INFERRING CRITICAL FACTORS PREDICTING CONSUMERS’ SUSTAINABLE GREEN PURCHASE BEHAVIOR FROM THE PERSPECTIVE OF DEVELOPING NATION

Abstract

The purpose of this study was to explore factors affecting consumers’ green purchase behavior in the context of a developing nation, India. We proposed an integrated model based on the theory of planned behavior (TPB) and Social cognitive theory, combining with independent factors the perceived environmental knowledge, personal norm, recycling participation, perceived value, and willingness to pay to predict individuals’ green purchase intention. A total of 466 valid responses were collected from India with the help of a questionnaire survey. Evaluation of the research model was carried out through Structural Equation Modeling (SEM), and SPSS PROCESS macro was used to test the mediation effect. The findings explored three factors of TPB, recycling participation, personal norm, perceived value, and environmental knowledge significantly influenced consumers’ green purchase intention. A positive mediation effect was also found regarding consumers’ green purchase intention. But willingness to pay, negatively influenced consumers’ green purchase intention.

Keywords

• theory of planned behavior (tpb)
• willingness to pay
• recycling participation
• purchase intention
• structural equation modeling (sem)
• india