Green purchase behaviour is receiving a growing attention in the academic community, as understanding it is crucial for the growing number of companies developing and marketing green products. In order to provide a broader and novel picture of the phenomenon, this study extends the widely used Theory of Planned Behaviour (TPB) model in several ways, through a large survey of Italian consumers. First, three dimensions of green purchase behaviour are considered, namely, the willingness to pay a premium price, the green purchase frequency and the green purchase satisfaction. Second, several antecedents are considered simultaneously. Third, new (consumer creativity) or so far marginally studied (materialism and green practices) antecedents are included. Fourth, the mediating roles of green purchase satisfaction and willingness to pay a premium price in the link between the considered antecedents and the frequency of green purchase are investigated.

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哪些是绿色购买行为的决定因素？意大利消费者研究

绿色购买行为在学术界越来越受到关注，因为理解它对于越来越多的开发和营销绿色产品的公司至关重要。为了提供更广泛和新颖的现象图景，本研究通过对意大利消费者的大规模调查，以多种方式扩展了广泛使用的计划行为理论 (TPB) 模型。首先考虑绿色购买行为的三个维度，即支付溢价的意愿、绿色购买频率和绿色购买满意度。其次，同时考虑多个前因。第三，包括新的（消费者创造力）或迄今为止研究较少的（唯物主义和绿色实践）前因。第四，