Modelling young consumers' awareness and purchase behavior of eco-friendly products: A PLS-SEM approach

As global concern for environmental sustainability intensifies, understanding the drivers of eco-friendly consumer behavior, particularly among youth, has become increasingly important. Despite rising awareness, a persistent gap exists between green purchase intentions and actual behavior, especially in developing economies like India. This study investigates this gap by extending the Theory of Planned Behavior (TPB) to include three additional constructs: environmental knowledge, social influence, and product accessibility. Green purchase intention is modelled as a mediating variable. Data were collected through a structured survey of 130 Indian college students, and the hypothesized model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4. The results reveal that all three antecedents significantly influence green purchase intention, which in turn is a strong predictor of eco-friendly purchasing behavior. Moreover, green purchase intention partially mediates the relationship between the antecedents and behavior. Theoretically, this research advances the TPB by integrating context-relevant predictors within a PLS-SEM framework. Practically, the study offers actionable insights for marketers, educators, and policymakers aiming to foster sustainable consumer practices among younger populations—particularly through targeted education, peer-driven campaigns, and improved green product accessibility.