Theoretical Framework`

Motivation
Theory of
Reasoned Action
Normative Beliefs

Evaluationn of Green Purchasing

Subjective Norms
behavior outcome Intentions
Theory of planned
behavior
Behavioral belief

These theories will support the study since it aims to fully understand the factors affecting the green
purchasing intention. The theories provide factors affecting the green purchasing intention of people, on
the 1st theory which is the theory of reason action as stated above motivation and normative beliefs
results to people’s green purchasing intentions since motivation and normative belief reflect the
perceived pressure to engage in a certain behavior exerted by such significant referent individuals or
group. The 2nd theory stated that evaluation of behavior outcome and behavioral belief leads to
subjective norms then it results to people’s green purchasing intentions, subjective norms refer to the
belief about whether most people approve or disapprove of the behavior. It relates to a person's beliefs
about whether peers and people of importance to the person think he or she should engage in the
behavior. The theories and the study if connected since the theories will serve as the basis for this study
to know that factors affecting the green purchasing intention of the respondents.

With the help of the 2 theories, this framework explains that motivation, normative beliefs, and
subjective norms are the factors affecting the green purchasing intentions of people. This is a big help
with study since our study aims to fully understand the factors affecting the green purchasing intention
of 2nd year marketing students of Pamantasan ng Lungsod ng Maynila.