Investigating Consumers' Intention to Purchase Green Products: using the Theory of Planned Behavior with Environmental Concern and Knowledge

The increase of awareness and social concerns of environment problems have led to dramatic changes in consumers’ behavior and their purchase decisions. This, in turn, leads to a change in consumers’ behavior and decision-making regarding purchasing. The present study thus, aims at investigating the consumers’ intention to purchase the green products using the theory of planned behavior. Also, this study is an attempt to examine the impact of consumers' attitudes, subjective norms and perceived behavioral control on their intention to purchase green products considering the role of environmental knowledge and concern. To achieve this aim, the data were collected from 384 consumers in Shiraz and were analyzed using structural equation modeling. The findings revealed that the consumers' attitude and perceived behavioral control positively influenced their intention to purchase green products. Moreover, the environmental knowledge and concerns have positive impact on the consumer's intention to purchase green products. However, the effect of subjective norms on the intention to purchase green products is not significant. Also, environmental concern and environmental knowledge have a positive effect on the intention to purchase green products, but environmental concerns have not affected mental perception and perceived behavioral control.