Green in the cart, not at checkout: the gap between sustainable intent and purchase

Abstract

This study investigates psychological and situational determinants of the intention–behavior gap in green purchasing based on Ajzen’s Theory of Planned Behavior (TPB). Despite increasing sustainability awareness, there remains an intention–behavior gap between consumers’ behavioral intentions to make green purchases and actual behavior. A total number of 350 respondents answered and verified the proposed hypothesis through Partial Least Squares Structural Equation Modeling. The result shows that subjective norm and perceived behavioral control significantly influence actual green purchasing behavior, while attitude toward green products is insignificant but green purchase intention, as a mediator, performs partial mediation. The results highlight the stronger role of social influence and enabling factors over attitudes or intentions in driving green consumption. The findings offer policy insights to policymakers and firms about reducing cost, accessibility, and convenience barriers to promote sustainable consumption.