Green Factors and Green Behavioral Intentions : A Hybrid Two-Stage Modeling Approach
Consumers' unsustainable behavioral intentions contribute to environmental degradation and impede sustainability. Using green products is one way to reduce this effect and promote environmental growth. Therefore, this study aims to ascertain young customers' intentions regarding their green behavior. Additionally, it evaluates the expanded theory of planned behavior in the Bangladeshi environmental context. A sample of 382 undergraduate students was gathered using a structured questionnaire and the convenience sample approach. The researcher used structural equation modeling to evaluate various associations. After that, necessary condition analysis (NCA) was performed to examine the levels of every factor necessary for students' green behavior. The study results reveal that green TPB perception (GTP), green product sensitivity (GPS), green product trust (GPT), and green product value (GPV) are significant predictors of green behavioral intention (GBI). This study's primary contribution is adding a brand-new higher-order construct, GTP. It comprises three TPB components: attitude, subjective norms, and behavioral control. Again, environmental awareness moderates the association between GPS and GBI. Furthermore, the NCA's findings indicated that these variables were necessary to various degrees for students' GBI. Decision-makers may use the study's insights to create successful regulations that will help them better understand young customers and develop appropriate green initiatives
Year of publication: |
[2023]
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Authors: | Roy, Sanjoy Kumar |
Publisher: |
[S.l.] : SSRN |
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