A META-ANALYTIC REVIEW ON ANTECEDENTS OF GREEN PRODUCT PURCHASE INTENTION: AN EXTENDED TPB APPROACH

Abstract

Owing to the growing attention of consumers towards green-related issues, important number of studies has been devoted to understanding the drivers of green product purchase intention; implying a need to quantitatively synthesize the empirical body of research on the subject. In this sense, extending the theory of planned behavior, the main purpose of this study is to meta-analyze the empirical findings on green product purchase intention and its antecedents. The meta-analytic investigation was performed on 235 effects dependent upon more than 39,000 consumers (N = 39,253). The findings of the meta-analysis reveal that green product purchase intention is most strongly influenced by attitude toward product/brand, followed by brand trust and self-identity, respectively. This research considerably contributes to the pertinent literature by synthesizing and consolidating fragmented empirical evidence on the determinants of green product purchase intention.