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Hareesh Thummalapally1 , Anu Grover1 and Basil Khalid1

First Published 25 Sep 2026. https://doi.org/10.1177/25819542261481411
Article Information
Corresponding Author:

Anu Grover, Department of Financial Administration, School of Management, Central University of Punjab, Bathinda, Punjab, India
Email: groverannu10@gmail.com

1Department of Financial Administration, School of Management, Central University of Punjab, Bathinda, Punjab, India

This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).

Abstract

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.

Keywords

Green products, theory of planned behavior, social media, green self-identity, perceived consumer effectiveness, purchase intention, purchase behavior

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