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Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products
Open accessAbstract
Sustainable development is a powerful impetus to achieve the coordination between economic advancement and environmental protection. Therefore, the promotion and adoption of green consumption has attracted increasing attention from academics. As an important tool for multivariate data analyses, structural equation modelling has been extensively used in purchase intention for green products. However, most previous research has recognized green products as a general class when studying their purchase intention, which focused little attention on comparing purchase intention for different kinds of green products. This study extends and tests the theory of planned behavior (TPB) and includes another cognitive construct, that is, environmental concern, to explore purchase intention for different kinds of green products. First, the effect of TPB constructs was examined on purchase intention for utilitarian green products and hedonic green products. Second, a cognitive factor, that is, environmental concern, was used to test its different effects on these two kinds of green products. Third, the indirect effect of environmental concern on purchase intention was measured for these two kinds of green products. The study showed that extended TPB constructs, that is, attitude, perceived behavior control, and environmental concern positively and significantly affected purchase intention for both utilitarian green products and hedonic green products, while subjective norm only significantly and positively affected purchase intention for utilitarian green products. Moreover, the cognitive factor, that is, environmental concern, had a higher effect on purchase intention for utilitarian green products than purchase intention for hedonic green products, and it also had a similar indirect effect on both kinds of green products. This study provides an insight to policymakers, entrepreneurs, and marketers into how to increase purchase intention for different kinds of green products.
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“Indeed, various studies have proven that environmental concern is a strong determinant of green consumption intention (Pickett-Baker & Ozaki, 2008; Hartmann and Apaolaza, 2012; Prakash & Pathak, 2016; Zhang et al., 2019; Zheng et al., 2020).”
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“Attitude (ATT), consumer’s perceived behavioral control (PBH), as well as a subjective norm, are the determinants of the PI, according to the Theory of Planned Behavior (TPB) (Leibao Zhang, Fan, Zhang, & Zhang, 2019).”
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“Many PEB studies reported that subjective norm was signi fi cantly correlated with support for policy and intention (e.g. Ng, 2021; Ribeiro et al., 2017; Zhang et al., 2019).”
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“Governmental efforts which simultaneously concentrating on pursuing economic development and environmental protection would lead a country to become a sustainable society (Zhang et al., 2019).”
Akmal, T., Jamil, F., Raza, M. H., Magazzino, C., & Hussain, B. (2023) · Environmental Monitoring & Assessment · doi:10.1007/s10661-023-11685-w · Cited by 14
“The results also show that behaviors regarding waste segregation are driven more by subjective norms than by their capacity and convenience to do so (Zhang et al., 2019).”
BackgroundLin, C. A., Wang, X., & Dam, L. (2023) · Emerging Media · doi:10.1177/27523543231188279 · Cited by 25
“Ko and Jin (2017) suggested that subjective norms positively impacted intentions to purchase utilitarian green products such as energy-ef fi cient household appliances, but not hedonic green products such as organic clothing (Zhang et al., 2019).”
BackgroundTapsoba, P. K., Aoudji, A. K. N., Ouédraogo, F., Dassekpo, I. S., Kestemont, M., Konkobo, M. K., & Achigan-Dako, E. G. (2023) · Farming System · doi:10.1016/j.farsys.2023.100023 · Cited by 19
Rizkalla, N., Lestari, E. D., Arinto, B., Purnamaningsih, P., & Sulistyarini, N. (2022) · Economics Management and Sustainability · doi:10.14254/jems.2022.7-1.4 · Cited by 12
Rukhsar, Yameen, M., & Khanam, Z. (2024) · IIM Ranchi Journal of Management Studies · doi:10.1108/irjms-01-2024-0002 · Cited by 25
Zhang, X., Chao, C.-T., Chiu, Y.-T., & Chen, H.-S. (2024) · Foods · doi:10.3390/foods13101537 · Cited by 13
Understanding sustainable purchase intention of smartphone users interface: Evidence from China
Horani, L. F., & Dong, L. (2023) · Frontiers in Psychology · doi:10.3389/fpsyg.2023.1122801 · Cited by 19
“To this end, the introduction of new psychological variables like “environmental knowledge,” “perceived green value,” and “perceived self-identification” was designated for the purpose of expanding upon the theory to encompass, analyze, and predict the effectiveness of green consumption behavior (Zhang et al., 2019; Y…”
BackgroundLu, Y., & Park, S. D. (2022) · Sustainability · doi:10.3390/su142214704 · Cited by 13
The need for individualization: An open innovation perspective on the case for customized products
Padual, S. R. M., Ong, A. K. S., German, J. D., & Gumasing, M. J. J. (2024) · Acta Psychologica · doi:10.1016/j.actpsy.2024.104473 · Cited by 11
Gul, S., & Ahmed, W. (2024) · Bulletin of business and economics · doi:10.61506/01.00270 · Cited by 12
“Moreover, studies by Chen and Tung (2014), S. Wang et al. (2016), and Zhang et al. (2019) have shown that high EC directly influences AT, SN, and PBC, thereby impacting purchase intention towards eco-friendly products.”
BackgroundRamtiyal, B., Johari, S., Vijayvargy, L., & Prakash, S. (2023) · Journal of Global Operations and Strategic Sourcing · doi:10.1108/jgoss-04-2023-0027 · Cited by 12
Customer adoption of green banking: an extended theory of planned behavior
Jain, A., Behera, B., & Kochhar, K. (2025) · Management Decision · doi:10.1108/md-06-2024-1438 · Cited by 23
Pienwisetkaew, T., Wongsaichia, S., & Ketkaew, C. (2025) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2025.100344 · Cited by 12
Luu, D. Q., Chou, S.-Y., Pham, T. M., Nguyen, H., & Pham, T. T. (2024) · SAGE Open · doi:10.1177/21582440241264604 · Cited by 10
“Recent research efforts have aimed to enhance its explanatory power by integrating new components into the TPB model (Chen & Tung, 2014; Zhang et al., 2019).”
Szaban, M., Szymkowiak, A., & Caniëls, M. C. J. (2023) · Global Business and Organizational Excellence · doi:10.1002/joe.22244 · Cited by 12
Chen, J., & Liu, Q. (2023) · Sustainability · doi:10.3390/su15108391 · Cited by 9
Urbatsch, R., & Wang, Y. (2021) · Energy Research & Social Science · doi:10.1016/j.erss.2021.102283 · Cited by 10
From Values to Behavior: Proposition of an Integrating Model
Aride, O., & Pàmies, M. D. M. (2019) · Sustainability · doi:10.3390/su11216170 · Cited by 11
Chen, C.-C., Chai, M., & Lin, P.-H. (2025) · Journal of Computer Assisted Learning · doi:10.1111/jcal.70087 · Cited by 9
Uddin, F., Raza, M. W., & Rasheed, A. (2025) · Environment Development and Sustainability · doi:10.1007/s10668-024-05793-x · Cited by 13
“Theory of Planned Behaviour (TPB) has been extensively applied in sustainable consumption research world-wide (Hsu et al., 2017; Kim et al., 2013; Nekmahmud et al., 2022; Raza et al., 2023a, 2023b; Tanner& Kast, 2003; Zhang et al., 2019).”
Fatoki, O. (2024) · International Journal of Education and Practice · doi:10.18488/61.v12i3.3825 · Cited by 9
“The TPB is a flexible model, and other variables can be added to improve its explained variance (Zhang, Fan, Zhang, & Zhang, 2019).”
BackgroundIkhsan, M., & Wulandari, R. (2024) · Journal of Islamic Economics Lariba · doi:10.20885/jielariba.vol10.iss1.art9 · Cited by 9
“Several studies (Chan et al., 2018; Freire, 2018; Long et al., 2017; S. Wang et al., 2016; Wu et al., 2016; L. Zhang et al., 2019; Y. Zhang & Li, 2020) show a positive correlation between PBC and interest in green-related products or investment.”
BackgroundBahrainizad, M., & Abedini, F. (2023) · Journal of Foodservice Business Research · doi:10.1080/15378020.2023.2265797 · Cited by 9
“A green product is defined as a product that can be recycled or reused and does lead to the pollution of the earth or the misuse of natural resources (Zhang et al., 2019).”
Ng, S. L. (2021) · Current Issues in Tourism · doi:10.1080/13683500.2020.1866507 · Cited by 9
“The result is consistent with previous studies as well (e.g. Lu et al., 2009; Zhang et al., 2019).”
ResultKaur, B., Gangwar, V. P., Dash, G., Khan, N., & Alkhoraif, A. A. (2023) · Polish Journal of Environmental Studies · doi:10.15244/pjoes/172037 · Cited by 13
“Previous studies reported similar results [62, 63, 27, 28].”
Metadata
- Authors
- Zhang, L., Fan, Y., Zhang, W., & Zhang, S.
- Affiliations
- Zhejiang University of Finance and Economics (CN)
- Shanghai University of Finance and Economics (CN)
- Corresponding author
- Zhang, Wenyu
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2019-08-05
- Volume
- 11
- Issue
- 15
- Pages
- 4222
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W2965729490
- Cited by
- 206
- References
- 68
- Citations by year
- 2026: 23 · 2025: 31 · 2024: 44 · 2023: 43 · 2022: 26 · 2021: 26 · 2020: 11 · 2019: 2
- FWCI
- 21.32
- Type
- journal article
- Language
- en
- Open access
- gold
- dx.doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
- Funders
- National Natural Science Foundation of China (51875503, 51475410)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
- Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
- Keywords
- theory of planned behavior, green products, purchase intention, environmental concern, attitudes, perceived behavioral control, subjective norms, sustainable consumption, green consumption
About these checks
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