IDEAS home Printed from https://ideas.repec.org/a/taf/jenpmg/v65y2022i8p1507-1529.html
   My bibliography  Save this article

Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market

Author

Listed:
  • Rambabu Lavuri

Abstract

Based on the Theory of Planned Behavior model, this exploratory study aims to examine factors fostering millennials’ purchasing intentions toward eco-sustainable products in emerging markets and assess the interrelationship between environmental knowledge, environmental concern, subjective norms, green attitude, and perceived behavior. Data was collected from 446 Indian millennials using convenience sampling. The data were analyzed using the IBM SPSS and AMOS package using exploratory factor analysis, confirmatory factor analysis, and Structural Equation Modeling. The results revealed that environment knowledge, environmental concern, subjective norms, and perceived behavior factors significantly fostered green attitude. Millennial green attitude positively affected purchase intention and influenced millennials’ purchase behavior both directly and indirectly. The study variables had a positive interrelationship, except for subjective norms and perceived behavior. Environmental knowledge and environmental concerns were the strongest determinants of GPI toward GPB.

Suggested Citation

  • Rambabu Lavuri, 2022. "Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 65(8), pages 1507-1529, July.
    • Handle: RePEc:taf:jenpmg:v:65:y:2022:i:8:p:1507-1529
    DOI: 10.1080/09640568.2021.1933925
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/09640568.2021.1933925
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/09640568.2021.1933925?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hamid Mahmood Gelaidan & Abdullah Al-Swidi & Muhammad Haroon Hafeez, 2023. "Studying the Joint Effects of Perceived Service Quality, Perceived Benefits, and Environmental Concerns in Sustainable Travel Behavior: Extending the TPB," Sustainability, MDPI, vol. 15(14), pages 1-22, July.
    2. Ramazan Eren & Abdullah Uslu & Ayla Aydın, 2023. "The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    3. Han-Jen Niu & Kuei-Shu Huang & Pao-Yuan Huang & Huey-Fang Ju, 2024. "Leisure-Time Physical Activity as a Pathway to Sustainable Living: Insights on Health, Environment, and Green Consumerism," IJERPH, MDPI, vol. 21(5), pages 1-17, May.
    4. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    5. Moazzam Moazzam & Muhammad Ahmad & Abid Hussain & Muhammad Azeem Akram, 2023. "Examining the Factors That Shape Green Purchase Behavior: The Role of Subjective Norms, Self-Efficacy, Attitude and Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(3), pages 221-232.
    6. K. Deshika De S. Jayasekara & Darshana Rajapaksa & U. A. D. Prasanthi Gunawardena, 2024. "Impacts of Environmental Knowledge, Motives, and Behavior on Ecotourism," Sustainability, MDPI, vol. 16(11), pages 1-20, June.
    7. Han, Jeong Hugh, 2023. "Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar," Technological Forecasting and Social Change, Elsevier, vol. 195(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jenpmg:v:65:y:2022:i:8:p:1507-1529. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/CJEP20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.