Determinants of Green Product Consumption: Insights From Norway

ABSTRACT Household consumption constitutes a significant part of greenhouse emissions, and consumers are more and more leaning towards purchasing green products including food, clothing, and household items that have a minimum impact on the environment. Consumers, especially younger ones are gradually becoming more conscious about the environmental effect of their consumption choices. However, we still need more research to understand the determinants of green purchasing behavior. This study empirically examines the determinants of green purchasing behavior among Norwegian young adults between 18–40 years by using structural equation modeling. We focus on the Norwegian context as Norway represents one of the few countries moving towards circular economy and strategically positioned to achieve the Agenda 2030 for Sustainable Development Goals. The results show that young adults' green purchasing behavior can be predicted by their perceived value of green products and purchase intentions, and both perceived value and purchase intention are significantly associated with young adults' attitude towards green products, need for uniqueness, and environmental concern. This study validates an extended theory of planned behavior (TPB) framework for predicting green product consumption behavior. The findings can inform both businesses and policy makers to develop better strategies that promote green consumption choices.