A Study on Millennial Purchase Intention of Green Products in India: Applying Extended Theory of Planned Behavior Model

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.