| This research study is focused on understanding consumer behavior in relation to the purchase of environmentally friendly products. Using the Theory of Planned Behavior as a guide, it seeks to uncover the salient beliefs regarding purchasing environmentally friendly products as well as explore the role that altruism plays in green product purchases. Findings of this multi-stage study uncover multiple beliefs about environmentally friendly products, support the Theory of Planned Behavior in regards to green purchase behavioral intent, and show a statistically significant indirect link between altruism and green purchase behavior. |
