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Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior

Environment, Development and Sustainability volume 23, pages 9181–9195 (2021)Cite this article

Abstract

The present study is an attempt to examine young consumers’ intention toward green products using an extended version of the theory of planned behavior (TPB), which incorporates willingness to pay premium and environmental concern. This study was tested empirically using survey data collected from 316 respondents in India and the data were analyzed using SPSS and STATA computer program. The empirical results suggested that extended version of the TPB influenced the intention of the young consumers’ toward green products. Further, all hypotheses were accepted and there is a strong correlation between the five examined factors in buying green products. In addition, the results also validated the appropriateness of the extended TPD for exploring young consumers’ toward green products. This study offers insights from the perspective of an emerging economy and future research directions on young consumers’ intention toward green products. Based on the results, future research directions are likewise discussed.

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Authors and Affiliations

  1. Department of Environmental Studies, Bhaskaracharya College of Applied Sciences, University of Delhi, New Delhi, Delhi, 110078, India

    Franky Varah

  2. Citizens’ Foundation for Policy Solutions, Community Centre, Kailash Colony Extension, New Delhi, Delhi, 110048, India

    Mirinchonme Mahongnao

  3. Department of Chemistry, Bhaskaracharya College of Applied Sciences, University of Delhi, New Delhi, Delhi, 110078, India

    Balaram Pani

  4. Department of Civics and Politics, University of Mumbai, Vidyanagari, Santacruz(E), Mumbai, Maharashtra, 400098, India

    Sophayo Khamrang

Authors
  1. Franky Varah
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  2. Mirinchonme Mahongnao
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  3. Balaram Pani
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  4. Sophayo Khamrang
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Correspondence to Franky Varah.

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Appendix

Appendix

See Table 6.

Table 6 Study constructs with measurement items
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Varah, F., Mahongnao, M., Pani, B. et al. Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior. Environ Dev Sustain 23, 9181–9195 (2021). https://doi.org/10.1007/s10668-020-01018-z

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  • DOI: https://doi.org/10.1007/s10668-020-01018-z

Keywords

  • Green products
  • Young consumers’
  • Theory of planned behavior
  • Behavior intention