An additional variance of purchase intention of green products was explained by environmental knowledge, but not by environmental concern when controlling for the three constructs of the TPB and demographics. Although the effect of general environmental motivations, environmental concern and environmental knowledge, in the conceptual model was supported, the results showed differential effects of each environmental motivation on purchase intention of green products. The issue-specific variable, perceived environmental effectiveness, accounted for no significant additional variance in purchase intention of green products, after controlling for the three constructs of the TPB. Findings supported the significant direct predicting role of the three behavioral intention constructs in the TPB. A series of hierarchical regression analyses was conducted based on theoretical and empirical reasons presented in the literature. A total of 284 eligible data was used for main data analysis. Data was collected through an online panel survey. Broadly, two motivations-environmental motivations and hedonic motivations-toward purchasing intention of green products with inclusion of situation and issue-specific variables were examined in the study. The purpose of this study was to test and extend the theory of planned behavior (TPB) in green product purchasing settings.
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