Title: Effect of consumer innovation process on green consumption behaviour: an application of planned behaviour theory

Authors: Bagher Asgarnezhad Nouri; Parisa Emkani

Addresses: Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, University Street, Ardabil, Iran ' Department of Management and Economy, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran

Abstract: The purpose of this study is to applying the planned behaviour theory in order to investigate the effects of consumer innovation process on green consumption behaviour among young consumers in Iran. The population includes the students in universities of Ardabil province in Iran. Sample size is determined according to Morgan's table which equals 379 and the participants are selected by convenience sampling method. Standard questionnaire was used for data collection. Data analysis is done by partial least squares with Smart PLS. Results showed that consumers' innovation has positive effects on attitude, observed behaviour control and mental norms of the consumers compared to the intention for green consumption. In addition, consumers' attitude has positive effects on mental norms and the intention for green consumption. Intention for green consumption is also a good predictive for green consumption behaviour. However, the effect of attitude and mental norms on intention for green consumption was not confirmed.

Keywords: green marketing; green consumption; theory of planned behaviour; consumer innovation.

DOI: 10.1504/IJBE.2020.111387

International Journal of Business Environment, 2020 Vol.11 No.4, pp.347 - 368

Received: 19 Feb 2019
Accepted: 20 Apr 2019
Published online: 25 Nov 2020 *

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