Reflections on Green Purchase Behaviour in the Era of COVID-19: A Conceptual Framework

Abstract

In recent years, research on green purchase behaviour has made tremendous progress. But still, several significant elements in diverse contexts require additional investigation, and it is also crucial to address the effect of the global pandemic COVID-19 on green purchase behaviour. This study is the outcome of a thorough literature review and aims to fill the gap of an integrated model that spells out the current state of green purchase behaviour. Apart from the previous models, this framework strives to lay out a complete illustration of factors influencing green purchase behaviour by assimilating relevant constructs from various theories such as Theory of Planned Behaviour (TPB), Theory of Consumption Values (TCV), Innovation Resistance Theory (IRT), Theory of Green Purchase Behaviour (TGPB) and Health Belief Model (HBM). The article adds to the current research by proposing a conceptual framework that binds the value, threat, risk, habitual and psychological aspects of green purchase behaviour. Moreover, this suggested model can effectively offer several implications to policymakers and marketers for improving sustainable consumption.