Abstract
The purpose of this study is to investigate the impact of Attitude towards Television (ATTV)
on consumers’ Environmental Concern (EC) and perceived consumer effectiveness (PCE) in developing countries. The model developed for the study further shows the impact of perceived consumer effectiveness (PCE)
and consumers’ attitude towards green purchase (ATGP) on their green purchase intention (GPI). Data from
574 respondents were collected through an online questionnaire and the hypothesized causal relationships
were tested using structure equation modeling (SEM). The findings of the study revealed that ATTV has a
significant impact on consumers’ PCE and EC. EC was found to have a significant impact on consumers’
ATGP, while the PCE and ATGP were found to have a significant impact on GPI. This study provides an
insight into the importance of the use of media to enhance the consumers’ environmental concerns, perceived
consumer effectiveness, and consumers’ attitude towards green products which ultimately has a positive impact on green purchase intention.
Adnan Butt. (2017) Determinants of the Consumers Green Purchase Intention in Developing Countries, Journal of Management Sciences, Volume 4, issue 2.
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