Theory Of Planned Behavior Research Articles

Understanding the acceptance of online tourism programs: Perspectives of generic learning outcomes and theory of planned behavior

The integration of information technology, particularly the Internet, with the tourism industry has laid a solid foundation for the widespread popularity of online tourism. Online tourism offers numerous advantages such as being unconstrained by time, space, and region, having low costs, and providing strong interactive features, making it increasingly popular worldwide. Nevertheless, not all individuals are willing to adopt online tourism, and the factors and mechanisms that influence online tourism require further investigation. This study aims to examine the factors that influence the intention to adopt online tourism by integrating the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the Generic Learning Outcomes (GLOs). Using the Yunyou Dunhuang Online Program (云游敦煌), the current study invited tourists to participate in the online tourism experience, and collected 536 pieces of data. The results of structural equation modeling reveal that: (1) attitude toward using and perceived usefulness positively predict behavioral intention to use; (2) perceived ease of use, perceived usefulness, and subjective norm significantly and positively predict attitude toward using; (3) perceived ease of use significantly and positively predicted perceived usefulness, while knowledge and understanding, activity, behavior, and progression had no significant effect on perceived usefulness; (4) knowledge and understanding positively predicted perceived ease of use, while activity, behavior, and progression had no significant effect on perceived ease of use. This study explores the factors influencing online tourism adoption intention in a comprehensive way. The findings hold practical significance for the design of online tourism programs for intangible cultural heritage, providing theoretical guidance for cultural heritage and development.

FINANCIAL PLANNING AMONG YOUTH DURING THE COVID- 19 ERA: A LESSON

The lack of money management among youthhas become a growing concern. The issue cannot be solved simply by providing more savings and spending more money on development and management. There is an urgent need for a better understanding of the current and potential role of financial planning in meeting the needs of life, especially when any shock occurs in a country. Thus, adopting a strategic approach needs to be planned and managed so that the youth generation can carry out its function and roles in financial planning. This research aims to study the factors that influence financial planning and money management among youth. Theory of Planned Behavior (TPB) will be used as a baseline to explain the current needs of financial management among youth. Factors like financial literacy, financial attitude and perceived behavioral control were incorporated in this study to see the impact on financial management especially during the economic shock of COVID-19. The results show that the youth generation have a better tendency to manage their financial, in condition they have receive the appropriate financial knowledge form the relevant parties. This knowledge will then form a correct direction of attitude on financial management. Furthermore, the interpretation of how easy it is to control their finance also will depend on the information received. With the result obtained, all parties including the government could do an early preparation in order to equip the young generation with the suitable program hence reducing the problem of high indebtedness.

Patterns of self-medication and intention to seek pharmacist guidance among older adults during the COVID-19 pandemic in Macao: a cross-sectional study

IntroductionSelf-medication was remarkably popular during the COVID-19 pandemic. In older populations, the risk of self-medication is higher. Pharmacists are well positioned to provide public health education and disease prevention. This study aims to explore the self-medication patterns and intention to seek pharmacist guidance among older adults in Macao.MethodsA face-to-face cross-sectional survey was subsequently performed in March-April 2023 among older adults in Macao. The questionnaire was designed based on the Theory of Planned Behavior (TPB) framework. Multiple logistic regression was used to analyze predictors of self-medication behavior and multiple linear regression analysis to determine whether the TPB construct was the predictor of older adults’ intention to seek guidance from pharmacists.ResultsA total of 412 participants completed the questionnaire. The self-medication rate among older adults in Macao was 64.2%. The most commonly used types of medications were over-the-counter and traditional Chinese medicine, mainly from government anti-pandemic packages. The majority of individuals engaged in self-medication to treat COVID-19 symptoms or prevent COVID-19 infection. The prevalent reasons for self-medication were the perceived non-seriousness of the illness. 85 years old or older and university degree were significantly associated with self-medication behavior. Older adults had moderate intention to seek pharmacist guidance on medication use. The average scores (standard deviation) were 3.43 (1.10) for Attitude, 2.69 (0.99) for Subjective Norm, 3.56 (1.04) for Perceived Behavioral Control, and 3.07 (1.43) for Intention. Attitude, Subjective Norm, and Perceived Behavioral Control were all strong predictors of intention, which explained 53% of the variance in intention. In demographic factors, age was identified as a significant predictor of intentions.ConclusionsSelf-medication was widely practiced in Macao during the COVID-19 pandemic. To better control the risks associated with self-medication, the role of pharmacists is paramount. Enhancing the recognition and trust of pharmacists within society, modifying pharmacy management models, and strengthening pharmacists’ self-perception of their profession are all pivotal directions areas to further enhance their role.

Exploring social media determinants in fostering pro-environmental behavior: insights from social impact theory and the theory of planned behavior.

This study investigates the impact of social media on pro-environmental behavior (PEB) through the lenses of the Theory of Planned Behavior (TPB) and Social Impact Theory. The research aims to elucidate how social media influences Environmental Attitude (EA) and Subjective Norms (SN), and how these factors contribute to Behavioral Intentions (BI) that ultimately affect PEB. Additionally, it examines the moderating effect of Perceived Behavioral Control (PBC) on the relationship between BI and PEB. To explore these relationships, the study employs a dual methodological approach using Variance-Based Structural Equation Modeling (VBSEM) and Artificial Neural Networks (ANN). Data were collected from two distinct samples: 1200 participants from Taiwan for the SEM analysis and 602 respondents for the ANN study. SEM was utilized to explore causal relationships, while ANN was employed to enhance predictive accuracy. The SEM analysis reveals that social media significantly affects both EA and SN, except for Social Networking Site Involvement (SNSI), which does not significantly impact EA. Additionally, the findings indicate that BI mediates the relationship between EA and PEB. However, BI does not mediate the SN-PEB relationship, and the link between SN and BI is found to be non-significant. Empirical evidence also suggests that PBC moderates the BI-PEB relationship, with a stronger influence observed under higher levels of PBC and a weaker influence under lower levels. These results underscore the complex dynamics between social media factors and pro-environmental behavior. The study concludes that while social media plays a significant role in shaping EA and SN, its impact on EA is not mediated by SNSI. Furthermore, PBC significantly moderates the BI-PEB relationship, highlighting its critical role in PEB. The discussion addresses the implications of these findings, acknowledges the limitations encountered, and suggests potential avenues for future research.

Interconnected Eco-Consciousness: Gen Z Travelers’ Intentions toward Low-Carbon Transportation and Hotels

Generation Z (Gen Z) is widely acknowledged for their heightened eco-consciousness. Nevertheless, a notable research gap persists in the empirical examination of eco-friendly preferences within this demographic group, particularly concerning low-carbon transportation and hotel selections. Utilizing structural equation modeling and data collected from 357 Gen Z travelers, this study investigates the interconnected factors influencing Gen Z travelers’ intentions toward adopting low-carbon transportation and making low-carbon hotel choices based on the theory of planned behavior (TPB). The results indicate that perceived value and environmental concern exert significant influence on the formation of attitudes, subjective norms, and perceived behavioral control among Gen Z travelers. As a result, these psychosocial constructs make a substantial contribution to the intention of Gen Z travelers of adopting low-carbon tourism behaviors. Additionally, the study uncovers a positive correlation between the propensity to use low-carbon transportation and the inclination to choose low-carbon hotels for accommodation. These findings underscore the interconnected facets of Gen Z’s preferences for low-carbon tourism, thereby indicating the prospect for collaborative efforts to bolster sustainability within the tourism industry.

Exploring The Drivers of Entrepreneurial Intentions Among Farmers in Tanzania's Agricultural Sector

Purpose: This paper investigates the entrepreneurial intentions of orange farmers in Muheza, Tanzania, by validating the extended theory of planned behaviour (TPB). Design/Methodology/ Approach: The study used a quantitative method approach, with cluster and simple random sampling, to recruit 349 orange farmers. The survey was conducted on 349 small-scale orange farmers in Muheza. To test the model, the constructs of entrepreneurship training, farmers’ attitudes, subjective norms, perceived behaviour control and entrepreneurial intention inputs were validated, followed by factor analysis and structural equation modelling. Findings: The study's results revealed the crucial role of perceived behaviour control and attitudes in driving the entrepreneurial intention of orange farmers. This significant influence underscores the importance of these factors in the development of entrepreneurial intention among orange farmers. It was also found that attitudes and perceived behaviour control predicted the entrepreneurial intention of orange farmers but not subjective norms, providing valuable insights for future research and policy development. Research Limitation: This study primarily focused on orange farmers in the Tanga Region, specifically in the Muheza District. Practical Implication: The findings suggest a clear path for action. To foster and enhance the entrepreneurial intentions of orange farmers, the government and policymakers should concentrate on instilling positive attitudes and controlling perceived behaviour. By promoting a positive stance toward entrepreneurship, we can significantly boost the willingness of orange farmers to engage in commercial farming, thereby contributing to the growth and development of Tanzania's agricultural sector. Social Implication: The study recommends policy options focusing on cultivating positive attitudes and perceived behaviour control among orange farmers to increase entrepreneurial intention, requiring concerted efforts from the government and policymakers. Originality / Value/ Novelty: It contributes to the body of knowledge, addressing the gap regarding the drivers influencing orange farmers' entrepreneurial intentions. Furthermore, establishing validated drivers of entrepreneurial intention among Tanzanian orange farmers could significantly assist the government in promoting economic development and achieving its vision of becoming a semi-industrialized country.

A new cognitive conservation model for understanding Malaysian birders’ behaviour towards birds

ABSTRACT Birdwatching as a subset of ecotourism can produce recreational disturbance. This research aims to assess the validity and reliability of a formative conservation model regarding disturbance behaviour towards birds. This model uses cognitive theories to identify the key factors influencing behavioural intention towards disturbance behaviour on birds among Malaysian birdwatchers. We present the theory of planned behaviour (TPB), the theory of normative conduct, and the cognitive hierarchy model in the Predictor Bird Conservation Model (PBCM). The data was collected from 421 Malaysian birdwatchers using a field survey. The model was tested using the partial least squares (PLS) approach. This model provides managerial implications for determining the cognitive influential factors on intention towards target behaviour. Ten hypotheses are proposed and tested. The results showed subjective norms (SN) had the greatest substantial variance among other predictors of the study model. However, attitude and perceived behaviour had the lowest variance towards the intentions for target behaviour. The study contributes to existing literature regarding the implication of the TPB. This research also focuses on non-consuming behaviour which is considered critical for its potential for social pressure effect.

Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile

AbstractBrands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives.

The Effect of Smart Grid Technology on Energy Consumption Management in Canada

Purpose: The aim of the study was to evaluate the effect of smart grid technology on energy consumption management in Canada. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Smart grid technology has significantly enhanced energy consumption management in Canada. By integrating advanced metering infrastructure and real-time data analytics, smart grids optimize energy distribution, reduce peak demand, and enhance grid reliability. This technology enables better demand-response programs and promotes renewable energy integration, leading to more efficient energy use and reduced environmental impact. Unique Contribution to Theory, Practice and Policy: Diffusion of innovations theory, technology acceptance model (TAM) & the theory of planned behavior (TPB) may be used to anchor future studies on the effect of smart grid technology on energy consumption management in Canada. Smart grid technology enables more efficient energy usage by providing consumers with real-time data and insights into their consumption patterns. The vast amounts of data generated by smart grids necessitate robust policies to protect consumer privacy and ensure data security. Policymakers should establish clear regulations governing the collection, storage, and use of smart grid data.

Insignificant but Essential: The Critical Role of Non-Significant Variables through Necessity Logic in Sport Event Tourism Context

This study explores the application of Single Necessary Condition Analysis (NCA) alongside traditional regression-based techniques, such as Structural Equation Modeling (SEM), to provide a comprehensive understanding of consumer behavior in sport and tourism settings. Traditional methods, including SEM, often rely on additive logic, which predicts outcomes using multiple variables that can compensate for each other. While useful, this approach may offer an incomplete picture of complex consumer phenomena. In contrast, necessity logic, exemplified by NCA, identifies conditions that must be present for an outcome to occur. This study applies NCA to evaluate the essential factors influencing intentions to visit sport events in Bangkok, Thailand, specifically focusing on attitudes, subjective norms, and perceived behavioral control as necessary conditions. The findings indicate that if these conditions are not met, the intention to visit a sport event typically will not occur. By integrating both necessity and additive logics, this study reveals that all variables in the Theory of Planned Behavior (TPB) are indispensable for forming an intention to visit a sport event. The analysis shows that attitudes, subjective norms, and perceived behavioral control are necessary conditions, even though subjective norms and perceived behavioral control may not appear significant in traditional SEM tests. The study underscores the importance of considering multiple causal perspectives—deterministic, probabilistic, and typicality—to achieve a holistic understanding of consumer intentions. This dual approach ensures that significant variables are not overlooked, providing robust support for the TPB in the context of sport event marketing. Future research should continue to incorporate complementary perspectives to enhance the accuracy and depth of consumer behavior analysis in various settings.

Examining the Utility of an Extended Theory of Planned Behavior (TPB) on Academic Dishonesty among Undergraduates

Examining the Utility of an Extended Theory of Planned Behavior (TPB) on Academic Dishonesty among Undergraduates

Coding Methods for Enhanced Manual Data Transcripts: Contributing to Sustainable Development Goals (SDG)

Objective: The objective of this study is to explore the graduate school writers' intentions and behaviors related to adopting different manual coding methods. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. In this study, the Theory of Planned Behavior (TPB )stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises Multi-phase Mixed-method; Frequency, Mean and Standard Deviation for quantitative was employed; Different Coding such as Emotion, In-vivo, Descriptive and Axial Coding Methods were also utilized for qualitative part. A probability sampling approach was employed. The Coding Manual for qualitative researchers by Saldana (2014) was adopted for instrumentation. Results and Discussion: The survey reveals a moderate level of understanding and proficiency in manual coding methods and theming. While respondents excel in foundational coding principles, there is room for improvement in using multiple coding methods and in vivo coding. The findings suggest that writers predominantly rely on traditional coding methods, revealing a gap in understanding and application of effective coding techniques and thematic analysis. Bridging the gap between traditional and alternative coding methods is crucial to advancing research practices in graduate school settin. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of Research. By addressing mentioned challenges, writers can improve the accuracy and depth of their data analysis, leading to more robust and meaningful research outcomes. In conclusion, there is a need to bridge the gap between the traditional coding method currently employed by graduate school writers and the alternative coding methods available. Additionally, providing training and support to enhance their understanding and application of coding methods and thematic analysis will contribute to the advancement of their research practices and ultimately lead to more comprehensive and insightful findings Originality/Value: This study contributes to the literature by providing valuable insights into the prevailing reliance on traditional coding methods among graduate school writers, thereby addressing Sustainable Development Goal (SDG) 4 on quality education. It highlights the associated challenges in effectively coding and theming qualitative data, revealing a gap between awareness and application of alternative coding techniques. The research highlight the urgent need for enhanced training and support in research practices, advocating for increased adoption of more effective coding methods. By improving the accuracy and depth of data analysis, this initiative not only aims to address current shortcomings but also seeks to advance qualitative research practices, fostering more robust and insightful research outcomes in academia

Exploring Reluctance in Halal Food Awareness among Millennials: A Modified TPB Approach

Integrating the Theory of Planned Behavior (TPB), this study adapts and augments the model with the concept of lacking halal awareness, establishing a robust theoretical framework. The investigation explores the impact of factors like lack of halal awareness, negative attitude, low subjective norms, and perceived low behavioral control on the formation of weak intentions. Furthermore, the study delves into the mediating role of weak intention, investigating its influence on the relationship between the proposed adoption factors and the reluctance among millennials to purchase halal food products. The analysis involves 203 responses gathered through an online survey. The results reveal nuanced insights. While the lack of halal awareness exerts no significant effect on weak intention, negative attitude, low subjective norms, and perceived low behavioral control significantly impact its formation. Interestingly, weak intention is not observed as a mediator between the lack of halal awareness and the reluctance to purchase halal food products among millennials. However, it fully mediates the link between negative attitude, low subjective norms, perceived low behavioral control, and the reluctance to purchase such products. These findings hold implications for consumers, producers of halal food products, and the Indonesian Government. By unraveling the complexities of halal food awareness reluctance, the study contributes to valuable insights for informed decision-making, strategic planning, and effective engagement within the halal market.

Investigating University Students' Willingness to Invest in Cryptocurrencies in Sri Lanka: Does Financial Risk Tolerance Matter?

Cryptocurrencies have sparked debates globally, leading to diverse reactions from countries regarding their regulation. Sri Lanka remains cautious, as evidenced by its absence in the 2021 Chainalysis Adoption Index and its 58th ranking in 2022, indicating growing user numbers despite warnings from the Central Bank of Sri Lanka. This study uses the Theory of Planned Behavior (TPB) to assess Sri Lankan university students’ intentions to invest in cryptocurrencies, exploring financial risk tolerance as a moderating variable. TPB suggests that attitudes, subjective norms, and perceived behavioral control predict intentions, with financial risk tolerance potentially influencing these intentions. The research collected data from students at top state and private universities in Sri Lanka through structured questionnaires, employing descriptive statistics and structural equation modeling (SEM) for analysis. Results showed that attitudes, subjective norms, and perceived behavioral control significantly influence investment intentions in cryptocurrencies. However, financial risk tolerance did not significantly modify these effects, suggesting that the volatile nature of cryptocurrencies attracts those with higher risk tolerances, rendering the moderating effect of financial risk tolerance negligible. This study offers insights for practitioners and policymakers, highlighting factors influencing cryptocurrency investments among university students and emphasizing the need for informed investment strategies suitable for varying risk tolerances. These findings enhance understanding of investment behavior in emerging markets like Sri Lanka.

Effect of Social Media Marketing on Visit Intention and Willingness to Pay Premium Price for Ecotourism

Demand for ecotourism is increasing due to higher awareness of environmental damage and the hype in social media. To minimize over-tourism, the government is considering charging higher prices for ecotourism destinations that may cause a decline in the number of visitors. While the Theory of Planned Behavior (TPB) has been frequently used to explain tourists’ visit intention, it has not integrated the perceived social media marketing as the determinant of its antecedents and looked at the subsequent impact of visit intention, such as willingness to pay premium price. This study aims to examine the effect of perceived social media marketing on visit intention and willingness to pay premium price by using TPB as its theoretical basis and Komodo National Park as a study context. Data from 265 millennial and Generation Z tourists were tested using PLS-SEM that showed significant effects of perceived social media marketing on attitude toward the destination, subjective norms, and destination image, which together with perceived behavioral control subsequently affected visit intention. Finally, visit intention stimulates tourists’ willingness to pay a premium price to visit the destination.

Green human resource management, energy saving behavior and environmental performance: a systematic literature review

Purpose This study aims to conduct a comprehensive assessment of the existing literature on green human resource management (GHRM) and its correlation with environmental performance (EP) and energy saving behavior (ESB) by using the PRISMA methodology. Design/methodology/approach A thorough examination was undertaken involving a total of 25 articles which included a diverse range of years and geographic areas. Findings The findings suggest a growing emphasis on the intersection of GHRM, EP and ESB, supported by a substantial increase in research in recent times. The literature in question was mostly contributed by Malaysia, Pakistan, Canada and Thailand. Majority of research endeavors were carried out within the context of manufacturing companies. The studies under scrutiny mostly used quantitative research methodologies and often applied the resource-based view (RBV) and theory of planned behavior (TPB) frameworks to investigate the relationships between GHRM, ESB and EP. In addition, structural equation modeling (SEM) has garnered significant attention as a commonly used analytical methodology. This analysis emphasizes the growing importance of GHRM strategies such as green recruiting, green performance management and green remuneration, in fostering sustainable organizational results. Originality/value This work offers significant contributions to the existing body of research in this particular sector; shedding light on its present condition and pinpointing prospective avenues for future inquiries.

What Drives Internet Entrepreneurial Commitment in Taiwan

This study identifies the determinants of Internet entrepreneurial commitment by integrating the theory of planned behavior (TPB) and diffusion of innovation theory (DOI). It hypothesizes six determinants—relative advantage/perceived desirability, complexity, compatibility, attitude, subjective norm, and perceived behavioral control/perceived feasibility—alongside two moderators: job type and personal innovativeness. The research model was empirically tested with data collected from 220 respondents using multiple regression analysis. The findings endorse the integration of TPB and DOI in analyzing Internet entrepreneurial commitment determinants. However, the significance of these six determinants varies according to job type and personal innovativeness. Educators, policy makers, and venture investors can use the findings to design fostering programs and curriculums that are customized to individuals according to their different personal characteristics to enhance Internet entrepreneurial commitment.

Communication anxiety as barrier: extending theory of planned behavior on student intention to participate in synchronous online learning

Purpose Student in-class participation is a crucial aspect in the learning process, including in synchronous learning process. Several variables may hinder students from actively participating in synchronous learning including communication anxiety. As behavior, student in-class participation can be modeled using theory of planned behavior (TPB) with communication anxiety as barrier variable. The current study aims to investigate student decision-making process to actively participate in synchronous online learning using TPB frameworks and examine the effect of communication anxiety as part of extended TPB. Design/methodology/approach This was quantitative nonexperimental research conducted by gathering cross-sectional data through electronic survey. A total of 1,009 Indonesian college students voluntarily participate in the survey. Structural equation modeling was used to analyze the data and test the hypothesis. Findings The results indicate that there was significant and positive effect between TPB-related variables: (1) attitude, (2) subjective norms, (3) behavioral control, (4) intention and (5) behavior. Communication anxiety, as an additional variable in the extended model, shows significant and negative effects on behavioral control and active participation behavior. However, the communication anxiety indicates insignificant effect on students’ intention to participate in online synchronous learning. The findings support the evidence that students’ intention to actively participate in synchronous learning can be described using TPB and communication anxiety hinders student to actively participate in synchronous learning. Originality/value The paper extends TPB on student active participation. Prior research limited to original theory of planned behavior (TPB) on student in-class and massive open online course (MOOC) participations, whereas the current research includes communication anxiety as additional variable on extended TPB to understand students’ intention to actively participate in synchronous online learning.

Evolution of green travel behaviour on dynamic social networks

Encouraging residents’ green travel behaviour can reduce carbon emissions. However, existing research focuses more on the individual level than on green travel in the context of group interactions. This study aims to connect individual- and group-level insights by integrating the theory of planned behaviour (TPB) and the norm activation model (NAM). Based on empirical data from a questionnaire survey and web crawler, a simulation of the evolution of green travel behaviour interactions in social networks was conducted. The results reveal that the theory of planned behaviour and the norm activation model (TPB −NAM) can explain and predict green travel behaviour. With individuals’ interactions, social networks present scale-free characteristics, and the state of green travel behaviour tends to be stable. Lowering the opinion-bounded confidence of agents in social networks could promote green travel behaviour. This study extends the literature on the theory of green travel behaviour in terms of model integration and interactive decision-making between individuals and groups. The results support the promotion of residents’ green travel behaviour.

Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.