The present study is an attempt to examine young consumers’ intention toward green products using an extended version of the theory of planned behavior (TPB), which incorporates willingness to pay premium and environmental concern. This study was tested empirically using survey data collected from 316 respondents in India and the data were analyzed using SPSS and STATA computer program. The empirical results suggested that extended version of the TPB influenced the intention of the young consumers’ toward green products. Further, all hypotheses were accepted and there is a strong correlation between the five examined factors in buying green products. In addition, the results also validated the appropriateness of the extended TPD for exploring young consumers’ toward green products. This study offers insights from the perspective of an emerging economy and future research directions on young consumers’ intention toward green products. Based on the results, future research directions are likewise discussed.

中文翻译：

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探索年轻消费者对绿色产品的意愿：应用计划行为的扩展理论

本研究试图使用计划行为理论 (TPB) 的扩展版本来检验年轻消费者对绿色产品的意愿，该理论结合了支付溢价和环境问题的意愿。本研究使用从印度 316 名受访者收集的调查数据进行实证检验，并使用 SPSS 和 STATA 计算机程序分析数据。实证结果表明，TPB 的扩展版本影响了年轻消费者对绿色产品的意愿。此外，所有假设都被接受，并且在购买绿色产品的五个检查因素之间存在很强的相关性。此外，结果也验证了扩展TPD对于探索年轻消费者对绿色产品的适用性。本研究从新兴经济的角度和未来研究方向对年轻消费者对绿色产品的意愿提供了见解。基于结果，同样讨论了未来的研究方向。