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Green Purchasing Behaviour of Young Indian Consumers: An Exploratory Study

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  • S.M. Fatah Uddin
  • Mohammed Naved Khan

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.

Suggested Citation

  • S.M. Fatah Uddin & Mohammed Naved Khan, 2016. "Green Purchasing Behaviour of Young Indian Consumers: An Exploratory Study," Global Business Review, International Management Institute, vol. 17(6), pages 1469-1479, December.
    • Handle: RePEc:sae:globus:v:17:y:2016:i:6:p:1469-1479
    DOI: 10.1177/0972150916660440
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    References listed on IDEAS

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    Cited by:

    1. 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.

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