Aydın, KenanAltan, Meral UzunözKöse, Şirin GizemÇizer, Ece Özer2024-10-052024-10-0520241758-20831758-2091https://doi.org/10.1504/IJGW.2024.141404https://hdl.handle.net/20.500.11779/2357This research aims to investigate factors affecting green consumption behaviour by utilising theory of planned behaviour and extends the theory by integrating environmental attitude, perceived expensiveness, and green scepticism variables. The results show that environmental attitude, attitude towards purchasing green products, subjective norms, and perceived behaviour control variables determine green product consumption. The study also presents the partial mediator role of attitude towards buying green products in the relationship between environmental attitude and green product purchase behaviour. Furthermore, perceived expensiveness and green scepticism have negative moderating roles in the relationship between attitudes toward purchasing green products and green purchase behaviour.eninfo:eu-repo/semantics/closedAccessGreen productTheory of planned behaviourEnvironmental attitudeGreen marketingGreen consumptionArticle10.1504/IJGW.2024.1414042-s2.0-85204041071