Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination

TLDR

The study investigates the determinants that shape consumers’ intention to buy environmentally friendly products. The authors employ Ajzen’s theory of planned behaviour to evaluate its applicability in the UK and Greece markets. Results confirm the TPB’s robustness in explaining intention in both samples, with superior model fit in the UK and consistency with prior moral‑behaviour research.

Abstract

Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and Greece). Although the findings offer considerable support for the robustness of the TPB in explaining intention in both samples, there is some indication that the theory is more appropriate in well established markets that are characterised by clearly formulated behavioural patterns (i.e. the model fitting elements of the UK sample are superior to the corresponding ones obtained from the Greek sample). The results are consistent with previous research on moral behaviour.