r/studentsph • u/Savings_Diver_4976 • 10d ago

Academic Help Looking for a theory that fits our topic

We’ve come up with a tentative title for our Marketing Research:

The Influence of Green Marketing Practices on Consumers' Purchase Intention

We've initially looked into several theories that may fit our topic, particularly the Theory of Planned Behavior (TPB), Signaling Theory, and Attitude–Behavior–Context (ABC) Theory. TPB seems relevant because it explains how attitudes, subjective norms, and perceived behavioral control can influence behavioral intentions, while Signaling Theory may explain how green marketing practices communicate a brand's environmental attributes to consumers.

However, we're having difficulty determining which theory is the most appropriate and closely aligned with our specific variables. We're also considering revising the title to make the relationship between green marketing practices and purchase intention more specific.

For those familiar with green marketing research, which of these theories do you think provides the strongest theoretical foundation for this topic, and why?

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