Unveiling the Nexus of Green Skepticism, the Extended Theory of Planned Behavior, And Energy Efficient Purchase Intentions

Abstract

Purpose: The article aims to explain three crucial aspects: first, it considers the characteristics impacting customer’s tendency to purchase green products. Second, extended TPB is implemented in this study to understand the precursors of the intention to make green purchases. Thirdly, the link between extended TPB constructs and intentions to make green purchases is studied.

Methodology: The paper is quantitative in nature and the data was gathered via survey. This research employs the convenience sampling approach.

Findings: The results reveal that TBP constructs, i.e. (ATT, MN and SN) have an important and positive influence over Energy Efficient Purchase Intentions. On the other side, SI, PBC did not impact positively or significant one’s green purchase intention. In addition, no moderation impact of Green skepticism was found in this research.

Originality and value: This study has practical implications for encouraging sustainable consumption habits.

Keywords: Extended Theory of Planned behavior, Green purchase Intention, Green Skepticism, Subjective norms, Attitude, Perceived behavioral control, Moral norms, Self identity