... control. Additionally, there is a substantial relationship among attitudes toward green housing, perceived behavioral control, subjective norms, green purchase intention and green purchase behavior. Practical implications The results of this research will advance academic understanding and provide...

... the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies. Research limitations/implications This research focuses primarily on India; future research may be conducted in different geographical contexts. This study...