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Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products

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  • Kumar, Bipul

Abstract

This study examines the purchasing behaviour for environmentally sustainable products using the framework of the Theory of Planned Behaviour. It investigates the determinants of the purchase intention for environmentally sustainable products leading to the purchase behaviour for the same. The data collected for the study was analyzed using Structural Equation Modelling (SEM). The result of the study indicates that environmental knowledge has a significant positive relationship with the attitude towards environmentally sustainable products. The strength of significant relationship between attitude and purchase intention is greater compared to the significant relationship between perceived behavioural control and purchase intention. Subjective norm was not found to be significantly related to purchase intention. A significant positive relationship was also found between purchase intention and purchase behaviour. The study has helped in understanding the relative strength of determinants of purchase intention with regard to environmentally sustainable products which lead to purchase behaviour for the same. The findings have important implications for marketers as well as for policy makers.

Suggested Citation

  • Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:11469
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    17. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
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    20. von Meyer-Höfer, Marie & Juarez Tijerino, Andrea Maria & Spiller, Achim, 2015. "Sustainable food consumption in China and India," GlobalFood Discussion Papers 198718, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    21. Lin Zhang & Liwen Chen & Zezhou Wu & Hong Xue & Wenlin Dong, 2018. "Key Factors Affecting Informed Consumers’ Willingness to Pay for Green Housing: A Case Study of Jinan, China," Sustainability, MDPI, vol. 10(6), pages 1-16, May.
    22. Charraz Othman & Muhammad Rahman, 2014. "Investigation of the Relationship of Brand Personality, Subjective Norm and Perceived Control on Consumers’ Purchase Intention of Organic Fast Food," Modern Applied Science, Canadian Center of Science and Education, vol. 8(3), pages 1-92, June.
    23. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
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