantial influence on green purchase intentions, closely followed by environmental attitudes and digital literacy. By integrating both regression analysis and ANN modeling, this approach afforded us a holistic understanding of the complex relationships between these variables. It allowed us to discern not only linear but also nonlinear relationships, which is crucial for obtaining a comprehensive grasp of these intricate dynamics. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.