Using the theory of planned behavior to explore green food purchase intentions

Predicting sustainable consumption behavior is particularly important in the field of marketing and public policy making, as environmental sustainability becomes a major concern for the public and private sector. This paper aims to contribute to the development of the extended theory of planned behavior (TPB) and to gain some insight into what drives students' intentions to purchase green food in Algeria as a developing country. Results from multiple linear regression (MLR) using data from the convenience sample of 265 students enrolled at three universities in Algiers, Algeria, shows that attitude, subjective norm, perceived behavioral control (PBC), and environmental concern have positive effects on intention to purchase green foods. Implications of the results for academics and practitioners are discussed.