Exploring Environmental Concern and Trust in Predicting Sustainable Packaging Purchase Intention: Extending the Theory of Planned Behaviour in a Tier II Indian City

Abstract

This investigation delves into consumer purchase choices of sustainably packaged goods in a Tier II Indian city. The research uses the Theory of Planned Behaviour (TPB) while augmenting the model with two new variables environmental concern and trust. Data collected using a self administered questionnaire was a nalysed through Partial Least Square
Structural Equation Modelling (PLS SEM). TPB proved to be a reliable tool for predicting consumer intentions towards buying products with sustainable packaging. Additionally. extending the TPB model with additional com ponents strengthens its ability to predict consumer behaviour. The research article ends by presenting future research possibilities while offering recommendations to policymakers and manufacturers.