An Integrated Model of Green Purchase Behaviour: Environmental Antecedents and Mediating Role of Perceived Behavioural Control

The present study examines the determinants of Green Purchase Behaviour (GPB) by integrating Environmental Knowledge (EK), Environmental Concern (EC), Subjective Norms (SN), and Perceived Behavioral Control (PBC) into a structured research model. The study specifically investigates the influence of EK, EC and SN on GPB, examines the effect of PBC on GPB, and assesses the influence of EK, EC and SN on PBC. It further investigates the mediating role of PBC in the relationships between environmental and social antecedents and green purchase behaviour. Primary data were collected from 462 respondents through a structured questionnaire. The proposed relationships were examined using Structural Equation Modelling. The measurement model demonstrated satisfactory reliability and validity, with acceptable factor loadings, Cronbach’s alpha, Composite Reliability and Average Variance Extracted values. Discriminant validity was also established using the HTMT ratio and Fornell–Larcker criterion. The structural model results indicate that Environmental Concern significantly and positively influences GPB (β = 0.334, p < 0.001), followed by Environmental Knowledge (β = 0.125, p = 0.013) and Subjective Norms (β = 0.109, p = 0.036). Perceived Behavioral Control also has a significant positive effect on GPB (β = 0.165, p = 0.001). Furthermore, EC, EK and SN significantly influence PBC. The mediation results reveal significant indirect effects of EC, EK and SN on GPB through PBC. The model explains 23.3% of the variance in GPB and 15.3% in PBC. The study concludes that environmental, social and perceived control factors jointly contribute to understanding consumers’ green purchase behaviour.