Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior

Franky Varah (), Mirinchonme Mahongnao (), Balaram Pani () and Sophayo Khamrang ()
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Franky Varah: University of Delhi
Mirinchonme Mahongnao: Citizens’ Foundation for Policy Solutions, Community Centre
Balaram Pani: University of Delhi
Sophayo Khamrang: University of Mumbai

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2021, vol. 23, issue 6, No 55, 9195 pages

Abstract: Abstract The present study is an attempt 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. This study was tested empirically using survey data collected from 316 respondents in India and the data were analyzed using SPSS and STATA computer program. The empirical results suggested that extended version of the TPB influenced the intention of the young consumers’ toward green products. Further, all hypotheses were accepted and there is a strong correlation between the five examined factors in buying green products. In addition, the results also validated the appropriateness of the extended TPD for exploring young consumers’ toward green products. This study offers insights from the perspective of an emerging economy and future research directions on young consumers’ intention toward green products. Based on the results, future research directions are likewise discussed.

Keywords: Green products; Young consumers’; Theory of planned behavior; Behavior intention (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s10668-020-01018-z

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