A path model of antecedents of green purchase behaviour among Indian consumers

Abstract

The study aims to recommend and investigate a model of the outcomes of explicit various constructs on the frequency of green purchase behaviour. Environmental concern, Green advertisement, Perceived quality of green products, word of mouth, motivation to comply and social influence are operationalised by a path model hypothesising effects of these antecedents on attitude and subjective norm leading to purchase intention and finally the purchase behaviour of green products. The research employs survey based method to check a theoretically grounded set of hypothesis. A well-structured questionnaire was administered to collect responses from 501 respondents. The data was analysed using SPSS and AMOS with techniques of CFA and SEM to get the results. This study indicates that positive attitude toward green products leads to the intention of consumers to purchase them. The findings can help the marketers to formulate their policy with regard to actions which would enhance the purchase and usage behaviour of the consumers towards green products.