Explaining Actual Green Purchase Behavior through the Theory of Planned Behavior: Evidence of Mediating and Moderating Effects

Abstract

The behavioral intents to get hold of green purchases and the actual act of acquiring green purchases are far apart. The research will be conducted with the view of enlarging the Theory of Planned Behavior (TPB) to a wider magnitude, that is to say, their effect in influencing the green consumerism behavior with reference to the ethical obligation, environmental concern and government regulations. The hypothesized research is a cross-sectional research study that will look into how the brand characteristics can affect compulsive buying behavior with the help of brand addiction. In the hypothesis testing, Smart-PLS is used. A five point Likert type scale questionnaire that was administered in a real time face to face and the online survey was adopted in the research. The outcome demonstrates that there are favorable and Statistically meaningful Att, Sn, pbc and Ec that affect the green purchase intent, but ethics obligations do not play a Statistically meaningful role. Purchasing of a green purchase or not is also consequential by the green purchase intent in the purchasing decision. The study is going to add to the existing literature, enlarging the scope of TPB with the proposal of an ethical and policy-level variables. The findings can be easily employed by policymakers and marketers in an effort to make sure that sustainable consumption will be promoted through the creation of the relevant regulations and special green marketing strategies.