Influencing Factors of Green Purchase Intention: Focusing on the Protection Motivation Theory and Planning Behavior Theory

This study examines the effect of customers' protection motivation theory, planned behavior theory and green product purchase intention for consumers using green product. To this end, the theory of protective motivation and the theory of planned behavior were explained, and the relationship between them was verified theoretically and empirically. The proposed research model and developed hypotheses were tested using structural equations modeling based on data collected from 218 customers. The results of the study confirm first, Threat appraisal on protection motivation theory derived a positive (+) effect on Attitude. Second, Coping appraisal on protection motivation theory derived effects on Attitude. Last, Attitude, Self-efficacy, Subjective norm on planned behavior theory derived a positive (+) effect on green purchase intention. The study provides On a theoretical level valuable insights into the protection motivation theory and planned behavior theory that are the base for judging the green product purchase intention in research related to Green product , which is increasing in recent years. but there is also a limitation that the is demographic limited.