Green Consumer Intentions: The Role of Planned Behavior Theory, Environmental Concern, and Demographic Factors

This project aims to explore the factors influencing green purchase intentions among consumers in Sarajevo Canton, focusing on elements such as the theory of planned behavior, environmental concern, and demographic characteristics. Using quantitative methods, the study will collect data from at least 800 citizens through a questionnaire, with analysis covering reliability, validity, and hypothesis testing. The goal is to understand consumer intentions, which are key predictors of actual behavior. The findings will raise consumer awareness about the importance of choosing green products, contributing directly to Sustainable Development Goals (SDGs) 12 and 13 on sustainable consumption and climate protection. Additionally, the results will help businesses understand consumer preferences and develop strategies to promote green consumption, aligning their business models with sustainability principles and fostering environmentally responsible choices.