Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The impact of eco-innovation ongreen buying behaviour: the moderating effect of emotional loyalty and generation Subject The topic of the resource Buying behaviour; Eco-innovation; Emotional loyalty; Environmental concern; Generation; Generativity; Structural equation modelling Description An account of the resource Purpose: This study intends to contribute to the literature of eco-innovation by examining the pro-environmental intentions and behaviour among consumers through their understanding of eco-innovation. Thus, the relationship among eco-innovation, general pro-social attitude, generativity, environmental concern, purchasing intentions and buying environmentally friendly products and the differences of the relationship between high and low emotional loyalty and Generation Y and Z were investigated via structural equation modelling (SEM). Design/methodology/approach: Data were collected through an online questionnaire directed to Indian consumers, and analysis was done through partial least square structural equation modelling (PLS-SEM) in two stages, i.e. measurement model and structural model. Findings: Results confirm the relationships established in the proposed model, and some differences were found between the levels of emotional loyalty and the Generations Y and Z. The research shows that individualistic norms and perceived marketplace influence play a purposeful role in transforming environmental concerns into buying behaviour towards eco-innovation-driven products. Practical implications: From a policy and management perspective, the results not only imply the importance of continuous performance and environmental improvement but also those policies hindering diffusion and adoption need to be addressed. Green buying is an elusive task but can be opportunely attained by marketers by adding elements of eco-innovations and understanding mindsets of consumers to create winwin situations for themselves and consumers. Originality/value: The results reinforced that emotional loyalty and Generations Y and Z vitally impact consumers' green buying decision within the framework of eco-innovation and cognitive factors. 2022, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Sharma N.; Pa A.; Kautish P. Source A related resource from which the described resource is derived Management of Environmental Quality: An International Journal, Vol-33, No. 4, pp. 1026-1045. Publisher An entity responsible for making the resource available Emerald Group Holdings Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/MEQ-11-2021-0267" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/MEQ-11-2021-0267</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126212717&amp;doi=10.1108%2FMEQ-11-2021-0267&amp;partnerID=40&amp;md5=12efef328aa843f07281b38f6e7e6028" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126212717&amp;doi=10.1108%2fMEQ-11-2021-0267&amp;partnerID=40&amp;md5=12efef328aa843f07281b38f6e7e6028</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 14777835 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sharma N., School of Commerce, Finance and Accountancy, CHRIST University, Bangalore, India; Pa A., University of Beira Interior, Covilha, Portugal; Kautish P., Department of Marketing, Institute of Management, Nirma University, Ahmedabad, India