A study on consumers ‘purchase intention toward the products with green packaging

In summary, we propose a model through theory of planned behavior that integrates established psychological constructs such as perceived behavioral control, subjective norms and attitude as well as moral considerations. Moreover, our investigation will extend beyond these factors to examine the role of willingness to pay, environmental knowledge and xenocentrism on customers’ purchase behavior toward the products with green packaging.
Also, we would like to do a comparison study between Czech Republic as the target country and Denmark as the model/successful country toward purchasing green packaging