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Assessment of Indian consumers’ green purchase intention: an integration of theory of planned behaviour and meta-analysis

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Abstract

Globally, there is a rapid rise in awareness of environmental degradation and its harmful effects. This awareness not only motivates businesses to produce environmental-friendly goods but also inspires academicians and practitioners to comprehend the customer’s environmental-friendly purchasing behaviour. This research examines past studies on Indian consumers’ green purchase intentions and explores prominent behavioral intention factors to improve theoretical comprehension of consumers’ purchase behaviors. The objective of this research is to quantify the relationship between predictors of the theory of planned behavior and green purchase intention, and also examine the contribution of additional predictors to green purchase intention. The meta-analysis technique is used in quantifying, and drawing general and trustworthy conclusions. The review of the extant literature is systematically conducted and thirty studies are deemed appropriate for the meta-analysis. The findings reveal key factors that influence consumers’ decision-making towards the purchase of green products. The outcomes of the meta-analysis distinctly delineate that attitude, subjective norms, perceived behavioral control, and environmental consciousness tend to maintain a positive correspondence with green purchase intention. The findings also indicate that attitude has the most substantial influence on purchase intention, followed by perceived behavioral control, subjective norms, and ultimately environmental consciousness. Marketers can use the information gleaned from the findings to come up with strategies that will help them get more people to buy green products and accept them more readily.

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Data availability

Data sharing not applicable to this article as no datasets were generated or analysed during the current study.

Abbreviations

AT:

Attitude

SN:

Subjective Norms

PBC:

Perceived Behavioral Control

EC:

Environmental Consciousness

GPI:

Green Purchase Intention

TPB:

Theory of Planned Behaviour

SD:

Standard Deviation

CMA:

Comprehensive Meta-Analysis

R:

Combined effect size

Df:

Degree of freedom

CI:

Confidence Interval

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Authors and Affiliations

  1. School of Humanities, KIIT Deemed to be University, Bhubaneswar, Odisha, 751024, India

    Dhyanadipta Panda

  2. School of Mechanical Engineering, KIIT Deemed to be University, Bhubaneswar, Odisha, 751024, India

    Deepak Singhal & Sushanta Tripathy

  3. Operations Management School, Xavier Institute of Management, Bhubaneswar, Odisha, 751024, India

    Sarat Jena

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  1. Dhyanadipta Panda
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  2. Deepak Singhal
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  3. Sarat Jena
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  4. Sushanta Tripathy
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Correspondence to Deepak Singhal.

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Panda, D., Singhal, D., Jena, S. et al. Assessment of Indian consumers’ green purchase intention: an integration of theory of planned behaviour and meta-analysis. Environ Dev Sustain (2024). https://doi.org/10.1007/s10668-024-04897-8

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