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Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market

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  • Rambabu Lavuri

Abstract

Based on the Theory of Planned Behavior model, this exploratory study aims to examine factors fostering millennials’ purchasing intentions toward eco-sustainable products in emerging markets and assess the interrelationship between environmental knowledge, environmental concern, subjective norms, green attitude, and perceived behavior. Data was collected from 446 Indian millennials using convenience sampling. The data were analyzed using the IBM SPSS and AMOS package using exploratory factor analysis, confirmatory factor analysis, and Structural Equation Modeling. The results revealed that environment knowledge, environmental concern, subjective norms, and perceived behavior factors significantly fostered green attitude. Millennial green attitude positively affected purchase intention and influenced millennials’ purchase behavior both directly and indirectly. The study variables had a positive interrelationship, except for subjective norms and perceived behavior. Environmental knowledge and environmental concerns were the strongest determinants of GPI toward GPB.

Suggested Citation

  • Rambabu Lavuri, 2022. "Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 65(8), pages 1507-1529, July.
    • Handle: RePEc:taf:jenpmg:v:65:y:2022:i:8:p:1507-1529
    DOI: 10.1080/09640568.2021.1933925
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    Cited by:

    1. Hamid Mahmood Gelaidan & Abdullah Al-Swidi & Muhammad Haroon Hafeez, 2023. "Studying the Joint Effects of Perceived Service Quality, Perceived Benefits, and Environmental Concerns in Sustainable Travel Behavior: Extending the TPB," Sustainability, MDPI, vol. 15(14), pages 1-22, July.
    2. Ramazan Eren & Abdullah Uslu & Ayla Aydın, 2023. "The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    3. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    4. Han, Jeong Hugh, 2023. "Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar," Technological Forecasting and Social Change, Elsevier, vol. 195(C).

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