Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior

Recent environmental disasters worldwide have made people consider the need for environmental protection. Therefore, the invisible pressure from these people made a paradigm shift on the economic structure as well as the business strategies. Even if these pressures from the environmental-friendly people are not forceful, it is nevertheless inevitable to put more strategic importance on the environment. The aim of this study was to identify determinants of acceptance of green products, including attitude, subjective norm and perceived behavioral control of theory of planned behavior with social impression, environmental consciousness, and environmental ethics and beliefs to understand and predict the adoption of consumer intentions. An online survey with 406 responses has been analyzed by partial least square (PLS). This study found that the attitude, perceived behavioral control, environmental consciousness of consumers and the environmental ethics and beliefs of consumers have a significant positive association with their intention to use green products, while the subjective norms consumers and the social impression consumers are positively but not significantly correlated to their intentions towards using green products. Based on these results, several strategic suggestions for participators and academics as well as policy implications to promote the green production were offered. •Extend theory of planned behavior to elucidate the acceptance of green products.•Attitude and perceived behavioral control influence green products acceptance.•Environmental ethics, beliefs and consciousness influence green products acceptance.•Our model has a strong prediction power for the acceptance of green products