Green purchase can have an impact on organization bottom line. It also helps to build a positive public image, brand, and goodwill in the marketplace. The purchasing intention for the green products varies across culture, gender and individual behavior of a person. This paper examines the impact of individual behavior on green purchase intention by applying constructs from Theory of Planned Behavior (TPB). A conceptual model is developed in this research by linking cultural values from Hofstede dimensions and value orientation model by Kluchhohn and Strodtbeck (1961) to determinants of green purchase intention. The paper also examines the role played by gender on purchase intention through culture and behavior. Collectivism and Long-term orientation (LTO) dimensions are included from Hofstede and Man-nature orientation is included from Kluchhohn and Strodtbeck (1961) model. The findings of the study suggest that collectivism is significantly related to all three predictors (attitude, subjective norms and Internal PBC) of green purchase intention in TPB whereas LTO is insignificantly related to attitude towards green products while examining the direct effects. Green purchase intention is also significantly related to Man-nature orientation. The research shows the path to translate cultural values, norms, and beliefs of an individual into purchase intention. Therefore, the research provides an insight to practitioners and policy-makers on how to increase intention towards green products. The study concludes that the awareness level regarding green products among individuals in India is still a matter of concern and therefore, practitioners and policymakers need to take efforts to make them knowledgeable about the same.

» Author: Ann-Catrin Kristianssen, Ragnar Andersson, Matts-Åke Belin, Per Nilsen

» Reference: Journal of Retailing and Consumer Services, Volume 41

» Source: ScienceDirect - GPP

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