The objective of this research was to study the variables affecting the consumer attitude to buy organic food that in turn affects the purchasing intention. Theory of Planned Behavior (TPB) was used to explain this. The study variables include health consciousness, environmental consciousness,...

The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design...

In recent years, there has been a growing concern about the environmental impacts of consumers' behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through...

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited,...

As environmental awareness increases, consumers tend to focus more on environmental friendly products. The literature on green consumption has recently focused on the Asian markets, in particular, the populous country of the world 'china'. Despite many efforts by the marketers to promote the...

Recent studies have begun to bridge the gap between general and workplace pro-environmental behavior by adapting specific existing behavioral models to the workplace environment. This conceptual article proposes a different approach by synthesizing the current general and workplace literature to...

This study investigated the psychological factors affecting individuals' intention to use green energy within the Theory of Planned Behavior (TPB) framework. The study's results are expected to significantly contribute to increasing the effectiveness of social marketing strategies aimed at...

The purpose of this paper is to study the purchasing behavior of consumers for environmentally sustainable products using the Theory of Planned Behavior framework. It examines the determinants of purchasing intention for environmentally sustainable products which further leads to purchasing...

Many consumers have shown positive attitudes towards green consumption; however, these attitudes do not necessarily translate into intentions or behaviors. To analyze this attitude-intention and hence behavior gap, this paper employs behavioral reasoning theory which extends the traditional...