Attitude analysis in the theory of planned behavior: green marketing against the intention to buy environmentally friendly products

Abstract

The main concern of the Theory of Planned Behavior (TPB) is on one’s intention to do something because the intention is an intermediate variable that causes behavior from an attitude or other variables. Some things that need to be considered regarding consumer intentions in carrying out the purchase intention of green products in Baubau City, namely the intention as an intermediary for motivational factors that have an impact on the behavior of the benefits of green products. The intention is to show how much effort a person has planned to do because the presence of green food products is one of the good alternatives to prevent global warming that is happening at this time. The intention is closest to the next behavior. TPB included influences that might arise from perceived behavioral control to achieve behavioral goals.

Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic

“…The environmentally responsible purchase intention (ERPI) has been widely studied taking into account intention theories such as Reasoned Action Theory (TRA) and Planned Behavior Theory (TPB). Still, these theories do not incorporate environmental awareness and sustainable consumption as predictors of environmentally sustainable purchase intention [ 35 , 36 ]. ERPI is the degree of importance that a person gives to the care of their environment, and thus, with a positive attitude, it demonstrates an intention to purchase responsibly to protect the environment [ 7 ].…”

The importance of moral norms in constructing extended theory of planned behaviour: A Study of food-based SMES in urban agricultural community

“…Table 2 further illustrates that attitude acts as a mediator between moral rules and intention. Attitudes are generated through the process of learning about an item through experience, which is a response to the evaluation of attitudes so that information about the object of the attitude improves [116]. In the example of food SMEs in UASS, their knowledge of sustainable business will determine whether their views toward sustainable business are positive or negative, which will affect their intention to execute sustainable business.…”

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…For some authors, GM presents an emerging conceptualization, with emphasis on applying good practices related to environmental care such as green labeling, green management in the flow of resources, green advertising, eco-efficiency, and the reuse of materials [20,21]. At the same time, GM is also defined as a strategic policy that companies can adopt to increase their profitability through sustainable management that seeks to meet the needs of environmentally concerned consumers [22,23]. Moreover, from an integrative perspective, GM is defined as the union between the satisfaction of needs, the generation of profitability, and the concern for helping the environment [24].…”