Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination
Abstract
Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and Greece). Although the findings offer considerable support for the robustness of the TPB in explaining intention in both samples, there is some indication that the theory is more appropriate in well established markets that are characterised by clearly formulated behavioural patterns (i.e. the model fitting elements of the UK sample are superior to the corresponding ones obtained from the Greek sample). The results are consistent with previous research on moral behaviour.
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If firms use green-wash activities to deceive customers, customers will not purchase their product any longer and may increase negative perception regarding the firm and its product.
“'If firms use green-wash activities to deceive customers, in order that they will not purchase their product any longer, as a result of that they may increase their negative perception regarding the firm and its product' [42].”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [42]
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Predicting green product consumption using theory of planned behavior and reasoned action
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- Authors
- Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H.
- Affiliations
- Kingston University London (GB)
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 1999-10-01
- Volume
- 16
- Issue
- 5
- Pages
- 441-460
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2036460777
- Cited by
- 1,071
- References
- 7
- Citations by year
- 2026: 16 · 2025: 36 · 2024: 58 · 2023: 58 · 2022: 73 · 2021: 88 · 2020: 56 · 2019: 76 · 2018: 68 · 2017: 62 · 2016: 68 · 2015: 70 · 2014: 59 · 2013: 61 · 2012: 50
- FWCI
- 2.76
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Marketing (publishedVersion)
- Research Repository (Kingston University London) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
- Keywords
- green marketing, theory of planned behavior, purchase intention, sustainable products, consumer behavior, cross-market comparison, moral behavior
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