Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior

- TPB supported the consumer's green purchase intention and behavior.
- Additional constructs (perceived value, willingness to pay a premium) were included in TPB.
- Finding supported the inclusion of additional constructs in the TPB.
- Attitude towards behavior emerged as most significant determinant of purchase intention.

The green consumption among individuals can be an effective way to minimize the negative impact of consumption on the environment. The research related to green consumption behavior in developing nations such as India is few and far between. Considering this, researchers in the present study have attempted to understand the consumer behavior to buy green products in context of a developing nation; India. The study has used the Theory of Planned Behavior (TPB) and further extended the TPB including additional constructs namely; perceived value and willingness to pay premium (WPP) and measured its appropriateness in determining consumer green purchase intention and behavior. A total of 620 usable responses were collected with the help of a questionnaire survey using the convenience sampling approach. Structural Equation Modeling (SEM) was used to evaluate the strength of relationships among constructs. The findings reported that TPB fully supported the consumers' intention to buy green products which in turn influences their green purchase behavior. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. At the end, discussion and implications have been discussed.