A Behavioral Study of Consumer Purchase Intention with the Application of Model of Extended Theory

"Health is wealth" someone said so well, using health and safe products is one of the very important rights of every mankind and awareness of the items they use is mostly motivated by health and environmental concerns. Several factors, such as pollution, have an impact on the environment. It has been the most successful. As a result, the evolution of a green environment and green product has become a source of concern for the general population in a number of nations. In terms of Jaipur, Rajasthan, this issue is still in its infancy, especially among new consumers; nonetheless, the desire for environmentally friendly items is on the rise. The main focus of the study is to determine consumer purchasing intentions for green products. The sample was chosen for this purpose from Poornima University located in Jaipur, Rajasthan. A total of 200 university students were included in the study. The hypotheses were put to the test with the help of the study showed SmartPLS 3 and the results for the both inner and outer models. The findings revealed ten significant hypotheses, but they were restricted to a sample of university students because it is assumed that young students are so concerned about their health and the environment. Furthermore, this research is conceptually restricted to the theory of planned conduct. The research aids policymakers in developing methods to raise consumer awareness of health and environmental issues, particularly among students. The recommendations are also discussed in the paper.