To further examine the hypothetical relations, regression analysis was conducted. Hypothesis 1 (H1) predicted a posi- tive relationship between ‘perceived seriousness of environ- mental problems’ and ‘green purchasing behaviour’. The results of the analysis of variance (ANOVA) test reveal an F-value of 29.323 and a significance of 0.000 (at a 0.05 sig- nificance level), which, when added to the coefficients of de- termination R2 for the regression analysis (equal to 0.229), indicates that 22.9% of the variation in the measure of green purchasing behaviour is explained by the perceived serious- ness of environmental problem factor and provides empirical support for the first hypothesis (H1). ‘Green purchasing behaviour’ is positively related to the ‘perceived seriousness of environmental problems’.