Framing a model for green buying behavior of Indian consumers: From the lenses of the theory of planned behavior

The world faces continuous environmental degradation because of extreme industrialization, construction, and overexploitation of natural resources. This degradation has started to create consciousness and attitude towards pro-environmental buying and consumption. Green consumer behavior has gained significant research attention world-wide attributed to its ability to reduce environmental damage. Thus, this research explores the extended model based on the theory of planned behavior (TPB) and the value-attitude-behavior hierarchy in Indian demography. Environmental and health awareness is used as a human value (internal indirect variable) in the extended TPB model. This study administered a cross-sectional survey on the corporate executive, executive MBA students, and regular MBA students of Indian top business schools and firms. Models are validated, and hypotheses tested using variance-based structured equation modeling on the 350+ clean collected sample. The studies’ outcome reflected the non-linear relationship between the independent variables and dependent variables (green buying behavior) of the modified theory of planned behavior (TPB) model. Perceived behavioral control is found as an important independent factor compelling Indian consumers towards green buying behavior. The modified TPB model also gave considerable outcomes in the Indian demography. Government organizations and corporate shall use the results to inculcate more buying behavior among Indian consumers.