Green Products Purchase Intention in Chilean Consumers: Comparing Three Models Using Structural Equations

The objective of this study was to compare three models: the theory of reasoned action (tra), the theory of planned behavior (tpb), and its extended form (etpb), to predict the intention of Chilean consumers for purchasing green products. Five hundred people were surveyed, establishing an inter-rater reliability analysis, and a discriminant, convergent and construct validity using three structural equation models (sem). The results showed that the etpb model is useful to explain the consumption behavior intention for green products based on a triple bottom line, whose main contribution is the indirect effect of environmental concern (ec) on the model. The study found that of the three variables, perceived behavioral control (pbc) was the strongest predictor of purchase intention (pi), followed by attitude (att). In conclusion, both the etpb model and the green products purchase intention instrument contribute to broaden the studies about consumer behavior in sustainable marketing in Chile.