Abstract:
Inculcating pro-environmental purchase behavior is beneficial to both individuals
and the society at large. The TPB has been generally applied to understand and
examine pro-environmental purchase behavior. However, as the underpinnings of
this theory are not adequate to understand the entire process of the development of
pro-environmental purchase behavior, a more comprehensive theoretical framework
is required. Combining the TPB with the VBN Theory provides such a comprehensive
theoretical framework. Moreover, the presented model incorporates green perceived
value and green Skepticism to predict pro–environmental purchase behavior strongly
and to tackle the puzzle like green marketing myopia meticulously. It suggests that pro
– environmental purchase behavior may be strongly predicted by pro- environmental
purchase intention, green perceived value and green skepticism. The implications of
this framework for theory and practice are discussed, as directions for future research,
which would be of use to researchers and practitioners in the societal marketing field
