... products, drawing on the theory of planned behaviour and the norm activation theory. Design/methodology/approach Data were collected through an online survey employing purposive sampling to conveniently target relevant consumers. A structured questionnaire was developed to measure the study variables...

.... Exploring the weight of influencing factors can serve as important information for the positioning and promotion of domestic products. Design/methodology/approach The theory of planned behaviour (TPB) serves as a research framework extended with collectivism and environmental concerns. A quantitative...

...Rakesh Kumar Purpose The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991 ) theory of planned behaviour as underpinning theoretical model. Design/methodology/approach Data...

...Robert Opoku; Samuel Famiyeh; Amoako Kwarteng Purpose By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among...