Predicting green product consumption using theory of planned behavior and reasoned action |
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| Institution: | 1. Graduate School of Business Administration, University of Puerto Rico, San Juan, PR, USA;2. V.M. Patel Institute of Management, Ganpat University, Kherva, Gujarat, India;1. Department of Agricultural Extension and Education, Khuzestan Ramin Agriculture and Natural Resources University, Mollasani, Ahwaz, Iran;2. IIASA- International Institute for Applied Systems Analysis, Schlossplatz 1, Laxenburg, Austria;1. Research Scholar, Indian Institute of Technology Roorkee, 247667, India;2. Associate professor, Indian Institute of Technology Roorkee, 247667, India |
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| Abstract: | The extended Theory of Planned Behavior (TPB) incorporates environmental concern, a critical variable in green marketing literature, intending to achieve triple bottom line (TBL). In this context, this study aims to validate TPB and its extended form (mediating role of TPB variables), as well as the Theory of Reasoned Action (TRA), to predict Indian consumers’ green product purchase intention. We collected primary data from 521 respondents as input, establishing validity through confirmatory factor analysis (CFA). Our empirical results of structural equation modeling (SEM) show that extended TPB has higher predictability than TPB and TRA in green marketing settings. Consumer attitude and perceived behavioral control significantly predicts purchase intention whereas subjective norm does not. Our findings also suggest that TPB mediates the relationship between environmental concern and green products purchase intention. An additional construct in the new model considerably contributes to improving the understanding of green products purchase intention formation and could become a sustainable mainstream variable. |
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| Keywords: | Green products Purchase intention Theory of Planned Behavior Consumer attitude Environmental concern Validity Structural equation modeling |
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