“…To understand the role of beliefs in consumer behaviour, Gopi and Ramayah (2007), based on of theory of planned behaviour, concluded that attitude, subjective norm and perceived Lee and Tai (2006), Rajagopal (2007), Gopi and Ramayah (2007), Saffu and Scott (2009), Lee and Tai (2009), Srivastava (2010) Adaoglu and Katircioglu (2013), Das and Barai (2015), Ahmed (2017) Bonaglia and Goldstein (2006), Todd and Javalgi (2007), Baack and Boggs (2008), Singh et al (2010), Varma (2011, Singal andJain (2012), Binachi (2014), Cassia and Magno (2015), Wan et al (2015), Chaves (2018) (continued ) Rajagopal (2007) illustrated that strategic product positioning and effective retailing enhance consumer perception of organic products to understand green consumerism. Issock et al (2020) enumerated that consumption values, to some extent, impact green customer satisfaction, resulting in green customer trust and loyalty and positive word of mouth.…”