Consumers’ Continuance Intentions to Consume Green Tea: An Extended Theory of Planned Behaviour Perspective

Despite the growing market of green tea, the decline of its continued consumption by existing customers poses challenges to marketers. Against this issue, the present study draws on the ‘Theory of Planned behaviour’ and extends it by incorporating additional constructs to gain critical insights into the Indian context. Based on a sample of 567 consumers collected from snowball sampling, the study used SmartPLS to test the conceptual model using structural equation modelling. The results indicate that consumption values (hedonic and utilitarian) and health consciousness significantly shape consumers’ attitudes. Also, consumers’ attitude, perceived behavioural control, and social comparison significantly and positively impacts continuance intentions to consume green tea. Interestingly, subjective norms have an insignificant impact on consumer’s continuance intentions to consume green tea. The study offers vital implications to marketers regarding strategizing the marketing activities that would assist them in building the green tea brand and its continued use.