Green Purchase Intention: Understanding the Role of Environmental Beliefs, Health Consciousness and Perceived Behavioural Control

Consumer awareness of environmental issues has steadily increased, with environmental values significantly shaping purchase intentions. Essential to environmental sustainability are ecological packaging and ecological products. This study examines the impact of green product knowledge and green packaging on environmental beliefs, health consciousness, perceived behavioural control and consumer purchase intention, focusing on Visakhapatnam (India). A quantitative survey was conducted using purposive sampling, targeting individuals who are familiar with green products. Data from 306 respondents were analysed using the Statistical Package for the Social Sciences (SPSS) and AMOS. Structural equation modelling (SEM) was used to validate the conceptual framework. The results indicate that green product knowledge, environmental beliefs, health consciousness, and perceived behavioural control have an impact on green purchase intention, whereas green packaging does not. These findings emphasise the importance of psychological and informative factors for shaping environmentally friendly consumer behaviour. This study contributes to the existing literature on sustainable consumer behaviour, especially related to green fast-moving consumer goods (FMCG). It provides practical insight to marketers, decision-makers, and environmentalists who aim to promote environmentally friendly FMCG products. Additionally, focusing on significant psychological and behavioural factors allows for designing strategies that help the environment and improve public health.