Acta Univ. Bohem. Merid. 2026, 29(1):50-72 | DOI: 10.32725/acta.2026.00440

“DEVELOPMENT OF A CONCEPTUAL FRAMEWORK FOR GREEN CONSUMER BUYING BEHAVIOUR FOR PERSONAL CARE PRODUCTS IN INDIA”

Premi Hansini1
1 ICFAI Business School, ICFAI University Dehradun, India

There has been an increasing interest from both academics and practitioners in the green consumer buying behavior. The literature has mainly focused on identifying antecedents and indicators for green buying behavior, but scholars have yet to develop a comprehensive framework that provides insight into green buying behavior, that considers all relevant factors in a framework. To address this gap, researchers have proposed a theoretical framework grounded in Theory of Planned Behavior (TPB) theory, identifying 22 elements from the literature out of which 20 were selected for our study through Domain Analysis and a Comprehensive Framework was build. The reliability and validity of the framework was checked and was found to be good. Factor Analysis, Correlation and Regression were also performed to check the relationship among the variables.

Keywords: Green Buying Behavior, Theory of Planned Behavior (TPB), Antecedents, Domain Analysis, Factor Analysis, Correlation and Regression.
JEL classification: D9, M31, Q56

Received: May 20, 2025; Revised: May 25, 2026; Accepted: June 30, 2026; Prepublished online: June 30, 2026; Published: July 2, 2026  Show citation

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Hansini, P. (2026). “DEVELOPMENT OF A CONCEPTUAL FRAMEWORK FOR GREEN CONSUMER BUYING BEHAVIOUR FOR PERSONAL CARE PRODUCTS IN INDIA”. Acta Universitatis Bohemiae Meridionalis, 29(1), 50-72. doi: 10.32725/acta.2026.004
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