I green, you green, we all green: Testing the extended environmental theory of planned behavior among the university students of Pakistan

Abstract To bring about a change in the complex environmental degradation problems caused by humans, a continued commitment to counteracting these problems is necessary. This study aims to extend and validate the environmental theory of planned behavior by incorporating the cognitive-perceptual beliefs about the outcome of ecological actions. We collected the data via a self-administered questionnaire from 285 systematically selected urban university students of Pakistan. The study employs structural equation modeling (SEM) with maximum likelihood method (MLE). Extended environmental theory of planned behavior explained a considerable amount of variance in green purchase intentions. Results revealed that the perceived seriousness of environmental problems and independent self-construal were the most formative determinants of green purchase intentions. Marketers should associate green consumption with personal goals and achievements in their promotional campaigns. Furthermore, practitioners and policymakers should initiate awareness programs regarding the seriousness of environmental degradation to encourage pro-environmental consumption.