Factors Influencing Green Purchase Intention and Behaviour Towards Solar Technology: The Role of Green Brand Knowledge

Abstract

This study investigates the determinants of Green Purchase Intention (GPI) and Green Purchase Behavior (GPB) among residential and commercial users of solar technology in Pakistan by integrating the Theory of Planned Behavior (TPB) and Technology Readiness Index (TRI). Using a quantitative, cross-sectional survey of 385 respondents and analyzing the data through SPSS and Smart PLS by using Structural Equation Modeling (SEM) and Hayes’ PROCESS macro. The study examines the effects of green attitude (GA), subjective norms (SN), perceived behavioral control (PBC), and technological factors (TF). Green Brand Knowledge is used as moderating variable between TPB predictors; green attitude (GA), subjective norms (SN) and perceived behavioral control (PBC) along with the technological factors (TF) and GPI. In this study GPI is used as mediator between TPB predictor (GA, SN, PBC), TF and GPB.