Asian Journal of Economics, Business and Accounting

This study investigates the impact of environmental concern on green purchase intention, incorporating green trust as a mediator within the framework of the Theory of Planned Behavior (TPB). The research aims to bridge the gap in understanding how environmental consciousness, attitude, and trust shape consumers’ intention to purchase eco-friendly products. A total of 500 students from various disciplines at a higher education institution in India participated in the study. Data was collected through an online survey and analyzed using Structural Equation Modeling (SEM) to test the proposed hypotheses and examine the mediation effects. The results demonstrate that environmental concern positively influences both attitude and green trust, which in turn, enhance green purchase intention. Green trust significantly mediates the relationship between environmental concern and green purchase intention, supporting the importance of fostering consumer trust in promoting sustainable purchasing behavior. The study contributes to TPB by integrating environmental concern as a critical variable, extending the model’s explanatory power. From a marketing perspective, the findings highlight the need for businesses to foster trust and positive attitudes toward green products to encourage eco-friendly purchases. However, the study is limited by its reliance on a sample of students from a single institution, which may limit the generalizability of the findings. Future research could explore a broader demographic, including different age groups and regions, to enhance the understanding of green purchase behavior. Additionally, longitudinal studies could provide deeper insights into how environmental concerns and trust evolve over time.