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Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers

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  • Jaiswal, Deepak
  • Kant, Rishi

Abstract

The purpose of this empirical study is to operationalize the relationship of cognitive factors influencing on green purchase intention directly and indirectly via the mediating role of attitude towards green products which in turn investigated with green purchasing behaviour in order to validate the proposed research model in the Indian context of ecologically friendly buying behaviour. The model is based on ‘attitude-intention-behaviour’ and analysed by using structural equation modeling (SEM) from that data collected of 351 Indian consumers.

Suggested Citation

  • Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:60-69
    DOI: 10.1016/j.jretconser.2017.11.008
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    References listed on IDEAS

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