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Role of Internal and External Values on Green Purchase
Abstract
In recent years, consumers' interest has grown for environmental issues and responsible consumption. With the widespread familiarity with sustainable development goals, consumers are making environmentally friendly decisions in their daily consumption practices. The study focuses on the role of internal and external values in building favorable attitude towards green purchase. Two separate studies were conducted on Indian population. The first study examines the impact of internal values on green purchase intention whereas the second study examines the impact of external values on green purchase intention. Study 1 investigates the role of culture on forming attitude that leads towards green purchase intention with mediating variables: attitude, subjective norms, and perceived behavioral control. Study 2 investigates the impact of formal norms on green purchase intention through internal cognition variables which are knowledge, perceived expected outcomes, self-efficacy, and attitude. Findings indicate that internal and external values impact the green behavior.
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