Research Article Open Access

The extension of the theory of planned behavior (TPB) to predict green tea purchase intentions: The role of green tea satisfaction

Abstract

The study aimed to identify the factors predicting green tea purchase intentions. Moreover, this study intended to explore the mediating effect of green tea satisfaction in the relationship between attitude, subjective norms, perceived behavioural control, green trust, and green tea purchase intentions. The study was conducted using a convenience sampling technique. A total of 306 usable responses were collected from respondents. Subsequently, data were analysed using the structural equation modelling technique using Smart PLS 3.3.3. The current study results revealed that attitude, perceived behavioural control, green trust, and green tea satisfaction significantly impacted green tea purchase intentions. However, subjective norms insignificantly impacted green tea purchase intentions. In line with these, green tea satisfaction does not partially mediate the relationship between attitude, subjective norms, and perceived behavioural control and green tea purchase intentions. However, green tea satisfaction partially mediates the relationship between green trust and green tea purchase intentions. The study extended TPB, including green trust and green tea satisfaction, to predict green tea purchase intentions for the first time.

Abdulla Al-Towfiq Hasan *, Md. Tariqul Islam , Md. Amimul Ehasan , Shah Mahmud Sumon , Mohammad Sabbir Hossain , Ali Haydar

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