Predicting Green Purchase Behavior: An Empirical Study Using Theory of Reasoned Action

Goutam Saha and Benazir Ishaque
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Goutam Saha: Department of Business Administration (DBA), Bangladesh Army University of Science and Technology, Saidpur Cantonment, Nilphamari, Bangladesh.
Benazir Ishaque: Department of Business Administration (DBA), Notre Dame University Bangladesh, Bangladesh.

International Journal of Science and Business, 2022, vol. 12, issue 1, 45-57

Abstract: This paper aims to predict the effect of attitude, motivation to comply, and normative belief (others’ expectations and behavior) on green purchase intention and behavior. The theory of reasoned action (TRA) model was adopted to investigate the green purchase behavior of Bangladeshi consumers. The judgmental sampling technique was used to collect data from 229 Bangladeshi consumers and IBM AMOS 24 was used for structural equation modeling, model fitness test, and hypothesis testing. This paper found that motivation to comply, normative belief of others’ expectations, and normative beliefs of others’ behavior influence green purchase intention, which consequently affects green purchase behavior. Contrary to our expectation, this study did not find significant relationship between attitude and purchase intention. The authors believe that this paper will act as a reference point in explaining consumers’ green purchase behavior.

Keywords: Green Purchase; Theory of Reasoned Action; Attitude; Normative Belief; Intention; Behavior. (search for similar items in EconPapers)
Date: 2022
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