The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.
Factors influencing green purchase behavior of millennials in India
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.
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Cites
The theory of planned behavior
Ajzen, I. (1991) · Organizational Behavior and Human Decision Processes · doi:10.1016/0749-5978(91)90020-t · Cited by 90,587
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Predicting green product consumption using theory of planned behavior and reasoned action
Paul, J., Modi, A., & Patel, J. (2016) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2015.11.006 · Cited by 2,399
Structural equations modeling: Fit Indices, sample size, and advanced topics
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Cited by
Kautish, P., Paul, J., & Sharma, R. (2019) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2019.04.389 · Cited by 476
On the factors influencing green purchase intention: a meta-analysis approach
Zhuang, W., Luo, X., & Riaz, M. U. (2021) · Frontiers in Psychology · doi:10.3389/fpsyg.2021.644020 · Cited by 440
The effects of consumer attitude on green purchase intention: A meta-analytic path analysis
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2020.10.053 · Cited by 312
Al-Swidi, A., & Saleh, R. M. (2021) · Environment, Development and Sustainability · doi:10.1007/s10668-020-01220-z · Cited by 80
Ramzan, S., Liu, C., Xu, Y., Munir, H., & Gupta, B. (2020) · Management of Environmental Quality: An International Journal · doi:10.1108/meq-02-2020-0028 · Cited by 48
Metadata
- Authors
- Chaudhary, R., & Bisai, S.
- Venue
- Management of Environmental Quality: An International Journal
- Publisher
- Emerald
- Published
- 2018-06-01
- Volume
- 29
- Issue
- 5
- Pages
- 798-812
- ISSN
- 1477-7835 (ISSN-L)
- OpenAlex
- W2806647983
- Cited by
- 343
- References
- 10
- FWCI
- 44.62
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
