Green product purchase intention: Some insights from a developing country

This paper examines from the motivational perspective of the Theory of Reasoned Action (TRA) how individual values and attitudes in a developing country influence purchase intention of a green product. It also investigates how values may affect attitudes towards environmentally responsible purchase intention. The study analyzed data collected from 257 working respondents who were asked their views concerning their value sets, attitudes and purchase intention of cloth diapers using the Structural Equation Modeling (SEM) technique. Findings indicate individual consequences relating to amount of effort and convenience of consumers is negatively related to intention to purchase green product. Environmental consequences are not a significant predictor of environmentally responsible purchase intention. Conservation value was found to be positively related to attitude on environmental consequences but less intensely with individual consequences while both self-transcendence value and self-enhancement value were positively related to individual consequences. Individual consequences and self-enhancement value were negatively related to environmentally responsible purchase intention. This paper has shown that the extended TRA is applicable and also this paper has enhanced understanding of predictors of environmentally responsible purchase intention in a developing country context.