A BSTRACT The purpose of this study is to examine the factors affecting green purchase behavior of consumers in Uttar Pradesh, India. The Theory of Planned Behavior (TPB) contains five factors: attitude, subjective norm, perceived behavioral control, purchase intention, and purchase behavior to explain consumers' purchase behavior. This research investigates the determinants of the purchase intention for green products leading to the purchase behavior for the same. The data collected from 300 respondents for the study were analyzed using Confirmatory Factor Analysis and Structural Equation Modeling to validate the Theory of Planned Behavior. The study results indicate that attitude has a significant positive relationship with the purchase intention towards green products. The strength of the significant relationship between subjective norms and purchase intention was good. The relationship between perceived behavioral control and purchase intention was significant. The results of the last hypothesis were significant, which means there was a significant positive relationship between purchase intention and purchase behavior. This study is useful for policymakers, entrepreneurs, marketers, and academicians and gives insight into how to increase purchase intention and purchase for different kinds of green products. Keywords: Confirmatory Factor Analysis, Purchase Behavior, Structural Equation Modeling, Theory of Planned Behavior. Adhyayan: A Journal of Management Sciences (2021); DOI: 10.21567/adhyayan.v11i1.01 Understanding the Factors Affecting Green Purchase Behavior of Consumers with Special Reference to Uttar Pradesh, India Shailesh Kumar Kaushal 1 *, Priyaka Khanna 2 , Pankaj Gupta 3 1 Department of Business Administration, University of Lucknow, Lucknow, U.P. India 2 Department of Commerce, Khalsa College for Women, Ludhiana, Punjab, India 3 Department of Commerce, Ramanujan College, University of Delhi, New Delhi, India Corresponding Author: Shailesh Kumar Kaushal, Assistant professor, Department of Business Administration, University of Lucknow, Lucknow, U.P. India, e-mail: kaushal.sk1971@ gmail.com How to cite this article: Kaushal, S.K., Khanna, P., Gupta, P. (2021). Understanding the factors affecting green purchase behavior of consumers with special reference to Uttar Pradesh, India. Adhyayan: A Journal of Management Sciences, 11(1):1-7. Source of support: Nil Conflict of interest: None © The Author(s). 2021 Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons. org/licenses/by/4.0/), which permits unrestricted use, distribution, and non-commercial reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated. I NTRODUCTION N owadays, there is a strong need to know the buying behavior of green products. The present research paper seeks to understand the significant components that influence the buying behavior of green products. It has increased quickly in the last couple of years, specifically attention concentrating on purchasing green products. It is crucial to know the relationship between sustainability and the consumption pattern of green products. As far as marketing is concerned, green purchase behavior has become a burning issue of research. Theory of Planned Behavior (TPB) explains the three major components that explore buyer's behavior intention: the first one is an attitude, the second subjective norm, and the third component explains perceived behavioral control (Ajzen, 1991). The meaning of attitude, how a person evaluates positive and negative behavior. The second component, i.e., subjective norm, explains the social effect of the theory of planned behavior and can be explained as "performing the behavior or perceived social pressure to perform the behavior". We can say, "A person's belief those others should engage in a certain behavior", and the meaning of perceived behavioral control is "The ease or difficulty of conducting behavior," and it is a sign of previous experiences and few possible hurdles. As far as the theory of planned behavior, buying behavior of buyer nothing but a role of intention for achieving the particular behavior and the purchase intention RESEARCH ARTICLE ADHYAYAN Volume 11, Issue 1, 2021 Print ISSN: 2249-1066 Online ISSN: 2455-8656