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- 2025-10-01 (2)
- 2025-10-01 (1)
Keywords
eco-friendly product
sustainable consumption
consumer behavior
planned behavior theory
How to Cite
Abstract
It is posited that the increasing global environmental awareness is transforming consumption decisions, especially among younger consumers. This study analyzes the psychosocial factors influencing the intention to purchase eco-friendly products among the post-millennial generation, using the Theory of Planned Behavior (TPB) as a framework. Data were collected through a survey administered to 437 participants and analyzed using non-parametric tests and a multivariate model (SEM-CFA). The findings reveal a generally favorable attitude towards eco-friendly products, but with a limited willingness to pay a premium. Differences in purchase propensity were observed based on gender, income, and education level. Additionally, the direct impact of TPB variables on purchase intention was confirmed. It is concluded that improving attitudes towards eco-friendly products can increase both purchase intention and willingness to pay a premium, thereby promoting greater adoption of sustainable consumption
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