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Purpose The aims of the study are: to compare the environmental concern and scepticism levels of the participants and whether or not they display green purchase behaviour; to investigate the influence of environmental concern and scepticism on green purchase behaviour by utilizing the Theory of Planned Behaviour. Design/methodology/approach The data were collected from participant and non‐participant customers of the e‐invoicing program of Turk Telecom. Customers were clustered into four groups according to their environmental concerns and scepticism levels. Findings Research results show that those customers who have a high level of environmental concern and less sceptical reflect a positive attitude, have a high positive subjective norm and perceived behavioural control that motivates them to have stronger intentions to become e‐invoice subscribers in the near future. Originality/value The results found in the paper provide clear evidence supporting the Theory of Planned Behaviour in Turkey. Moreover, while most previous studies have employed undergraduate samples which are not representative of common customers, the present study employed a large and real customer sample which strongly represents customers in general.
Albayrak et al. (2013) studied this question.