Antecedents of Consumers Green Product Purchase Intention An Insight From Ethiopia

Cogent Business & Management
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Antecedents of consumers’ green product

purchase intention: an insight from Ethiopia
Yebcha Fenta, Manjit Singh & Raj Kumar Gautam
To cite this article: Yebcha Fenta, Manjit Singh & Raj Kumar Gautam (2024) Antecedents of
consumers’ green product purchase intention: an insight from Ethiopia, Cogent Business &
Management, 11:1, 2361865, DOI: 10.1080/23311975.2024.2361865
To link to this article: https://doi.org/10.1080/23311975.2024.2361865
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Cogent Business & Management
2024, VOL. 11, NO. 1, 2361865
https://doi.org/10.1080/23311975.2024.2361865
Marketing | Review Article

Antecedents of consumers’ green product purchase intention: an
insight from Ethiopia
Yebcha Fentaa, Manjit Singhb and Raj Kumar Gautamb
a
Department of a University School of Applied Management, Punjabi University, Patiala, Punjab, India; bUniversity School of
Applied Management, Punjabi University, Patiala, Punjab, India
ABSTRACT ARTICLE HISTORY

Globally, companies and individuals are increasingly concerned with green practices as Received 25 December
essential in developing competitive advantages. Companies must manage their 2023
environmental practices to survive today’s competitive, dynamic, and turbulent Revised 14 March 2024
Accepted 22 May 2024
environment. Considering these concerns, this study explores factors that affect
consumers’ green purchase intentions (GPI). The study model was validated theoretically KEYWORDS
and empirically using surveys. The questionnaire was administered to 358 young Purchase intention;
consumers using convenience sampling. Smart PLS-Structural equation modelling (SEM) environmental
was used to evaluate the model. The findings show that attitude, subjective norms, and knowledge; green
perceived behavioural control had a direct and environmental knowledge indirectly products; theory of
planned behaviour;
impacted the intention to make green purchases. The study provided vital insights into young consumers
academic and practical viewpoints and society’s need to maintain, protect, and survive
in the face of environmental challenges. REVIEWING EDITOR
The study shows that people in Ethiopia still have low levels of knowledge about the Ediz Akcay, Bournemouth
benefits of eco-friendly products. Therefore, it is incumbent upon practitioners and University Talbot Campus:
policymakers to make an effort to educate people on the same. Bournemouth University,
United Kingdom of Great
Britain and Northern
Ireland
SUBJECTS
Consumer Psychology;
Economic Psychology;
Social Psychology
1. Introduction
In recent years, the global community witnessed an escalating concern about environmental problems,
which prompted a growing emphasis on sustainability and eco-conscious consumerism. Climate change,
air and water, land pollution, and waste generation are some of the consequences of unsustainable levels
of consumption, which motivate people to alert their traditional consumption patterns and purchase
behaviour to maintain a sustainable environment (Ogiemwonyi, 2022). As a result, academicians and world
leaders have discussed these issues extensively to discover practical solutions for individual consumption
and environmental protection. Green consumerism and environmental sustainability have become increas-
ingly important (Lavuri et al., 2023). Given this, it is possible that customers wanted to go all out to pro-
tect the environment and encourage sustainability by making green purchases (Ogiemwonyi et al., 2020).
Green products are sustainable or environmentally favourable; they are recycled or wasted and do not
deplete natural resources. For the last three decades, many multinational companies have produced green
products, and consumers are purchasing these products. However, despite the increasing availability and
awareness of these products, there remains a gap between consumers’ purchase intention and attitude
toward green products, known as the “attitude–behavioural intention gap”, – a complex interplay of factors
that influence consumers’ intentions in green product purchases (De Daverio et al., 2021).
Many factors influence consumers’ intention to purchase environmentally sustainable products. A com-
prehensive analysis of 1005 empirical articles published between 2019 and 2023 demonstrated that var-
ious factors influence green consumption behaviour. Environmental consciousness, green trust, attitude,
CONTACT Yebcha Fenta yeb8361@gmail.com Ph.D. Scholar, Department of a University School of Applied Management, Punjabi
University, Patiala, Punjab, India
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which
permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been
published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
2 Y. FENTA ET AL.
environmental concern, and social norms were identified as significant positive factors influencing green
product intention and behaviour (Korkmaz & Altan, 2024). According to Harjadi and Gunardi (2022) study,
individuals’ tendency towards sustainable products are influenced by their level of environmental knowl-
edge, environmental concern, attitude, social influences, and perceived behavioural control. Moreover,
the primary driving force behind consumers’ eco-friendly behaviour is their strong interest in environ-
mental and social issues (Lavuri et al., 2023). Despite being a prominent subject of study for many years,
there has been limited research that specifically examines the impact of these factors on purchasing
intention, particularly in developing nations. Although environmental knowledge is a main factor that
affects consumers’ green purchase intention, there is doubt or argument about whether environmental
knowledge is a precursor of purchase intention or whether it indirectly affects purchase intention through
green purchase attitude (Debora Indriani et al., 2019; Qomariah & Prabawani, 2020).
While these studies have provided valuable insights, there exists a need for a more comprehensive,
integrative approach that elucidates the intricate relationships among multiple factors influencing con-
sumer intentions in developing nations. In addition to this, studies from developing countries expressed
the absence or weak correlation between the predictor variables, which indicated that the theory of
planned behaviour failed to capture the relationship between attitudinal behaviour, subjective norm, and
perceived behavioural control that can influence green purchase intention of young consumers (Sharma
et al., 2023; Xu, Du, Khan, et al., 2022). Hence, this should be further investigated to have a solid theo-
retical foundation for green consumption behaviour.
Even though most studies on consumer green behaviour have been concentrated on developed
nations, there is a slowly growing trend of green purchasing in developing countries such as Ethiopia.
This is primarily driven by the escalating environmental degradation caused by fast industrialization,
which has led to many health issues. Examining consumer intention and behaviours towards green prod-
ucts in developing economies is crucial due to the influence of a society’s social, cultural, and economic
aspects on the development of green consumerism. These elements have a significant role in shaping
consumers’ attitudes and actions towards green products. In line with this, the current study investigates
the antecedents of green product purchase intentions of young, educated consumers in Ethiopia. Young
consumers differ from the general population in terms of their high environmental awareness, stronger
preferences, and willingness to buy environment-friendly products (Hudayah et al., 2023). This segment
becomes vital for marketers, as Ethiopia has the largest population of millennials (34.7 million), making
it the second largest in Africa, constituting one-third of its workforce (Admassu et al., 2022).
The significance of this study within the Ethiopian context is noteworthy for multiple reasons. With a
growth rate of 7.6 per cent in 2022, Ethiopia is Africa’s most rapidly expanding major economy. It also
has the second-highest population base, behind Nigeria, which has led to significant environmental pol-
lution, degradation, and health issues (Admassie, 2021). Furthermore, Ethiopia ranks among the most
heavily polluted nations, with many Ethiopian cities on the list of the most polluted worldwide towns,
as the World Health Organisation reported in 2022. (WHO, 2022). Third, as of the authors’ knowledge,
very limited research has been done, and these studies only focused on examining consumers’ intentions
and behaviour toward green products and services without employing rigorous analysis methods and
evidence-based insights or models (for example, Addisu, 2019; Deressa & Prasada Rao, 2015; Gashu et
al., 2019).
Therefore, this study proposed an extended theory of planned behaviour model with modifications
and its aspects to address these limitations. Furthermore, the research aims to investigate the
attitude-behaviour intention gap by employing a robust analytical tool that simultaneously examines
multiple variables and their interdependencies, offering a simple understanding of the factors shaping
consumer intentions in green product purchases. In addition, our study aims to address gaps in the
existing literature and provide valuable insights to stakeholders in the market for environmentally friendly
products. Specifically, this study proposes to examine the effect of TPB predictor variables and the added
elements, i.e. environmental knowledge, in predicting the purchase intentions of young and educated
Ethiopian consumers towards green products.
The study aims to fill the above-mentioned gap and focus on the following objectives. Firstly, the
study proposes to add environmental knowledge to the TPB elements to know the factors influencing
consumer intention towards green products. Secondly, the study investigates the direct effect of attitude,
Cogent Business & Management 3
subjective norms, perceived behavioural control, and indirect effects of environmental knowledge on
green purchase intentions. Lastly, we will assess the implications of our findings for policymakers, busi-
nesses, and marketers, offering evidence-based recommendations to promote sustainable consumption
patterns effectively.
This study contributes to the existing literature in several ways. First, it attempts to test the validity of
the theory of planned behaviour model in a developing country context in a culture and sample (young)
consumers, which is different from that investigated in the past. Second, the study suggested that includ-
ing environmental knowledge will improve the TPB model’s predictability and explanatory power. Third,
by targeting this demographic segment (young) consumers are known for their environmental awareness
and strong purchase preference, the study provides valuable insights into consumers and policymakers,
which can inform strategies and consumer education initiatives that can help companies adapt their
production methods to meet the growing demand for sustainable products.
2. Literature review and hypotheses development

The following subsections provide a theoretical foundation that facilitates the development of literature
support and hypotheses for the study.
2.1. Theory of planned behaviour

In this study, we utilize the theory of planned behaviour, which posits that an individual’s intention to
engage in a behaviour is influenced by their attitudes, subjective norms, and perceived behavioural con-
trol; this, in turn, leads to both intended and real action (Ajzen, Icek, 1985). The theory of planned
behaviour (TPB) is an extension of the theory of reasoned action (TRA) that addresses the limitations of
TRA in explaining human behaviours. TPB introduces the concept of perceived behavioural control (PBC)
as an important factor in determining behaviours considered a specific aspect of TPB (Ajzen, 2020). The
theory is a widely accepted and extensively utilized framework for explaining intentions to make envi-
ronmentally friendly purchases. The model effectively applies to predicting and explaining intentional
behaviour variations while investigating the causal relationship between values, beliefs, attitudes, inten-
tions, and behaviours (Fishbein & Ajzen, 2011).
The Theory of Planned Behavior (TPB) has been effectively utilized in various areas of pro-environmental
behaviour, including an intention to visit friendly hotels (Wu et al., 2024), electric cars (Ivanova & Moreira,
2023), willingness to pay for green housing (Al Mamun et al., 2023) and the pro-environmental behaviours
of high school students (Orzan et al., 2018). Additionally, the model has been used to forecast and
explain environmentally conscious behaviours. Judge et al. (2019) reported that ATT, SN, and PBC were
significant and influential predictors of the intention to adopt green housing and accounted for more
than 65% of the variance in behavioural intention. Since then, several other researchers (Jaiswal & Kant,
2018; Tsogas et al., 2017) discovered that ATT, SN, and PBC were strong indicators of persons’ desire to
engage in environmentally conscious behaviours.
Purchase intention (P.I.) is crucial in predicting environmentally conscious buying behaviour.
Subsequently, Tommasetti et al. (2018) found that purchase intention accounted for 51% of the variation
in actual green purchasing among Italian consumers. Similarly, a recent study by Dilotsotlhe, 2021)
observed that purchase intention account for 61.1% of the variation in actual purchasing behaviour, as
indicated by the readiness to buy environmentally friendly products when studying a group of south
Africa customers. Given the well-documented explanatory power of purchase intention to explain green
purchase behaviours, we focused solely on purchase intention as the dependent variable. Therefore,
drawing from existing research that uses the Theory of Planned Behavior (TPB), we hypothesized that
the three components of the TPB explain a substantial portion of the variation in the intention to pur-
chase environmentally friendly products.
Subjective norms show the social pressure people feel to either avoid or adhere to particular tasks,
whereas attitude represents a person’s perception of the potential effects of a specific behaviour.
Conversely, perceived behavioural control refers to the level of control a person believes they have over
their behaviour (Ajzen, Icek, 1985). This study includes additional variables, specifically environmental
4 Y. FENTA ET AL.
knowledge, to enhance the existing TPB variables in analyzing customers’ intention to buy eco-friendly
products. The study investigates the connection between this additional factor in the structural model
and consumers’ intention to engage in eco-friendly green purchasing.
In addition, Ellen et al. (1991) argued that a theory may be expanded by incorporating additional
variables, provided these variables satisfied three constraints within the model. First, the selected vari-
ables must be mutually exclusive. Furthermore, the included variable should be able to influence the
decision-making process. Ultimately, the variables must be directly linked to the behaviour under inves-
tigation. The selected variables in this study meet all these criteria, supporting the expansion of the TPB
in this specific setting.
2.1.1. The relationship between attitude and purchase intention

Attitude is a term used to describe an individual’s positive or negative evaluation of a particular
behaviour (Fishbein & Ajzen, 2011). Ajzen (1991) posits that when an individual has a favourable atti-
tude towards a specific behaviour, they are more likely to engage in that behaviour. Wang and Wang
(2016) have shown that consumers with higher environmental concerns are more likely to adopt
eco-friendly consumption and behaviour patterns. Additionally, previous studies have suggested that
attitude is an independent variable for predicting behaviour. Debora Indriani et al. (2019) found that
consumers are more likely to seek eco-friendly products with a positive attitude and environmental
concerns.
Furthermore, it has been shown that attitude and behavioural intention are positively related to
eco-friendly items across numerous cultural contexts (Mostafa, 2007). A study by N. Kumar et al. (2022)
on Indian consumers’ eco-friendly apparel products indicates that attitude is a significant predictor of
purchase intention. Many studies have found that green hotel guests’ attitudes positively affect their
intentions (Bulut et al., 2021; Duhan, 2019; Wiwoho & Riptiono, 2022). Scholars have studied the relation-
ship between attitude and intention in the context of organic food choices and found a positive correla-
tion between attitude and intention in green consumption settings.
After conducting a thorough literature analysis, we have discovered a prevailing expectation that
changing one’s attitude toward purchasing environmentally friendly products will increase the intention
to buy such products. Consequently, we propose that:
H1. Attitude towards green product purchasing is positively related to green product purchase intention.
2.1.2. Subjective norm and purchase intention

Subjective norms are social constraints or factors that enable people to act a certain way (Ajzen, 1991).
Individual action is, in other words, measured by the approval or disapproval of others (Wan et al., 2018).
When customers are unsure about a specific action, they may seek assistance from others, i.e. friends,
relatives, family members, peer groups, and other reference groups exemplify ‘other people’. In general,
other people’s actions or emotions significantly influence their decisions to purchase green products
(Laksmi Dewi & Kt. Giantari, 2023).
In the context of marketing and consumer behaviour, several studies have established that sub-
jective norms play a crucial role in determining purchase intention for green products, including
organic food (Pang et al., 2021; Tarkiainen & Sundqvist, 2005; Wan et al., 2018), green personal
care products (Moslehpour et al., 2021), green hotel revisit intention (Han et al., 2011; Han & Kim,
2010; Kang et al., 2012; Maichum et al., 2016; Paul et al., 2016). These studies have found that
when consumers perceive that their ‘significant others’ endorse green purchase behaviour, they are
more likely to adopt these behaviours. Thus, subjective norms are expected to encourage group
behaviour, such as purchasing green products. As a result, people are expected to embrace col-
lective behaviour, such as purchasing environmentally friendly products. As a result, we claim that
the subjective norm plays a significant role in increasing purchase intention for green products,
and we propose that:
H2. Subjective norm is positively related to the intention to purchase green products.
2.1.3. Perceived behavioral control and purchase intention

Perceived behavioural control is a person’s perceived ease or difficulties performing a behaviour (Ajzen,
1991). That behaviour might happen when a person has both the skill and the motivation to do some-
thing (Moser, 2015). The theory of the planned behaviour model says it is vital to build perceived
behavioural control before developing intention. Donahue and Donahue (2017) proposed that perceived
affordances were mental cues people had and used to judge goods before buying them. Moreover,
Ogiemwonyi (2022) revealed that self-efficacy and price sensitivity are the most essential control factors
influencing consumers’ intention to purchase green products. Many studies have concluded that confi-
dence in people’s ability to manage their actions positively correlates with purchasing intention (Kumar
et al., 2022; Rodriguez et al., 2022; Xu, Du, Aamir, et al., 2022; Xu Du, Khan, et al., 2022).
Moreover, there is a correlation between perceived behavioural control and purchasing intention in the
context of green hotels (Nimri et al., 2020), organic foods (Aitken et al., 2020; Jiang & Wu, 2022), and green
products (Anvar & Venter, 2014; Mostafa, 2006). Based on this discussion, the following hypothesis is proposed.
H3: Perceived behavioural control is positively associated with purchase intention for green products.
2.1.4. Environmental knowledge and green product attitude

Environmental knowledge pertains to individuals’ cognitive understanding of the environment, encom-
passing their awareness of sustainable development, community obligations, and the interconnections
between environmental impacts (Simanjuntak et al., 2023). According to a recent study on sustainability,
environmental knowledge refers to the extent of comprehension of the factors that influence the
well-being and long-term viability of the ecosystem in which we reside (Sun et al., 2018).
Awareness of environmental issues among consumers fosters a favourable disposition toward green products
(Debora Indriani et al., 2019). A study by Mostafa (2006) demonstrated a positive correlation between environ-
mental knowledge and the attitude towards green products, which impacts the intention to acquire such items.
Other research has shown that environmental knowledge has a minimal impact on purchasing practices that
are environmentally friendly. Kumar et al. (2017) found that understanding environmental issues is not associated
with attitudes toward green products; therefore, environmental awareness does not necessarily lead to increased
purchasing intentions. Further, a study by Lin and Hsu revealed no statistically significant link between green
purchasing decisions, understanding of climate change, and mass media consumption (Hsu et al., 2017).
Knowledge was a frequently examined factor in research on consumer behaviour related to environ-
mentally friendly purchases. However, most prior studies regarded environmental knowledge as a predic-
tor of the intention to make environmentally friendly purchases or green purchase behaviour. Therefore,
drawing from the above debate, this study posits the following hypothesis:
H4: Environmental knowledge is positively associated with attitude towards purchasing green products.
According to the hypotheses, a research model is proposed and shown in Figure 1.
3. Methodology
3.1. Ethical approval
In order to ensure compliance with ethical guidelines in research involving human participants the pres-
ent study was approved by the Board of Postgraduate Studies and Research in the Faculty of Business
Studies at Punjabi University, India, with reference number no. 2768/research. All the methods included
in the study are in accordance with the declaration of Helsinki.
3.2. Informed consent

Before conducting the survey, written informed consent was obtained and explained to the respondents
on the introduction page of the questionnaire. Ethical guidelines were strictly followed, including ensur-
ing confidentiality, informing respondents of their rights as participants, and emphasizing that their par-
ticipation was voluntary. Additionally, respondents were informed of their freedom to withdraw from the
survey at any time. To minimize the non-response rate, responses were kept completely anonymous.
6 Y. FENTA ET AL.
Figure 1. Hypothesized model.
3.3. Participants and procedure

The study investigates the effect of environmental knowledge, attitude, subjective norms, and perceived
behavioural control on green product purchase intention. The study adopted a quantitative approach
whereby a cross-sectional technique was applied. The framework for this study is adopted from the the-
ory of planned behaviour (TPB) and incorporates an additional variable, i.e. environmental knowledge, to
increase the robustness of the model. Our survey was conducted through non-probability convenience
sampling, with self-administered questionnaires distributed directly to young, educated consumers who
lived in Addis Ababa, Ethiopia, between August and September 2023. The sample for this study is com-
prised of young, educated consumers and adults ages 18 and above. The green context being investi-
gated presents a significant challenge for minors to comprehend and grasp due to its complex conceptual
nature (Varah et al., 2021). In the realm of literature, individuals with a higher level of education are
more likely to comprehend the subject matter being studied and contribute accurate data than those
with a lower level of education (Abrar et al., 2021; Admassu et al., 2022; Nekmahmud & Fekete-Farkas,
2020; Wu et al., 2024). As a result, information was gathered from a sample of educated, young consum-
ers. The samples were selected using convenience sampling because it allows researchers to reach
respondents who are easily accessible from any region and segment of the entire population. Our
research team personally approached consumers when they visited supper markets, college campuses,
food retailers, hotels and cafeterias, and shopping malls in Addis Ababa, the capital city of Ethiopia.
3.4. Sample size and compositions

The study sample size was calculated based on the recommendation of Sarstedt et al. (2014), which is
15–20 items per studied variable. Hence, this study has five constructs, a total of 30 items (six items for
attitude, seven for subjective norms, seven for perceived behavioural control, five for environmental
knowledge, and six for green purchase intention). Therefore, based on the items and constructs, an ideal
sample size of 450 (15*30) is made. However, 400 samples were considered for final analysis, which
meets the criteria of structural equation modeling (SEM) analysis using Smart PLS (Hair et al., 2013), a
recommendation of 150–400 samples. The total number of distributed questionnaires was 400, and 358
valid responses were recorded, with a response rate of 89.5%. 42 (11.5%) responses were eliminated
before the analysis was performed because they did not respond to either of the items. In this case, the
term ‘non-response’ referred to the circumstance in which participants did not answer more than half of
the questions or did not offer any demographic information. As a rule of thumb, ‘the higher the response
rate, the lower the non-response rate’. Non-response bias is a problem when the response rate is below
70%. Hence, our study’s response rate is 89.5%, so the non-response bias is not an issue (Bose, 2001).
Regarding sample composition, as shown in Table 2, most participants are male, 68% (243), whereas
the remaining 32% (115) were females. Most of the samples fall under the age of youngsters (18–25),
282 in number with 80.3%. 70% (251) of the participants hold a bachelor’s degree, and the remaining
are master’s/PhD and college certificate holders.
3.5. Measures
A structured five-point Likert scale questionnaire ranging from 1(strongly disagree) to 5 (strongly agree) was
developed based on existing literature on green product purchase behaviour intention. Each study variable con-
sisted of different items, which helped to analyse consumers’ perceptions toward the purchase of eco-friendly
products. Five items were used to assess consumers’ environmental knowledge regarding green products, and
the scale was adopted from the studies of Mostafa (2007). Similarly, five items were adopted from the studies
by Taylor and Todd (1995), Jaiswal and Kant (2018), and Mostafa (2007) to measure attitudes towards green
products. In addition, seven items for subjective norms have been adopted from Taylor and Todd (1995) and
Jaiswal and Kant (2018). Items used to measure consumers perceived behavioural control were adopted from
Armitage and Conner (1999) and Han and Kim (2010). Finally, six items for green purchase intention were
adopted from Chen and Chang (2012).
To validate the instrument’s reliability and ensure clarity, we conducted a pilot test on 35 respondents
from its target group. A few modifications were implemented in the final questionnaire based on the
suggestions in the pilot study to enhance its comprehensibility for the respondents. The questionnaire
consists of two sections. In the initial phase, demographic data was collected to get personal information
treated as confidential and solely utilized for research objectives. The subsequent section of the survey
examined the intention of Ethiopian consumers to purchase green products. Table 1 shows all the mea-
surement items and their sources.
Table 1. The questionnaire variables with measurement items.

Variables /
constructs Coded items Sources
Green Purchase GPI-1: I will consider buying products because they will be less polluting in the coming (Chen & Chang, 2012)
intention times.
GPI-2: I will consider switching to environmentally friendly brands for ecological reasons.
GPI-3: I plan to spend more on environmentally friendly products than conventional ones.
GPI-4: I expect to purchase green products in the future because of their positive
environmental contribution.
GPI-5: I want to purchase green products in the near future.
GPI-6: I plan to purchase more green products rather than regular products.
Green purchase ATT-1: I think that purchasing green products is favourable (Jaiswal & Kant, 2018;
Attitude ATT-2: I believe that buying green products is a good idea Mostafa, 2007; Taylor &
ATT-3: I believe that purchasing green products is safe Todd, 1995)
ATT-4: Environmental protection is vital to me when I buy products.
ATT-5: Purchasing green products can help to save nature and resources.
Subjective SN-1: People will have a good impression of me if I purchase green products. (Taylor & Todd, 1995;
norm SN-2: People will perceive me well if I purchase green products. Jaiswal & Kant, 2018),
SN-3: Most people who are important to me would expect that I should buy green products.
SN-4: People will have a good impression of me if I purchase green products.
SN-5: People around me influence me to buy green products.
SN-6: People whose opinions I value would prefer that I purchase green products.
SN-7: My friend’s positive opinion influenced me to purchase green products.
Perceived PBC-1: I can purchase green products. (Armitage & Conner, 1999;
behavioural PBC-2: I am confident I would purchase green products if it were entirely up to me. Han & Kim, 2010)
control PBC-3: I see myself as capable of purchasing green products in the future.
PBC-4: I have the resources, time, and willingness to purchase green products.
PBC-5: Green products are generally available in the shops where I usually shop.
PBC-6: I will likely have plenty of opportunities to purchase green products.
PBC-7: Purchasing green products is not totally within my control.
Environmental EK-1: I am very knowledgeable about environmental issues. (Mostafa, 2007)
knowledge EK-2: I know more about recycling than the average person.
EK-3: I know that I buy products and packages that are environmentally safe.
EK-4: I understand the environmental phrases and symbols on the product package.
EK-5: I know purchasing green products can help save nature and resources.
Note: GPI: Green purchase intention; ATT: Attitude; SN: Subjective norm; PBC: Perceived behavioural control; EK: Environmental knowledge.
8 Y. FENTA ET AL.
3.6. Methods of data analysis

To establish reliable and valid scales for each construct and figure out causal relationships for the study
variables, this study employed partial least squares-structural equation modeling (PLS-SEM). PLS-SEM is a
method that analyses, predicts, and estimates the relationships among latent variables in the model. It
enables the simultaneous consideration of all pathway coefficients and yields more precise estimates of
the structural model compared to covariance-based structural equation modeling (Hair et al., 2011).
Hence, the Smart-PLS software version 4.0.9.6 technique is used to estimate path models that involve
latent composite structures (Hair et al., 2019). The model permits researchers to utilize small and
non-normal datasets.
Moreover, PLS-SEM is linked to the casual-predictive, which facilitates the development of complex
models based on composites, and it doesn’t have the concept of goodness-of-fit evaluation that charac-
terizes covariance-based SEM (Chin, 2014). Two stages are required to complete an investigation using
PLS-SEM data analysis. The first step involves estimating the measurement model to ascertain the reli-
ability and validity of the constructs under investigation. On the other hand, the discriminant fact is
attained through utilizing both recently and historically proposed methods, including the
heterotrait-monotrait ratio (HTMT) and the Fornell–Larcker criterion (Sarstedt et al., 2014).
The study hypotheses’ structure model and significance levels are examined in the second stage. The
model estimation process involves the utilization of effect size (f2) and (R2) to describe the path effect
from the exogenous construct to the endogenous construct.
4. Data analysis and findings

4.1. Demographic characteristics
As indicated in Table 2, most participants were male (68%), with 80.3% falling within the age range of
18 to 27 years. In contrast, 10.3% of the participants fell within the age range of 28 to 35 years. The
remaining respondents were married, while 80% were unmarried. 70% of the participants held a bache-
lor’s degree or equivalent, 9.0% had completed secondary school, and 20% had obtained an education
at the diploma or technical school level. A mere 10% of the participants possessed a master’s degree,
while the remaining respondents held doctoral-level credentials.
4.2. Evaluation of measurement model

4.2.1. Reliability and validity analysis
The data collected from the primary response can be analysed using various statistical methods. The
analysis begins with developing a measurement scale that includes all the constructs measured in
the study. The models in the survey are then tested on scales for internal consistency, reliability,
convergent validity, and discriminant validity. In the following sections, we discuss and report the
results of these statistical methods. In addition to the instrument’s reliability, scale validity must also
be assured.
Table 2. Demographic information of target respondent.

Demographic Frequency Percent
Age 18–27 287 80.3
28–35 36 10.3
36–45 35 9.4
Gender Male 243 68
Female 115 32
Education Masters/PhD 36 10
Bachler degree 251 70
College certificate 72 20
High school certificate 0
Marital status Married 287 80
Unmarried 71 20
Divorced 0
The reliability of an instrument indicates that the tool provides stable and consistent scores from a
test. There are various methods for determining an instrument’s reliability, but Cronbach’s alpha is used
in this analysis to find the internal consistency reliability. The extent to which a group of items or state-
ments on a scale is homogeneous is known as internal consistency.
The Cronbach’s alpha coefficient measures the internal consistency or reliability of a set of survey
items. The coefficient measures the level of agreement between items on a standardized 0 to 1 scale,
with higher values indicating higher agreement between items. Cronbach’s alpha values vary between 0
and 1, with higher values indicating higher levels of reliability. In exploratory research, Cronbach’s alpha
values between 0.60 and 0.70 are acceptable, while in more advanced stages of research, values between
0.70 and 0.90 can be regarded as satisfactory (Nunnally & Bernstein, 1999). However, values above 0.90
(and > 0.95) are not desirable because they indicate that all the indicator variables measure the same
phenomenon and are, therefore, unlikely to be a valid measure of construct.
The proposed measurement model was tested using the PLS algorithm. Before analyzing the interre-
lationships among the constructs in the structural model, it is essential to examine the measurement
model to ensure that an appropriate degree of construct validity and reliability is present (Hair et al.,
2013). The final measurement model is presented in Figure 1, which shows the various factors influenc-
ing green purchase intention practices. Construct ‘Environmental knowledge’, ‘Green attitude’, ‘subjective
norm’, ‘perceived behavioural control’, and ‘green purchase intention’ are indicated by five, five, seven,
seven, and six indicator items, respectively. Thus, the five constructs showing the different aspects of
perceived green purchase practices are measured by 30 measured indicator variables.
Table 3 shows the results of the measurement model regarding internal consistency reliability, conver-
gent validity, and discriminant validity. The outer loadings are all above 0.70 (Henseler et al., 2016), vary-
ing from 0.721 to 0.953; all are statistically significant (p < 0.001). Two items from the Environmental
knowledge (K6 and E.K.7) were removed from the model because they have lower outer loading (0.367
and 0.614), which boosted composite reliability and average variance retrieved (Hair et al., 2010).
Furthermore, Cronbach’s alpha values for the constructs were above 0.70 (Henseler et al., 2016), indicat-
ing that the model is internally reliable.
Table 3. Reliability and validity results.

Standard factor Average variance
Construct items loading Cronbach Alpha Composite reliability extracted
Attitude (ATT) ATT1 0.782
ATT2 0.833
ATT3 0.843 0.888 0.918 0.691
ATT4 0.874
ATT5 0.826
Subjective norm (SN) SN1 0.802
SN2 0.776
SN3 0.742
SN4 0.831 0.899 0.920 0.623
SN5 0.837
SN6 0.721
SN7 0.809
Perceived behavioural PBC1 0.798
control PBC2 0.779
PBC3 0.752
PBC4 0.818 0.898 0.920 0.621
PBC5 0.825
PBC6 0.757
PBC7 0.785
Green purchase intention GPI1 0.759
GPI2 0.837
GPI3 0.814
0.897 0.921 0.661
GPI4 0.815
GPI5 0.834
GPI6 0.818
Environmental knowledge EK1 0.869
EK2 0.830
EK3 0.830 0.888 0.891 0.691
EK4 0.806
EK5 0.819
10 Y. FENTA ET AL.
To check the construct’s reliability and convergent validity in a measurement model, we must
apply composite reliability (C.R.). It assesses the construct’s consistency, as well as the construct’s
stability and equivalence, and offers a more retrospective means to overall reliability (Hair et al.,
2011). The existence of adequate scale reliability is indicated by a C.R. value larger than 0.7 (Hair
et al., 2013); (Hair et al., 2010). Table 2 shows that the composite reliability of ‘attitude’ is 0.918, ‘sub-
jective norm’ is 0.92, ‘perceived behavioural control’ is 0.92, ‘green purchase intention’ is 0.92, and
‘environmental knowledge’ is 0.891. Each construct in the measurement model has composite reliabil-
ity larger than 0.70, implying that constructs in the measurement model represent an excellent degree
of reliability.
Convergent validity describes the extent to which the items of a construct converge or share a high
proportion of their variance (Hair et al., 2010). The average variance extracted (AVE) is a commonly used
metric to assess convergent validity at the construct level. The criterion is defined as the average value
of the squared loadings of the indicators linked to the construct, which is calculated by summing the
squared loadings and dividing by the number of hands. Therefore, the AVE of the standardized construct
loadings to its observed variables in a construct must be greater than 0.50 (Hair et al., 2010). All the
observed variables in Table 2 have the AVE ranging from 0.621 to 0.8791. Our analysis shows that the
observed items reflect their constructs adequately and accurately. As a result, there is certainty about
construct convergent validity.
Discriminant validity is established through empirical evidence indicating that construct measures are
not found to be highly correlated despite their theoretical expectation to be so and do not exhibit such
correlations. We use the Fornell-Larcker criterion to assess discriminant validity, in which the square root
of average variance extracted from all constructs needs to be higher than its highest correlation with
any other construct (Henseler et al., 2016). In the study, the square root of the average variance extracted
(AVE) for all constructs was greater than the correlation with any other construct, as shown in Table 4.
The Heterotrait – Monotrait (HTMT) ratio criterion is another technique used to check the discriminant
validity of measurement models (Hair et al., 2010). If the HTMT ratio is less than 0.85, it suggests satis-
factory discriminant validity within the data. In our research, as shown in Table 5, all ratios are lower than
0.850, indicating satisfactory discriminant validity within the data.
5. Common method variance and variance inflation factor

After confirming the measurement scale’s internal consistency reliability and construct validity, the study
also investigates and reports the presence of common method bias. To identify the presence of common
method variance (CMV), Harman’s Single Factor Test was performed using the Statistical Package for the
Social Sciences (SPSS). As stated by Kock (2015), Harman’s One-factor analysis assumes that Common
Table 4. Discriminant validity Fornell Larcker Criterion.

Environmental Green purchase Perceived behavioural
Attitude knowledge intention control Subjective norm
Attitude 0.832
Environmental 0.610 0.831
knowledge
Green purchase intention 0.558 0.091 0.813
Perceived behavioural 0.567 0.042 0.556 0.788
control
Subjective norm 0.619 −0.024 0.597 0.612 0.789
Table 5. Heterotrait-Monotrait Ratio (HTMT).

Environmental Green purchase Perceived behavioural
Attitude knowledge intention control Subjective norm
Attitude
Environmental 0.684
knowledge
Green purchase intention 0.619 0.659
Perceived behavioural 0.635 0.712 0.618
control
Subjective norm 0.692 0.724 0.655 0.682
Method Bias (CMB) is determined by a single component that accounts for the commonly shared cova-
riance among measures. All items in the study were subjected to unrotated exploratory component anal-
ysis using the Principal Component Analysis approach. The investigation revealed that the initial
component accounted for a mere 31.472% of the variation in the data, which is below the 50% threshold.
Table 6 shows Harman’s single-factor test value, which falls below the acceptable threshold. This paper
has no cumulative weights of 50% resultant biases, and CMV is not a problem.
According to Sarstedt et al. (2014), the model can be considered reliable if the variance inflation factor
(VIF) value from the overall collinearity test is less than or equal to 3. As shown in Table 7, our study’s
model’s VIF values are below 3.3, indicating no negative influence or multicollinearity between the items
or predictor components. Therefore, each item explained evidence of acceptable discriminant validity
and was statistically distinct from the others.
6. Structural model analysis

6.1. Path analysis and hypothesis testing
As the second step in a PLS analysis, the structural model is typically used to test the research hypothesis.
This study utilized Smart PLS 4.0.9.6 to calculate the action paths between variables, followed by further
analysis of the research hypotheses. As shown in Table 8, Attitude, subjective norms, and perceived
behavioural control positively influenced consumers’ intention to purchase green products. The standard-
ized path coefficients for these variables were 0.232, 0.336, and 0.239, respectively. These coefficients were
statistically significant at a significant level of 0.01 or 0.05. Thus, H1, H2, and H3, were confirmed.
The bootstrapping method was applied to test the significance of the indirect effect (mediation effect).
Table 8 shows that attitude significantly impacts P.I. and E.K.’s relationships (beta 0.685, t-value 3.509,
p-value 0.00). Figure 2 demonstrates the outcomes of the path coefficients and t values of the relation-
ship between each latent variable generated by the smart PLS-SEM algorithm.
Table 6. Results of common method bias.

Total variance explained
Initial Eigenvalues Extraction sums of squared loadings
% of
Component Total % of Variance Cumulative % Total Variance Cumulative %
1 13.303 31.472 31.472 13.303 31.472 31.472
2 1.923 6.410 50.753
3 1.861 6.205 56.958
4 1.689 5.629 62.587
5 1.375 4.583 67.170
6 .700 2.333 69.503
7 .666 2.220 71.724
8 .600 2.001 73.724
9 .576 1.919 75.643
10 .534 1.779 77.422
11 .523 1.744 79.167
12 .499 1.662 80.829
13 .454 1.514 82.343
14 .426 1.421 83.764
15 .419 1.396 85.160
16 .407 1.357 86.517
17 .390 1.301 87.818
18 .362 1.207 89.025
19 .359 1.197 90.222
20 .339 1.129 91.351
21 .337 1.122 92.473
22 .317 1.056 93.529
23 .308 1.027 94.556
24 .280 .934 95.489
25 .267 .890 96.380
26 .254 .846 97.225
27 .227 .758 97.983
28 .214 .713 98.697
29 .205 .682 99.379
30 .186 .621 100.000
12 Y. FENTA ET AL.
Table 7. Collinearity assessment for Inner model

(Variance inflation factor (VIF) values).
VIF < 5 GPI
ATT 1.786
SN 1.938
PBC 1.760
EK 1.000
Table 8. Path coefficients between variables and their analysis results.

Hypothesis Relationships Coefficient T statistics (bootstrap) P values Hypothesis results
H1 ATT → GPI 0.232 2.945 0.003 Supported
H2 EK → ATT 0.685 15.677 0.000 Supported
H3 PBC → GPI 0.239 3.017 0.000 Supported
H4 SN → GPI 0.336 3.757 0.003 Supported
Indirect relationships (mediation analysis)
EK ->GPI 0.14 3.509 0.00 supported
Figure 2. The structural model with parameter estimates.
6.2. Coefficient of determination (R2 value)

The coefficient of determination (R2) is a frequently employed statistical metric used to assess structural
models’ precision. It is computed as the squared correlation between an endogenous construct’s actual
and expected results. It represents the latent combinations of exogenous and endogenous variables that
influence the endogenous latent variables. The R2 value, which ranges from 0 to 1, signifies enhanced
predictive accuracy. It is challenging to establish acceptable R2 values because they depend on the com-
plexity of the model and the field of study. As a general principle, scholarly investigations concerning
marketing issues classify R2 values of 0.25, 0.50, or 0.75 for endogenous latent variables as weak, mod-
erate, or substantial, respectively (Hair et al., 2017).
On the other hand, according to Cohen, the level of acceptance can be categorized as weak (0.02),
moderate (0.13), and significant (0.26) (Cohen, 2013). The analysis (R2) and the result can be seen in
Table 9.
Table 9. The value of R-square (R2).

R-square Adjusted R-square
Attitude 0.469 0.468
Green purchase intention 0.519 0.515
Table 10. The predictive relevance of the constructs.

Q² predict RMSE MAE
ATT 0.367 0.800 0.623
GPI 0.435 0.758 0.532
As shown in the above Table, the R-square values of the attitude and the green purchase intention
are 0.469 and 0.519, respectively. Hence, the research model is deemed to satisfy the requirements of
the moderate-to-strong model. It means that the green attitude, subjective norm, and perceived
behavioural control can account for the green purchase intention of 51.9%, and the other variables out-
side the model account for 48.1%. Furthermore, environmental knowledge accounts for the attitude
value of 46.9%, with the remaining 53.1% accounted for by other variables outside the model.
6.3. Blindfolding and predictive relevance Q2

Researchers should assess the magnitude of the R2 values to determine predictive accuracy and use
Stone-Geisser’s Q2 value Geisser (1974) to measure predictive significance. A blindfolding technique
derives the PLS path model’s Q2 value of latent variables. Blindfolding is a method of reusing samples
that systematically removes data points and predicts their original values. The Q2 value is a measure used
to evaluate the predictive relevance of the PLS path model using cross-validation. If the Q2 value for a
specific endogenous latent variable is more significant than zero, the PLS path model can predict this
construct effectively.
Chin states that models with Q2 values above zero exhibit varying degrees of predictive relevance,
which can be categorized as high (0.35), medium (0.15), or small (0.02) (Chin, 2014). Thus, in this study,
as shown in Table 10, the Q2 score for the desire to purchase green items was 0.435, signifying a sub-
stantial level of predictive significance.
7. Discussion of the results

This study investigated the TPB model, which adds environmental knowledge as an antecedent to atti-
tudes toward buying green products. It also examined the direct effect of subjective norms, attitudes,
and perceived behavioural control on green purchase intention. The purpose was to investigate how
young Ethiopian customers planned to buy environmentally friendly goods.
Subjective norms are highly predictive of customers’ intentions to purchase green products. This find-
ing aligns with prior studies investigating subjective norms and purchase intention; Ajzen, 1991). This
finding can be attributed to acquiring information concerning the relevant details regarding intentions
to develop green products and the potential elements influencing the decision-making process.
Furthermore, this can be due to the perception that others quickly notice green products in social set-
tings. Therefore, customers acknowledge and follow their friends, coworkers, family members, and asso-
ciations’ advice and viewpoints (Cunningham, 2023).
This study proves that perceived behavioural control significantly impacts consumers’ intention to pur-
chase. This result indicates that the perceived ability of Ethiopian consumers to control their behaviour,
specifically in terms of voluntary control, has a significant impact on their intention to purchase green
products. This, in turn, influences their overall behavioural choices. The credible explanation of this note-
worthy discovery may also support the idea that customers value having greater access to resources that
empower them to make decisions that result in purchasing environmentally friendly items (Hsu et al.,
2017). This may also pertain to customers’ culture, values, and socio-economic elements in a developing
country like Ethiopia.
14 Y. FENTA ET AL.
This research proves that attitude strongly predicts purchase intentions for environmentally friendly
products. This is because customers who prioritize environmental sustainability are more likely to pur-
chase eco-friendly products. Moreover, individuals residing in developing countries like Ethiopia are
growing more concerned about preserving the environment due to the mounting strain caused by
unregulated urbanisation and excessive utilisation of natural resources in diverse development endeav-
ours.This outcome aligns with the traditional attitude-behavior correlation of the TPB model (Ajzen, 1991)
and confirms the framework’s effectiveness in the context of eco-friendly products. Furthermore, this
discovery is consistent with other studies that indicate that customers’ attitude has a favourable, signifi-
cant, and comparatively robust impact on their intention to purchase organic and green products (Chan
& Lau, 2002; Choi & Johnson, 2019; Johe & Bhullar, 2016; Liobikienė et al., 2016).
Furthermore, this study examined environmental knowledge’s mediating (indirect) effect through atti-
tude toward green product purchase intention. Accordingly, our analysis proved that attitude strongly
mediates the relationship between environmental awareness and purchase intention. Past researchers
have also found that consumers’ knowledge of the environment positively affects their attitude toward
green products. (Mostafa, 2006, 2007; Tsogas et al., 2017; Yadav & Pathak, 2016). The results suggested
that Consumers can be motivated to change their attitudes and purchase intentions toward sustainable
and environmentally friendly products by understanding the issues related to the environment (Yadav &
Pathak, 2016). Moreover, providing additional details on interconnected matters can enhance environ-
mental awareness, bolstering consumers’ comprehension of product characteristics and fostering trust in
eco-friendly items. Hence, the expanded understanding can strengthen a favourable mindset and inten-
tion to buy environmentally friendly products. On the other hand, a lack of knowledge of the environ-
ment can hinder consumers from effectively expressing their concerns and influencing a favourable
attitude and desire to buy environmentally friendly products (Debora Indriani et al., 2019; Simanjuntak
et al., 2023)
8. Implications
8.1. Theoretical implications
This study adds some theoretical insights to the body of knowledge in academia.
First, in terms of theory, this study enhanced the current body of knowledge by introducing the
expanded theory of the planned behaviour model to examine the behavioural intention of Ethiopian
consumers towards purchasing environmentally friendly products. Second, while earlier TPB research
identified environmental knowledge as a predictor of attitudes, our findings demonstrated that environ-
mental knowledge is both an indirect and positive predictor of green purchasing intention. As a result,
environmental awareness influences consumers’ intention to purchase green items in addition to atti-
tudes, subjective norms, and perceived behavioural control. Third, the study fills a gap in the existing
literature by examining the influence of attitude and environmental knowledge in explaining green prod-
uct purchase intentions. This study verifies the planned behaviour theory in the context of Ethiopian
customers purchasing green items.
8.2. Managerial implications

Some managerial implications can be derived from the current study.
Marketers can promote the intention to purchase green products by increasing consumers’ under-
standing of environmental issues. In addition to favourable views towards environmentally friendly prod-
ucts and perceived efficacy as a customer, our research has validated that environmental knowledge
indirectly and positively impacts the intention to purchase green items. Hence, advocating for environ-
mental concerns through advertising, marketing initiatives, and environmental education programs is
advisable. Furthermore, green marketers should highlight consumers’ ecological awareness to enhance
companies’ environmental reputation and increase sales. Consumers’ understanding can be improved
using environmental education. Environmental knowledge positively influences the connection between
attitude and green purchase intention. Consequently, implementing an environmental education
campaign would increase purchases of green products, as customers are attracted to the company’s
reputation for offering ecologically friendly products.
8.3. Policy development implications

This study provides essential insights from the perspective of public policy development. Marketing man-
agers and policymakers need to understand the behavioural aspects of green consumption to make
relevant policies. The policies and strategy must be directed towards the overall enhancement of the
environmental consciousness of society, and they must also understand the social aspects of consumers
better in the context of blurring the boundaries between social elements and individual interests.
Moreover, public educational programs and companies’ communication campaigns should aim to increase
consumers’ awareness and understanding of eco-friendly products. Such programmes should be imple-
mented in collaboration with academic institutions nationwide.
Furthermore, it is recommended that the government offer various incentives to corporations, includ-
ing tax breaks for research and development, technology transfer agreements, and other collaborative
efforts that aid in the cost reduction of eco-friendly products. Moreover, regulatory support should be
provided for green certification programs, alongside incentives for businesses adopting sustainable prac-
tices. Investment in sustainable production infrastructure and technology is vital, complemented by
financial incentives for consumers and green industries. Additionally, collaboration with green product
retailers, local green product producers, stakeholder engagement, and long-term sustainability planning
are vital components. Finally, continuous research and development programs are essential to evaluate
the effectiveness of policies and drive evidence-based decision-making. Through these measures, Ethiopia
can create a conducive environment for sustainable consumption, fostering environmental protection
and economic development.
8.4. Limitations and future research directions

This research yielded significant findings and validated the TPB model’s accuracy in predicting consum-
ers’ intention to buy environmentally friendly products. However, some limitations of this study could be
investigated in future studies. Firstly, this study was conducted using a cross-sectional design, and data
were collected at a specific time. Future research would be enhanced by adopting a longitudinal strategy
for data gathering, enabling a more detailed investigation, and facilitating the observation of changeable
patterns over time. Secondly, this study only examines Ethiopian consumers’ purchase intention through
a convenience sample, which may not accurately reflect the general population. Subsequent investiga-
tions could employ samples more reflective of the overall population and assess comparable frameworks
or alternative variables within the same context of purchase intention. Thirdly, this survey did not take
into account any particular product category. Hence, forthcoming research endeavours could explore
distinct inclinations and product classifications as customers’ consciousness. Fourthly, our research strat-
egy has prioritized examining buying intention over customers’ actual purchasing behaviour. We have yet
to investigate the elements that connect the gap between the intention to purchase green products and
the actual behaviour of doing so. Hence, additional inquiry ought to be undertaken to address this defi-
ciency. Finally, this research highlights the direct impact of attitude, subjective norm, and perceived
behavioural control on green product purchase intention and the indirect (mediation) impact of environ-
mental knowledge; thus, future research could consider constructs such as perceived behavioural control
and subjective norm as precursors of attitude which might act as moderators or mediators to shown in
the framework in the future study.
Author contribution
Author Contributions: Conceptualization, Y.F investigation, Y.F formal analysis, Y.F.; investigation, Y.F, methodology, Y.F,
software, Y.F.; supervision, M.S and R.K G.; writing—original draft, Y.F. The authors thoroughly examined the results
and their potential consequences, providing commentary on the work throughout its many stages. Both authors
have reviewed and consented to the final version of the work. The corresponding author is a research scholar at
16 Y. FENTA ET AL.
Punjabi University and is doing his Ph.D. in those, as mentioned earlier. The remaining authors are the co-authors
who help the corresponding author by providing valuable comments, suggestions, methodological advice, and other
related activities.
Disclosure statement
No potential conflict of interest was reported by the author(s).
About the authors

Yebcha Fenta is a dedicated academic professional currently working as a lecturer in the Department of Marketing
Management at Bahir Dar University. He is also working on his PhD in the School of Applied Management at Punjabi
University, Patiala, focusing on marketing and related disciplines. Yebcha substantially contributes to his area through
his dedication to education and research, evident in his teaching and scholarly endeavours. He is interested in
researching many areas of marketing to enhance understanding and improve methods in this ever-changing field.
Manjit Singh, Professor Manjit Singh is a forward-looking educationist with 27 years of teaching experience at the
university level, specializing in accounting and finance courses. He has been actively engaged in teaching, research,
training, and consultancy for over two and a half decades at national and international levels. Professor Manjit has
published 110 papers (60 Scopus Indexed/UGC Listed) and 4 books. He has guided thirty PhD (National and
International Research Scholars) and three M. Phil dissertations.
Raj Kumar Gautam is an assistant professor in the Department of Applied Management at Punjabi University. His
extensive experience in marketing informs his academic and research pursuits, which centre around investigating the
dynamic and always-changing marketing landscape and its associated disciplines. His dedication to both teaching and
research is apparent via his ongoing endeavours to remain at the front of marketing trends, theories, and practices.
Data availability statement

As a result of the nature of the research, the participants in this study did not provide consent for their data to be
published, and hence, supporting data is unavailable.
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Antecedents of Consumers Green Product Purchase Intention An Insight From Ethiopia

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Cogent Business & Management

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Antecedents of consumers’ green product

Yebcha Fenta, Manjit Singh & Raj Kumar Gautam

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Marketing | Review Article

ABSTRACT ARTICLE HISTORY

2. Literature review and hypotheses development

2.1. Theory of planned behaviour

2.1.1. The relationship between attitude and purchase intention

2.1.2. Subjective norm and purchase intention

2.1.3. Perceived behavioral control and purchase intention

2.1.4. Environmental knowledge and green product attitude

According to the hypotheses, a research model is proposed and shown in Figure 1.

3.2. Informed consent

Figure 1. Hypothesized model.

3.3. Participants and procedure

3.4. Sample size and compositions

Table 1. The questionnaire variables with measurement items.

3.6. Methods of data analysis

4. Data analysis and findings

4.2. Evaluation of measurement model

Table 2. Demographic information of target respondent.

Table 3. Reliability and validity results.

5. Common method variance and variance inflation factor

Table 4. Discriminant validity Fornell Larcker Criterion.

Table 5. Heterotrait-Monotrait Ratio (HTMT).

6. Structural model analysis

Table 6. Results of common method bias.

Table 7. Collinearity assessment for Inner model

Table 8. Path coefficients between variables and their analysis results.

Figure 2. The structural model with parameter estimates.

6.2. Coefficient of determination (R2 value)

Table 9. The value of R-square (R2).

Table 10. The predictive relevance of the constructs.

6.3. Blindfolding and predictive relevance Q2

7. Discussion of the results

8.2. Managerial implications

8.3. Policy development implications

8.4. Limitations and future research directions

About the authors

Data availability statement

Journal of Retailing and Consumer Services, 34(October 2016), 145–152. https://doi.org/10.1016/j.jretcons-

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