Determinants of Purchase Intentions Towards Green Mobiles – An Extension of The Theory of Planned Behaviour (Tpb)
Determinants of Purchase Intentions Towards Green Mobiles – An Extension of The Theory of Planned Behaviour (Tpb)

Author(s): Deepa Rohit, Ravi Vaidee, Vaishali Vivek Patil
Subject(s): Marketing / Advertising, Business Ethics
Published by: Transnational Press London
Keywords: Determinants; Purchase Intentions; Green Mobiles; Extension of The Theory of Planned Behaviour; Tpb;
Summary/Abstract: The Indian economy consistently experienced an upward growth and is now the world’s 3rd largest economy, with only the United States of America (USA)and China ahead; and third largest in terms of Purchasing Power Parity (PPP) (IBEF, 2021). India’s GDP is pegged at $ 2.9 trillion, estimated to reach a whopping $ 5 trillion by 2024 and $ 10 trillion by 2030 or 2031 (investindia.gov.in, 2019). According to the World Economic Forum (2019), India’s market size is pegged to grow at a thriving $ 6 trillion in the coming years (Future of Consumption in Fast-Growth Consumer Market – India, 2019). However, such a prodigious growth has also been at the cost of cultural changes, mass consumption of nature and natural resources giving way to developing infrastructure and urbanization, changing consumer trends and consumption patterns, demanding consumers’,leading to a new wave consumerism.Furthermore, the rise in consumer demand has led to a higher and greater consumption causing a virtuous and vicious cycle of demand, manufacture, consumption; leaving behind a huge amount of waste arising out of unusable, non-recyclable products (Booi Chen & Teck Chai, 2010; Joshi & Rahman, 2015). While, such wastes can be attributed to all industries and sectors, the packaging & electronic industries, in particular the computer, computer component segment and the telecommunication sector – specifically mobile handsets appear to be major contributors of e-waste, currently in India.

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