Factors influencing green purchase behavior of millennials in India

Richa Chaudhary · Samrat Bisai

345 citations0/0 files storedManagement of Environmental Quality An International Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 345 citations exist upstream.

References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.1992Alternative Ways of Assessing Model Fit 1988On the Evaluation of Structural Equation Models 2009Structural equations modeling: Fit Indices, sample size, and advanced topics 2015Predicting green product consumption using theory of planned behavior and reasoned action 2013Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels

Cited by

2018Carbon dioxide (CO2) emissions and economic growth: A systematic review of two decades of research from 1995 to 2017 2019The survey of economic growth, energy consumption and carbon emission 2022Transforming consumers' intention to purchase green products: Role of social media 2020The effects of consumer attitude on green purchase intention: A meta-analytic path analysis 2021Asymmetric impact of fossil fuel and renewable energy consumption on economic growth: A nonlinear technique

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.