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Antecedents of Green Buying Behavior: Contextual Analysis of Theory of Planned Behavior in Ethiopia

Author

Listed:
  • Yada, Abera Legesse

    (Department of Management Addis Ababa University, Addis Ababa, Ethiopia)

  • Kumar, Satinder

    (Department of Management Addis Ababa University, Addis Ababa, Ethiopia)

Abstract

Consumption pattern is highly harming environment and nations at every corners are reaping the spiteful result of the damage. Though many claimed the inconsistency between intention and behavior, none was able to examine reasons for the discrepancy. A total of 402 academic staffs from eight private and public universities in Addis Ababa, Ethiopia are randomly approached to solicit data. Structural equation and process macro methods are used for data analysis purpose. The results of study ascertain that environmental knowledge and subjective norm are best predictors of green behavior.

Suggested Citation

  • Yada, Abera Legesse & Kumar, Satinder, 2023. "Antecedents of Green Buying Behavior: Contextual Analysis of Theory of Planned Behavior in Ethiopia," Journal of Internet Banking and Commerce, , vol. 28(01), pages 01-13, January.
    • Handle: RePEc:ris:joibac:0017
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    More about this item

    Keywords

    Green behavior; Green intention; Green products; Consumption;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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