{"title":"A Study on Millennial Purchase Intention of Green Products in India: Applying Extended Theory of Planned Behavior Model","authors":"Sadhna Shukla","doi":"10.1080/10599231.2019.1684171","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study proposed an extended theory of planned behavior (TPB) model to analyze the green product purchase intention of a millennial cohort in India. Established on recommended goodness-of-fit indices, an extended TPB model was developed. Data were collected using a stratified random sampling technique, and structural equation modeling was used for testing hypotheses. The study found perceived environmental responsibility and environmental concern dimensions underpinning the TPB framework. One of the novel findings of the study indicated perceived environmental responsibility as a major predictor of subjective norm toward millennial green product purchase intention. Finally, managerial implications and a future research scope were discussed.","PeriodicalId":15043,"journal":{"name":"Journal of Asia-Pacific Business","volume":"20 1","pages":"322 - 350"},"PeriodicalIF":0.0000,"publicationDate":"2019-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10599231.2019.1684171","citationCount":"41","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Asia-Pacific Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10599231.2019.1684171","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 41
Abstract
ABSTRACT This study proposed an extended theory of planned behavior (TPB) model to analyze the green product purchase intention of a millennial cohort in India. Established on recommended goodness-of-fit indices, an extended TPB model was developed. Data were collected using a stratified random sampling technique, and structural equation modeling was used for testing hypotheses. The study found perceived environmental responsibility and environmental concern dimensions underpinning the TPB framework. One of the novel findings of the study indicated perceived environmental responsibility as a major predictor of subjective norm toward millennial green product purchase intention. Finally, managerial implications and a future research scope were discussed.
期刊介绍：
Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.
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