Green Purchase Behavior of Young Consumers in India: A Study on Green Marketing Opportunities

Abstract

Consumers these days are paying more attention and are aware of green products. Youth these days are more worried and concerned about the environment. Looking at the multiple advantages of green products, especially to the environment, the existing investigation is undertaken to discover the connection betwixt environmental attitude along green purchase behavior. Factors like Environmental Knowledge, Skepticism, and Interpersonal Influence will also be studied. For this research work, 213 respondents took part and the technique to collect the sample was simply random. Exploratory Factor Analysis (EFA) utilizing varimax rotation was applied to filter the number of items. The questionnaire method was used to collect the data. 4 hypotheses were framed and tested. The study revealed that factors like Environmental Knowledge, Skepticism, and Interpersonal Influence have a significant relationship with an environmental attitude that directly influences green purchase behavior. Results suggest that marketers encourage young consumers from India to go for green products as they have good awareness and knowledge about green products