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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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“Multiple studies across different geographical and cultural contexts have consistently demonstrated that consumer attitudes strongly predict purchase intention for health-oriented food products [38,83,84,85,86].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [83]
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InfluentialWidodo, A., Rubiyanti, N., & Madiawati, P. N. (2025) · Management & Sustainability An Arab Review · doi:10.1108/msar-02-2025-0054 · Cited by 17
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Emerging market’s Consumer Intention Towards the Use of Eco-Friendly Shopping Bags in Retail Stores
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“The available literature established a strong fact that Environmental Concern (EC) is an attitude towards environmental protection exhibited by an individual in a specific period (Zhang et al., 2019).”
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Wardana, C., A'Zizah, L. O. F., Abas, N. I., Maulana, H., & Kusumawati, R. (2025) · Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) · doi:10.37631/ebisma.v6i1.1758 · Cited by 4
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Pathway to Green Consumerism: Decoding the Interplay of Affective and Cognitive Green Brand Factors
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“…can consistently favor or dislike a specific object (eagly & chaiken, 2007). numerous studies examined the link between attitude and purchasing intention and concluded that attitude is a critical factor in predicting consumers’ purchasing intentions (tajuddin et al., 2014; l. Zhang et al., 2019).”
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FAKTOR YANG BERPERAN DALAM MENDORONG MINAT PEMBELIAN POPOK RAMAH LINGKUNGAN
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Nguyen-Anh, T., Nguyen-Thu, H., Nguyen-Thi-Thuy, L., Tran-Phuong, C., & Nguyen, T.-T. (2023) · Energy & Environment · doi:10.1177/0958305x231192364 · Cited by 3
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Online environmental concerns and individual health outcomes in China
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“The questions related to the dependent variable, purchase intention, were adapted from Ajzen (2006) and Zhang et al. (2019).”
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Longwe, B., & Mwange, A. (2026) · African Journal of Empirical Research · doi:10.51867/ajernet.7.1.113
“Unlike existing models such as the Extended Theory of Planned Behaviour (Ajzen, 1991; Zhang et al., 2019) and the Base-of-Pyramid framework (Prahalad & Hart, 2002), which stress individual choice and responsibility, CES places environmental behaviour within the realities of poverty, climate…”
InfluentialLongwe, B., & Mwange, A. (2026) · African Journal of Empirical Research · doi:10.51867/ajernet.7.1.109
Between values and practices: unpacking sustainable consumption behavior for sustainable development
Gunawan, A. I., Sosianika, A., Azmi, S. N., Bustomi, D. K., Andiningtyas, I., Mellysa, A., & Putra, I. F. (2026) · IOP Conference Series Earth and Environmental Science · doi:10.1088/1755-1315/1608/1/012056
“However, despite its predictive strength, TPB faces a notable limitation: individuals often intend to act sustainably but fail to do so in practice [8].”
Asignacion, P. Y. T., Bernas, F. M. F., Rit, K. A. A., Ong, A. K., & Moreno, D. E. (2026) · Acta Psychologica · doi:10.1016/j.actpsy.2026.106474
Brand Image and Customer Loyalty: Exploring the Power of Word of Mouth
Tran, N. T., & Nguyen, L. H. T. (2026) · Emerging Science Journal · doi:10.28991/esj-2026-010-01-021 · Cited by 1
“A key contribution of this study lies in integrating mediating relationships, rather than examining them individually as in previous research [28, 41, 46, 51, 55].”
Simango, T., Truter, L., & Masondo, P. (2026) · African Journal of Creative Economy · doi:10.4102/ajce.v3i1.27
Usman, B., Mustapha, Y. I., & Gbadeyan, R. (2025) · Gusau International Journal of Management and Social Sciences · doi:10.57233/gijmss.v8i2.15
Exploring Consumer Preferences: Organic vs. Non-Organic Body Wash Brands in Malaysia
Ng, W. Z., & Fernandez, P. R. (2025) · IIUM Journal Of Economics and Management/International Journal of Economics, Management and Accounting · doi:10.31436/ijema.v33i1.1525
Green Consumption of Electronics: Bridging the Gap between Awareness and Action
Zafar, A., Zafar, M. H., Liaquat, R., & Nasim, I. (2024) · Bulletin of Business and Economics (BBE) · doi:10.61506/01.00440 · Cited by 2
“Various studies show that there is a positive relationship between environmental concern and green purchase behavior (Nekmahmud & Fekete-Farkas, 2020; Zhang et al., 2019).”
BackgroundElistia, E., Deodora, F., & Mariam, S. (2023) · International Journal of Economy Education and Entrepreneurship (IJE3) · doi:10.53067/ije3.v3i2.170
“Individuals are closely related to society in modern society, influencing their pro-environmental behavior (Zhang et al., 2019).”
InfluentialIndividual Adaptation Determinants and Themes for Environmental Resilience
Kaplan, G., Çorbacıoğlu, E., & Basoglu, N. (2022) · 2022 IEEE Technology and Engineering Management Conference (TEMSCON EUROPE) · doi:10.1109/temsconeurope54743.2022.9802018
کرمی, ج., دهقان, ف., & یزدانبخش, ک. (2021) · DOAJ (DOAJ: Directory of Open Access Journals) · doi:10.30473/ee.2021.58502.2355
Rebesco, P., & Akimowicz, M. (2027) · Ecological Economics · doi:10.1016/j.ecolecon.2026.109267
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
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