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Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products

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  • Kumar, Bipul
Abstract
This study examines the purchasing behaviour for environmentally sustainable products using the framework of the Theory of Planned Behaviour. It investigates the determinants of the purchase intention for environmentally sustainable products leading to the purchase behaviour for the same. The data collected for the study was analyzed using Structural Equation Modelling (SEM). The result of the study indicates that environmental knowledge has a significant positive relationship with the attitude towards environmentally sustainable products. The strength of significant relationship between attitude and purchase intention is greater compared to the significant relationship between perceived behavioural control and purchase intention. Subjective norm was not found to be significantly related to purchase intention. A significant positive relationship was also found between purchase intention and purchase behaviour. The study has helped in understanding the relative strength of determinants of purchase intention with regard to environmentally sustainable products which lead to purchase behaviour for the same. The findings have important implications for marketers as well as for policy makers.

Suggested Citation

  • Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:11469
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    10. Ana Carolina Bertassini & Aldo Roberto Ometto & Semih Severengiz & Mateus Cecilio Gerolamo, 2021. "Circular economy and sustainability: The role of organizational behaviour in the transition journey," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3160-3193, November.
    11. Muhammad Mohiuddin & Abdullah Al Mamun & Fazal Ali Syed & Muhammad Mehedi Masud & Zhan Su, 2018. "Environmental Knowledge, Awareness, and Business School Students’ Intentions to Purchase Green Vehicles in Emerging Countries," Sustainability, MDPI, vol. 10(5), pages 1-18, May.
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    14. Vishal Kumar Laheri, 2017. "Impact of Demographic Variables for Purchase of Green Products," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(1), pages 69-76, January.
    15. Kyungeun Sung & Tim Cooper & Sarah Kettley, 2019. "Factors Influencing Upcycling for UK Makers," Sustainability, MDPI, vol. 11(3), pages 1-26, February.
    16. Ioannis Charalampidis & Alexandros Xanthopoulos & Anastasios Diamantidis & Prodromos Chatzoglou, 2023. "Public Perception of Green Supply Chains and Its Impact on Customer Behavior: An Empirical Analysis," Sustainability, MDPI, vol. 15(23), pages 1-18, November.
    17. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    18. Abdul Waheed Siyal & Chen Hongzhuan & Chen Gang, 2021. "From Consumer Satisfaction to Recommendation of Mobile App–Based Services: An Overview of Mobile Taxi Booking Apps," SAGE Open, , vol. 11(1), pages 21582440211, March.
    19. Rakesh Kumar & Vibhuti Tripathi, 2022. "Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach," Global Business Review, International Management Institute, vol. 23(2), pages 440-459, April.
    20. von Meyer-Höfer, Marie & Juarez Tijerino, Andrea Maria & Spiller, Achim, 2015. "Sustainable food consumption in China and India," GlobalFood Discussion Papers 198718, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    21. Lin Zhang & Liwen Chen & Zezhou Wu & Hong Xue & Wenlin Dong, 2018. "Key Factors Affecting Informed Consumers’ Willingness to Pay for Green Housing: A Case Study of Jinan, China," Sustainability, MDPI, vol. 10(6), pages 1-16, May.
    22. Charraz Othman & Muhammad Rahman, 2014. "Investigation of the Relationship of Brand Personality, Subjective Norm and Perceived Control on Consumers’ Purchase Intention of Organic Fast Food," Modern Applied Science, Canadian Center of Science and Education, vol. 8(3), pages 1-92, June.
    23. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    24. Abdul Waheed Siyal & Ding Donghong & Waheed Ali Umrani & Saeed Siyal & Shaharbano Bhand, 2019. "Predicting Mobile Banking Acceptance and Loyalty in Chinese Bank Customers," SAGE Open, , vol. 9(2), pages 21582440198, April.

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