Cognitive factors influencing green consumption behaviour of young millennials: an empirical check on Indian consumers

Abstract

This study, empirically examines the green consumption behaviours of young consumers in India by employing Theory of Planned Behaviour (TPB) as core theoretical framework. In addition to examining the tenets of TPB, we also investigate the cognitive and external contingencies that may influence the green consumption behaviours of young consumers such as environmental campaigns, green stigma, pro-environment self-identity and environmental concern. Data, collected from 347 young consumers, was utilised to test the hypotheses using structural equation modelling technique. The results show that environmental campaigns strengthen the positive relationship between consumers' attitudes towards green brands and their purchase intentions. We also found that pro-environmental self-identity strengthens the relationship between consumers' green purchase intentions and purchase behaviour, while green stigma had a dampening impact on this relationship. The study contributes to the broader literature by highlighting the role of environmental campaigns, pro-environmental self-identity and green stigma can play in addressing discrepancies in the green purchase behaviour research. Further, we discuss managerial implications.