 Green Purchasing Behaviour of Young Indian Consumers: An Exploratory StudyS.M. Fatah Uddin and Mohammed Naved Khan Global Business Review, 2016, vol. 17, issue 6, 1469-1479 Abstract: There is a growing pressure from the stakeholders and regulatory bodies to promote green consumption. Heightened environmental consciousness is also contributing to greater adoption of green products and services. But still there exists a value–action gap in the way the consumers’ think and respond. This study explores the psychological factors which affect the green purchasing behaviour (GPB) of young consumers in India. Our primary question was ‘what are the factors which play a vital role in the adoption and curtailment of green purchasing behaviour of young Indian consumers?’ Exploratory factor analysis (EFA) revealed existence of five underlying variables namely environmental attitude (EA), environmental consciousness (EC), GPB, environmental involvement (EI) and perceived effectiveness of environmental behaviour (PEEB). Subsequently, regression analysis was performed to explain the role of EI of these young consumers in overall GPB. The study makes significant contribution to existing literature by providing valuable insights into the psyche of young consumers. Keywords: Green purchasing behaviour; environmental involvement; environmental attitude; young consumers; multiple linear regression (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:17:y:2016:i:6:p:1469-1479 Access Statistics for this article More articles in Global Business Review from International Management Institute |
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