sajm






Materialism as Barrier to Green Purchase Intention: Exploring Through the Lenses of an Extended Theory of Planned Behavior

Yusra Showkat Bakshi , Sheikh Basharul Islam , Mushtaq Ahmad Darzi and Ratiba Riyaz

DOI: https://doi.org/10.62206/sajm.30.4.2023.150-171

PUBLISHED : 26 Feb 2024

Abstract

The growing global population and the demand for goods and services are fuelling unrelenting overconsumption. This study intends to validate the extended Theory of Planned Behavior (TPB) by integrating materialism-values into the TPB-model and testing its power to predict Green Purchase Intention. A survey by the questionnaire-method was employed to collect data from 300 young consumers who have obtained at least a high school level of education. Multiple regression analysis was used to test the hypothesized relationships. The findings of the study revealed that among the three antecedents of the Theory of Planned Behavior, attitude is the strongest predictor of Green Purchase Intention. Additionally, it was found that all three facets of materialism negatively affected young consumer’s Green Purchase Intention. The findings suggest that marketers of green products should position their products as a symbol of status and social recognition to neutralize the negative impact of materialistic values on purchase intention. This will help the manufacturers of green products to attract consumers who give importance to materialistic possession for psychological satisfaction.

Key Words

Author Biography

Yusra Showkat Bakshi
Research scholar at Department of Management Studies, University of Kashmir, Hazratbal, Srinagar, Jammu & Kashmir 190006. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Sheikh Basharul Islam
Assistant Professor of Marketing, Akal Business School, Akal University, Talwandi Sabo, Punjab 151302, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Mushtaq Ahmad Darzi
Professor, Department of Management Studies, University of Kashmir, Hazratbal, Srinagar, Jammu & Kashmir 190002, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Ratiba Riyaz
Research Scholar, Department of Management Studies, University of Kashmir, Hazratbal, Srinagar, Jammu & Kashmir 190006, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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