Analysing Green Self-efficacy and Green Altruism of Millennials Customers Toward Green Purchases Through the lens of the Theory of Planned Behaviour

Individuals can have an impact on ecosystem by purchasing eco-friendly items. However, there has been little research done on environmentally conscious consumers. The purpose of this study was to contribute to the extension of the theory of planned behavior by adding two new constructs: green altruism and green self-efficacy. We received 369 responses from millennials customers. The constructs were analyzed using structural equation modeling. The results supported the validity of green altruism and green self-efficacy as novel TPB constructs. The author concludes that Green Altruism and Green Self-Efficacy predicts the theory of planned behavior up to 63.91%.