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Author: Δήμα, Αντόρα
Title: Green purchasing behavior: green products and Ajzen’s theory of planned behavior.
Date Issued: 2013
Department: Διατμηματικό Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων
Supervisor: Ανδρονικίδης, Ανδρέας
Abstract: The central aim of this study is to explore the green purchase behavior of consumers in Greece. The emergence of green or environmentally friendly products indicates the increasing attention that environmental issues are receiving. Being able to determine and explain the factors that influence pro-environmental behavior in general and green purchase behavior in particular, will enable marketers and other involved parties to understand and encourage such behaviors. This thesis draws from Ajzen’s Theory of Planned Behavior (TPB) in order to predict and examine the formation of consumers’ intention of purchasing an environmentally friendly product. Ajzen’s Theory of Planned Behavior essentially postulates that an individual’s intention to perform a behavior is influenced by three parameters: the attitude of the individual toward purchasing environmentally friendly products, the perceived social pressure to purchase this category of products (subjective norm) and perceived behavioral control over the performance of the behavior. The theory is in principal open to the inclusion of additional antecedents of the main constructs, and thus in this thesis TPB is enriched by testing one additional variable, that of satisfaction from past experience with an environmentally friendly product. The importance of this study lays on the addition of this extra parameter and on the fact that it provides a useful insight in the relatively uncharted area of green purchase behavior among young adults in the region of Thessaloniki, Greece. The outcomes of the survey on a sample of 353 respondents, showed that attitude toward green purchase behavior and green products in general, exerted by far the greatest effect on green purchasing intentions. The attitudes of the respondents though were only moderately favorable, a fact that raises questions as to the effectiveness of “green declarations”. Perceived behavioral control was only moderately significant whereas subjective norms were not a significant predictor. In the extended model satisfaction from previous purchase proved a statistically significant predictor. The implications of these findings for marketers are discussed in the last part of the thesis.
Keywords: Green products
Theory of planned behavior
Purchasing intentions
Past behavior
Information: Διπλωματική εργασία--Πανεπιστήμιο Μακεδονίας, Θεσσαλονίκη, 2013.
Appears in Collections:ΔΠΜΣ Διοίκηση Επιχειρήσεων (M)

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