Determinants of Green Purchase Behavior: An Implication of Theory of Reasoned Action
Malka Liaquat,
Iram Iqbal,
Sana Munir
et al.
Abstract:This research aims to understand the factors that influence consumer green purchasing behavior. A theoretical model of TRA and TPB has been applied to study consumer behavior. For analyzing the model 540 middle income-earners of Multan are selected with a non-probability conviction sampling technique has been used. The data has been analyzed using the PLS-SEM technique. The results obtained show a positive association between Intention-Behavior, Attitude-Intention-Behavior, Subjective Norms-Intention-Behavior,… Show more
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