Determinants of Green Purchasing Behavior: Extending the Theory of Planned Behavior

Abstract

Purpose: The research objective of this paper is to extend the theory of planned behavior to analyze factors affecting green purchasing intention and behavior of consumers in Ho Chi Minh City.
Research design/methodology/approach: The survey sample of 291 customers was selected by a non-probability method. Data were analyzed using the partial least squares method to evaluate the measurement model and test the hypothesis.
Findings: The results showed that attitude towards green products, subjective norms and perceived behavioral control all positively affect green purchasing intention and behavior. Green labeling did not affect intention but positively affected green purchasing behavior. In contrast, green perceived risk negatively affected both intention and behavior. At the same time, green purchasing intention also positively affected green purchasing behavior.
Originality/value: The novel contribution of the study is that it is one of the first studies to extend the TPB theory by adding two new variables: green label and green perceived risk, to analyze their impact on green purchasing intention and behavior. The research results provide a comprehensive analytical framework for future green purchasing intention and behavior studies.