An extended theory of green purchase behaviour: the gap between intended and actual behaviour

This paper improves the predictability of the models by using theory broadening to investigate a theoretical model that includes extra variables and the integration of different theories. The study uses a deductive research approach, positivist paradigm, and is quantitative in nature. The model is empirically tested, using the structural equation modelling technique, based on the data obtained from 203 respondents. The findings demonstrate how important personal norms are in influencing people's intentions to make green purchases and in mediating the relationship between green purchasing behaviour and environmental concern. Contrary to expectations, the study reveals that, independent of a brand's green image, perceived risk associated with green products has little influence on green buying behaviour. Furthermore, the association between perceived behavioural control and green purchasing behaviour is negatively moderated by the perceived value of green products.