Green product buying intentions among young consumers: Extending the application of theory of planned behavior
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In this article, the authors reveal the factors explaining the purchase intention toward green products among young consumers, including environmental concern, environmental knowledge, and willingness to pay, which are added in the research model to expand TPB application.Abstract:
Green products present as one of the solutions for environment sustainability issue. This research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM). The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.read more
Citations
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Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review
Xiaoyun Zhang,Feng Dong +1 more
TL;DR: This study reviews 97 papers providing empirical research on green purchase behavior from 2015 to 2020 and divides the influencing factors of green purchasebehavior into the following three categories: individual factors, product attributes and marketing, and social factors.
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Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior
TL;DR: In this article, an attempt was made to examine young consumers' intention toward green products using an extended version of the theory of planned behavior (TPB), which incorporates willingness to pay premium and environmental concern.
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Barriers of Consumer Behavior for the Development of the Circular Economy: Empirical Evidence from Russia
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