ANTECEDENTS OF GREEN PRODUCT CONSUMPTION AND WELLBEING OF CONSUMERS

This book explores the key factors that influence consumers' green product consumption and their overall wellbeing. It examines how environmental concern, green product literacy, perceived behavioural control, subjective norms, health consciousness, and anticipated emotions shape green product purchase attitude, behavioural intention, and actual purchase behaviour. The study also highlights the moderating role of peer influence and the positive impact of green consumption on consumer wellbeing. With a focus on sustainable choices and responsible living, this book provides valuable insights for researchers, students, and practitioners interested in promoting green consumption and a healthier future.