Influence of Consumer Knowledge and Perceived Consumer Effectiveness on Green Purchase Behavior through the Theory of Planned Behavior

Abstract

Using the theory of planned behavior, the purpose of this study is to get a thorough understanding of consumer knowledge and perceived consumer effectiveness toward green product purchase. A total of 272 responses were obtained from Vietnamese customers. Based on measurement and structural model approach, an extended model of planned behavior was built and evaluated. The findings show that consumer knowledge and perceived consumer effectiveness have a significant impact on consumers' attitudes, subjective norms, and perceived behavioral control, thereby affecting purchase intentions and eventually, purchase behavior for green products. The research findings can help policymakers, educators, and industry experts improve both the environment and the economy by allowing them to develop strategies for improved communication with customers and promoting desired consumption behavior.