1Department of Financial Administration, School of Management, Central University of Punjab, Bathinda, Punjab, India
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Gauging the extent of consumers’ propensity to opt for green products over conventional products has gained significant traction. Based on the theory of planned behavior, the study has been endeavored to evaluate the influence of social media determinants on environmentally conscious purchase behavior for green products. Partial Least Squares Structural Equation Modeling was conducted to analyze the data, collected from 342 respondents. The findings indicate that green self-identity and perceived consumer effectiveness positively influence environmental attitudes (EAs), which, in turn, drive environmentally conscious purchase intentions and ultimately lead to environmentally conscious purchasing behavior. However, trust in social media was found to have an insignificant impact on EAs. The insights from the study can assist business professionals in developing targeted marketing strategies and offer valuable policy suggestions to government and regulatory agencies.
Green products, theory of planned behavior, social media, green self-identity, perceived consumer effectiveness, purchase intention, purchase behavior
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