EXPLORING GREEN PURCHASE BEHAVIOR THROUGH THE LENS OF EXTENDED TPB: THE ROLE OF GREEN PURCHASE INTENTION AND GREEN BRAND KNOWLEDGE
Keywords:
Environmental Factors; Green Attitude; Subjective Norms; Green Brand Knowledge; Green Purchase Intention & Behavior.Abstract
The factors influencing Green Purchase Behavior (GPB) in the context of solar technology adoption are examined in this study using the extended Theory of Planned Behavior (TPB). Through the mediating function of Green Purchase Intention (GPI), the model examines the impact of Environmental Factors (EF), Green Attitude (GA), Subjective Norms (SN), and Perceived Behavioral Control (PBC) on GPB. Green Brand Knowledge (GBK) is investigated as a moderator. Using a snowball sampling strategy, data was gathered from 380 commercial solar technology customers in Punjab, Pakistan, and PLS-SEM in SmartPLS was used for analysis. The findings show that whereas GPI considerably increases GPB, EF, GA, SN, and PBC positively and significantly affect GPI. Additionally, GPI mediates the associations between GPB and all antecedent factors, underscoring its crucial role in converting consumers' attitudes and perceptions of the environment into actual purchasing behavior. In terms of moderation, GBK considerably increases the effects of EF, GA, SN and PBC on GPI. Hence all direct relations, mediated relations and moderation-based relations of current study are found significant. The results validate the extended TPB framework and offer insightful information about encouraging green purchasing practices among commercial solar system customers.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
