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

Author

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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)

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.

Suggested Citation

  • Franky Varah & Mirinchonme Mahongnao & Balaram Pani & Sophayo Khamrang, 2021. "Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(6), pages 9181-9195, June.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:6:d:10.1007_s10668-020-01018-z
    DOI: 10.1007/s10668-020-01018-z
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    References listed on IDEAS

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    1. Franky Varah & Mirinchonme Mahongnao & Deep Jyoti Francis & Tuisem Shimrah, 2020. "Measuring environmental attitudes and behaviors: a study of undergraduate students in Delhi," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 103(1), pages 1291-1306, August.
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    6. Nosi, Costanza & D'Agostino, Antonella & Piccioni, Niccolò & Bartoli, Chiara, 2023. "Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Sidra Ramzan & Fahad Javed Baig, 2022. "To Buy Or Not To Buy? Consumers’ Purchase Intention Toward Suboptimal Food In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 93-103, June.
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