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Research Article Open Access

Antecedents of Green Buying Behavior: Contextual Analysis of Theory of Planned Behavior in Ethiopia


Consumption pattern is highly harming environment and nations at every corners are reaping the spiteful result of the damage. Though many claimed the inconsistency between intention and behavior, none was able to examine reasons for the discrepancy. A total of 402 academic staffs from eight private and public universities in Addis Ababa, Ethiopia are randomly approached to solicit data. Structural equation and process macro methods are used for data analysis purpose. The results of study ascertain that environmental knowledge and subjective norm are best predictors of green behavior.

Abera Legesse Yada*, Satinder Kumar

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