This study aims to examine the ability of an extended, with past behaviour, Theory of Planned Behaviour (TPB) model to explain Greek young consumers (generation Y) intentions to purchase online ecological personal care products (EPCPs). In addition, an effort was made to examine the moderating role of health consciousness in the structural relationships of the extended TPB model. An electronic survey was conducted in the region of Central Macedonia, Greece and the quota sampling resulted in 1,676 usable questionnaires. The results indicate that perceived behavioural control has a stronger effect on consumers intentions to purchase EPCPs, followed by past behaviour, subjective norms and attitudes. Moderation analysis revealed that Health Consciousness strengthens the structural relationship between attitudes and intentions while it weakens the structural relationship between subjective norms and intentions, explaining almost 20% more of the variance in consumers' intentions to purchase online ecological personal care products.
Keywords: ecological personal care products, online purchasing, tpb, past behaviour, health consciousness