The Impact of Environmental and Health Attitudes on Pro-Environmental Behaviour: A TPB Study on Green Product Purchase Intention

Consumers are increasingly concerned about environmental and health hazards in their mode of purchase, leading to a rising demand for eco-friendly products. This study aims to evaluate the specific variables that encourage consumers to move beyond general environmental concern to engage in consistent sustainable purchasing behaviour utilising and extending the Theory of Planned Behaviour (TPB) framework. Data were gathered from 763 consumers using a structured questionnaire and analysed through structural equation modelling. The results indicate that health attitudes positively affect both behavioural attitudes and subjective norms, strongly driving purchase intentions. Behavioural attitudes and subjective norms consistently predict intent to purchase green products. The findings offer practical guidance for businesses and policymakers, suggesting that building consumer trust through transparent communication and clear labelling is crucial for encouraging sustainable consumption, thereby supporting larger sustainability objectives.