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Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework.

Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24.

Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB).

This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies.

The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

Using insights from theory of planned behavior (TPB), this study aims to examine the determinants and their relative importance in predicting green buying behavior among young educated consumers in India.

Data are collected from 202 young Indian consumers using online questionnaire survey. Confirmatory factor analysis is used to ensure the reliability and validity of study measures in the present context. Structural equation modeling is used to test the proposed research model.

Findings confirm perceived value and willingness to pay premium as significant predictors of the green purchase intention. In turn, green purchase intention significantly influenced green buying behavior.

This study by advancing the understanding on the factors influencing green product purchase intention and behavior among Indian youths will help the policymakers to design policies and programs to encourage the adoption of green purchase behaviors, which in turn will help in addressing the problem of environmental sustainability, which the whole world is struggling with.

This study validates the importance of TPB framework in comprehending consumer green product purchase intention and behavior in a culturally different context of India. Thus, this study contributes to the green marketing literature by examining the unique combination of variables in predicting green buying behavior in an integrated framework. It also extends the TPB by demonstrating the importance of additional constructs, perceived value and willingness to pay in predicting green purchase intention and behavior among young millennials in India.