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

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.