What Triggers You to Buy Green Products? Explaining Through an Extended TPB Model

Abstract

This study aimed to identify the significant factors that affect a consumer’s decision to purchase green products by employing an extended theory of planned behavior model that includes attitude towards brand, subjective norms, perceived behavioral control, digital communication, and environmental concern. Using a quantitative approach with a sample size of 441 urban residents of Bangladesh, the study utilized Structural Equation Modeling technique for data analysis. The findings revealed that purchase intention of green products is dependent on attitude towards brand, perceived behavioral control, environmental concern, and digital communication. Notably, digital communication was found to have both active and passive influences on attitude towards brand and subjective norms, while environmental concern had a passive influence on attitude towards brand and perceived behavioral control. The study concludes that digital communication is the strongest predictor of purchase intention, whereas subject norm was found statistically insignificant in generating purchase intention of green products. This study contributes to the literature by providing evidence of the usefulness of digital communication in establishing a favorable purchase intention of green products and proposes a novel approach for understanding consumer green purchases.