A model suggestion for explaining consumers green consumption behaviours in the scope of theory of planned behaviour

Sustainable consumption and green consumer behaviours have begun to be discussed more in the literature day by day. Along with the concept of sustainable (green) consumption, the concept of green consumer has come to the fore. Identification and classification of consumer behavior is a comprehensive and difficult process. The efforts to define the consumer are difficult to meet in a common market due to the multifaceted nature of the consumers. The most basic definition of green consumers is a person who uses his/her purchasing power to protect the nature. One of the models used to explain and predict green consumer behavior is Ajzen's Theory of Planned Behavior. In this study, Ajzen's Theory of Planned Behavior was developed and the factors affecting consumer' s green purchasing behavior were examined. As a result, it has been found that the variables of environmental concern, environmental knowledge and perceived consumer effectiveness added to the model have important and meaningful effects on the green consumer attitudes and purchasing behavior.