Developing an extended model of Theory of Planned behavior to explore green purchase behavior of Pakistani consumers

Abstract

The study proposes and tests an extended model of theory of planned behavior. Cross sectional data was collected from 7 major cities of Pakistan, through a self-administered survey of 679 respondents. The appropriateness of theory and conceptual framework were tested using structural equation modeling (SEM). The extended model ac-counted for the substantial amount of variance in environmentally conscious purchase behavior of Pakistani con-sumers (R2 = 0.934). Specific findings revealed that 1) all predictors except environmental knowledge were signif-icantly co related with ECPB 2) subjective norms and perceived product availability emerged as strongest predic-tors of environmentally conscious purchase behavior. Model yielded an R2 of 2.019 a CFI 0.985, GFI0.945, AGFI 0.947 and a RMSEA of 0.03. The value of study is; it considers the proper role of Subjective norm, which is often neglected or its exploratory powers are often being under estimated in past studies conducted in Asian region. Moreover study generates many important implications for marketers and policy makers.