期刊名称：Indonesian Journal of Sustainability Accounting and Management
印刷版ISSN：2597-6214
电子版ISSN：2597-6222
出版年度：2020
卷号：4
期号：2
页码：1-1
DOI：10.28992/ijsam.v4i2.229
语种：English
出版社：Universitas Pasundan
摘要：Based on the theory of planned behavior (TPB) approach,this exploratory study aims to examine factors exploring the green purchasing behavior of southern Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables,namely,environmental concern,knowledge,and media exposure. Data was collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data was analyzed using the IBM SPSS 23.0 package using factor analysis,Pearson correlation,and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure environmental concern,environmental knowledge,and perceived behavioral control had a significant impact on the green purchase intention,which,in turn,had a substantial effect on the GPB. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.
