Published Paper Details:

This research investigates the determinants of eco-conscious consumer behavior, examining psychological factors, cultural influences, and the mechanisms driving green purchasing decisions. Employing an integrated theoretical framework combining the Theory of Planned Behavior (TPB), Value-Belief-Norm (VBN) Theory, and Hofstede's Cultural Dimensions, this study synthesizes contemporary literature to understand consumer adoption of environmentally friendly products. The research identifies environmental concern, perceived consumer effectiveness, and environmental knowledge as critical antecedents of green purchase intention. Additionally, the study explores the persistent attitude-behavior gap in green consumption, highlighting moderating factors including trust, price sensitivity, and product availability. The findings reveal that while consumer environmental concern continues to increase, significant barriers prevent intention from translating into actual purchasing behavior. This research contributes a comprehensive framework explaining eco-conscious consumer behavior suitable for practitioners, policymakers, and researchers seeking to promote sustainable consumption patterns.