Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior

The present research attempts to understand the young consumers' intention toward buying green products in a developing nation; India. The study has used the Theory of Planned Behavior (TPB) as its theoretical framework and further attempted to extend the TPB by incorporating additional constructs (environmental concern & environmental knowledge) in it. Data was collected using self-administered questionnaire survey and analyzed with the help of structural equation modeling (SEM). The finding reported the usefulness of TPB in predicting young consumers' intention towards purchasing green products. The result also supported the applicability of including additional constructs in TPB, as it has improved the predictive utility of the proposed model (from 27.1% to 37.7%). At the end, the implications for policy makers and scope for further research have been discussed.