Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior

Abstract

Responding to prior research that has been equivocal on the role of general environmental motivations and addressing arguments on hedonic motivations in purchasing green products, the purpose of our study was to specify a hierarchical model of green purchasing. Environmental concern and environmental knowledge along with adventurous spirit as general environmental and hedonic motivations were examined. Situation- and issue-specific motivations, perceived environmental effectiveness, and novelty seeking were also included in the model. Data was collected from 284 adults enrolled in an online panel survey. The three TPB constructs accounted for 50.8% of the variance in purchase intention but only attitude and subjective norm had appreciable effects. Findings supported the claim that it is situation- and issue-specific motivations that are direct constructs of a specific behavior rather than general motivations. Environmental knowledge had an appreciable effect in explaining purchase intention while environmental concern did not. When novelty seeking was controlled, adventurous spirit accounted for no additional variance in purchase intention.