| Summary: | The field of green marketing and purchase behaviour has been growing in the last couple of years; consequently, there is a need to understand this behaviour among coffee consumers. Coffee is considered one of the widely consumed beverages in the world. There is heightened consciousness towards the environmental awareness of the product of compostable coffee pods. This study aims to fill this gap by providing a holistic conceptual framework to determine which factors influence green purchasing behaviour with regard to compostable coffee pods and whether gender and income have an impact. To achieve this aim, structural equation modelling (SEM) will be utilised on SmartPLS from data collected from 133 South African coffee pod consumers using an online survey. The findings indicated that interpersonal influence and altruistic values have a significant positive influence on environmental attitude and that environmental attitude has a significant positive effect on green purchasing behaviour. However, it was found that no significant relationship was observed between environmental knowledge and environmental attitude. Regarding the influence of gender and income as mediators, no influence was found in the relationship between environmental attitude and green purchasing behaviour. However, income level partially mediates this relationship. The results will provide practical solutions for marketers and policymakers.
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