Mediating Role of Perceived Behavioural Control and Social Norms between Attitude towards Green Consumer Behaviour and Behavioural Intention

Dr. A. Uma Maheswari and Dr. Kasinglung Panmei
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Dr. A. Uma Maheswari: Assistant Professor, Xavier Institute of Management and Entrepreneurship, Chennai
Dr. Kasinglung Panmei: Assistant Professor, Xavier Institute of Management and Entrepreneurship, Chennai

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 4450-4456

Abstract: Amid growing environmental concerns, understanding the psychological determinants of green consumer behaviour (GCB) has become critical to promoting sustainable consumption. Drawing upon the Theory of Planned Behaviour (TPB), this study investigates the mediating roles of Perceived Behavioural Control (PBC) and Social Norms (SN) in the relationship between Attitude toward Green Consumer Behaviour and Behavioural Intention. A cross-sectional survey was administered to 42 adult consumers in Chennai using a structured questionnaire comprising validated Likert-scale items. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships, and mediation analysis was conducted using bias-corrected bootstrapping (2000 samples). The model exhibited an acceptable fit to the data: χ²/df = 1.548; CFI = .923; TLI = .884; RMSEA = .116 (90% CI [.039, .178]). Results indicated that attitude had a significant direct effect on Behavioural intention, and also significantly influenced both PBC and SN. Moreover, both PBC and SN had significant direct effects on Behavioural intention and served as partial mediators in the attitude–intention pathway. The total effect of attitude on Behavioural intention was strong (β = .62), with indirect effects via PBC (β = .16) and SN (β = .12) further enhancing predictive power. These findings validate the TPB framework and underscore the importance of enhancing individuals’ sense of control and leveraging normative influences to bridge the attitude–intention gap in green consumer Behaviour. Implications for theory, practice, and policy are discussed, and recommendations are offered for future research in consumer sustainability contexts.

Date: 2025
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