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Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination

Stavros P. Kalafatis (Professor of Business Marketing, Kingston Business School, Kingston upon Thames, Surrey, UK)
Michael Pollard (Researcher, Kingston Business School, Kingston upon Thames, Surrey, UK)
Robert East (Professor of Consumer Behaviour, Kingston Business School, Kingston upon Thames, Surrey, UK)
Markos H. Tsogas (Lecturer, Kingston Business School, Kingston upon Thames, Surrey, UK)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 1999

Abstract

Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and Greece). Although the findings offer considerable support for the robustness of the TPB in explaining intention in both samples, there is some indication that the theory is more appropriate in well established markets that are characterised by clearly formulated behavioural patterns (i.e. the model fitting elements of the UK sample are superior to the corresponding ones obtained from the Greek sample). The results are consistent with previous research on moral behaviour.

Keywords

Citation

Kalafatis, S.P., Pollard, M., East, R. and Tsogas, M.H. (1999), "Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination", Journal of Consumer Marketing, Vol. 16 No. 5, pp. 441-460. https://doi.org/10.1108/07363769910289550

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MCB UP Ltd

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