Integrated Model for Understanding and Enhancing Green Purchase Behavioral Intention: Directions for Future Research

Abstract

Environmental management and protection take prominent place in the globe, where environmental pollution already stressed the bio – diversity. In Globalized level, policy makers, marketers and general public also pronounce environmental protection and its benefits. In line with above arguments, green marketing was selected as theme to ground the research. In the green marketing paradigm, green consumerism was selected as the main theme. In line with above facts, the integrated conceptual model was developed to predict the purchase intention and behavior towards green products. Altogether, seven antecedents as environmental attitude, environmental concern, perceived consumer effectiveness, health consciousness, social influence, media influence and perceived government initiatives were incorporated in to the proposed model. Therefore, the proposed model is considered as the comprehensive one to predict the intention towards green products. Further, this model can be applied in globalized level among consumers to predict the purchase intention and behavior towards green products.