ABSTRACT This study proposed an extended theory of planned behavior (TPB) model to analyze the green product purchase intention of a millennial cohort in India. Established on recommended goodness-of-fit indices, an extended TPB model was developed. Data were collected using a stratified random sampling technique, and structural equation modeling was used for testing hypotheses. The study found perceived environmental responsibility and environmental concern dimensions underpinning the TPB framework. One of the novel findings of the study indicated perceived environmental responsibility as a major predictor of subjective norm toward millennial green product purchase intention. Finally, managerial implications and a future research scope were discussed.

中文翻译：

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印度绿色产品的千禧世代购买意愿研究：应用计划行为模型的扩展理论

摘要这项研究提出了计划行为（TPB）模型的扩展理论，以分析印度千禧一代的绿色产品购买意愿。基于推荐的拟合优度指标，开发了扩展的TPB模型。使用分层随机抽样技术收集数据，并使用结构方程模型测试假设。研究发现，TPB框架支撑着人们对环境的责任感和对环境的关注。该研究的一项新发现表明，环境责任感是对千禧一代绿色产品购买意愿的主观规范的主要预测指标。最后，讨论了管理意义和未来的研究范围。