The purpose of this paper is to determine the extent of environmental concern among consumers while purchasing personal care products. This paper also examines the role of consumer's willingness to pay for environmentally friendly products while making green purchase. It also tests if...

Purpose – The theory of planned behavior (TPB) served as a framework for identifying major antecedents of everyday green purchasing behavior and for determining their relative importance. Design/methodology/approach – The German market research institute GfK provided data ( n = 12,113) from...