Investigating consumer's buying behaviour of green products through the lenses of extended theory of planned behaviour

Suyash Mishra · Ravinder Kaur

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

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

Abstract

Purpose The study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green purchase along with moderating effects of green trust and willingness to pay on purchase behaviour in an emerging market. Design/methodology/approach A total of 417 useable responses were recorded from three different states of north India to resolve the issues related to demographic diversity in country by using a structured questionnaire. Structural equation modelling, mediation and moderation analyses were used to investigate the hypothesised relationships. Findings The research unveiled that environmental concern, subjective norm have significant direct and indirect influence on green purchase intention via attitude. Furthermore, this study also elucidates that green trust significantly moderates attitude–behaviour, and intention–behaviour relationships, whereas willingness to pay does not significantly moderate these relationships in proposed model. Practical implications This study provides interesting insights regarding consumers of emerging market toward green purchase. These insights are useful for marketers to design more focused strategies for enhancing the consumers' preferences for green products and promotion of pro-environmental behaviour in emerging markets. Originality/value The novel insights of this study are the mediating role of attitude in an emerging market in extended TPB model and exploration of the moderating role of green trust and willingness to pay premium to reduce the attitude–behaviour and intention–behaviour gaps for enhancing the consumers' preferences for green purchase.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1986Self-Reports in Organizational Research: Problems and Prospects 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2006Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research 2015Predicting green product consumption using theory of planned behavior and reasoned action 2009Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities 2016Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior

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2024What triggers people to buy green products?: Empirical evidence from an emerging market

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