Validating the theory of planned behavior in green purchasing behavior

Through the application of the theory of planned behavior, this study aimed to explore the relationship between attitudes, purchase intentions, and purchase behavior of young consumers towards green products. The study also investigated the mediating role of green purchase intentions (GPI) within the relationship between attitude towards green products (AGP) and green purchase behavior (GPB). A well-structured questionnaire was used to gather the data from 231 postgraduates from the University of Jammu (India). For the data analysis, the study used the partial least squares (PLS) method, with the aid of the Smart PLS computer program version 3.0. AGP, subjective norms, and perceived behavioral control were found to exert a positive influence on GPI. Furthermore, GPI was found to have a noteworthy effect on GPB. GPI mediated the relationship of AGP with GPB. By propping up the comprehension about the various factors affecting green purchase behavior, the study will assist policymakers and green marketers in devising and executing strategies to push green purchasing.