556 Global Business and Economics Review, Vol. 21, No. 5, 2019 Copyright © 2019 Inderscience Enterprises Ltd. Examining the direct and moderation effect of psychographic and demographic factors on green purchasing behaviour Yasar Shatnawi* Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), 81310 Johor Bahru, Johor, Malaysia Email: yas.shatnawi@ju.edu.jo *Corresponding author Elham Hmoud Al-Faouri and Mohammad Al-Hayari Department of Business, Faculty of Management and Finance, University of Jordan, Aqaba Branch, Aqaba 77111, Jordan Email: e.alfaoury@ju.edu.jo Email: alhyari62@yahoo.com Abstract: This study aims to investigate the effect of psychographic and demographic factors on the green purchasing behaviour, and examine the moderation influence of demographics on the relationship between the psychographics and green purchasing behaviour. The study uses a multiple regression and PROCESS analyses for a survey conducted with a total 360 Jordanian respondents. The results revealed that the environment attitude has the strongest positive effect on green purchasing behaviour followed by social influence and personal norms. Whereas the effect of environmental concern, environmental knowledge, perceived consumer effectiveness, and skepticism is non-significant, the same results confirm for gender, age, educational level, and income level. However, the moderation influence of demographics is non- significant for most psychographics except for the interaction between age and attitude where it positively increases for people who are above 40 years old. This paper provides plausible guidelines for marketers, business, and policymakers in developing social and sustainable strategies. Keywords: green purchasing behaviour; demographic factors; psychographic factors; moderator; environmental products; green products. Reference to this paper should be made as follows: Shatnawi, Y., Al-Faouri, E.H. and Al-Hayari, M. (2019) ‘Examining the direct and moderation effect of psychographic and demographic factors on green purchasing behaviour’, Global Business and Economics Review, Vol. 21, No. 5, pp.556–582.