This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketing communication. An online survey was carried out on the population residing in Portugal over 18 years of age, allowing us to collect 690 valid responses. Data analysis techniques including descriptive analyses, parametric and non-parametric tests, linear correlation, and regression analysis were used. The achieved results allow us to conclude that consumers are attentive to companies’ green marketing communication. A strong correlation between consumers’ attention to companies’ green marketing communication and green purchasing behaviour was identified. The results also confirm that individuals with higher educational levels and green attitudes and females are the most attentive to companies’ green marketing communication.

Purpose: Through the application of the theory of planned behavior (TPB), this study aims to explore the main determinants of higher education students’ pro-environmental behavior. Design/methodology/approach: An online survey was conducted among the students of a public higher education institution (HEI) in Portugal, from March to May of 2020. The data were analyzed with the structural equation modeling technique, considering environmental attitude, knowledge, subjective norm and perceived behavioral control as exogenous latent variables, and pro-environmental intention and behavior as endogenous latent variables. Findings: The results show that the students’ environmental attitude and knowledge have no significant impact on their pro-environmental intention, while the students’ subjective norm and perceived behavioral control have a positive impact on their pro-environmental intention. The results also reveal that the students’ perceived behavioral control and pro-environmental intention have a strong and positive impact on their pro-environmental behavior. Research limitations/implications: This study focuses on the students from a single public HEI, in accounting and administration area, and deepens environmental behavior in relation to resources’ consumption. Practical implications: This study provides findings that can be useful for HEIs to be more effective in their policies, strategies and practices to improve students’ environmental behavior. Originality/value: The paper contributes to the literature by exploring the main determinants of higher education students’ pro-environmental behavior in a Portuguese HEI and extending the TPB considering the additional variable environmental knowledge.

The main purpose of this research study is to explore higher education students’ environmental knowledge, attitudes and behavior. To achieve this goal, a questionnaire was conducted among the students of a public higher education institution (HEI) in Portugal. Our findings result from 371 valid responses and allow us to conclude that most students have significant environmental knowledge, have environmentally friendly attitudes and are environmentally responsible in the areas of use of paper, recycling and energy consumption. Results also indicate that most students are aware of the importance of protecting the environment and consider themselves well informed about environmental issues. Students’ main information sources of environmental information are television, social networks and the HEI they attend. We conclude that more attention should be given to HEIs, due to their significant potential to educate and train future decision makers in a society, to enhance a more protective approach to the environment.

In recent years, there has been a growing concern about the environmental impacts of consumers’ behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through the application of the theory of planned behaviour (TPB), in this research, we studied the influence of some key variables on college students’ green purchasing behaviour, namely perceived behavioural control, subjective norms, green attitudes, and green purchase intentions. The TPB model was extended to the analysis of the influence of the companies’ green communication on students’ green purchase behaviour. To achieve the proposed goal, from March to April of 2021, a survey was conducted among the students of a higher education institution (HEI) in Portugal, allowing us to gather 432 valid responses. The findings suggested that all the variables, except the subjective norms, had a positive influence on the students’ green purchase intentions. Moreover, it was observed that students’ intentions had a positive influence on their green purchase behaviour. This research provides important results not only for policymakers to promote more sustainable behaviours among consumers but also for companies to be more aware of the importance of green communication.