Examining the Theory of Planned Behaviour in Green Purchasing Behaviour – A Case of Millennial’s Consumption of Organic Food

  • Bakhtiar Ali Department of Management Studies, Bahria University, Islamabad, Pakistan
  • Mehreen Fatima Department of Management Studies, Bahria University, Islamabad, Pakistan
  • Qazi Mohammed Ahmed Department of Business Studies, Bahria University, Islamabad, Pakistan
Keywords: Subjective norms, Attitude towards green products, green purchase intentions, and green purchase behavior


The study aimed to better understand how millennials' attitudes, buying intentions, and behavior
related to green products with the help of the theory of planned behavior. The research also looked
at the function of green purchase intentions (GPI), a subjective norm (SN), in mediating the
affiliation between attitudes toward green products (AGP), perceived control behavior, and green
purchasing behavior (GPB). The data was gathered from 256 millennials from Pakistan's twin
cities using a well-structured questionnaire. The Smart PLS computer application was used to
examine the data by means of the partial least squares (PLS) technique. Additionally, the results
revealed that GPI had a notable impact on GPB. The interaction between AGP and GPB was
mediated by GPI. Similarly, SN and GPB were also mediated by GPI. Promoting knowledge of
the many factors influencing green purchase behavior, the study will assist policymakers and green
marketers in formulating and putting into practice initiatives to stimulate green shopping.