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Even though many people show high concern for the environment, the existing literature suggests a disjuncture between peoples’ environmental concern and their shopping behaviours. Based on a survey of 200 shoppers around the precincts of two shopping malls in Lesotho, the objective of this paper is to examine the relationships among consumers’ environmental concern, attitude towards green products, and green purchase intentions. Factor and regression analyses are mainly used to analyse data. The results show that environmental concern is strongly related to attitude towards green products and weakly related to green purchase intentions respectively. When environmental concern and attitude towards green products are entered simultaneously to predict green purchase intentions, the influence of environmental concern becomes insignificant. The mediated relationship suggests that environmental concern affects green purchase intentions indirectly through attitude towards green products, which in turn directly affects green purchase intentions. Based on the results of the study, we provide policy implications and prospects for future research.

Environmental concern, attitude towards green products and green purchase intentions of consumers in Lesotho