Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour

The purpose of this study is to understand and add to the growing literature on generation Y's green behaviour on green products. It also validates the extended theory of planned behaviour (TPB) model and the green contextual factors (GCF) in Nigeria. The research examines the behaviour of a sample of 300 generation Y green consumers within the age of 18–32 who live in the urban living area in the Federal Capital Territory (FCT)-Abuja, Nigeria. The study uses a quantitative research approach to design the research model. Partial least squares structural equation modeling (PLS-SEM) are used to validate the results on SmartPLS 3.0 software. The variables include generation Y's green behaviour, green behavioural control, green product trust, green product value, green environmental awareness, and green price sensitivity. Data were processed and analysed for measurement and structural model assessments. The empirical results obtained from the path model discover the extended TPB and GCF positively influences generation Y green behaviour at significant levels p < 0.05 and t > 1.96. Factors like green price sensitivity have a stronger influence on generation Y green behaviour. It is followed by green behavioural control. The presence of an additional construct in the path modelling contributes as a substantial mainstream variable. The outcomes of the research show generation Y green consumers are willing to assist society sustainably. The study offers managerial insight to policymakers in the green industry to formulate appropriate green strategies and effective policies to understand generation Y consumers.