Ryan, Tanya A2014-07-142014-07-142014-05https://hdl.handle.net/11299/163893University of Minnesota Ph.D. dissertation. May 2014. Major: Mass Communication. Advisor: John Barras Eighmey. 1 computer file (PDF); iv, 75 pages.This research study is focused on understanding consumer behavior in relation to the purchase of environmentally friendly products. Using the Theory of Planned Behavior as a guide, it seeks to uncover the salient beliefs regarding purchasing environmentally friendly products as well as explore the role that altruism plays in green product purchases. Findings of this multi-stage study uncover multiple beliefs about environmentally friendly products, support the Theory of Planned Behavior in regards to green purchase behavioral intent, and show a statistically significant indirect link between altruism and green purchase behavior.en-USThesis or Dissertation