AN EXTENDED VALUE-BELIEF-NORM THEORY TO PREDICT GREEN PURCHASE INTENTION

The growing concerns about environmental degradation urge research on green consumer behaviour, and one of the focuses is on customer intention to buy green products. Various studies use the theory of planned behaviour and integrate green perceived value into the theory. These studies looked at the green perceived value in aggregate to explain customer attitudes and behaviours toward green products, whilst the value-belief-norms (VBN) theory proposes three values that relate to proenvironmental behaviours through personal norms. The understanding of specific components of green perceived value enables scholars and practitioners to better comprehend green purchase behaviours. This research aims to predict the factors leading to green purchase intention by attaching green trust and attitude to the VBN theory. A convenience sampling involving millennials and genz that have bought green products before. This research was able to obtain 292 valid responses. These data were analysed using PLS-SEM to maximize the predictive power of the extended VBN theory in explaining green purchase intention. This research found that two values namely altruistic and biospheric played significant roles in influencing customer attitude, personal norms, and green trust that sequentially affected green purchase intention. This study, however, failed to prove the effect of egoistic value on green purchase intention.