Abstract

• This paper aims to examine the drivers of behavioral intention for green consumption and to determine the effects of behavioral intention on actual behavior in green consumption of the consumers. The research is conducted based on consumers who shop in supermarkets and shopping centers located in six townships in Yangon downtown area with the constructs of the Theory of Planned Behavior. The results of the study reveal that consumer’s behavioral intention in green consumption is affected by consumer’s attitude, subjective norms, and perceived behavioral control. Moreover, the findings of the research suggest that consumer’s self-identity with green consumerism contribute to the prediction of their behavioral intention. The results show the direct relationships between behavioral intention and actual green consumption behavior. This study provides the implications for policy makers and green marketers of to design appropriate policies and strategies to improve the consumers’ purchases and usages on green products and service through the measures of stimulating favorable attitudes toward green products, enforcing subjective norms, enhancing perceived behavior control, and promoting selfidentity of green consumption