Understanding Purchasing Behaviour Towards Environmentally Sustainable Products Using Theory of Planned Behaviour : An StructuralEquation Modeling Approach

The purpose of this paper is to study the purchasing behavior of consumers for environmentally sustainable products using the Theory of Planned Behavior framework. It examines the determinants of purchasing intention for environmentally sustainable products which further leads to purchasing behavior. The data collected was analyzed with the help of Structural Equation Modeling. Subjective norms, Control on availability, Perceived consumer effectiveness and Attitude were found to have significant impact on purchase intention. Purchasing intention also affect purchasing behavior significantly. The study contributes in understanding the relative importance of determinants affecting the purchase intention for environmentally sustainable products