A Meta-Analytic Review on Antecedents of Green Product Purchase Intention: An Extended TPB Approach

İpek İ., Demirel B., İlter B., Kuruoğlu Kandemir E.

Beykoz Akademi Dergisi, vol.10, no.1, pp.58-77, 2022 (Peer-Reviewed Journal)


Owing to the growing attention of consumers towards green-related issues, important number of studies has been devoted to understanding the drivers of green product purchase intention; implying a need to quantitatively synthesize the empirical body of research on the subject. In this sense, extending the theory of planned behavior, the main purpose of this study is to meta-analyze the empirical findings on green product purchase intention and its antecedents. The meta-analytic investigation was performed on 235 effects dependent upon more than 39,000 consumers (N = 39,253). The findings of the meta-analysis reveal that green product purchase intention is most strongly influenced by attitude toward product/brand, followed by brand trust and self-identity, respectively. This research considerably contributes to the pertinent literature by synthesizing and consolidating fragmented empirical evidence on the determinants of green product purchase intention.