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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1477-7835
- DOI
- 10.1108/meq-02-2018-0023
- Publisher site
- See Article on Publisher Site
Abstract
Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework.Design/methodology/approachData were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24.FindingsExcept for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB).Practical implicationsThis research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies.Originality/valueThe study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.
Journal
Management of Environmental Quality An International Journal – Emerald Publishing
Published: Jul 5, 2018
Keywords: Theory of planned behaviour; Green purchase intention; Environmental concern; Willingness to pay premium; Green buying behaviour