The Theory of Planned Behavior in the Analysis of Green Product Purchase Intention

Given the growing concerns about climate change and sustainability, uncovering the factors that influence consumers’ decisions to adopt green products remains a pressing inquiry. This study uses the theory of planned behavior (TPB) and the PLS-SEM method to confirm that environmental concern (EC), perceived behavioral control (PBC), attitude (AT) and subjective norms (SN) influence green product purchase intention (PI). According to this research, environmental concern is the main determining factor for the purchase intention of green products. A structured quantitative survey was applied to a sample of 421 people. The analysis was conducted using WarpPLS 8.0. The results show that environmental concern and perceived behavioral control play a crucial role. Individuals’ confidence in their ability to influence environmental conservation efforts is important in their purchasing decisions. Subjective norms play a mediating role and have a smaller impact but contribute significantly to shaping the societal context that influences green purchase decisions. Attitudes have a significant, nonlinear impact on purchase intention. This study encourages green marketing strategies and public policies oriented towards green products, targeting accessibility barriers to green products and changing green purchasing patterns, to contribute to sustainable consumption objectives, offer directions for future research and increase competitiveness.