Investigating the determinants of green consumption intention

The current paper aims to analyze factors affecting green consumption intention based on the extended theory of planned behavior. The proposed model is analyzed using regression analysis with data from 295 participants. The results indicate that attitude towards buying green products, behavioral control, social influence, and knowledge about green products are four factors that have significantly positive influences on consumers’ intention of purchasing green products. However, in contrast to some previous studies, environmental concern has no direct relationship with consumers’ green consumption intention. Incredibly, this paper contributes to the ecotourism destinations by encouraging green consumption to prevent the natural environment intention (i.e., eco-souvenir, eco-friendly plastic, organic foods) and build a natural destination image.