Subjective Norms Research Articles

EXPLORING INTEREST GEN Z INVESTMENT IN THE STOCK MARKET: STUDIES EMPIRICAL IN SURABAYA CITY

This study is for learning attitude, subjective norms, and perception control behavior, which can influence interest in investing Surabaya students in the capital market. The research uses quantitative methodology. Besides that, the method of taking a purposive sample was used for the retrieval process sample. Data was collected through a distribution questionnaire to 110 respondents from University Ciputra and the University Airlangga who have invested in the capital market. An online questionnaire was used to collect data. Online questionnaires refer to Google Forms as a medium for filling out questionnaires. The collected data was processed using the Partial Least Square method with the analysis software SmartPLS 3, which aims to test the connectedness between variables. Testing this shows that attitude, subjective norms, and perceived behavioral control have significant connections to interest investment students in Surabaya City in investing in the stock market. Implications study this is to encourage the Indonesian Stock Exchange as a regulator, companies as intermediary trading shares, and companies engaged in the finance field to collaborate to give education and insight into investment shares among students.

Impact of theory of planned behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial

BackgroundThe birth of a preterm infant is considered a crisis for the mother and the family. Given the significance of breastfeeding for these high-risk infants, failure to initiate and maintain exclusive breastfeeding in this group of infants is a prevalent and serious problem. The aim of this research was to investigate the impact of Theory of Planned Behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial.Materials and methodsThis study is a field trial conducted in Isfahan, Iran in 2021–2022. It included 72 mothers of late preterm infants, divided into the intervention (n = 36) and control (n = 36) groups. The intervention group received four training sessions focused on breastfeeding patterns based on the Theory of Planned Behavior. Before, immediately after, and two and four months after the intervention, the constructs of the Theory of Planned Behavior related to breastfeeding patterns were assessed using a researcher-made questionnaire, and the infant’s breastfeeding pattern was recorded. Statistical analysis was performed using SPSS version 19, g repeated measures ANCOVA, Bonferroni post hoc test, and chi-square test.ResultsThe results indicated that immediately after the intervention, as well as two and four months later, the mean scores for attitude (P < 0.001), subjective norms (P < 0.001), perceived behavioral control (P < 0.001), and behavioral intention (P < 0.001) were significantly higher in the intervention group than in the control group. Additionally, the results showed that, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly higher in the intervention group than before the intervention (P < 0.001). However, in the control group, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly lower than before the intervention (P < 0.001).ConclusionInterventions based on the Theory of Planned Behavior can improve exclusive breastfeeding in late preterm infants by changing the attitudes, subjective norms, perceived behavioral control and the behavioral intentions of the mothers of preterm infants.Trial registration“IRCTID: IRCT20210524051392N1”, 13/06/2021.

Potential of Students to Become Entrepreneurs in the Chemical Industry

Chempreneurs are revolutionary entrepreneurs who have been trained at a chemistry faculty. They are expected to find innovative solutions for current challenges to the chemical industry, such as sustainability. Innovative chemical entrepreneurship is the art of commercialising innovations from chemistry for a broad audience outside the classroom. Innovative ideas that are implemented with societal relevance offer the potential for individuals/graduates to generate income and promote the economy, thus offering students the opportunity to lay the foundation for a career with innovations developed in class. The probability of a German chemistry student founding a company is 54% lower than for the average German student. Previous studies show the potential effects of social capital, the subjective norm, motives and barriers for chemistry students in Germany. In this study, we tested these hypotheses by implementing entrepreneurship education. Two surveys, one before class and one with a one-week delay, were conducted with first- and third-semester chemistry bachelor students at the Fresenius University of Applied Sciences in Idstein, Germany. We conducted the surveys to understand how students view chemistry career opportunities through entrepreneurship and how to change this mindset. Finally, we propose a pedagogy to introduce/expand entrepreneurship in chemistry and discuss approaches for future research.

A Study on the Cognitive, Normative, and Affective Factors That Enhance the Pro-Environmental Behaviors of Consumers in the Context of Drone Food Delivery Services

The current study examined consumers’ sustainable behavior in the context of eco-friendly drone food delivery services. It thus focused on the cognitive triggers, normative factors, and affective triggers in forming pro-environmental intentions. This study more specifically developed a comprehensive framework that included cognitive triggers, which included environmental awareness, ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, personal norm, and affective triggers, which included positive anticipated emotion and negative anticipated emotion, subjective norm, and pro-environmental intentions. The 312 samples were randomly extracted through an online survey company in Korea, which targeted individuals who have dined out within the last six months. A theoretical model that included mediation and causal hypotheses was proposed and tested by conducting structural equation modeling. The data analysis results indicated that the four dimensions of the cognitive triggers, such as ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, positively affect personal norm, and consequently have a positive effect on positive anticipated emotion. In addition, subjective norm aids in regards to enhancing personal norm and pro-environmental intentions. The study consequently contributes knowledge that addresses the acknowledged research gap and provides practical suggestions for green marketing strategies in regards to promoting the services.

Effects of social networking sites on strengthening self-protective behaviors after COVID-19 recovery among the working-aged population

This study aimed to investigate the effects of social networking sites (SNS) on strengthening self-protective behaviors after COVID-19 to prevent post-COVID-19 conditions in the working-age population in Thailand. Data were collected through a cross-sectional online survey of 400 working-aged Thais. Multiple regression analysis (MRA) was employed to analyze the data at a 0.05 significance level. The findings revealed that YouTube (beta = .275) and Facebook (beta = .182) positively impact self-protective behaviors while Twitter (beta = .237), Facebook (beta = .198) and Tiktok (beta = .119) influence attitudes towards these behaviors. Additionally, Twitter (beta = .206) and LINE (beta = .145) affect subjective norms. YouTube (beta = .288) and LINE (beta = .165) significantly enhance self-efficacy. This study contributes to the broader understanding of how social networking sites can reinforce self-protective behaviors against long COVID-19 among the working-age population. This study contributes valuable insights into the role of social networking sites in promoting health behaviors after COVID-19. The findings offer practical implications for health communication planning by expanding knowledge on the effectiveness of these platforms. Policymakers, social marketers and health organizations can leverage these insights to design targeted interventions to reduce the risk of COVID-19 and prevent future COVID-19 outbreaks at both national and international levels.

Religiosity and Entrepreneurial Intention: A Study of Strawberry Generation

This research will be conducted on the Strawberry Generation, better known as Generation Z, aimed at testing religiosity on entrepreneurial intentions mediated by self-efficacy, subjective norms, attitudes, and entrepreneurial motivation. This study uses a non-probability sampling technique with a purposive sampling method, with a sample size of 207 respondents. The analysis tool that will be used is SEM AMOS 22. The influence of self-efficacy, subjective norms, and entrepreneurial attitudes as a mediation of the relationship between religiosity and the intensity of entrepreneurship in Generation Z is significant, meaning that someone religious makes Generation Z have the intention to entrepreneur because it has high self-efficacy, subjective norms and also high entrepreneurial attitudes. Entrepreneurial motivation apparently does not make a religious entrepreneur intend to have an entrepreneur for Generation Z.

Identifying the Factors Influencing Youths Decision in Afghanistan for the Purpose of Smartphone Purchasing

The current study aims to investigate the variables influencing customer intent to purchase smartphones and to smooth the way and increase investor interest in investing in Afghanistan considering the identified factors (Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features). Data was collected through a Google Forms structured questionnaire, which was developed from previous studies, using a 5-point Likert scale. This study determined that a sample size of 800–1000 respondents would be appropriate for the survey; 892 replies in all were gathered. The factor analysis test was applied to test the variables' validity. In the study, Binary Logistic Regression Analysis (LR) was performed to assess whether there is a significant relationship between smartphone purchasing decisions and the following factors: Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features. The research showed that there is a significant relationship between the mentioned factors and smartphone purchase decisions. There are a variety of elements that influence consumers' intentions to buy smartphones, but subjective norms, personal factors, operational factors, software performance, and physical features are the factors that drive consumers to purchase.

An Empirical Study of the Impact Digital Ecosystem on Alpha Generation Purchase Intention: From the Perspective of Flow Experience and TPB

The digital Ecosystem is a multifaceted network that includes social media, e-commerce, socio-commerce, and gaming, where each component influences the others. Social media, for instance, has fostered the growth of socio-commerce by merging social interactions with commercial activities. This research explores the dynamics within this Platform, focusing on factors that drive Purchase intentions, particularly among the Alpha Generation, who are growing up in a digital-first world. The study finds that Attitude, Flow Experience, and Subjective Norms all significantly affect Purchase intentions. Among these, Attitude is the most influential, highlighting how consumers' emotions, feelings, and beliefs shape their Purchase decisions. This is especially important for the Alpha Generation, who are deeply embedded in digital culture and highly influenced by their online experiences. The significance of Flow Experience, which refers to the enjoyment and engagement during the Purchase process, emphasizes the need for a positive shopping experience to enhance purchase intentions. Additionally, Subjective Norms, or the impact of societal expectations and social pressures, play a crucial role in consumer decision-making, particularly for the socially connected Alpha Generation. The research quantitative approach and correlational design, confirms that these factors are key determinants of Purchase intention, aligning with existing consumer behavior theories. The study's sample of 115 participants met the required criteria, ensuring reliable and valid findings.

Unveiling the drivers of sustainable housing choices among millennials in emerging markets

Purpose The purpose of this study is to explore the complex interplay between technology, personal norms and emotional factors in shaping the sustainable housing choices of millennials in emerging economies. It integrates the model of goal-directed behavior, technology acceptance model and norm activation model, incorporating both self-interest and prosocial motivations. Key adaptations involve replacing perceived behavioral control with financial self-efficacy and substituting hedonic motivation for anticipated positive emotions. Moreover, it introduces location as a practical anchor. Design/methodology/approach A quantitative, cross-sectional and descriptive research design was used in this study. Data were gathered from a sample of 610 millennial residential real estate investors across Indian smart cities. A multistage stratified sampling technique was used to ensure a representative sample. For data analysis, partial least squares structural equation modeling was used. The analysis focused on hypothesis testing to examine the relationships between the constructs of interest. Bootstrap t-values and effect sizes were used to assess the significance and magnitude of these relationships, respectively. Findings One of the key findings of this study was the establishment of significant positive relationships between awareness of consequences, ascription of responsibility and personal norms with behavioral intentions. This underscored the importance of personal ethical considerations in shaping intentions. Perceived usefulness and ease of use were found to significantly influence attitudes positively, highlighting the relevance of these factors in forming favorable attitudes toward behaviors. Attitude, subjective norms, financial self-efficacy and location played significant positive roles. However, negative anticipated emotions decreased desire. This illustrated the complex role emotions play in motivational processes. The study also revealed that subjective norms did not significantly contribute to shaping personal norms. This indicated a potential decoupling of societal expectations from personal ethical obligations in the decision-making process. Practical implications This study offers actionable insights for both policymakers and real estate developers. For policymakers, the findings highlight the need to craft initiatives that go beyond mere awareness, instead fostering a deep sense of personal responsibility and environmental stewardship among potential homebuyers. For real estate developers, the emphasis on financial self-efficacy and location suggests a strategy shift toward designing sustainable homes that not only meet environmental standards but also align with buyers’ financial confidence and geographic preferences. Together, these strategies can drive a more widespread adoption of sustainable housing, making sustainability a tangible and appealing choice for millennials. Originality/value To the best of the authors’ knowledge, this empirical research study was one of the first studies that contributed to the literature by integrating the model of goal-directed behavior, technology acceptance model and norm activation model. This study thus offered a nuanced understanding of the interplay between normative influences, usability perceptions, ethical considerations and emotions in the context of behavioral intentions.

Using the Extended Theory of Planned Behavior to Explore the Effect of Farmer Differentiation on Their Intention to Revitalize Idle Homesteads: Empirical Evidence from Shaanxi, China

The revitalization of idle homesteads is an essential element in stimulating rural land resources and assets and promoting the integrated development of urban and rural areas. However, existing studies have paid less attention to the relationship between the differentiation of farm households and revitalization intention. Therefore, exploring the relationship between farmer differentiation and revitalization intention has become the key to improving the revitalization intention. The differentiation of farmers in the process of urbanization is an important factor affecting the intention of farmers to revitalize idle homesteads. This study defines “farmer differentiation” as a second-order factor and is based on the theoretical analysis framework of “farmer differentiation (FD)–farmer cognition (FC)–revitalization intention (RI)” to systematically reveal the relationship between FD and RI with a multi-dimensional perspective. At the same time, we analyze the mediating role of FC in the relationship between FD and RI. The data collected from 881 Shaanxi, China, farmers are analyzed through structural equation modeling (SEM). The results of the study show that (1) The dimensions of farmer differentiation (FD) are wealth capital differentiation (WCD) and reputation capital differentiation (RCD). (2) The formation of farmers’ intention to revitalize follows the logical relationship of “FC–RI” in the Extended Theory of Planned Behavior (ETPB), and subjective norms (SN) are the critical factor. (3) The logical relationship of “FD–FC–RI” in the ETPB has been confirmed. In addition to the direct positive effect of the WCD and RCD on farmers’ intention to revitalize idle homesteads, WCD will indirectly affect RI through the four sub-dimensions of behavioral attitudes (BA), subjective norms (SN), perceived behavioral control (PBC) and homestead dependence (HD) under the FC conception. Meanwhile, the chain mediating role of the WCD and FC sub-dimensions in the RCD effect on the intention to revitalize cannot be ignored. Therefore, to increase farmers’ intention to revitalize Idle homesteads, policymakers need to focus on increasing WCD and RCD and helping farmers establish proactive FC.

Determining factors affecting the upselling acceptance of business class seats among Filipino passengers: An extended theory of planned behavior approach

Upselling of business class seats has been implemented by many commercial airlines as part of their revenue management strategies. The purpose of this was to determine factors affecting the upselling acceptance of business class seats among Filipino passengers by utilizing an extended Theory of Planned Behavior (TPB) approach. A total 323 Filipinos voluntarily answered an online questionnaire that was distributed through a purposive sampling approach. The questionnaire consisted of 41 items that covered various factors such as Price (PR), Perceived Value (PV), Social Status (SS), Facilitating Conditions (FC), Hedonic Motivation (HM), Subjective Norm (SN), Attitude (A), Perceived Behavioral Control (PBC), and Intention (I). Partial Least Squares Structural Equation Modeling (PLS-SEM) showed SN was the most significant factor affecting passengers' intention to accept business class upselling offer, followed by PBC, PR, A, and FC. In addition, PV, FC, and A had significant effects on PBC which subsequently led to I. Furthermore, HM, P, and SS had significant effects on A which subsequently led to SN and I. Meanwhile, only two hypotheses were not supported by the study. This study is one of the first studies that explored the upselling in the business class seats using behavioral factors and additional variables to determine their intentions. The results of this study could help the airline industry to evaluate their strategy in revenue management. Finally, the findings of this study add to the current literature and help airlines’ marketing strategy and promote seat bidding.

Modeling The Factors Influencing the Intention to use Recycled Shopping Bags in Penang

Objectives: This study investigates the factors that affect the intention of using a recycled shopping bags at hypermarkets and convenience stores among Penang residents. Theoretical Framework: This study applied the Theory of Value-Belief-Norm using the three stated variables: Awareness of Consequences, Personal Norm, and Intention to Use Recycled Shopping Bags. In addition, this study combines aspects from the Theory of Planned Behaviour and includes three additional variables: Subjective Norms, Attitude, and Perceived Behaviour Control. Method: An online questionnaire was used to gather data from 384 residents of Penang. The SmartPLS 4 program was utilized to perform structural analysis in order to examine the correlation between the research variables. Results and Discussions: The results show that all hypothesized variables explain the intention to use recycled shopping bags. Specifically, it has been shown that higher awareness of the environment, more intense personal norms, positive attitude towards the use of recycled bags, support for subjective norms, and higher perceived behavioural control are the most significant factors contributing to a greater intention to use recycled shopping bags. Research Implications: Research The findings of this study provide important recommendations for researchers, governments and retailers to promote the use of recycled shopping bags. Practitioners should emphasize personal responsibility and conduct educational campaigns to increase awareness of personal impacts on the environment. Governments should educate community leaders through education programs and provide resources and incentives for environmental initiatives. Retailers want to create environmentally friendly brand identities, use narrative to promote the benefits of recycled materials, and engage consumers with interactive campaigns. Overall, a multi-faceted approach involving an awareness campaign about plastic bag pollution may improve positive attitudes, social norms, and perceived behavioural control. Ultimately, it increases the use of recycled shopping bags among Penang residents.

Factors Influencing the Participation in Defined Contribution Pension Scheme by Urban women in the informal Sector in Ghana

The study set out to investigate reasons for the low interest in participating in Defined Contribution Pension Schemes (DCPS) by urban women in the informal sector in Ghana (UWISG) in order to unravel the causes of the phenomenon of non-participation so that solutions can be identified. Most studies conducted on voluntary participation in pension schemes have not explored the such variables; perceived net pension wealth, permanent income, attitude, subjective norm, and perceived behavioural control. The main research questions among others are; what are the effects of demographic characteristics of urban women in the informal sector in Ghana (UWISG) on their intention to participate in Defined Contribution Pension Schemes (DCPS)? What is the impact of perceived net pension wealth (perceived benefits) on the intention of UWISG to participate in DCPS? The Methodology of the study is quantitative research design. The study has two research models a logistic regression model of demographic variables and model is a framework consisting of exogenous and endogenous latent variables. Some significant findings of the study are (i) an inverse relationship between disposition to save and intention to participate in DCPS. The inverse relationship implied that most of the respondents would prefer to probably put money in their savings or investment accounts rather than contributing to DCPS. The study also found the age variable to be an insignificant influencer of DCPS adoption intention.

Antecedent of Event Management Intention Toward Sustainable Practices: A Theoretical Framework

The incidence of rising global temperature, extreme weather, depletion of finite resources, and other environmental impacts has shown as one of the most crucial issues to deal with. The situation to create low-carbon communities and sustainable systems through sustainable event management—that is, the switch from conventional event management concept to more environmentally friendly and socially responsible practices among the event company by engaging with various stakeholders. Recent studies suggested that evidence on sustainable intentions concerning events in Malaysia is still limited. Therefore, this study aims to explore the relationship between attitude, subjective norms, perceived behavioral control, environmental consciousness and economic benefit toward sustainable capabilities. This paper will contribute to future literature regarding understanding what drives the event management intention toward sustainability contributing to the existing green behavior and body of literature. It will increase stakeholder awareness and policymakers to be more innovative in reducing environmental impact. This paper is expected to better understand company behavior toward adopting ecologically ethical and socially accountable methods. More research needs to be done to validate and reinforce the proposed theoretical framework. Therefore, future research should concentrate on both qualitative and quantitative research designs by examining the relationship between the antecedents and intention. Ideally, insights from practitioners and academicians are highly encouraged in substantiating the proposed theoretical framework.

The Theory of Planned Behavior and Antecedents of Attitude toward Bee Propolis Products Using a Structural Equation Model.

This work examines consumers' perceptions of products containing bee propolis using the theory of planned behavior as a theoretical foundation. As antecedents of attitude, this work employs price fairness, healthiness, eco-friendliness, and ease of use. A survey was issued to participants who had experience using bee propolis products and who were recruited using the Clickworker platform service. In total, 305 valid observations were collected for analysis. This study used a maximum likelihood-based structural equation model to test the research hypotheses and find that price fairness, healthiness, eco-friendliness, and ease of use positively affected attitude. Moreover, the intention to use is positively impacted by attitude, subjective norms, and behavioral control. This research contributes to the literature by demonstrating the explanatory power of the theory of planned behavior with respect to bee propolis products.

Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R2 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.

Parental Factors Related to COVID-19 Prevention Behavior in Children with Intellectual Disability: Partial Least Square Structural Equation Modeling

Efforts to prevent COVID-19 in children with intellectual disability require the role of parents. Even though the vaccine has been implemented, the most important effort is to implement health protocols. Implementing health protocols cannot be separated from knowledge, attitudes, intentions, subjective norms, and social support from parents. This research aims to determine the influence of knowledge, attitudes, intentions, subjective norms, and social support on the COVID-19 prevention behavior of parents of children with intellectual disability. This type of research is descriptive correlational research, and the developed model is validated using the partial least squares structural equality modeling (PLS-SEM) approach based on data collected from 100 parents of children with intellectual disabilities taken using purposive sampling at Semarang Municipal Special Schools.The study results show that parental characteristics, namely education, influence attitudes, which can ultimately affect parental intentions. Parental education also affects social norms, namely social support and subjective norms, which can determine COVID-19 prevention behavior. Parental education is a priority in public health strategies because it can directly shape attitudes, intentions, and social norms that can improve the health of children with intellectual disabilities. Health programs and education for parents must be focused and carried out consistently and continuously.

FAKTOR YANG MEMPENGARUHI PENGGUNAAN KONTRASEPSI IUD (Intra Uterine Device) DI PUSKESMAS TINGGEDE

The Family Planning (FP) program has been proven to be one of the most effective efforts to reduce maternal mortality rates. This study aims to identify factors influencing the use of intrauterine device (IUD) contraception in Tinggede Community Health Center, Sigi Regency, Central Sulawesi Province in 2024. The study uses a cross-sectional analytical method with a sample size of 130 FP acceptors at Tinggede Community Health Center. The results show that knowledge, attitude, and the husband's support significantly influence the use of IUD. The higher the knowledge, attitude, and husband's support, the higher the rate of IUD usage. The study also finds that subjective norms do not significantly influence the use of IUD. This indicates that community norms do not greatly affect women's decisions to use IUDs. In conclusion, knowledge, attitude, and the husband's support are important factors influencing the use of IUD at Tinggede Community Health Center, Sigi Regency, Central Sulawesi Province. Therefore, efforts are needed to improve husbands' knowledge and support for IUD to increase the use of this contraceptive method in the community. Keywords: IUD, knowledge, attitude, subjective norms, husband's support

Is AI Food a Gimmick or the Future Direction of Food Production?-Predicting Consumers' Willingness to Buy AI Food Based on Cognitive Trust and Affective Trust.

In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people's trust and willingness to purchase AI food are still unclear. This study builds an integrated theoretical model based on cognitive trust and affective trust, taking into account consumers' quality value orientations, social norms, and perceived risks of AI food, with the aim of predicting and exploring consumers' trust and acceptance of AI food. This study utilized the questionnaire method and 315 questionnaires were collected. The results of structural equation modeling (PLS-SEM) indicated that food quality orientation, subjective norms, perceived trust, and affective trust all had a significant positive effect on consumers' purchase intentions. Perceived risk had a negative effect on affective trust and consequently on consumers' purchase intention, but the effect on cognitive trust was not significant. The results also suggest that cognitive trust is the basis of affective trust and that consumer trust and acceptance of AI food can be enhanced by augmenting two antecedents of cognitive trust (food quality orientation and subjective norms). Possible practical implications and insights from the current findings are discussed.

Green purchase behaviour of Arab millennials towards eco-friendly products: the moderating role of eco-labelling

Purpose This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL). Design/methodology/approach Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique. Findings ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers. Research limitations/implications The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials. Practical implications Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products. Social implications Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers. Originality/value To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.